Digital advertising provides access to a global market. However, the real value is derived from targeting your audience so you can reach and message people across the world at every level of the purchase process or buyer journey.
There are numerous reasons to use digital advertising. However, several stand out in comparison to other options:
Analog advertising such as print media, radio, and television are all priced by the audience reached. Historically, this metric has been called cost-per-thousand or CPM. With a few exceptions, analog does not and cannot take into account any action taken by the viewer.
In contrast, digital advertising is typically measured by cost-per-action—a click, most commonly—and is priced as cost-per-click (CPC) and referred to as pay-per-click (PPC). In many platforms, you can determine which action you would like to optimize, but the pricing model typically does not change.
This matters because both can be measured in CPM. Many mistakenly look at this cost to compare media. This is a mistake because these two ways of advertising operate in fundamentally different ways.
If you were a large national brand, who needed to support a major launch, television is still the fastest way to reach the most people. If brand awareness were your only goal, then this would be the quickest way to do it.
However, few businesses have national brands. Therefore, they tend to care about reaching their customers closer to when they are ready to take action. This is where online advertising can shine. It can shine because it has two significant advantages: buying signals and retargeting.
Buying signals are part of the advertising platform algorithm that monitors past website behavior to predict how likely a person is to take a specific action, like purchase or enrollment, for instance.
Retargeting allows you to send a marketing message to someone who has previously interacted with your ad or website but did not take action. These potential customers are more likely to take action after being prompted a second or third time.
Therefore, when comparing advertising efforts, it is best to calculate the return on advertising spending (ROAS) when determining which advertising media is right for them. For many businesses, digital advertising is the right choice.
To take full advantage of buying signals and retargeting, you need to understand the advertising platforms well. You will have to set up your campaign properly, create the necessary landing pages, and track your goals carefully. Otherwise, you’re not maximizing the effect of retargeting.
It is possible to manage these campaigns internally. However, they will require a significant investment in training. After which, it will require another investment in time to create, execute, and manage them.
For digital advertising campaigns to work optimally, you can’t just set it on autopilot. It needs to be actively monitored and optimized. This is where the expertise of a digital advertising service or agency can be of most use.
Most people are familiar with paid search, namely Google Ads. If you have ever searched a term on Google, these appear at the top and bottom of the search engine results page.
This is distinct from search engine optimization, which refers to the organic listing, which shows directly beneath the ads.
The concept behind how they work is simple. Advertisers bid on a certain keyword. The advertiser with the best ad, landing page, and bid "wins" the auction. This ad is placed first. The remainder is ranked in order using the same process.
While the concept is simple, the execution is complicated. Google has a complex and closely guarded algorithm which "runs" the auction. While secret, there are a couple of practices to know:
All Social Media Platforms offer some form of advertising. Social media marketing encompasses both conventional advertising and content promoted by content marketers.
In this case, we are covering only product or service advertising. While it also follows the auction and PPC model and may look like display advertisements, it is different from search in a couple of crucial ways.
First, social media advertising is not search-driven. Most people don't use social media to search for answers or information. They may ask for advice, but they aren't actively researching a topic.
Second, affinity drives social media advertising. Affinity is a term meaning how often a given audience is interested in or mentions a given keyword or topic. Therefore, audiences may be very interested in your ad because of the likes or dislikes, but they weren't actively seeking it.
These two fundamental differences impact how these PPC methods are best used to help your small business. The ads and landing pages will likely be different as the user has different needs or are at different readiness stages to purchase.
To get the best results, it pays to have a clearly defined target(s). The beauty of digital advertising is the ability to target so precisely. You do not want to spend money on targeting people who are not as interested. The flipside is also true. You need to make sure each ad is tailored specifically for that audience. This means you may have more than just one ad, but each will be more effective because it is more relevant.
Building on the marketing strategy, the second step is to have a clear brand message. Since each target will be more well defined, each brand message will need to be written specifically for them, so you get the maximum benefit. It's important to know: What motivates each target, how your brand uniquely solves that need, and why your targets should believe you.
The next step is to have a digital strategy designed to match your target’s habits and practices at all purchase journeys. You may use social media advertising to build awareness among an audience who has expressed an interest in topics relevant to your brand.
Paid search may be useful for those potential customers who are actively searching to find a specific solution to a problem that your brand solves. Each can play a role and builds on the other. That's why having a comprehensive digital strategy is so important if you want to get the most from your digital spending.
Why is a marketing plan vital if you have all the components already? A plan helps you manage and monitor your progress versus set marketing and business goals. It can help let you know if you are progressing as hoped. If things are not working as planned, you can correct them and vice versa.
It's so easy to get wrapped up in the day-to-day aspects of a campaign. A plan grounds you and can give you perspective. But, for it to work, the marketing plan has to be a living document. It's not worth the effort if it's put on a shelf. It needs to be reviewed minimally every quarter.
We have a standard process that we like to use with all clients, which has three main steps. First, we recommend validating the marketing strategy or building one if it doesn't exist. Second, we recommend validating the brand messages. Finally, we would build the PPC plan or execute an existing one.
If you work with ProStrategix, we like to start by validating the marketing strategy, even if you have an existing one. This is important because if the marketing strategy is off, the rest of the marketing will not be as effective as it can be. What's different with us is that you only pay for this step if we prove we can deliver a better strategy. We share that risk with you.
As above, we like to test our brand messages before we kick off a campaign. For all the same reasons as above, a sub-optimal message yields sub-optimal results. If you have a message that works, we do not need to proceed. We'd only complete this step if we believe we can find a better one. As above, you would only pay for this step if we prove our impact.
If you are happy with your strategy, brand message, and keyword list, we can skip the steps above and execute any plan you wish across paid search and social (Facebook, Instagram, Twitter, Pinterest, etc.). We just can't guarantee that the results will be as good as if you completed the first two steps.
Our Facebook Ads Packages are designed to accommodate all types of businesses, ensuring that you're getting your bang for your buck every time.
Our Google Ads Packages are designed to accommodate all types of businesses, ensuring that you're getting your bang for your buck every time.
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