All You Need to Know about Advertising Online
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.
Based on this, in order to keep online advertising cost-effective, we should take a look at the best options out there to ensure you choose the right one.
Let’s see some interesting data before we start…
- 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 is one of the quickest and most effective ways to directly reach your target audience. In 2020, around 49% of the world’s population was active on social media. The ability to reach almost half of the world makes social media one of the most powerful advertising platforms. The trick is to find your niche amidst this wide array of people because not all social media networks are the same. For example, if you want to reach teens or a younger demographic, maybe Tik Tok is a better option than LinkedIn. While it is true that you can reach a wide variety of people online, social media advertising is best if you know the exact audience you want to pinpoint.
The great thing about social media ads is that you can look at each network’s specific user demographic and choose the one that fits your audience the best. That’s why it is the most effective if you know who you are trying to reach.
Here’s a breakdown from Pew Research Center of % of U.S. adults who use…
The other benefit of advertising on social media is that each network can obtain user information that will allow your ads to be shown to the most relevant audience possible. That being said, it is extremely important to track your ad metrics on each platform to make sure that you can adjust your ads as needed. Things are constantly changing and evolving online, and it is really important that your ads are keeping up with trends on social media, too.
Search Engine Marketing (SEM)
Search engine marketing typically works using pay per click (PPC), which means you only pay when a user clicks on your ad. This makes SEM one of the best ways to ensure you are getting a good return on your investment because you are only paying when your ads are giving you a desired outcome.
On the other hand, this is not the only way SEM works. You are also able to bid on keywords that are relevant to your products or services. This means that each time a user searches for a word related to your product or copy in your ads, your ad will appear at the top of the search results if you are the highest bidder.
When it comes to search engine marketing, Google tops all. The biggest pay-per-click network is Google AdWords. Every day, millions of people use Google to search for things they need, making it one of the best ways to reach a large number of people.
There are many different types of campaigns you can use on Google AdWords including:
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.
With all this in mind, you should have a better idea of which method of advertising is right for your business. If you struggle with analyzing the metrics of your ads, here is a list of some of my favorite tools:
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.
That being said, this tool is not very intuitive and it requires a knowledge base to use it and get the most out of it. You have to start building the house from the ground up!
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.
Can you imagine having it all automated, together and… for FREE? Well, with Clever Ads audit you will have all this for free.
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.
Now that you are well-equipped with different advertising tools, it is time to get to work on your advertising strategy! Regardless of which strategies you choose, I hope these tips were helpful for you and your business.
This blog is contributed by Addie Knight
Addie is a digital product manager intern at Clever Ads and Clever eCommerce. As someone with a passion for all things digital marketing, Addie is always looking to learn more about the constantly changing digital world. She spends most of her free time trying out new recipes, hanging out with her cat, or relaxing at the beach. Feel free to contact her to further discuss any of her posts or just chat about #marketing!