The world of online advertising is a terrifying place for most of us. There’s so many places to choose from, budgets to set and interfaces to learn. Where do you advertise? Will I make money? How can my advert compete with the likes of Amazon and eBay?
Online advertising is right for any business that is wanting to reach a greater number of new customers. Offline advertising in print and magazines targets a very small number of potential customers and a large percentage of those might show no interest in your business at all. Online advertising allows you to target only the people who are interested and those who are most likely to buy.
Google Adwords is very under-explored by local businesses, with only around 20% taking advantage of the service. AdWords allows you to place at the top of the search page for specific words and phrases. This is particularly good if your main competition doesn’t use the service. For example:
Bob The Builder is the most popular local builder, but doesn’t use Google Adwords. He always ranks naturally first on Google Search.
Barbara The Builder normally ranks only 4th or 5th naturally, but because she has Google AdWords and one of the many phrases she targets is ‘Bob The Builder’, she is now placed at the very top of the search ranking, above Bob.
With Google Adwords, you only pay when someone clicks on your search listing. Anyone who doesn’t click sees your brand, in context, for free, giving you brand exposure at zero cost.
Between Google and Facebook, these two companies control around 80% of all online advertising. Whereas Google allows you to target what people are searching for, Facebook allows you to target people. For example, you’re business is women’s yoga classes – a very specific but possible case would be using Facebook to target women, aged 25-30, who live within 3 miles of Mirfield, who have an interest in Yoga and Fitness.
Using Facebook you can really drill down into exactly who you’re looking for and as with Google, you only pay when people click, so if they don’t, you’re getting free exposure. Also if someone sees your ad and shares it to a friend, you don’t pay a penny, even if the friend, or the friend of a friend clicks it!
As with all advertising, it takes research and planning – these are the most common areas people make mistakes. If you’re not targeting the right people in the right places, you can be paying for people to click through who aren’t actually that relevant. At the same time, recording what people do once they’ve clicked is also key – making sure you can understand exactly how much you’re spending is making you in return.
For any other information about online advertising and digital marketing, feel free to give drop us an email or give us a call!