Online Advertising

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Paid Advertising Strategy

Why do I need to use online Paid Advertising

Although using organic methods of generating traffic to your website should be the primary focus of your digital strategy, there is certainly a place for paid search advertising to be included in your marketing strategy. The most common form is known as Pay-Per-Click (PPC), where your business gets charged when someone is directed to your website by actively clicking on the ad. When you compliment your quality focused website with a comprehensive paid advertising budget, your business has the ability to drive more traffic, have wider brand appeal and complete more sales.  Paid advertising using platforms such as Facebook and Google are quickly becoming the standard approach when aiming to generate more business leads.  The ability to have highly focused campaigns allows you to target potential customers using a reasonable marketing budget.  When Paid Advertising strategies are managed efficiently, your ROI is highly increased.

Although using organic methods of generating traffic to your website should be the primary focus of your digital strategy, there is certainly a place for paid search advertising to be included in your marketing strategy. The most common form is known as Pay-Per-Click (PPC), where your business gets charged when someone is directed to your website by actively clicking on the ad. When you compliment your quality focused website with a comprehensive paid advertising budget, your business has the ability to drive more traffic, have wider brand appeal and complete more sales.  Paid advertising using platforms such as Facebook and Google are quickly becoming the standard approach when aiming to generate more business leads.  The ability to have highly focused campaigns allows you to target potential customers using a reasonable marketing budget.  When Paid Advertising strategies are managed efficiently, your ROI is highly increased.

Where do I start, when considering Paid Advertising?

As a business, your marketing budget will have a crucial role in determining how you use online Paid Advertising.

Each business will determine a financial amount that they feel they can afford on the entire marketing budget. It is very common for a business to underestimate the need for advertising. Depending on your industry and competitor activity, your advertisement budget could be a considerable portion of your entire marketing strategy. You will also have to make sure that you understand your customers’ buying behaviour.

Knowing your target audience is essential when trying to figure out who you want to see these ads.

It’s very important that your ads are targeted to reach the people who are searching for your products and have an interest in your brand. It is also hugely important to determine the type of advertisement and the online platform that you would like to appear on.

Although utilizing Paid advertising using staff in-house, we highly recommend that you partner with professional marketers that specialise in managing digital campaigns. Industry experience and awareness of digital trends can help make sure that your budget is being used most effectively.

Getting the best from
my Pay-Per-Click
(PPC) advertising

PPC campaigns can be a very effective model as it can be adapted to suit your budget and has the benefit of being accurately measured.

Develop a Strong Keyword Strategy

Start out by researching possible terms that your target customers are searching for. There are various Keyword planner tools available online that gives you an insight into the performance of particular keywords. You should identify a wide range of broadly relevant and specific terms that generate search volume data. It’s best to pick a selection of good quality keywords rather than a huge quantity that may be too broad to get quality advertising reach. Building a small selection of keywords and monitoring their performance gives you the best chance at converting traffic at a steady pace while adding new keywords as appropriate. Professional management of this process will save you both time and resources.

Set a Realistic Budget

Each business needs to set a budget and manage it wisely. It is very important to cap the amount you would like to spend daily/monthly on your campaign. The benefit of your advertising will depend greatly on the quality of business leads created and the monetary value of each lead. If your strategy is having success and your conversion strategy is yielding positive results, begin to slowly increase your budget and build on successful elements. Too small a budget will not allow you to make a significant market impact while also too large a budget may encourage you to be inefficient with your campaign. Use expert advice to get insight and determine the level of investment that would bring your desired results from the campaign.

Ad Optimisation

Text for your ads in a PPC form is crucial. You have a limited number of characters, so make a good impression. Convincing customers to click your ad is what it’s all about. Make a highly targeted focus for your text that is persuasive, engaging and relevant to your customers. Choose a relevant title for the advertisement. Use several relevant keywords that describe your offering. Make a Unique Selling Point claim that makes your business stand out from the competitors. This needs to be appealing and specific to the customer group while being highly persuasive. Also aim to make a call to action that encourages the customer to either click the ad, send an email or call. This will encourage action from the potential customer and get you results rather than just awareness. Make sure you monitor the performance of each of your advertisements and optimise each campaign regularly to generate the best results with your chosen copy.

Displaying the Ad

Although general display advertising across the internet serves a certain purpose, getting the right people to see your ads is so important. Displaying strategies are central to a successful advertisement strategy. Reaching internet users that may have a considerable interest in your offering is crucial to an effective campaign. Targeting techniques are what’s needed to give you the best chance of being successful. I’ll briefly outline three important targeting options to consider; Contextual Targeting, Placement Targeting, and Retargeting.

Targeting Options

There are three important targeting options to consider:

Contextual Targeting

(keyword planning specific)

… basically means that the use of keywords allows you to display your ad on websites that are relevant in context to your offering. Reaching customers that are interacting with the content of relevance gives you the ability to generate higher quality business leads.  Using services such as Google AdWords allows you to generate highly targeted campaigns.  When developing a contextual ad, you should consider following the following steps; Define your Ad Group, Generate Keywords, Set your Ad Bids, Add Negative Keywords, Implement Conversion Tracking, Optimise.  Google will then analyse the quality score for your ad and determine the cost-per-click (CPC).  The ad’s performance will play a role in the display placement and the landing page that it directs to will also be evaluated.

Placement Targeting

(specific relevant websites)

… placing an advertisement on a specific site that your target audience already frequently visits gives you the possibility to generate results.  The particular placement of ads such as banners gives you some control of where and when your ad is being viewed.  A constant presence on particularly industry-relevant sites may give your brand credibility and customer recognition.  When you determine a placement that is generating results, you can restructure your advertising strategy to take advantage.

Retargeting

(users who already visited your site)

… an advertising strategy that displays your ad to internet users that have already visited your site. This allows you to connect with people that have shown interest in your brand or a particular product. Users that have not yet made up their mind can be persuaded to finish their purchase at a later date. This allows for lower advertisement volume as the ad is highly relevant to a potential business lead. Placing specific tracking codes on your website allows retargeting to be managed. This cookie will identify the users’ previous website visit and show retargeting ads while browsing other websites. Like all strategies, your specific target audience should be analysed in regard to typical buyer behaviour. Retargeting should not be too intrusive as it may actually discourage further engagement with potential customers. All potential leads may be at different stages of their buying decision and advertising material should be catered for persuasion in this context.

Social Media Advertising

Paid social media advertising is an important tool to consider when aiming to reach your target audience

Combining your organic social media marketing with a paid advertising strategy enables even more brand connections.  Marketing on social media needs to be strategically created.  Promoting your brand to thousands of random social media users won’t generate you the results you desire.  Social media advertising has become a very busy advertising marketplace with more and more businesses recognising its potential.  Choosing the right platform and executing a highly targeted campaign will get you the best return on your advertising budget.  Understanding your target market demographics will highly influence your content and frequency strategies.  Your ads need to be specifically created and regularly altered depending on performance.

Guidelines for successful social media advertising

Develop an objective for your advertising campaign Develop an objective for your advertising campaign – increase traffic to a website, convert more sales, brand visibility and engagement and/or generating leads.

Choose the right platform to reach your audience
Choose the right platform to reach your audience – Facebook, Twitter, Instagram and/or LinkedIn.

Develop content that’s engaging to your core target audience
Develop content that’s engaging to your core target audience

Use platform management tools to build your campaign structure
Use platform management tools to build your campaign structure and define your pricing budget per platform

Have digital marketing structures in place
Have digital marketing structures in place to guide the audience to complete your campaign objectives

Revise your strategy regularly and adopt changes relevant to social media trends
Revise your strategy regularly and adopt changes relevant to social media trends

Selecting the right advertising platform combinations on social media

Facebook

A vast amount of ad formats makes it possible to build very targeted business-to-consumer campaigns. Reaching new sales customers through this platform is possible through extensive platform usage worldwide and its vast social reachability. Demographic usage is quite broad as it is the largest social media platform worldwide, so specific targeting is highly required.

Instagram

Instagram Ads is increasingly becoming more popular as its social users grow. Increasing traffic to your site and brand awareness is most suited to this platform. Strong visual content generates the most engagement as is becoming popular for product advertisements.

Twitter

Advertising with twitter encourages brand engagement and drives users to your website. Creating informative and engaging content will encourage followers to build a relationship with your brand.

Pinterest

This platform promotes immediate sales opportunities for your brand. Getting eye-catching product photos in front of an interested audience gives your brand the ability to generate new sales.

LinkedIn

Advertising with LinkedIn is highly targeted towards building Business-to-Business relationships. Promoting a professional industry-specific advertisement gives your business credibility and encourages better engagement and recognition within your industry.

Snapchat

This is a platform designed for businesses to provide engaging creative content to a younger demographic. Snapchat ads have high visibility opportunities and are focused on promoting your product in new creative ways.

At VIMAR, our experience tells us that online advertising plays an important role in a digital marketing strategy.

Professional management of your advertising budget ensures that your campaign gets the focus it requires.

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