What is online advertising?
Advertising & SEO is everywhere in the digital world, it makes or breaks a company and will determine whether they succeed or fail in the future.
Despite the popularity of internet marketing to businesses, it is something you have to be comfortable with in order to succeed.
Many small businesses fail at online marketing because they don’t really understand it and don’t know how to make it work for them.
This has almost always been the case with business owners with their marketing. Most business owners are very good at what they do but are not the best at marketing.
Marketing is a skill itself and requires learning and implementing various tactics into a comprehensive strategy. Doing this takes time and practice which most business owners are unable to perform because they’re busy running their own businesses.
In this post, I will discuss some key areas you should know if you want to improve your online advertising and to cut the learning curve.
How does online advertising work?
Most online advertising works through two different processes.
- PPC – Pay per click
- PPI – Pay per impression
We’ll take a minute to look at both.
What are pay per click ads?
Pay per click ads let marketers target online users based on what they are searching for and what they are looking at.
These ads only apply a charge to the marketer when a searcher clicks on one of the ads. So no matter how many people see the ads, if no one clicks on them you don’t experience any charge.
The ads can vary in their format, including banner ads, article ads, video ads, and email campaigns.
You’ll be able to see detailed information about the results of each PPC ad campaign, including direct views and clicks and online impressions. These ads work especially well on pages that already have high click-through rates (CTRs), and let you receive big payoffs for each click.
How much do they cost?
PPC ads can vary greatly in price. Pricing is determined through a bidding process, which increases the cost of PPC ads depending on the competition of the search phrase.
If people are willing to pay $1 for someone to click on an ad, then you’ll need to set your bid price at or above $1 to be able to get your ad displaying.
If someone is willing to pay $100 for someone to click on an ad, then that is the price you have to compete against.
What is PPI – Pay per impression ads?
These types of ads and pretty much the same as the PPC ads with one change in how they are billed. Instead of billing the advertiser when the ad is clicked. The advertiser is billed when their ad has been shown to 1000 different people.
Most online ad platforms will allow you to choose how you want to be billed, whether PPC or PPI. Which one you choose will be dependant on the kind of ad you’re displaying.
If you need someone to take an action then a PPC will generally work better. If you’re running general branding ads, PPI may work better for you.
What is online ad retargeting?
Retargeting is the practice of following online ad campaigns until the target has left your site to visit a more relevant ad or webpage.
Retargeting can be a simple or sophisticated practice. It depends on the size of your campaign.
You can also use retargeting to direct traffic to other places on your site that might offer more relevant content.
To set up an online ad campaign to retarget, you must first identify which ads you’d like to target. That means you’ll need to know where your consumers are consuming your content. It also means understanding which ads you are getting the most clicks on.
How do retargeted ads work?
Retargeting advertising platforms allow you to follow your prospect even after they leave your website.
Once a visitor lands on your website you can place a tracking cookie within their browser. Based on that tracking cookie you can then show them ads for your website while they’re visiting other websites or even social media platforms like Facebook.
Since the person has already been on your website there is a much greater chance they’re actually looking for what you’re selling. So by following up with the retargeted ads, you can maintain top of mind awareness.
When uses correctly, retargeted ads have the highest conversation rate out of any online advertising model.
What is email marketing?
Email is one of the primary channels of communication used today. This means that email marketing has the power to generate numerous results in your business.
People like to connect and influence people. By promoting and asking users to give you their email address you’re able to engage your followers. You best followers will support you in the future as they will share your content, stories, and even engage with you.
Being able to share amazing content and engage with your customers, prospects, and followers is what email marketing is all about.
One of the key strengths of email marketing is that you’re not relying on someone else’s platform. By maintaining your own email list you’re able to reach your followers directly without having to rely on a social media platform.
How does email marketing work?
When you write an email campaign, you need to decide which kind of content to send in which type of email.
Some of the types of emails you might want to send include a generic, introductory email to introduce your products and services, a retention email that sends users to your website again, or a toolbox email, which uses an online tool to help new users learn more about your product.
Email marketing tools like MailChimp are great because they allow you to customize how your emails will look and behave. You can also schedule emails and place them on an auto-send campaign when someone opts into your email list.
This will then send them automated emails over a specific period of time.
Surprisingly, email marketing has one of the highest ROI’s for Internet-based marketing.
What is search engine optimization?
Search engine optimization (SEO) is a strategy that is used by website owners to get their websites ranking higher in search engines like Google, Bing, and Yahoo.
Since search engines have become so popular, the higher your website ranks the greater increase in the number of visitors that come to their site from Google and other search engines. The basic idea is to create content on your websites that you think visitors will be more likely to search for when searching in Google.
You need to create great content that you’re proud of and that your audience will find extremely valuable. As you implement a content-based SEO strategy the better and higher rankings your website will get.
Your website content should be written in a way that is relatable to your target market, but also clear enough for a child to understand it. The child part is more for the search engines.
Search engines use advanced algorithms for ranking websites, but they are still only as good as what they can read. Make sure that things are clearly spelled out so that when the search engines analyze your website it’s clearly laid out structurally so that the computer algorithm is able to appropriately parse the information.
We hope that this snapshot on the various avenues for online marketing was helpful. Continue to check back to get more Internet marketing information!