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New to Digital Advertising? This article is a great start for you to understand what you can and should do online to grow your business.
We are going to go through the main tactics and networks you can use with digital advertising, their main characteristics as well as why and how to use each of those networks. Each network is different, so it's important to understand where you should be advertising based on your business goals, and why.
Main goal: Capture an interest or a desire for a product or a service
Where to use it: Google Ads, Bing Ads & other search engines
Main characteristics:
Why use it: The search network is used to target users who are actively searching for your products or services online.
How to use it: Bid on search keywords that are related to your business, products or services. Your ads are shown to users when they type these keywords in search engines, such as Google, Bing, Yahoo, etc.
Each campaign starts with keyword research, planification, and a competition analysis.
Competition analysis is an important aspect of a search campaign. Our tools allow us to spy on competitors and see what works for them. We can then replicate what’s working best to reduce wasted spend.
It is also very important to plan which keywords will be used, and how you will structure your account using these keywords. Those will have a major effect on the success of the campaigns.
Main goal: Capture an interest or a desire for a product or a service
Where to use it: Google Ads, Bing Ads & other marketplaces
Main characteristics:
Why use it: Show your products directly on Google. It is a good technique especially if you have a large inventory, if your products change price often, or if you have a limited inventory per product. Since all those things are automated, you ensure you are not advertising a product that is out of stock.
How to use it: This technique is centered around your product titles, descriptions, categories, and includes an image of the product, the price, and you can also include a promotion you are currently running on each product.
Shopping campaigns require a product feed, that contains all your products information. You can then upload this feed online and Google will match your ads with this feed information.
Main goal: Brand Awareness, and Create an interest in your products or services
Where to use it: Google Ads, and other third-party platforms.
Main characteristics:
The Display network allows you to show banner ads across websites that are partnering with Google. Its targeting is based on these websites’ content, the users’ interests and also based on user behavior, which are called custom audiences. These custom audiences include remarketing (that we are going to talk about later in this article) and similar audiences, that are based on algorithm modelization.
The Display network contains around 80% of all websites, which means a lot of potential traffic for most niches.
Why use it: The Display network is a very efficient way to increase your brand awareness, since its cost is lower and its inventory is higher. With visually attractive banners, we create an interest in your products from users who don’t know your brand.
How to use it: Show banner ads of your offers, your brand and your products across the web, based on the targeting options discussed above.
Main goal: Brand Awareness to Direct purchase of products or services.
Where to use it: Facebook, Instagram, LinkedIn, Pinterest, YouTube and more !
Main characteristics:
Why use it: Social networks are used differently by people than other platforms. Brands have a chance to connect with people in their close environment, where they interact with their friends and family.
How to use it: Show creatives and videos of your offers, brand, and products, where users spend the most of their time when they are online.
Main goal: Re-engage previous visitors and convert users into leads and clients.
Different types of remarketing:
Where to use it: Most platforms now offer remarketing campaigns.
Why use it: This technique is very efficient to re-engage people who already shows interest in your brand by visiting your website once, but did not proceed with the desired actions, such as purchasing a product.
How to use it:
Conclusion:
Hopefully this gives you a great overview of what can be achieved online to grow your business. Of course, this article only covers the basics, but you should now have a better understanding of what you should be doing, and what networks are right for you.
Want to know what is the best mix for YOUR business? Request a proposal by clicking the link below:
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