People are looking for your business online. While they may not be looking specifically for your brand, they are looking for the products/services that you provide. And with the growth of internet purchasing, there’s no better time to invest your resources in online marketing strategies, specifically online advertising. Let’s take a look at the benefits of paid online advertising campaigns and how they can give your business a competitive edge on the sales front.
Online advertising refers to paid advertising through search engines (and often social media) that are highly-targeted, customizable, and immediate in generating results. Online advertising through search engines such as Google AdWords and Bing Ads is commonly used by businesses that need immediate results, or want to promote a specific product or service over their other offerings, such as an eBook, White Paper, or product offer.
Paid online advertising will first and foremost provide your business exposure to potential customers. Typically, online advertising campaigns are paid per click, but can also be made to be paid per day or specific period of time. Even if your ads aren’t being clicked on, or aren’t performing as well as you would like, there’s a good chance they’ll still be getting a high level of impressions (views) from individuals in your target audience. At the very least, paid online advertising gives added visibility and brand recognition to your business and potential traction for your website.
With search engine optimization (SEO), your website will slowly gain traction on search engines and, when done correctly, will be shown higher up in search engines; however, it takes a lot of time and patience. With pay-per-click (PPC) advertising, you’ll get immediate results within minutes of setting up your ad campaigns. This can be a major benefit for new websites without a lot of history with Google or Bing, as SEO isn’t a “right now” solution for most businesses.
Unlike most other forms of advertising, online advertising on search engines and social media have impressive targeting capabilities. Do you want your ads to show up on social media for specific emails taken from your customer relationship management (CRM) software? That can be done. Do you want your ads to show up only from search results in Wisconsin and Illinois? That can be done as well. There are numerous ways to target specific niches and audiences that matter the most to your business, giving you a competitive edge over similar businesses that don’t have a major presence online.
Online advertising is unique in that you’re able to understand the results of an ad campaign for more than almost any other type of advertising platform. With billboards and print ads, there’s no real way to know if your ads are successful beyond general increases in sales. Traditional marketing methods have no way of tracking specific metrics necessary for your business. Online advertising gives you the exact tools you need to know who’s clicking on your ad, landing on your website, filling out a form, downloading a content piece, and much more.
In addition, you’re able to track how much you’re spending on the online ads, and how they’re performing. If you’re unsatisfied with ad performance, you’re able to make changes immediately to improve or even turn off the ads, ensuring that any money spent is under your control. This means that you’re able to test how the ads are going to perform before making a hefty investment, another key advantage over traditional marketing methods that require you to trust data and instinct without knowing how the results will turn out.
The reason that many businesses go to the internet for advertising and marketing, whether it’s through SEO or PPC, is because the leads that are generated through these efforts are almost always qualified. With traditional marketing strategies, leads that are brought in are often unqualified, or low-quality since the audience is so wide. With SEO and PPC, advertisers can target very specific audience through keywords that make the most sense for their business. Ads served via search engines are only served to individuals who are searching for those keywords, and who might find use in clicking on a linked advertisement. When tracking results, you’ll be sure that most of the people clicking on your ads are actually interested in what you’re offering.