Congratulations, your website is up and running. Now, how will clients find you?
The truth is, like any other marketing, digital advertising includes many different components. To create the profitable sales model you’ve always dreamed of, you need to know the value of all the different types of digital advertising, before you start paying for it.
Remember, there is no one size fits all scenario; each business needs a customised marketing strategy. To help you along the way, we’ve listed some useful digital marketing tools currently used across the world. Once you’re familiar with the lingo, check in with Brilliant Digital to create a strategy that builds your brand and delivers more profit.
The main goal for every website is to be discovered, quickly and frequently. Google Ads is an effective tool that can help a website achieve this. Consumers see Google Ads every single time they search online… and there’s approximately 5.4 billion Google searches a day!
Google Ads sit at the top (and sometimes the bottom) of organic search result pages, in the form of text, shopping ads – even banners, images and videos. You can also find them on popular apps such as Google Maps and YouTube.
Businesses bid against each other via the Google platform to display their ads, aiming to have potential customers see their business before their competitors.
Google Ads requires the business user to identify their budget (ad spend), keywords, target markets, demographics and sometimes geo targeting. They also need to provide compelling copy to attract their audience and hook them through to their website.
The best bit about Google Ads is the data it shares with you about keyword searches and tips on how it thinks you can make your ads more effective over time – but user beware, you need to know your market very well before you heed this information as gospel.
Google Ads is a valuable tool, but you’ll pay an ongoing and variable fee for it. Depending on who your competitors are, they can quickly outbid you. SEO is by far the superior long-term investment for evergreen website traffic.
You know when you’ve been browsing for a new pair of blue sneakers and suddenly the exact pair is now everywhere you go?! Blue sneakers on other websites, emails offerings and somehow ads appear on your mobile and laptop, too.
This is a paid digital advertising tool called behaviour retargeting. Advertisers target consumer behaviour and tag which sites they’ve visited. Basically, when a consumer visits your website, cookies can tag them, so that once they leave your website the advertiser can retarget them elsewhere.
Text and images feed back to the consumer on different sites, subtly reminding them about the product or service they were browsing earlier. Retargeting advertising is expensive, but the conversion rate to sales can be quite impressive when carried out properly.
Most advertisers will say it’s worth it, but consider if this strategy will suit your brand. This tool works well for products or services that are relatively inexpensive and that you can sell at a high volume. If your product or service is high end and an expensive decision for consumers, you might want to consider this type of advertising carefully. A digital marketing expert will be able to advise you on the correct use of this strategy.
Digital ads come in all shapes and sizes.
Search ads appear on the side panels of websites and search engines, or at the top of the search results page. A search ad usually provides an offer or deal to persuade consumers to click through to the website.
Display ads are the visual images that entice consumers, including videos, banners, graphics and audio. Display ads are essential for a social media presence and critical to build your brand.
Native ads are essentially sponsored content. Your product or service can appear in an advertorial, video review or article. Importantly, there needs to be an alignment between the platform the native ad appears on and your product or service.
Remember, digital ads can’t sit alone either; you need to consider a whole marketing strategy.
At Brilliant Digital, we are digital marketing experts. We know the ins and outs of digital advertising and can merge all the technical and marketing aspects for you. From Google Ads to social media, we can build a digital marketing strategy that uniquely aligns with your business. The Brilliant Digital team has been helping businesses to grow online for over a decade.
Our team can merge business strategy with technical capabilities to build your brand and create a great user experience.