Online advertising will allow you to maximise coverage, brand exposure and website traffic - but anybody can throw money at a campaign to achieve this.
At AlphaQuad, we make sure that our client’s campaigns generate the right level of revenue through effective end-to-end online advertising. From the initial advert, through to point of conversion.
With so many platforms available to advertise your messages on, how do you know the right combination of channels to use, when to time your adverts and how to maximise the reach of your campaign? All of the channels available will serve a different purpose and fit together as part of your overall advertising strategy. Here we have given a taster of when you should consider using each advertising platform:
Display advertising is used more as a brand awareness tool, as customers are likely to only be seeing your advert because they are browsing a relevant website that you have chosen to appear on. It is therefore common not to see conversions from display advertising for several months following the first interaction with an advert while customers build up a knowledge and trust of your brand. Display advertising works best early on in a campaign, building brand awareness before the customer is likely to want to make a purchase, meaning that when they are ready they are familiar with who you are and what you can offer them.
If you sell products, then affiliate marketing can prove a very effective way of reaching new customers. Affiliate marketing is simply a performance based relationship, from which a company is rewarded for being involved in the sale of another company’s product - if a sale is made then the referring company receives a share of this, with a standard percentage value of usually between 15 and 25 percent.
Probably the second most common form of advertising used by businesses, remarketing allows you to advertise to people who have visited your website but not converted - whether that is by buying a product from you or completing a desired action on your site. Remarketing should form a part of any advertising strategy as it serves as a ‘second chance’ to persuade a customer back. Advertising is also specific to previous customers so messaging can be tailored to reflect this, such as offering a discount if they complete the purchase, reminding them of a loyalty scheme or reinforcing certain benefits that you can offer.
Paid search is probably the best known form of online advertising, and is ideal for both raising awareness of products and services and encouraging purchases. Due to paid search being keyword based, there is a demonstration of intent from the visitor as they are actively searching for your product or service and therefore are more likely to buy. Bing tends to be a platform that is less considered for paid advertising but as it is the default search engine for Internet Explorer, if you are targeting companies that use IE as their browser - such as medical and educational industries - it can drive effective campaigns.
Although platforms such as Google and Bing are expanding their targeting options, social media advertising offers the best platform to reach customers based on demographic rather than keyword or interest. If you want to reach customers of a certain profession (LinkedIn), following a certain brand (Twitter) or meeting a certain demographic (Facebook) then social media advertising is a great platform to be present on.
If you sell products then Google Shopping is a very cost-effective way of getting your brand in front of customers who are searching for what you sell. Google Shopping is price-led so works best if you are the cheapest provider of a particular product, but with the use of great imagery, clear benefits and capitalising on discounts and special offers to add an extra incentive to a purchase from your listing, then it can be a cost-effective platform for many e-commerce sites.
If you have a Google account you are no doubt familiar with the Gmail adverts that now appear at the top of your inbox. This is still a fairly underused advertising channel, so can prove very cost effective due to less competition. You can target people receiving emails containing certain keywords or from particular companies to ensure a relevance to your brand, but as with Display Advertising, due to the customer not expecting your ad it can take a while for them to become familiar with the brand and convert on your site. As such Gmail Advertising should be considered more as a brand awareness tool that conversion method.
YouTube can be a more costly platform to advertise on as there is a need to have short video adverts available which can be expensive to produce, however YouTube advertising has proven very effective and allows brands more creativity to explain a product or service. If you have product demonstration videos available on your site already then these could be adapted to short adverts to be used on the YouTube platform.
Google’s newest form of advertising, rolled out in early 2016, allows businesses to target advertising at existing customers on either the search, Gmail or YouTube networks. It works by uploading your email database, which is then matched automatically by Google to find those customers with Google Accounts so the advertising can show. This allows you to target customers who maybe haven’t purchased with you or interacted with your website for some time, and therefore couldn’t be targeted through remarketing.
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