Let’s say you’ve spent the time and money on the perfect website. It’s a lean, mean, all-about-your-business machine that is ready for customers to come flooding in. You’ve launched your site and yet…nothing. Your site’s traffic has remained the same, even after you’ve spent the time, energy, and money on upgrading.
So what gives?
Your site needs to become visible to audiences across the web who may not have heard of you. They likely won’t find your site without a little help from paid advertising. Here are a few reasons why:
Build Brand Awareness & Drive Website Traffic
Paid advertising provides your business with the opportunity to present ideal customers with advertisements that introduce your brand and entice new customers to visit your site. The tech companies generate most of their revenue through advertising, which is why ads are placed in more optimal positions on the page and are designed to generate views and clicks for your business.
All in all: the big tech companies want you to succeed.
Your success = their success.
Different platforms are able to achieve traffic and awareness in different ways:
- With Google Search Ads, you are able to achieve the ideal position at the top and bottom of search engine result pages based on search keywords that you set up in Google ads.
- Google Display Ads are the best method of reaching new audiences without a big ad spend budget. These ads reach over 90% of websites across thousands of industries.
- Facebook Ads are an excellent way to engage with audiences and their friends through the two most popular social media platforms. Ads appear while users scroll through their news feeds, browse stories on Instagram and Facebook, and even show up in videos.
- LinkedIn Ads are an excellent method for B2B businesses to reach professionals through the LinkedIn feed, boosted job listings, and promoted direct messages.
Audience & Geographic Targeting
One of the key benefits of paid advertising is the ability to target audiences based on interests, job titles, online activity, geographic location, and more. This level of advanced, highly-specific targeting usually is why someone says “Facebook must be listening to me.”
Spoiler alert: they’re not.
Big tech companies are able to utilize data from user’s activity across their platforms to create a “best guess” for what ads will best interest them. They pair that data with demographic data and are able to perfectly match ads with users.
Different advertising platforms have different targeting limits and possibilities:
- Google Search Ads and Google Display Ads are able to target individuals based on keywords, demographics, income brackets, browsing habits, and if they’ve converted on your site or not.
- Facebook Ads are a great way to reach specific audiences based on interests and location. This information is gathered from user profile information, pages they like, posts they comment on, purchases they’ve made within the platforms, and even activity from their friends.
- LinkedIn Ads are useful when trying to reach a vast number of people within specific industries, job titles, education levels, and other professional criteria.
Utilization of AI Technology
Digital advertising platforms utilize artificial intelligence to optimize ads to perform at their absolute best. The reason why they use AI? Computers are able to analyze hundreds of “signals” that are made up of user activity, optimal bid times for ads to show, and each user’s likelihood to interact with or convert through your ads.
In other words: AI enables your ads to show at the right time, at the right amount, to the right person.
Experimentation & Measurement
Digital advertising offers businesses the opportunity to run low-risk experiments while also providing detailed insights and metrics with every campaign. This is a huge advantage for businesses looking to reach highly specific audiences and keep an eye on key performance indicators that reflect each ad’s success.
Experimentation with paid advertising allows you to build out and compare a variety of factors that may impact a campaign’s performance including:
- Audience Targeting
- Geographic Targeting
- Ad scheduling differences
- A/B testing of ad text, imagery, or landing pages
- And dozens of other variables
Ads run online also offer insight into metrics that would not otherwise be available. You are able to dive deeper into which actions were taken once someone clicked on your ad:
- Pages viewed
- Time spent on each page
- Geographic insights
- Age & Gender
- Conversion actions (form fills, phone calls, key page views, etc.)
- Ad clicks
- Number of users reached and number of views the ads had (impressions & reach)
- Ad engagement (on social media, this would be likes, shares, and comments)
- Cost per action (conversion cost, cost per click, cost per thousand impressions, etc.)
These metric insights enable businesses like yours to better understand how their ad dollars are spent and where to improve campaign performance.
At TargetMarket, we specialize in paid search, Facebook advertising, Google Ad campaigns, and more. Get in touch with us to learn more about how targeted digital advertising campaigns can help increase the quantity and quality of new customers for your business.