Direct response

Online advertising campaigns generally either belong to the category of “brand marketing” or “direct response.” With brand ads, companies strive to increase brand awareness for their company or keep their product top-of-mind with certain customers. With direct response campaigns, the goal is to get results instantly.

Direct response aims to generate an immediate reaction from the customer through calls-to-action (CTAs) like “Click Here” or “Call Now.” The focus of these ads is about driving behavior, not raising awareness.

The benefits of direct response advertising

Direct response is a method of advertising that compels your audience to act quickly. Your direct response campaigns might ask people to opt-in to an email list or visit your landing page from an ad on Facebook.

The benefits of direct response include:

What are the features of a direct response ad?

Direct response advertising is a form of marketing specifically employed to connect your company to a specific audience. The channel you use (e.g., Twitter, Facebook or email) and the CTA is formulated to drive precise, measurable results.

Budgeting for direct response is easy, too. Either you see the campaign converting and it pays for itself, or your efforts won’t translate into sales and you’ll eliminate that ad strategy. Most direct response campaigns are defined by the following features:

For instance, you could create a direct response Facebook ad with Sprout Social to encourage targeted customers to buy a specific product. With Facebook targeting, you’ll ensure your message gets to the right people. What’s more, Sprout’s tracking tools will allow you to quickly measure the impact of your campaign.

Direct response best practices

No marketing campaign comes with a one-size-fits-all guide to success. However, there are tips you can follow with most strategies to improve your outcomes. For instance, in direct response ads, make sure that you: