We create, plan, manage and analyze search, display, remarketing and social advertising programs on a variety of platforms. Look to us for creative ingenuity, fantastic brand promotion execution and ROI driven results.
Strategy and planning to identify and reach your target audience
Budget Flexibility with campaigns that can scale from a single program to multiple programs and networks - for business budgets of all sizes
Programs and campaign optimization to maximize your potential opportunity
Campaign analytics, trend, activity and ROI reporting in easy to understand business terms
Advertising creative (all ad formats & sizes) for multi network/device targeting
Ads that support/complement integrated communications programs (print, outdoors, etc)
What is It?Online paid advertising (also known as digital advertising) is a form of internet promotion that delivers marketing messages to attract customers. Every large commercial online network (example: Google, Facebook, Instagram, LinkedIn, Twitter) and many online publishers (example: News, Real Estate, Jobs, Weather, Home/Garden) offer paid advertising opportunities to businesses to reach and engage their audience.
Why Use It? or Do You Need It?Paid digital advertising is an important marketing component for many organizations. It provides the ability to put a business in front of ideal customers in order to grow brand awareness, generate high quality leads and generate website visitors that grow your business. Paid advertising also provides the ability to reach people at the precise moment they’re looking for what you offer.
With the recent changes to organic search pages (example: Google’s removal of right hand side ads and the expansion of ad sizes that now push organic listings further down a page) and content newsfeed algorithms (example: Facebook’s limits on how much content posted on page ends up in the Facebook Newsfeed), paid advertising is proving to provide quicker access to a target audience, when compared to Search Engine Optimization and Content Marketing activities.
Types of Advertising - Online advertising comes in a variety of formats. These offers will continue to evolve to keep pace with opportunities presented by consumer and business trends. For example, the increased use of mobile smart phones creates more mobile advertising opportunities, and more bandwidth supporting video streaming creates more opportunity for video ads.
Common ad formats, today, include: text based ads shown on search engine results pages, banner ads shown on websites and social media channels, rich media ads that “dance and sing” for the audience, remarketing ads that target people who have visited a website or used an app, and ads embedded in email newsletters or email.
Advertising Strategy and digitalroadmaps®
Planning and executing online advertising programs (often called advertising campaigns) require expertise, care and attention.
Items to consider when planning and executing an online Advertising Strategy include a) the goals of a campaign b) measurement tactics c) ensuring the page that paid visitors visit/land on is optimized to campaign goals for both communications messages and calls to action d) selection of the best/right advertising networks to use e) budget planning f) creation of great and impactful ads in multiple formats g) configuring ad networks with the program h) optimizing/modifying/monitoring ad campaigns as they are running and i) reporting on results of ad campaigns. See more on digitalroadmaps® below.
Insights, Tips and Advice Regarding Online Advertising:
Good ad campaigns take into account the messaging of the ad, the creative approach in relation to the network the ad is run on, the audience the ad is targeted to, the landing page configuration (calls to action, etc.) and measurement of effectiveness.
Cost-per-click ads on search sites are popular with many organizations of all sizes, due to the popularity of search engines used by consumers and the ability to execute campaigns on a pay-per-use basis. This is one of the reasons Google is the dominant force in paid online search advertising.
Cost-per-thousand (CPM) advertising – In this arrangement, the advertiser pays each time an ad is shown on an advertising network, even if the ad is not “clicked on.” CPM advertising arrangements can be effective if ads receive a high number of clicks. However, the popularity of this payment method is waning in the presence of pay-per-use arrangements like cost-per-click, where the advertiser only pays for ads that actively engage the audience.
Mobile ads – Check the ad formats available for display mobile ads since they are different from the ads displayed in a standard Web browser found on a personal computer. If you have the infrastructure to support it, one great form of advertising is text-to-call ads, in which the clicker is taken directly to a live person.
Social ads, such as paid ads that run on Facebook, tend to have a high CTR. Yet, from experience, this often may not correspond to engagement. Therefore, it’s very important to use the right measurements for analysis to see how effective the ads are (see the Measurement – Measuring Value, Competing Analytics section of this chapter).
Landing pages need to contextually correspond with ads in order to generate an effective campaign. Sophisticated advertisers with large advertising budgets often consider having two landing pages at the beginning of a campaign to determine the best type of page presentation for their campaign. This is referred to as an A/B test.
Check how the advertising supplier deploys your ads. Given consumer sentiments toward spyware and malware, it is important to avoid suppliers who may unscrupulously deliver such material with their advertising.
Examples of Online Advertising Use
A Car Dealership or Auto Mall who wants to tell people of their sales event, generate leads from interested parties and ensure potential purchases or new/used vehicle or auto service know about their business.
A Real Estate agent or Realty Company who wants to attract qualified home buyers or home sellers to their real estate listings and/or build their brand in a geographically targeted area.
A Retail or Service Organization who sells either online via ecommerce or offline through their store or service agents. Goals of these companies are to often generate new sales, create new customer relationships and generate brand awareness.
Financial organizations including banks, credit unions, insurance companies or agencies who wish to promote products and services and migrate their customer base to a lower cost self serve model.
Companies selling Business to Business (B2B) services such as pensions, flooring solutions, recruitment, accounting or legal services. These companies most often use online advertising to generate leads, ensure they are found in search return pages and create brand awareness.
Not for Profit and Government Agencies who wish to expand brand awareness, drive membership and encourage participation. Some advertising networks offer advertising grants that are designed not for profit organizations use.
Digital Advertising - digitalroadmap® example
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