Here at Out-Smarts, we’re big fans of online advertising. We like the fact that it’s affordable, traceable and tailored to your target audience – meaning you’re not spending important advertising dollars to get your ad in front of people who don’t have a need or want for your product.
Advertising online is highly targeted and beneficial because it relies on keywords that people use to search for content online with Google Adwords, and topics people have indicated an interest in on their Facebook profiles with Facebook Ads.
When you advertise offline, such as putting up a billboard downtown, it’s hard to know how effective that billboard was at driving traffic to your business. The nice thing about including online advertising in your overall marketing strategy is that it’s highly traceable. You know exactly who visited your website or interacted with your Facebook page as a result of your advertising efforts – and, as a bonus, online ads generally won’t break the bank.
The two biggest ways to advertise online are through Google Adwords and Facebook Ads. We discuss both in detail below.
Google Adwords is a cost effective way to rank highly in Google search results for highly targeted keywords that describe your business. We recommend using Adwords to augment your SEO efforts such as targeted website copy, completed META titles, tags and descriptions, directory submissions, link building, etc. If you’ve completed all of the above, or you’re in a highly competitive industry, and you’re still not ranking at the top of first page search results, then Adwords is for you. Very few people go beyond first page search results, meaning if you don’t have some sort presence there, your website may never be found by potential clients.
Adwords is great because you can target by geographic area and language, and it’s tailored to your budget. You can spend as little or as much as your budget allows each day on advertising. There are also extensive built-in metrics that track how well your ads are doing including; clicks, impressions, click through rate (number of clicks on your ad compared to how often it appeared to your target audience), average cost per click, total cost, as well as your best and worst performing keywords and ad campaigns. The sheer amount of data and metrics available through Adwords can be overwhelming at first but, trust us, it can quickly become addicting to tweak your keywords and campaigns, and watch the effect it has on your ability to reach your target audience.
Adwords also gives you the option of your ads appearing in search results, on their content network, or both. Search results are pretty self-explanatory – your ads may appear when someone executes a Google search using keywords you’ve bid on. Advertising on the Google content network means your ads may appear on websites that Google has determined are related to the keywords that you have bid on.
Facebook Ads are great because of how highly targeted you can make each ad. For example, if you’re a Vancouver based fitness centre, you can get as granular as targeting women, between 30-40 years old, that are married, living in Vancouver, with a university education, that have expressed an interest in fitness and healthy living. It’s easy to see how beneficial this can be for your business.
Another nice thing about Facebook Ads is that they are completely tailored to your budget. You can pay as little as $1 a day, or as much as your budget allows for advertising. As well, you can direct your ad to land on either your Facebook business page or your website, depending on whether your goal is to build your Facebook presence and engagement, or drive more traffic to your website.
Once you’ve run a Facebook Ad campaign, you can see how effective your ad was using built-in metrics such as campaign reach, frequency, social reach, actions (people that connected with your page after viewing your ad), clicks (people that clicked on your ad but didn’t connect with your page), as well as your click through rate and ad spend.
You do need to provide Facebook with your credit card information before you can set up Facebook Ads, but this is a simple process and allows for easy billing once you start generating clicks on your ads. Speaking of which, we always recommend choosing the ‘pay per click’ option – meaning you only pay if someone clicks on your ad versus the ‘impressions’ option – meaning you pay whenever someone sees your ad.
If we’ve convinced you about the important of online advertising, and we hope we have, contact us and we can help you get started.