Maximize Your ROI with Paid Media Strategies
Effective advertising in the modern digital landscape connects with the target audience by addressing their concerns and presenting a logical solution that resonates emotionally, motivating them to take action.
We typically begin by conducting pain point research and analyzing the competitive landscape with your team to identify areas where you can differentiate yourself. Additionally, it is important for us to gain an understanding of your competitors' actions so that you can capitalize on their weaknesses.
Advertising and Paid Media
Paid media refers to digital advertising where businesses pay for the placement of ads, content, and promotional materials on various online platforms. This can include a range of formats such as video content, commercials, radio spots, display ads, sponsored content, guest posts, search ads, and more. Our clients utilize paid media to enhance their visibility and target new audiences.
Your in-house digital marketer has the capability to run their own ad campaigns, but it may be more beneficial to consider bringing in external experts who can offer a complete range of managed services.
Working with an outsourced team of professionals enables you to benefit from their extensive experience in handling numerous similar accounts on a monthly basis. This specialization helps streamline the learning process, leading to improved outcomes and a competitive edge for your organization. So, what exactly are the common managed services offered?
Search Engine Marketing (SEM) and Pay-per-Click (PPC)
Search engines assist people in finding answers to their inquiries. It is a straightforward process. Paid Search ads enable you to appear at the top of the Search Engine Results Page (SERP). These ads are text-based and can either lead to a phone call or direct someone to your website.
Search engine marketing is an effective strategy for getting your business in front of your intended audience. It involves creating ads that are displayed in search results when someone searches for specific keywords. These ads can be targeted to appear either at the top of the organic search results or within the sponsored links section.
To effectively guide visitors, provide relevant and compelling content that inspires action. Understand your audience and create content that resonates with them. Create valuable pieces that encourage conversations and prompt action. Enhance engagement by incorporating visuals like videos.
Google Now Offers a Free Tool To Create Video Ads
YouTube ads are considered to be an effective way of reaching engaged audiences due to the website's high traffic and large user base globally.
Video is a useful tool for absorbing information and enhancing retention. When used together with pay-per-click search campaigns, YouTube ads offer a direct method of communication for reaching potential customers or reconnecting with past site visitors.
Google Ads provides a simple and effective method for converting your current content into compelling YouTube video ads that deliver positive outcomes. Utilize your existing content to create visually appealing advertisements for YouTube. Access the free guide now!
Social Network Advertising
Social media advertising has had a significant impact on how businesses connect with their target audience. Platforms such Facebook, Instagram, Reddit, LinkedIn, SnapChat, and TikTok offer a diverse range of advertising options, allowing businesses to reach users based on specific demographics, interests, and behaviors. The availability of user data and effective ad targeting tools enables advertisers to create customized campaigns that effectively promote brand awareness and engage with their intended audience.
These platforms offer visually appealing formats, such as photo and video ads and carousel ads, which allow advertisers to effectively showcase products and tell compelling stories. Furthermore, their ad analytics and insights help us refine strategies, optimize budgets, and measure the impact of campaigns in real-time. As the digital advertising landscape evolves, these platforms continue to play a crucial role in the success of modern marketing efforts.
AI Advertising Helps Your Reach New Audiences
The advertising industry is being transformed by AI as addressable Device ID advertising platforms use AI to effectively target specific audiences and maximize returns on ad spending.
AI can improve messaging strategies. It uses natural language processing and machine learning to create personalized content for the target audience. This targeted advertising ensures that brands reach customers with relevant messages. AI platforms also monitor and optimize campaigns in real time for fast and effective results.
AI-driven marketing technologies can assist brands in gaining a deeper understanding of customer behavior and purchasing trends. Utilizing predictive analytics, companies can obtain valuable insights into customers' interests and preferences that would otherwise remain undiscovered. These insights can then be utilized to personalize campaigns and enhance the customer experience for optimal results.
AI has the potential to transform the marketing industry by enhancing business practices and increasing ROI. By utilizing data-driven insights, AI can assist brands in creating more impactful campaigns and effectively engaging their desired audiences. As companies increasingly integrate AI technologies, we can expect a reevaluation of marketing strategies, with AI assuming a more significant role in all aspects of the process.
There are different methods to reach new audiences and increase traffic to your website in order to engage with potential customers for your business. The video provides a better understanding of the geofencing concept (other demographics can also be targeted) as a complement to more traditional advertising strategies, including:
Addressable Device ID offers flexibility.
Various advertising strategies can attract visitors to your website, but their requirements will differ based on their stage in the buying process.
Visitors at the top of the funnel are typically associated with branding and increasing awareness. They are still in the process of learning about your products and services and conducting research.
The middle and lower parts of the funnel typically target customers who have a higher purchase intent and are already qualified leads. Your content should aim to provide education, information, and assistance in addressing their concerns.
Cross-platform advertising is effective in reaching audiences across all their screens as they navigate the internet and consume live or on-demand content on any connected device. It is crucial to convince them that your solution is superior in order to ensure that customers are aware of your offerings. It is worth exploring how the creation of content that sparks high buying intent can drive conversions.
The process is straightforward.
Advertising can be effective when a "continuous improvement" philosophy is adopted, along with providing the team with sufficient time, tools, and support to achieve excellent results. The team should operate using a "Test and Measure" approach, striving to surpass the set standards. Here is a basic outline:
Outline marketing goals for the business.
Talk about ideal audience and target customers.
Formulate a theory of what will work (this is your digital marketing strategy)
Execute/test your theory
Measure and socialize the results with the team.
Determine in which areas you fell short. Select the variables or KPIs you want to improve.
A Key Performance Indicator (KPI) is a measured variable that influences desired behavior in campaigns and is aligned with goals.
Identify areas of improvement and select the variables or KPIs you want to enhance.
A Key Performance Indicator (KPI) is a measured variable that influences the desired behavior in campaigns and is in line with goals.
Modify one variable; then repeat the process. Determine if you can surpass the outcomes from your previous attempt.
Selecting a variable/KPI is necessary in order to improve test results.
If you did not meet expectations (for example, if your Average Time Per Session was below target), then in the next advertising cycle, you should consider making adjustments (such as modifying your landing page or website copy, or adding video to the page) and retest. Is it possible to increase your Average Time Per Session? Try changing one variable to determine what can be done to enhance results.
There are numerous Key Performance Indicators (KPI) available for measurement, along with various adjustments that can be implemented. The crucial aspect for achieving success lies in establishing a comprehensive ecosystem from the beginning and having a committed team capable of executing the envisioned plan.
Advertisements are present in various aspects of our daily lives, such as during our commute and online experiences, which makes it challenging to effectively reach and leave a lasting impact on the intended audience.
Advertising can be broken down into a simple 5-step process.
For audience targeting: Choose one or more specific tactics to target a particular group of people. Once the chosen tactic is selected, those individuals will be the recipients of our advertisements.
We need to finalize the messaging and call-to-action (CTA), create the necessary creatives (such as banner ads, videos, and commercials), and then identify the most suitable landing pages for our needs, updating the content and resolving any technical issues accordingly
In the past, using a single platform was sufficient for achieving satisfactory results. However, the current technological landscape offers a multitude of screen options, making it necessary to adopt an integrated, dynamic, cross-platform approach for optimal execution.
The steps involved in this process include collecting and analyzing data, reviewing marketing messages to assess their impact on potential customers, evaluating key performance indicators (KPIs), and making informed decisions on the next best steps.
Step 1: Audience Curation options
Choose your audience targeting strategy to determine who will see our ads.
Geofencing physical locations involves creating a virtual fence around a specific area. This allows us to identify people's devices, known as Device ID, as they enter the fenced area. By identifying these devices, we can add them to our retargeting pool. Typically, we can retarget these devices for a period of 30 to 90 days after they leave the fenced area. Geofencing helps to address the time component that may be missing in other advertising methods. For example, we can set up virtual fences around liquor stores, competitor car dealerships, or Starbucks locations.
Display ads can be targeted based on the content of a website. For example, if you want to reach people who visit Men's Health's online magazine or website, we can target categories of publications. Your strategy comes into play here. If your target audience is health-conscious men aged 25-45, this could be a good approach.
We can retarget your website visitors based on the specific pages they have visited. Display advertising or content creation can be used to showcase your multiple products. For instance, if someone visits the siding page, it is logical to retarget them with siding-related content.
Search retargeting involves using relevant keywords from your target market to retarget search engine queries.
First-party data refers to the data that an organization collects, such as CRM data, which can include information such as city, state, email, or phone number. This data can be utilized to generate an audience list.
Second-party data is obtained through the purchase of lists or the use of public data.
Third-party data: Data brokers package consumer data. Here's a sample list of how data brokers package their data
Step 2: Messaging, Call-to-Action (CTA) and process
We will provide more information on the process in a future post, but it is important to consider your audience and approach this process from their perspective. Aim to help them solve problems, educate them, provide them with complete information, and include pricing whenever feasible.
Including pricing on your website can be beneficial as it allows people to determine if the cost is within their range and also helps to establish trust with your audience. It is likely that your competitors display their pricing as well.
You are here to learn and find out our pricing. We post our prices to give you an idea of what to expect if you choose to work with us. However, this approach may not work in all industries. Healthcare, for example, involves insurance coverages and reimbursement rates that make this concept unsuitable.
Step 3: Decide on the mix of where we want to target your audiences
Based on the tactics chosen in Step 1, the appropriate platforms for implementing the tactic will be determined. Here is a list of platform options.
Display Advertising encompasses various platforms, including Google Display Network, programmatic display, mobile ads, and video ads.
Some social media platforms for marketing include Facebook Ads, Twitter Ads, LinkedIn Ads, Instagram Ads, and Snapchat Ads.
Search Engine Marketing, also known as Search Advertising, includes platforms such as Google Adwords (now Google Ads), Google's Local Service Ads, and Bing Ads Center.
Some popular DSPs for cross-platform ads include The Trade Desk, Simplifi, Vibe, and others.
Step 4: Establish the metrics that are important to your organization
Once the campaigns are set up, it is important to closely monitor them. This involves analyzing performance data, making necessary changes or optimizations, and ensuring the budget is allocated correctly. The ultimate aim is to achieve the desired KPI's (key performance indicators).
Some of the key KPIs to monitor will include:
CTR (click through rate)
CPA (cost per action)
ROI (return on investment)
Step 5: Analyze, optimize; then rinse and repeat
After receiving the data, the next step is to analyze it. This involves examining both quantitative and qualitative data to gain insight into what is effective, the reasons behind its effectiveness, and areas that need improvement. Once the analysis is complete, adjustments and optimizations can be made to enhance the campaigns.
The key is to repeatedly follow this process. As you gather more data, you will gain a better understanding of what is effective and what is not, allowing you to make more informed decisions on optimizing your campaigns.
