Digital Advertising Solutions
Online paid media is one of the most-effective outbound marketing strategies available to produce immediate visibility, brand recognition, website traffic and to generate leads. Digital advertising services come with a cost. In order to be successful with paid media, it’s essential to have expertise in and knowledge of what you are doing and what you are trying to produce. Otherwise, you’re just shoveling your money into Google’s pockets.
The ability to be effective with paid media services depends on what your goals are, as well as your budget and resources. Building an effective strategy is an important part of it, while executing and measuring successfully will raise you above your competitors.
Before You Spend a Single Cent
At Savoir Faire, we do a lot of discovery before we spend a cent of your money on digital ads, whether on Google or social media. We analyze the results of any ad spends and adjust accordingly, and, of course, we give our clients detailed reports with the results of their ad spend.
Do you know who your optimal audience is? It’s so important to define who you want to reach with your ads before you even start. Otherwise, your message could fall on deaf ears, or worse, it won’t be aligned with who you need to reach.
One of the best ways to ensure you are sending the correct message and targeting the proper audience is to create models, also called marketing personas, that are based on your existing customer base.
By determining where your audience lives, their age, how much money they make, where they spend it, which social media outlets they like, and more, you can develop marketing personas for some of your main customer types . By building your ads aimed at those who fit the target personas, you can make sure you’re sending the best message to the ideal audience, in the places they will be, and when they will be there.
Where Do I Spend?
YouTube unseated Facebook as the most-popular social media channel used by U.S. adults. Advertising on YouTube, however, is expensive and time-consuming as it involves producing video. We still recommend Facebook ads, as the are simpler to create and you can spend very little and still achieve some traction.
The most important thing to understand about Facebook advertising is that what works is constantly changing. There are a few predictable trends, however. Holiday campaigns, for example, tend to be more expensive due to the fact that there are a ton of people online, and a ton of competition. So if you’re looking for cheap clicks, Christmas is not the time to advertise.
Don’t forget to switch our your graphics and content every once in a while, since viewers can get bored quickly. And guess what? Your audience insights are good for more than just analyzing data. You can use it to help you decide who to target next.
When in doubt — change up your ad. Pay attention to what’s working and what isn’t. You can’t just set it and forget it and expect to see results.
Google drives 95% of all paid search ad clicks on mobile.
The average conversion rate in AdWords across all industries is 2.7% on the search network and 0.89% on the display network.
When it comes to paid social media ads, the overwhelming majority use Facebook ads (84%), followed by Google ads (41%) and LinkedIn ads (18%).
Analyzing for Success
Having a true understanding of how to effectively measure your digital advertising services is the best way to know what is working and what isn’t. The success of your paid media services relies on instituting proper measurement around the program. Savoir Faire can help evaluate where that setup might need enhancement.
One of our longtime clients is a B2B manufacturing company for industries like medical devices, semiconductors and life sciences. Their online presence was struggling when we started working with them, and as part of our digital strategy, we created some online advertising solutions for them.
We started a weekly management of campaigns, keywords, ad creative and analysis of performance and reporting. As needed, we develop new ad campaigns around targeted keywords and concepts, which includes development of ad creative and installation of tracking code to measure performance. After some implementation and analysis, we were thrilled with results.
- Cost per click began dropping steadily with the introduction of negative keywords to prevent less-relevant but more expensive search terms from driving traffic.
- We witnessed positive increases in clicks (51.9% increase) and CTR (62.6% increase)
- Impressions for brand-specific terms rose dramatically. In fact, there was an 830.23% increase. The company name got considerable traction.
Ongoing analysis and reporting has been key in the client’s digital growth. Without a proper strategy and regular maintenance, ad dollars can quickly be wasted.