With digital marketing (as opposed to traditional print advertising), it is possible to optimize your ad budget now more than ever before. Why? Because of the power of targeting. Digital advertising allows you to track and analyze data about your consumer demographic, which in turn allows you to create smart advertising campaigns, targeted at the exact people you want to reach.
Let me give you an example. Picture a traditional billboard advertisement for a local auto mechanic. If you were the auto mechanic, and you wanted to reach relevant prospects as quickly as possible, would you rather place this billboard:
- Along a major highway, such as the I-10
- Along a rural road, in the middle of the desert
You’d pick the I-10, right?
I mean, there is definitely a time and place for the rural billboard…but if you want speed and relevance, the I-10 is definitely the right choice.
In this hypothetical scenario, the I-10 billboard is the equivalent of targeted advertising in digital marketing. With targeted ads, you can make certain that your advertisements are reaching people who are likely to purchase your products or services. Therefore, you can spend less money while obtaining a high return on your investment.
There are two main categories of paid online advertising: pay-per-click and Facebook ads. We’ll explore each in greater detail below.
The most popular method of pay-per-click (PPC) is Google Ads. Pay-per-click is called “pay-per-click” because you literally pay Google for every time a search engine user clicks on your advertisements — and therefore, you only pay for the consumers who express a genuine interest in your company!
So, how does PPC work?
With this method, you target your advertisements by understanding the specific words that consumers use in search queries when they need your products. You then can associate your PPC ad campaign with specific “keywords” in your Google Ads account. This method of advertising is a great complement to organic search. While it is important to optimize your website for organic search to drive long-term traffic, PPC can bring in leads on the same day you launch a campaign.
Facebook Ads are another great tool for creating targeted ad campaigns for your business. This tool is well known in the digital marketing industry for its speed, efficiency, and precision.
Facebook ad campaigns can be used to promote your brand to a specifically targeted audience based on a variety of factors including age, gender, location, or interests. If you have a good understanding of your business’s average consumer, you can create a “stock” profile and use Facebook to target profiles that are similar to your past customers.
This method of advertising is a great complement to an overall business strategy to increase brand awareness.
Additionally, Facebook ads can be used to retarget people who have visited your site. If someone has already visited your website — or, better yet, if they are a past customer — then you have a higher likelihood of landing a sale, as opposed to instances where people are learning about your brand for the first time.
Are you currently using any paid marketing tools to promote your business online?
If you want some help with your paid ads campaigns — or if you want to learn more about paid advertising — then you are invited to schedule a consultation with our team: anchorwave.com/playbook
During this call, our experts will audit your current paid ads campaigns (if you have any) and we will put together a “targeting plan“ that shows you possibilities for reaching your customers. This meeting is 100% free, and you are under no obligation to work with us afterwards.
The goal of this conversation is just to give you the knowledge you need to create the best marketing strategy for your business.
All you need to do is click here and pick a time.