Going the Extra Mile with Advertising
Digital advertising is the promotion of material good and series through online platforms including search engines, social media, and websites.
According to The Next Web nearly 5 billion people worldwide use the internet and about 4.2 billion of those are on social media: digital marketing allows companies a chance to go where their potential audiences, online, and connect with them in ways that weren’t possible before.
Forms of digital advertising
- Paid Search Advertising
- Social Media
Paid Search Advertising
More than half of all web visits begin through search engines because users are searching for a specific product or service. Those search results compiled listed on the first page. The first few results are often paid ad results and are indicated with the word ad at the end.
When a search result is clicked it becomes a pay per click. Search ads are pretty recognizable because they all have the same three components: a headline, display URL and description, one or all of these will likely contain the initial keyword searched.
You can’t talk about digital marketing without Google. The world’s top search engine processes more than 3.5 billion searches a day. advertising with Google opens your business up to a whole new world, literally.
But we should warn you, digital advertising on Google is not for beginners, because it has mastered the game of digital advertising. While it’s not rocket science, it does require a willingness to read and plenty of practice.
When it comes to google ads, placement matters. That placement is heavily dependent on an algorithm, called Ad rank, and rank is dependent on a basic, but not consistent, formula.
AD RANK FORUMLA
Bids- How much you’re willing to pay for a potential customer to click on your ad
Quality of ad- What you say matters. Google will compile info of the people who will likely see your ad
Competitive auctions- But what if you have two ads that are bidding the same amount, and both have similar quality ads? Google will place them head-to-head, in an online ads battle, to see who comes out on top. As the gap widens between the ad rank of Ad #1 and Ad #2 the higher ad will come out on top.
Context of a search- What a person searches can help narrow your odds of winning the bid.
“Therapist near me” isn’t as descriptive as “marriage and family therapist in Hoover, al”.
Pay Per Click
Pay-per-click is one of the most popular form of online advertising. Advertisers only pay for the ad when a user clicks on its link. According to Compare Comp PPC generates 50% more conversion rates than organic advertising. It’s also one of the top three generators of on–page conversion: putting it plainly, PPC can bring clients right to your front door.
While costs vary there are many factors that can impact how much advertisers actually wind up paying. For instance, ads that perform better than their competitors are considered more relevant, which drives down cost and leaves you paying less overall.
Other things that impact ad costs include:
- Ad relevancy
- Your industry
- Timing (when the ad displays)
CPM – Cost Per Impressions
Instead of paying per click, some digital advertisers opt to pay per impression. An impression is made every time your ad appears on a user’s screen. CPM alongside pay per click is used to assess the profitability of an online ad.
Webpages can run multiple ads. One single page view could result in one impression for each ad displayed. While impressions don’t always lead to an actual click, but they can, which increases an advertiser click through rates. Sounds great right? It is! Too many click throughs can have an unexpected drawback; it could force the platform to review your ad, and in some cases, force you to switch to PPC.
Email is great to measure customer retention and acquisition for small and mid-sized businesses. Billions of emails are sent daily and marketing via email has remained a consistent source of connection.
Email marketing is considered any form of communication between a company and a customer’s inbox, including newsletters, coupons, welcome packets, or order confirmations. Email marketing is a way to keep customers informed on a platform that the marketer controls, not the platform. And it can be pretty successful.
Email marketing contains a high ROI for every $1 you spend on an email campaign. Advertisers can expect an average return of $42.
Social media marketing allows businesses the opportunity to increase brand awareness, boost leads, and foster genuine relationships with friends, family, and beyond.
Social platforms are enticing to its user because it’s also engaging with them on a number of fronts. Using user trends, companies build profiles of their clients. These profiles learn their likes and dislikes. They learn what makes you tick and more importantly makes you want to buy.
Marketing products and services on social sites like Facebook, Instagram, and Twitter allows advertisers the chance to meet their customers where they feel most comfortable: on their preferred social site. To figure out which of the social media sites are the best platform for your business click here.
If you are in need of help getting your strategy figured out and executed for your business don’t stress just let us know and we will work to provide you a customized solution to meet your business need.
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