Online Advertising – PPC, Adwords, Social Etc.
Why You Need an Online Advertising Agency.
The online advertising space changes fast. Every day, digital advertising platforms are working out ways to get you a better return on investment for your spend.
Social Media sites like Facebook and Linkedin are allowing businesses large and small to use micro-segmentation to advertise to highly targeted groups of consumers and technologies such as ‘retargeting’ can make your advertisements follow consumers around the web.
Having worked in highly competitive online sectors, we know that online advertising is not a ‘set and forget’ exercise. Online campaigns need to be constantly tweaked – the targeting needs to be tuned, the copy needs to be rewritten, the creative needs to be fresh.
But before you start spending money on Adwords or Facebook advertising, you need to make sure that your site is ready to convert new visitors. You might need landing pages that are optimised with your keywords to make sure that your ads have a high quality score. You might need ways to capture potential customers’ contact details or mechanisms to talk to them in real-time.
Getting people to click on ads is the easy bit. Converting those leads to sales is why you need a full service digital advertising agency.
Pay Per Click (PPC) Advertising.
Pay Per Click (PPC) advertising is one of those “does what it says on the tin” kind of services. Your ads are displayed for ‘free’ and you only pay when someone visits your site. This can be very cost effective, if the people who click your ads are in the market for your products or services.
Perhaps the most well known platform for delivering online advertising is Google Adwords. Google ads will appear on the right hand side of searches for particular keywords as well as a network of millions of websites around the world.
Like SEO, the most important part of being successful with Google Adwords PPC campaigns is keyword research. If you get your keywords wrong, then PPC advertising can be very expensive indeed.
While the Google Adwords network is vast, the targeting is a little crude compared to some newer platforms. Ads can be targeted using keywords and geography as well as specific sites.
Social Media Advertising
Why is Facebook valued so highly? One of the reasons is the way in which advertisers can use the social network to target very niche groups of customers. Like Google Adwords, Facebook allows you to run pay per click (PPC) ads alongside people’s profiles.
Facebook ads can direct people to your Facebook page, or your website. Rather than use keywords, Facebook ads can be targeted using gender, age, geography and people’s known interests. For example, you can target people who like a particular AFL team or who are fans of a specific TV show.
LinkedIn is another social network that allows advertising based on very specific targeting factors. For B2B companies, LinkedIn PPC advertising can be highly effective, by only targeting employees of certain companies or people with specific job titles.
Other Online Advertising Options
The menu of online advertising options is growing larger by the day. Deciding on which of those options is best for your business should be part of your digital marketing strategy.
Other online options include:
- Affiliate Advertising – Pay a commission only when you sell a product or service.
- “In App” Advertising – Many mobile apps including games are funded through advertising.
- Display Advertising – Pay a fixed fee per month or per ‘impression’ rather than per click.
- Paid for Content – sometimes known as ‘advertorial’. Can range from well known media to bloggers to paid for Tweets!
Learn more. Call us on 03 9010 5502 to discuss your online advertising requirements.