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Online Placement and Paid Search (PPC) Advertising
Why Pay for Online Ads?
With all of the different marketing tools available for free, why would anyone pay for online advertising? The reason is because online advertising works. It is an effective way to quickly drive highly targeted traffic to your website and even directly into the various depths of your sales funnel.
Content marketing and email marketing can take time before they become effective and efficient. But, you can shorten the process by using online advertising to drive awareness, seed your email list or promote a special offer.
Online advertising has some major advantages over offline advertising too. The biggest advantage is that online ads are trackable. You always know how many people you have reached and how many took action based on your ad. You can’t get that kind of detailed information from traditional advertising.
Online ads also let you precisely target your precise demographic (personas). Depending on what type of ads you are you using, you can target your ads to people by demographics, interests, digital behavior and even even more precise information like geography, political affilitation and special interests.
Online advertising is an important tool to have at your disposal as you grow your business. If you decide not use online advertising you may be setting yourself up for a long, slow slog trying to build a critical mass of customers. Online advertising helps you become a better marketer and to get to know your target market better and faster. Better and faster means being more competitive.
“Creativity may well be the last legal unfair competitive advantage we can take to run over the competition.” Dave Trott
Types of Online Advertising
We help clients with three main types of online advertising:
- SEM (Search Engine Marketing or PPC)
- Social Media
- Web Placement
Each of these ad types has its own advantages and disadvantages. Often, the most effective online advertising uses a combination of all three types of ads. It is important to remember that online advertising works best in conjunction with content marketing, email marketing, and SEO. It is not a replacement for other digital marketing tactics. Instead, it works as a supplement to help those other tactics to work faster and more efficiently.
SEM (Search Engine Marketing or PPC)
Search engine marketing is the type of online advertising most people are familiar with. These are the pay-per-click ads that you see in search engines like Google. SEM ads are a great way to get the attention of prospects that may be searching for the exact services that you offer. If done properly, your ad will appear at the top of the search results and you will not over-pay for that privilege.
However, SEM does have some limitations. Ad space is sold through a complex auction process. This means that some keywords are very expensive. You also do not have the same targeting abilities that you have with other online ad types.
Even with these weaknesses, SEM is a valuable tool and can help you drive traffic to your website or to a specific offer because it introduces you to prospects searching for the precise benefits you offer at a precise time.
Social media advertising is the newest form of online advertising. Social networks have vast troves of personal data. As an advertiser, you can use this to your advantage. Social media ads are highly targeted. You can target ads based on traditional demographics like age, income, and gender and you can also target specific interests.
Social media campaigns are typically cheap to run. However, it can take some experimentation to get the targeting right for your ads. Social media ads do have the limit of being run on a single targeted social media platform.
Web placement ads are like smart magazine ads. These are ads that you pay to have shown on certain websites. It used to be that you bought a banner ad and it ran on a website for everyone to see. But, now many web placement ads are triggered by specific actions of site visitors.
Prospects visiting certain websites or reading certain articles can trigger these ads. This allows the ads to be more targeted, and therefore more effective.
Help with Every Major Digital Marketing Challenge
Your website is your digital headquarters. It is the center of all your online marketing activity. What shape is you digital headquarters in? A well-designed and developed website is a work of art.
Content marketing is the fuel that keeps everything else in the digital marketing machinery working. It is not a new strategy. It is one of the oldest and most effective marketing strategies ever devised.
If your business isn’t doing SEO correctly, you will be invisible to the vast majority of your potential buyers. SEO also has the highest residual benefit of any digital marketing tactic.
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