quote by Rory Sutherland
Advertising creates awareness for your brand, or you can use advertising as a direct sales channel. If discounting and sales promotions campaigns are bad for your business, advertising is nothing but good.
A great idea backed up by a well thought out marketing strategy can result in amazing results for your business.
The biggest expense of any advertising is still the expenditure on the media placed.
We’re a Google Partner Agency
If anyone says they can get you to the top of Google instantly without advertising they’re probably lying. The only way to be at the top of Google quickly is to pay for it with ads.
Google Ads work on a pay per click (PPC) basis. If someone clicks on your ad you pay Google. The price you pay per click depends on how competitive the search term is. Advertisers, compete in an auction to get the prized positions where most customers click and drive traffic and potential sales to your website. To stop you spending more than you would like to and keep your finance department happy a daily budget is set and once you reach your daily budget your ads no longer appear.
Cost per conversion
Google is pushing a cost per conversion payment system. With Google Ads, we can set up conversion tracking, which means that when a customer makes a purchase, visits to a certain page, or completes a contact form on your website, then this is tagged as a conversion in Google Ads. We can set a value for each conversion helping you see if your Google Ad budget is working for you and if it is profitable. This works with Google Tag Manager.
Bing Ads
Bing Ads work very similar to Google Ads; you bid on keywords. The major difference is that this is for Bing searches not Google searches; Bing Ads are usually a lot cheaper than Google as there are a lot fewer searches. However, it can be a cost-effective way to reach your audience if your target market is using Bing.
Google Shopping allows you to pay to display your products at the top of Google and in the shopping section of Google for product searches in Google.
You will need a Google Merchant Centre account, but we can help you set everything up and manage the campaigns monthly. Google’s machine learning is improving so offers you lots of opportunities, but the campaigns still need to be managed and set up correctly.
Google Shopping Ads consists of a title, price, and store, or business name. Having good product photography is essentials to even be considered. You can increase your digital real estate by including special offers, product ratings, or Google Customer Reviews.
Have you ever noticed that when you visit a website or look at a product online, suddenly every site you visit afterwards is showing you an ad for that product? That is remarketing and it works. You pay, like Google Ads by the click or impressions (usually by click). The return on your investment for this kind of advertising is amazing.
Five second or 10 seconds to get your message across at the start of a YouTube video before someone presses the ‘skip ad’ button
It is a tough brief and we feel it works best for brand building and awareness rather than driving sales. It all depends on where your business is. Like with Google you can target your ideal customer persona or area.
Again, you can use Google’s Remarketing tools to show personalised ads to people who have been to your website, reinforcing your message to people who are already aware of you.
You don’t need a TV production budget, sometimes more authentic videos work but it has to be memorable, distinctive, and consistent with your brand communications.
We’re creative experts and can provide help with all your YouTube advertising needs.
Most advertisers on Facebook are small businesses
A few years ago, Facebook changed the rules about what users will see in their feed. The result was that Facebook users will see less from businesses they ‘like’ or have engaged with and more from their friends and family (I’ve forgotten now what the scandal was that led to this change). This means if you do not pay to promote your posts, users won’t see them, which makes great businesses sense for Facebook but costs your business dearly.
The numbers in analytics speak for themselves, Facebook is still the most effective tool in the social media arsenal. The Facebook audience is getting older, great if you are marketing to older audiences but not if you are targeting a younger audience. However, to reach younger audiences using Facebook advertising then you can promote your company using Instagram.
What is good (and in some cases a little creepy) is the ability to target exactly who you want also known as ‘micro-targeting’. This does rely on Facebook users giving away their data but most users are more than happy to. At this year’s Nudgestock, a presentation by an ex Cambridge Analytica psychologist said, “if a Facebook user likes more than XX pages, then Facebook can know them better than their partner” (scary stuff).
To help reduce your Facebook ad bill, you can target Facebook users who have been to your website using the Facebook Pixel. This means Facebook can see which users have been to your website for targeting later.
We have managed hundreds of Facebook campaigns so, if you’d like some advice or for us to help, then let’s talk.
The biggest expense of any advertising is still the expenditure on the media placed.
TV advertising
When any of my clients appear on TV to advertise their products or services, we see a significant increase in the number of website visitors and sales.
Out of Home Advertising (OOH)
Pre-COVID we were seeing results. OOH is proven to help shift customer perceptions, as well as positively impact the effectiveness of other marketing channels, particularly online search. Out of home can support the buzz on social media and amplify this further.
Newspaper and Magazine Advertising
Is expensive but still works, you can reach specialists audiences with trade magazines. A word of warning you need to appear more than once. Surprisingly, no matter what the size of the business, classified advertising does have an impact (I’m not talking Yell here),