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Digital Advertising is growing. In fact, as a percent of the average businesses total advertising expenses has surpassed all traditional advertising media investments since 2019. So, it is important to add it to your media mix. Digital Advertising services are services that advertise your business online, through digital platforms, from websites and email marketing to search engines and social media ads. Digital Advertising tools can range from Paid Per Click (PPC) ads on Search Engines and Social Media platforms to Chatbots or Chat support. To be effective, Digital Advertising should include multiple ad campaign types, ad management, and performance reporting to ensure you are maximizing your results at the lowest cost. With increased privacy protections for users (including opt-outs of online cookies), Digital Advertising advertisers may need to look a little further to analyze their ROI. We implement those methods including analytics on strategic landing pages and link data to help you accurately measure a digital campaign’s success.
At Tailor-Made Advertising, although we do not make guaranteed claims on keyword search results, we do strategize and provide our clients with evidence that we deliver results for your budget. That is because bids on keywords require strategy and monitoring to determine if buyers are responding to your ads. A good marketing firm will provide you with information about the individuals that are coming to your website and evaluate if your website commands their attention for relevance. Without that review, your campaigns can fail. Our paid advertising campaigns are supported with analytics and trackable landing page actions that are trackable and offer you real time review.
While the design of your website and your updates on search engines both play a big role on your Search Engine results, a combination of Content Marketing, Social Media Marketing, and paid advertising will help your Search Engine Marketing thrive. It is important to have a strategy that (1) integrates all your organic content marketing (blogs, social media posts, listing updates) as well as your paid advertising alternatives and (2) directs traffic to provide the most benefit to your website analytics and product sales.
Today you really must “pay to play” if you want your product or services to appear at the top of a keyword search. But you must marry your efforts to help your website maximize its organic reach as well as using PPC (Paid Per Click) purchases from Google, Yahoo, Bing, Facebook, and other paid platforms, to drive traffic to landing pages on your website. This will help your company move up in organic rank and put potential consumers or supporters into the right page on your website to excite their interests. Display ads also can play a role because keywords are part of the description that goes with the images. While keyword search ads are based on a word or term that you want associated with your company or products or services, you need to make sure your website or landing page has those keywords and can keep website traffic on that page for a reasonable time; otherwise, advertising platforms will just charge you more for each click or link.
Paid search or PPC (Paid Per Click) can enhance your website SEO. PPC allows you to bid on a keyword within a search engine site like Google, Yahoo, or Bing. If your bid is the highest at the time of the search and if the search meets your criteria (demographic information you provide to the service), you get the click. However, if your website does not have content that supports the keywords you bid on, visitors will bounce from your website and the referral site will ding your reputation for that keyword. The next time the word shows up in a search, search engines will omit your website or charge you a lot more per click. To keep that cost down, your website (or landing page) needs a good organic reputation for delivering visitors to a website that those visitors perceive as relevant.
The Landing Page you use in your digital media campaigns really does matter, as it can reduce your costs so you can get more clicks for your money. Your landing page must be relevant and incite an action by the viewer. In fact, it typically pays off if your landing page is customized to your paid digital ad and they work together to bring leads or prospects to your website and incites them to send a message, sign up for information or points them to a donation or shopping page at your website. We customize our clients’ landing pages to reflect the ad and when possible, we create those pages within our client’s website to enhance their SEO. If that is not an option, we design landing pages to go with our digital campaigns, using information that provides a prospective customer with whatever information they need to make a buying decision.
When we design Landing Pages for our digital and social media ads, email campaigns, and other paid advertising campaigns, we determine what action the customer wants most and design the landing page to deliver that result. That often means driving prospects or customers to a website page that provides them with the answers they need before taking the action you hope to achieve. By designing custom landing pages with a specific goal in mind, we achieve Sign-ups use Shoppable Landing Pages to link to your Social Media ads while targeting your past customers and a lookalike audience to that same landing page. To expand your reach, we also create campaigns to increase your social proof and reduce the price of your social media ads.
In addition to paid search there are many options for online advertising – from sponsoring a website that your target market is likely to visit, to re-tracking a visitor who has visited your website in the past. You can even purchase a follow-up postcard to go to a website visitor within a week. Many media companies offer access to their digital subscribers with a dedicated email they can send on your behalf, or you can sponsor their monthly email to their subscribers with advertising placed in the email. Retracking on Google or other platforms allow you to target specific visitors who visit neighborhoods or websites and provide your ad to appear whenever they access Google or other search engine’s network partners (including the media and specialty websites). Business-to-business advertisers can also use this tool to have their ads appear on industry websites, newsletter, or industry online publications.
Chatbots are messaging programs that allow you to provide Frequent Questions and Answers (FAQ’s) with prospective customers 24 hours a day. Chatbots use autoresponders to help you manage the chat from your website (or social media accounts). This allows your social selling team to expedite answers live when they are in the office or through Chatbot autoresponders when they are offline. Chatbots can also help you with customer support by providing answers to the questions you get most with quick reliable answers. This tool has been extremely helpful during irregular hours whenever telephone real-time office support was not available, and many businesses moved to support their offices using real-time chat. Chatbots operate 24/7, while your sales team can provide answers in real time whenever they are in but customers can self-service with those answers handy when your staff are offline. That includes sending your team an email if the Chatbot answers do not suffice or signing up to get a downloadable document or video which connects you to the prospect for a future follow-up email or SMS reply.
Your monthly newsletter (or email) follow-ups should include links back to your different website pages to help the people on your list learn more about your company or organization over time. Making updates to any online lists or list servers (like Google My Business, Yelp, Foursquare, and other review or listing websites) will increase your website traffic and SEO rankings and improve your reputation over time. Part of your marketing budget should be dedicated to improving your online testimonials and referrals because most buyers today research the reputation of the companies they consider as well as their products. You want to accumulate good reviews before the day you receive any negatives. Customers do not expect perfect reputations, but they do expect a 4 or 5 rating. More good reviews protect your online reputation over time.
When we review your click thru analytics on all your online communication channels (website, email marketing, social media, and paid ads), we can determine what page content or ads motivated visits to your website. If those visitors are not taking an action, we can measure the content links that received the most attention in your past efforts and develop new content to better motivate the marketing actions you desire most. We can also suggest changes to your website, email or landing page that will improve your results as well as offering some AB testing that you can do to get even more done with every digital media effort. Click thru rates show you that a visitor is interested in your content, however sometimes the next step is missed and the click thru is wasted. It is important to review your click thru history and determine if you are seeing more interested parties or fewer. If it is the latter, the sooner someone reviews your digital efforts, the sooner you can see that result improve.
When we review your click thru analytics on all your online communication channels and website, Smart Speakers, Voice Search and Visual Search need to be considered. With one in four families in America owning a Smart Speaker like Alexa, Echo, and others, your website needs to be Search Engine Optimized with site mapping and images with Alt-Text. This way, the automated search engine can find a connection with the keywords that device users think of when searching for your products or services. By understanding that these platforms are being used more often, it is important to include the keywords that smart speaker users may speak out within your PPC program. Be aware that the ads are not visual, rather, they are verbal only. This means that you must research the keywords first to see what the trends are in your industry and how your products or services may be referred to within your primary, secondary and other target market segments. Remember also that this may be different in different cultures and different languages.
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