In order to meet the rising demand of clients, we manage paid search engine, display network, and online video marketing- including campaign strategy, production, and ad management. After meeting with many clients and potential clients alike, we have determined that there are many organizations out there who have been utilizing paid online marketing in order to boost traffic- however this is not the proper use of pay-per-click.
Paid online advertising should not be utilized primarily to boost traffic or be thought of as a way to pay for traffic. The Search Engine Marketing, Display Networks, and Video Advertising platforms are designed to drive conversions, not traffic. If it is utilized in such a way; with that mentality- it is highly unlikely that a return on investment will result from the campaign. Alternatively, the campaign may return a profit, however, the expenditure to do so will be far more than is required- stealing a larger slice of the profit in order to operate.
Most people are unclear in this distinction. If their concern is generally just traffic- then they should be investing time and money into Organic SEO. If our client has a clear goal, a timeline of events, and a winning sales process- then Search, Display, and Video advertising online is a viable solution to increase the quantity of relevant and qualified leads that they reach- at a time when a purchasing decision is likely to be made. Thus creating a conversion.
Thorough understanding of the market, search trends, competitor analysis, target location(s), target demographic, and consumer purchasing behavior must be achieved in order to properly determine the most effective ad strategy and consumer targeting criteria. We go to work for you!
This is matched against client objectives, client campaign timeline, timeline of client’s sales process, client’s current / estimate CPA (Cost-Per-Acquisition), projected opportunity for impressions, and specified budget for the most effective campaign strategy. This process will serve to alter the CPA, CTR (Click-Through Rate), Impressions Count, Quality of Traffic, Conversion Rate, and others. After that the only concerns are:
Not unlike any other content related platform that we discuss- quality, relevance, engagement opportunity, and the value proposition in regards to the text ad, ad layout, or video- are the key factors to a high CTR. Quality, relevance, engagement opportunity, value proposition, and the buying process, among a few other key points in regards to the landing pages and user experience ( online or offline ) will ultimately determine the Conversion Rate, Bounce Rate, and ROI of an ad.
This is where 90% of the organizations that utilize online advertising incorrectly are going wrong. They usually put too much focus on one aspect, do not have a formula to obtain proper campaign strategy, do not budget for quality, fail to audit the user experience, or associate high Impressions and CTR with successful campaign execution- rather than conversions.
There are a lot of touchpoints in an online advertising campaign that require monitoring, auditing, analysis, and action. This can include ad copy, ad layout, video production, client website modifications, splash page(s) production, target criteria, and campaign performance metrics. In order to really hone the campaign for ROI, it requires investment. No campaign reaches its optimal capacity to convert without stepping through several iterations.
Search Advertising is the method of placing online advertisements on search engine result pages. Campaigns can begin slowly, so as to test the effectiveness of keywords and ad texts. It can take three months of testing before a campaign is ready to scale up. Beginning campaigns can spend $20–$40 per day, whereas major campaigns can exceed $1000 per day. Multiple campaigns can be run alongside each other.
Display Network Ads are placed on web pages that contain relevant content, affinity to the person on the site, or certain keywords. Images, videos, flash, and interactive web content can be deliver through the Display Network. These ads present the opportunity to engage by offering visual content, or animated elements that can provide humor, or illustrate a product in use.
Video advertising encompasses online display advertisements and it refers to advertising that occurs on sites like YouTube, Internet TV, and OnDemand services. Usually served before, during and/or after a video stream on the internet. Often costs are dependent upon the amount of video viewed and if there was action taken afterward.
Social ads are published on Social Media sites such as Facebook, and often include information about the affiliation of a peer with an advertised entity. For example, a social ad might indicate a friend has endorsed a product, highly rated a restaurant, or watched a particular film. Social advertising provides an opportunity to leverage an additional layer of data compiled by the social media sites themselves.