Why online advertising is important for your business
You’ve made sure everything is working on your website, you’re producing great content and have ramped up your SEO efforts over a long period of time – and yet it’s as if traffic to your site isn’t really taking off. This scenario is the worst nightmare for any self-employed digital marketer: not getting anything out of your marketing initiatives on the bottom line. That’s why digital advertising is an incredibly important tool in the quest to gain more digital visibility and increase your online sales. With digital advertising – also known as PPC – you can target your ads on potential customers’ social media and secure a top spot on Google for keywords you would otherwise not be found on. In other words, it’s a fast and cost-effective way to increase your visibility, where you decide what it costs to get a potential customer to your website or webshop.
What is PPC?
PPC stands for Pay-Per-Click and is a form of marketing where you only pay for each click on your ads. In other words, you don’t pay for the number of impressions, but only when users click on your ads. Watch the video here to get the basics on what PPC is and other forms of advertising: https://youtu.be/BcyYYCeIx9o
You can advertise digitally with PPC ads on a wide range of platforms. Including:
- SEA (Search Engine Advertising) These include Google Shopping, as well as the classic text ads you see at the top of Google search results.
- SMM (Social Media Marketing) Could be image and video ads on Facebook, Snapchat and Instagram.
- Display networks contain responsive ads that appear on YouTube, G-mail and various websites.
Which forms of advertising should I choose?
Whether you should stick to one form of PPC advertising or combine two, or all three, depends entirely on your business. While it might make sense for one business to go all-in on SMM, it might make more sense for another to focus on SEA. Just like SEO, SEA works towards becoming more visible on the keywords that make sense for your business. The difference is that SEO works with visibility organically, whereas with SEA you pay to get to the top of the search results. With SEA, you target users who have performed commercial searches – users who are actively looking for something they want to buy. The users you target here have a purchase intent and are therefore easier to convert into customers. The audience you target with SMM has not necessarily shown an interest in your brand, products or services, but is targeted based on the data the advertising platform has collected about the individual user. It can therefore be more difficult to get users to convert compared to users who are already searching for your products or services, as they are further along in the buying journey. On the other hand, it’s a great opportunity to increase awareness of your business and attract new customers who wouldn’t necessarily have found your company’s products/services on their own. If you have great videos, banners and a visually attractive product, advertising on the display network would be a good advertising strategy.
It is therefore individual where to invest your PPC money. However, one thing is certain: if you want maximum visibility and boost your business online, PPC marketing is essential as part of your overall digital efforts.
We’re happy to help with the right PPC strategy
Are you unsure which ad platforms you should focus on to best reach your target audience? Then feel free to contact us – we’ll be happy to take a look at your business, products/services and give you our professional assessment of where you’ll get the best return on your PPC marketing. Read more about what Besa Digital can offer you.
