Online advertising is changing. Tactics that used to work wonders are being traded in for newer, more targeted methods.
Digital marketers must focus on quality over quantity, in order to survive.
As competition online continues to grow, so do the costs associated with getting your message out effectively. The days of cheap clicks and spray and pray strategy have long since past, as marketers today now require an increased level of sophistication in order to succeed online.
In order to win today, marketers must develop a strategy based upon extensive research and analysis. A strategy that accounts for both the opportunities and weaknesses that exist in the marketplace. One that targets things like longtail search and white space in your industry.
So, do you advertise your business online? Or are you stuck in the dark-ages of print ads, radio spots, and television commercials.
We take a consultative approach to online advertising in order to understand your individual requirements and needs. It’s only after we understand your business, that we craft a strategy that will deliver results. Results that can far exceed those of traditional marketing channels.
Let us help you navigate the convoluted online landscape, and provide you with a blend of advertising that will effectively generate leads, drive sales, and build your brand online.
We are PPC Experts. Our data-driven advertising strategies maximize effectiveness and ROI, while aligning with business goals.
PPC Advertising (Pay Per Click)
Pay per click advertising, such as Google AdWords, can be incredibly effective if done correctly. With over 5.9 billion Google searches performed each day, there is opportunity to reach almost any target market that you desire. With the right strategy, a highly targeted and relevant PPC campaign can still deliver a fantastic ROI, despite the competition.
Remember, an AdWords Certification alone does not make someone a PPC expert. The real measure of an expert is their ability to create and execute a strategy that not achieves your business goals, but provides the highest possible return on investment.
So, who is managing your AdWords campaign?
Standard Display Advertising – PPA / PPM
95% of time online is spent on content sites, and display ads can help reach this massive audience. Although standard banner ads have low engagement rates, they can still be useful for branding. Precise targeting based upon keyword, context, demographics and placement can be used to fine-tune ad delivery. And with the addition of retargeting ads, brand messages can be further reinforced by delivering your ads to users that have previously visited your website.
Whether you’re focused on performance advertising, or building a brand, mobile is key to reaching your audience. Research shows 90% of people move between devices to accomplish a goal, so reaching customers on-the-go is more important than ever before. Traffic from mobile devices is slowly but surely taking what was once a monopoly away from traditional PCs.
Mobile advertising includes a broad range of opportunities such as search, messaging, and banner display within apps and on mobile websites. With mobile engagement growing faster than ever, companies must adapt their marketing strategy and embrace mobile.
Social Media Advertising
Just as television was a disruptive force for print advertising, so social media is shaking up the entire ad industry. The best advertisers are leveraging the interactivity, visual and video capabilities, and multi-platform availability of social media with some powerfully effective – and often amazingly entertaining – advertising. These ads push us toward products, services, and actions.
Audiences are simply not paying attention to banner social media advertising. And these ads are not having direct impact on sales. Viewers have become de-sensitized, or purposefully determined to block out advertisements and content that doesn’t interest them, or that they find intrusive.
Companies must adapt their strategies to provide content that is provocative, engaging, and entertaining. This might include sponsored posts, tweets, and ads which look like user content. Or use of hashtags, viral content, real-time content, contests and gamification to drive traffic and build brands.
As an online ad format, video is now more popular than search, more popular than email marketing, more popular than blogs and more popular than Facebook. Online video has always been popular. And with the growth of smart phones and tablets and the ease of creating and sending video content, it makes sense that Web video is only becoming more popular.
Audiences and advertisers are rushing to online video, eager to consume and capitalize on digital entertainment. More than 85% of US internet users view online video each month, and video ads account for 25%+ of all videos viewed. Successful businesses are actively developing an online video presence to reach audiences who are actively seeking out this kind of entertainment.
Not only can you extend your campaign’s reach with online video, but you can also improve consumer-brand engagement. Research has shown that people retain 58% more with both visual and auditory stimulation and compared with other media, and video has more potential to be shared and go viral. Video also improves purchasing confidence and increases the likelihood of a sale. Search engines love video too, with videos consistently claiming first page rankings. Businesses can even take advantage of video ads on platforms such as LinkedIn and Facebook.
Rich Media Advertising
Today there is an ongoing debate over the value of display advertising as savvy marketers question click-through-rates and whether consumers are even paying attention to the clutter created by online display ads. Banner ads have never gone away, but are continually becoming more personalized and sophisticated as rich media features enhance the user experience rather than interrupt it.
Rich media ad units have interactive features embedded within them, allowing consumers to engage with a brand and take action without leaving the website they are browsing. Companies can simultaneously convey their brand message and prompt engagement with multiple interactive features such as video, mobile optimization, carousels, geo-location, social media links, and data capture. Using these features will help boost user engagement and increase ROI.
Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.
Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.