All You Need to Know about Advertising Online

Advertising Online

Introduction

Advertising online is one of the most cost-effective ways to spread brand awareness and reach your target audience. That being said, this $389 billion industry can be overwhelming and there are a lot of options to choose from when it comes to your ads. While there are many possibilities with advertising online, it does not mean that all of the options are right for your company. Advertising on a platform that is not relevant to your target audience is a waste of time and it can cost you a lot of money for little in return.

  • Message Personalization is the number one tactic used by email marketers to improve performance. (HubSpot, 2020).
  • 35% of marketers choose to send three-to-five emails per week to their customers. (HubSpot, 2020).
  • Promotional emails are the most common email type that marketers are investing in. (HubSpot, 2020).
  • Nearly 10% of organizations with over 1,000 employees achieve click-through rates greater than 15%. (HubSpot, 2017)
  • For automation, order confirmation has the highest open (64.4%) and click rates (18.1%), but cart recovery has the best order rate (2.4%). (Oberlo, 2018) At 30.5% in 2020, government emails dominate email open rates globally. (Campaign Monitor, 2020)

Social Media Advertising

Social Media Advertising
Source: https://www.pewresearch.org/internet/fact-sheet/social-media/

Search Engine Marketing (SEM)

Search Engine Marketing

1. Search campaigns

Search campaigns are a fantastic way to reach people while they are searching on Google for products and services like yours. Best of all, they are really easy to set up. You can also achieve highly specific targeting, so you can make sure that your funds are being well used. They are best if your goal is to drive traffic to your website, increase sales, or generate more leads.

2. Display campaigns

If you want to reach people with more visually engaging ads, display campaigns are for you! They are great for creating a visual reminder of what your company has to offer. Additionally, you are able to follow up with remarketing ads. They are best if your goal is to increase sales, generate leads, improve brand awareness, or expand your reach.

3. Video campaigns

Video campaigns are primarily shown on YouTube, but they can also be found on other websites. These types of campaigns can primarily boost brand awareness or drive conversions to get more people on your site. Ultimately, they are best if your goal is to improve brand awareness, increase sales, generate leads, expand your reach, or utilize remarketing

4. App campaigns

If you have an app that you want to promote, you need to be utilizing app campaigns. They enable you to take advantage of multi-channel marketing across Search, Display, Play and YouTube advertising platforms. App campaigns have many benefits, but they are best if your goal is to drive app installs, increase engagements or promote signups for your app on mobile devices

5. Shopping campaigns

Shopping campaigns are the secret to appearing at the top of Google search results when a customer is looking for a product. All you need to do is provide a detailed description of your product, so it can match up to the search results of future customers. They can also be used for local ads campaigns as a way to target potential customers in your area. That being said, they are best if your goal is to increase sales, generate leads or boost a nearby storefront.

To Ensure Optimal Ad Performance…

As was previously stated, it is absolutely essential to always track the metrics of your campaigns. This is the only way to truly ensure that they are running optimally. Small adjustments can go a long way, and you will only know to make them if you are constantly monitoring your metrics. Sometimes it is difficult to know what each metric means or what you can do to improve. In that case, there are many free apps and third-party resources that you can use to analyze metrics, and ultimately, improve your ads. I highly recommend using them if you are new to advertising online or feel like your ads need some adjustments. In most cases, the most difficult part of online ad campaigns is making sure your metrics look right.

1. Google Ads

Obviously, the first tool we are going to recommend for your campaigns is the official Google Ads tool. This is Google’s free campaign management tool in which you can create, edit and manage your campaigns.

2. Google Merchant Center

Google Merchant Center is a tool that will help you manage product data in Google Shopping. By using this tool you can upload product information from your website and easily manage the products displayed on Google Shopping. It also helps you reach users who are searching for specific products on the Google search engine.

3. Clever Ads Audit

As you can see throughout the post, optimizing Google Ads campaigns is not a piece of cake. It is, as we said, hard work that requires the investment of a lot of time and effort.

4. Loomly

If you decide social media is a good space to advertise for your business, Loomly is a fantastic tool to keep track of all of your different accounts. Not only can you plan all of your content in one convenient space, but you can also analyze metrics here, too. Easily figure out which posts are performing better than others so that you can optimize the content you are sharing on social media.

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