Google search engine is massive and powerful. Google paid search is a competitive advantage even if you rank highly organically. Campaign structure, negative keywords, ad testing, conversion tracking, day-parting, and device targeting are just some of the important settings within your campaigns to see success.
Bing Paid Search Advertising
Bing search engine should never be disregarded. Bing paid search traffic typically is less expensive and generates a higher ROI because of it. We have found some businesses thrive so much on Bing that we shift 70% or more of a paid search budget to Bing Advertising instead of Google.
Facebook advertising can drive a profitable return and the scale is as large as your target customer base. The results from Facebook advertising depends on how well you can manage segmentation of your customers and platform placements as well as the strength of the creative used in those placements. For some businesses, we find the cost of a lead from Facebook Advertising is almost the same price as a cost per click on Google Ads and the scale is limitless. Other businesses show such strong performance from Google search that we rely on Facebook only to remarket users who have not yet taken action.
Instagram advertising is also very powerful for the right businesses and demographics. Since both Facebook and Instagram ads are purchased through Facebook business manager, we treat them synonymously in conversation, but measure the return independently. We have found the return from Instagram can vary from Facebook based on the business and proper segmentation of the platforms is crucial to success. If your business is mobile-first, Instagram and Facebook ads should be a priority.
Linkedin advertising has a reach of data segments from geographic, device, industry, company size, company name, education level, job title, and more. Many B2B businesses see success here from the targeting capabilities and type of consumer. Even if you’re not a B2B business, don’t rule out Linkedin entirely.
Google Display Network Advertising
For almost all businesses, Google Display Network offers a reach so broad, there’s no need for a DSP. Since GDN is part of just about any DSP, you likely won’t see any limitation in domain availability.
Did you know that YouTube is the second largest search engine in the world? Most of the time YouTube isn’t a primary or secondary option because it requires video creative. Many businesses haven’t invested into video creative in order to run video ads. Social networks like Facebook and Instagram also seem to grab the ad budget for video.
The difference between social networks and YouTube is that people actively search for something on YouTube, whereas social networks are passive browsing, intent drives ROI.
Not all advertising space can be bought on an exchange. Our experience extends past the traditional platforms. Not familiar with affiliate advertising? We’re happy to discuss and find if there’s an opportunity for your business.
What is Paid Advertising?
Paid advertising is the purchase of advertising space on websites, search engines, social networks, mobile apps, email lists, SMS blasts and more. Much of the consumer click traffic available digitally is simply a transaction away. The websites and social networks you visit daily typically rely on paid advertising in their business model partially and sometimes as a majority.
If you search Google for digital marketing services, the top placements in your search results will say ‘Ad’ next to them. If you scroll Instagram or Facebook, you’ll see posts by accounts that you don’t follow and they say ‘Sponsored’. Many email blogs will show content in their emails that says ‘Promoted’. These are all paid advertising placements available for purchase at varying rates. One of the most well known transactional models for purchasing advertisement space is known as ‘Pay Per Click’.
Pay Per Click Advertising
Paid advertising can be purchased in a number of ways. Search engines like Google will charge per click on an ad. This is why the industry calls it ‘Pay per click’ or ‘PPC’. Pay per click advertising can be very profitable if executed and managed well because of the inherent intent users show in what they are searching for, like ‘buy health insurance’ or ‘health insurance plan reviews’. The intent consumers show with what they are searching for, along with the attention they are providing at the time of looking, is why paying per click on Google or Bing can be so expensive. Not all clicks cost the same however, some are much more expensive than others. The difference in costs per click is largely based on willingness of advertisers to pay more per click and the volume of clicks available for the specific keywords being advertised on.
Do I have to pay per click?
Pay per click advertising is not the only way to pay for advertising online. Most platforms and websites do not charge per click. Instead, they charge per impression. Because impressions are so granular, it is standard to charge per thousand impressions. This is known as CPM (Cost per One Thousand Impressions). Most social and display advertising websites and platforms will charge for the impressions. It becomes very important to have great creative to display when paying for impressions because if no one is clicking on your advertisement, you still pay to show them your advertisement. Thus if it takes a lot of impressions per click, the clicks end up costing significantly more.
Our Paid Advertising Experience
Our agency was founded on years of experience in paid advertising. Our experience ranges from clients spending $1,000 per month to clients spending $50,000 per day. We’re a numbers first agency and the cost of acquiring a customer is our focus. Search engines and social sites are where we have the most experience, but that is also where much of the volume and intent we find digitally exists. Many businesses don’t see profitable results with paid search and there’s a lot of reasons for sub-par performance. We’re happy to perform an audit of your current campaigns and user experience.
Does this sound like it relates to your business?
Contact us for a free consultation around your business and customer acquisition.