In our most recent webinar installment, mRELEVANCE account manager Courtney Rogers and SEO specialist Doug Silk, presented “Show Me the Money: Digital Advertising” webinar.
What made this webinar so special is the recently expanded Q&A segment, allowing participants to ask all of their digital advertising questions and our team of experts to answer them, in real time! This addition provided participants the opportunity to have any digital advertising uncertainties or confusion answered while addressing a wider-range of digital advertising topics.
Digital advertising can be overwhelming and confusing. In case you missed the webinar, or want our notes for reference, here is the scoop:
- Pay Per Click (PPC) and Paid Search
Pay Per Click (PPC) or Paid Search is one of the most popular forms of search engine advertising. This type of advertising is typically referred to as search engine marketing (SEM). Marketers like the PPC billing model because they only pay a fee when ads are clicked on. Essentially, PPC provides a way of buying visits to your site, rather than attempting to “earn” those visits organically.
It works by allowing advertisers to bid for ad placement in a search engine’s sponsored links when someone searches a keyword related to their business offering.
For example, if we bid on the keyword “new home marketing,” our ad should show up as a result in the ad or sponsored section of the Google results page. If this is set-up properly, these ads will send highly targeted potential customers to your website. Why do we say highly targeted? Because this offers the web user exactly what they are looking for at the exact time they are searching for a particular product or service online.
PPC is popular because advertisers can essentially control every detail of a campaign: where ads show up online, the geographical region, time of the day the ads display, along with various other settings.
Paid Search appeals to most business owners for two reasons: first, they can control how much they spend on both a daily and monthly basis and changes to spending can be made with the click of a button. Secondly, Paid Search performance is seemingly easy to track.
Keywords are the words or phrases customers use when searching online for a product or service. In terms of running a successful PPC campaign, the proper account set-up and your keyword list are crucial. If a proper set-up is the foundation for a successful PPC campaigns, then keywords are the bricks or foundation. The stronger the keyword list, the stronger your campaign will be.
Keyword research for PPC can be incredibly time-consuming, but it not something to be rushed through as these keywords will be driving traffic to your site.
An effective keyword list should be two things:
- Relevant– Of course, you do not want to be paying for web traffic that has nothing to do with your business. The goal is to find targeted keywords that will lead to a higher PPC click-through rate, effective cost-per-click, and increased profits. That means the keywords that are bid on should closely relate to the product for sale.
- Exhaustive– Keyword research should include not only the most popular and frequently searched terms in your market, but also the long tail of search. Long-tail keywords, or key phrases, are more specific and less common. They usually contain three or more keywords in phrase form. Long-tail keywords may not produce the bulk of traffic to the site, but they add up to a decent amount of search-driven traffic. In addition, they tend to be less competitive, and therefore less expensive in regards to average cost per click.
The most successful advertisers work constantly to refine and expand their keyword list. Make sure to create an environment in which your list is constantly growing and/or adapting to the ever-changing search landscape.
- Display Advertising
Display advertising is a form of online advertising that uses ads or banners that include logos, text, pictures, video and more. This nature of advertising is like a magazine ad, but on the internet, that has the flexibility to be static, animated, interactive or a video. Many popular websites provide this type of advertising: Google, Facebook, Instagram, various ad networks and more.
Some of display advertising’s most attractive features are its targeting capabilities, such as demographic, geographic and behavioral, its ability to hone in on the audience that you are trying to reach and its tracking capabilities (impressions, clicks and sales/leads). Display advertising even offers the option to decide where exactly an ad will appear: desktops, smart phones, tablets, etc.
Online display advertising is a great way to increase your business’ brand awareness and to drive traffic to your website. Because it is highly targeted, it can bring a strong return on ad spending. Of course, for display advertising to be effective, you need to have the right message:
Right Message + Target Market + Correct Platforms = Success and SALES
- Facebook Specific Advertising
Facebook offers a variety of ways for brands to get in front of their target audience with a multitude of categories including:
- Financial Resources
- Industry or Occupation
- Homeownership Status
- Educational Background
- Ethnic Affinities
- Political Leaning
- Celebrating a milestone (ie. Birthday, Anniversary, Moving)
- Relationship Status & more
Facebook knows A LOT about its users; and because of that, advertisers are able to get products or services that users are truly interested in to show up in their newsfeeds. In addition to marketing based on categories, businesses can also make use of advertising strategies to expand their customer base even more, like through Lookalike Audiences and Custom Audiences.
With Lookalike Audiences, advertisers can create an audience that mirrors the same demographics, interests and behaviors of people who currently like their Facebook business page, or have downloaded their app or visited their website.
Custom Audiences help advertisers find the accounts of prospects already on their prospect list, and then shows the ad on their news feed. Advertisers can upload email addresses, phone numbers, first and last names, zip codes and more, and Facebook matches those identifiers to their Facebook account.
As advertised, this webinar featured our first expanded Q&A segment where participants were able to ask any question or voice any concern about digital advertising. Here are some of our favorites:
- For a small business with a limited marketing budget, where do you suggest we start?
We suggest focusing on four main items:
- Blogs – post twice a week if at all possible
- Social media – Start with Facebook; Instagram and Pinterest may be good ones to start with too, depending on your product; post often and build up a following there
- Email marketing – email marketing is still a great avenue for reaching customers
- Press releases – these are low cost, but can help with SEO and online public relations, including reputation management
Content such as blogs, press releases and utilizing social media tools that archive material like Google+, helps improve SEO. After mastering these four focal points, then, you can start looking at other advertising, like pay per click.
- If I run paid ads, will it help my organic listings?
Google argues that the two are completely separate so no; paid ads will not help a business’ organic listing. However, if you are launching a brand new website (not redesigned), getting it in Google’s hands via paid search may speed up the indexing process
- Can you explain negative keywords?
Negative keywords are words that relate to your business, but that you do not want your ads to appear for. For instance, if you build homes in Florida where there is a large demand for vacation rental homes, you would include “vacation” and “rental” as negative keywords. You are trying to sell new homes, not rent out one of your homes to a family visiting Disney World.
Same with a term like “mobile” to advertise mobile homes – you do not want your ads showing for products or services you do not provide such as mobile phone service. Look through your current analytics detail to help find negative keywords and spend some time using the free Google Keyword Tool or other similar tools.
- What is a good PPC click-through rate?
There are a lot of factors that go into determining a good click-through rate (CTR), such as business type, B2B vs. B2C, industry sector, the keyword mix and more. Long story short, there is no hard number that determines what is good or bad.
- I searched my ads, but I don’t always see them. Why?
If you are not consistently showing up, it probably means you have not allocated a large enough budget for your ads.
We were so excited to present this webinar, as it is so crucial to remaining relevant as it relates to digital marketing and online advertising. Please contact mRELEVANCE with any additional questions at 847-259-7312.
Our next free webinar is on September 20 and it will cover the relationship between content and search engine optimization (SEO). This webinar will also include an expanded Q&A portion, as it was so popular in our Digital Advertising segment. Register at MarketingRELEVANCE.com/webinars.