28 Jul

Posted at 11:45h in Digital Advertising, Marketing Automation, Marketing Consulting, Search Engine Optimization

Why Choosing the Right Digital Advertising Network Matters

Struggling to see results from your digital ads? You’re not alone—many businesses waste thousands of dollars on ineffective advertising platforms. But with the right digital advertising network, you can reach your ideal customers and maximize ROI. Let’s dive into how you can choose the best platform for your business and avoid costly mistakes.



For a more in-depth look at digital advertising strategies, check out HubSpot’s Guide to Digital Advertising.

Which Digital Advertising Platform is Right for Your Business?

Not all ad platforms work the same way. Some are better for search-driven buyers, while others excel at brand awareness. Here’s a quick breakdown:

  • Google Ads – Best for search intent and immediate leads.
  • Facebook & Instagram Ads – Ideal for brand awareness and visually-driven ads.
  • LinkedIn Ads – Perfect for B2B companies looking to generate leads.
  • TikTok & Snapchat Ads – Great for reaching younger demographics.

Aligning your objectives with the right platform will significantly impact your success.



When assessing your target audience, it’s also crucial to consider behavioral trends and preferences. For instance, younger demographics tend to engage more with short-form video content on platforms like TikTok, whereas professionals may be more receptive to in-depth content on LinkedIn. Understanding these behavioral insights can help you fine-tune your ad messaging and format.

Assessing Cost-Effectiveness of Digital Advertising Networks

Budget considerations play a significant role in digital advertising. Different networks have varying costs per click (CPC) or cost per thousand impressions (CPM), and it’s essential to evaluate the potential return on investment (ROI) for each option. Finding the right balance between cost and effectiveness is critical in optimizing your advertising budget.



In addition to platform-provided analytics, leveraging third-party tools like Google Analytics, SEMrush, or HubSpot can provide deeper insights into campaign effectiveness. A/B testing different ad creatives and formats is also a valuable method to refine performance and optimize ad spend.

The Value of Expertise in Digital Advertising

Navigating the complex world of digital advertising can be overwhelming, especially for businesses new to the landscape. Partnering with a marketing professional or agency can provide invaluable expertise and guidance. They can help you identify the most suitable advertising network, craft compelling ad campaigns, and monitor performance for optimal results.



Another major mistake businesses make is failing to optimize their landing pages. Even with a well-placed ad, if the landing page is not engaging, lacks a clear CTA, or loads too slowly, conversion rates will suffer. Ensuring your ads direct users to high-performing, optimized landing pages can significantly boost campaign success.

  • Not setting clear advertising goals
  • Choosing the wrong platform for their audience
  • Ignoring cost-effectiveness and ROI metrics
  • Not leveraging data analytics for campaign optimization

Conclusion

Choosing the right digital advertising network can make or break your marketing success. By understanding your objectives, evaluating audience reach, considering cost-effectiveness, leveraging data, and seeking expert guidance, you can avoid wasted time and money while achieving meaningful results.

Get Started with the Best Digital Advertising Network

Want to stop wasting money on digital ads that don’t convert? Our experts at Webociti will match you with the best advertising network to maximize every dollar spent. Let’s build a campaign that drives real results—fast. Contact us now or call 678-892-7157 to get started!

Further Reading:

07 Sep

Posted at 12:01h in Digital Advertising

As a small business owner, you’ve worked hard to build a steady stream of customer traffic to your website or brick-and-mortar business. Developing that customer base took a lot of hard work and digital advertising dollars. But, once you get those prospects and customers to your website, how do you keep them coming back? That’s the job of retargeting advertising.

The concept of targeting customers is not new, but retargeting is an essential component of building a lasting customer experience.

 

This article will review the benefits and drawbacks of retargeting advertising so you can boost your profitability and visibility.

How Retargeting Advertising Works

Businesses use different marketing strategies to drive potential customers to their website or retail store.

Digital display advertising campaigns feature online billboard ads (also called banner ads) promoting your products and services. Internet users click on the ad, which sends them to the company websites to buy their products. When the customers visit the website, they accept a cookie, which is a small computer code saved in their internet browser. The cookie tracks the user’s website behavior, and the advertiser can see which pages the customer visited and what products they viewed or purchased. Retargeting advertising uses that cookie data to display ads for similar products as user travel to various websites and social media locations over time. This allows advertisers to create highly-relevant messages that reach users in a time when they’re most likely to be researching for your products or services and making a buying decision. These campaigns are effective at bringing existing customers back to purchase new products and reminding people who haven’t yet made a purchase to return. The Benefits of Retargeting Advertising.

Retargeting advertising keeps customers engaged with your brand by increasing a products visibility and encouraging customers to return to the storefront. Since selling to existing customers is less expensive than bringing in new customers, the profitability of the advertising campaigns increases as the customer buys more products.

Retargeting increases website traffic and converts visitors into paying customers. According to a recent blog post on Finances Online, “App remarketing drives 50% more paying users.” Since the advertiser views their customers’ online behaviors, their advertising investments are more targeted and produce a better return on marketing investment (ROMI) than general ad campaigns. For instance, if your storefront sells sports apparel, you can target ads for shorts and other gear to customers who purchased running shoes. As a result, there is a higher likelihood these customers will buy additional products and improve profitability.

The Drawbacks of Retargeting

Retargeting is an effective advertising strategy for most small businesses, but sometimes these ads can turn off buyers if they are displayed improperly. For instance, someone buys a baby present for a friend, and the next day they see ads for diapers. Many of these problems are actually caused by improperly developed advertising campaigns. When you work with advertising professionals who work inside retargeting platforms on a daily basis, you’re much more likely to see a positive ROI and improve the experience for your prospects. Small businesses experience an increase in revenue and profits when using retargeting advertising – provided the campaigns are properly configured.

Privacy Laws to Restrict the Use of Retargeting Advertising

Privacy advocates consider retargeting and tracking consumer website behavior for the purpose of selling information to third-party companies a violation of personal privacy. According to the International Association of Privacy Professionals (IAPP), California is the first state in the United States to enact data privacy laws under a bill called the California Consumer Privacy Act (CCPA). This law requires consumers to provide consent before allowing cookies to be added to their browsers. Virginia is the second state to enact a similar law. Technology companies are following suit as Apple will be requiring app developers to obtain opt-in consent. Google will also stop selling ads based on a user’s browser activity. The bottom line is that small businesses must focus on collecting their own first-party data rather than depending on third-party sources.

Identifying the Target Audience

To develop an effective retargeting campaign, the first thing an advertiser must do is identify the audience the ads will speak to by creating a profile or persona of the buyer. These personas are created through in-depth research and customer interviews and include basic demographics like age, gender, buying habits, social media usage and other facts about the buyer. Retargeting ads can also be shown to website visitors in certain geographies. This location-specific targeting is an important criterion for retail businesses and restaurants. Ads can be shown to a group of buyers within a certain number of miles from the location.

Retargeting Advertising Continues To Be a Powerful Advertising Tool

For small businesses looking to drive traffic to their eCommerce websites or retail locations, display advertising is an effective way to build brand awareness and increase revenues. Profits and visibility can be improved by using retargeting advertising to bring customers back to their websites or target buyers with a similar profile to their existing customers. Retargeting is more profitable since click rates and conversion to sales ratios are higher than traditional digital advertising. There are some drawbacks to retargeting, including click fraud and privacy restrictions, but retargeting continues to be a powerful tool to increase website traffic and build consumer loyalty.

For a free digital advertising consultation to learn more about retargeting and how you can use it in your business call Webociti at 678-892-7157 or visit our the Webociti website.

15 Apr

Posted at 11:54h in Digital Advertising

How Does It Work and Why Should I Use It?

As a business owner or marketing manager, do you have difficulty driving new traffic to your website and converting leads into sales? The vastness of the online marketplace means that many forms of digital advertising get lost in the shuffle, thereby reducing the chance that your company’s website will see results. Thankfully, pay per click (PPC) marketing is a powerful, cost-effective digital advertising tool that can quickly boost brand awareness, generate leads, and increase online sales or bookings. Keep reading to see how pay per click advertising works and why it should be an integral part of your marketing strategy:

How Pay Per Click Advertising Works

Although pay per click advertising is still a relatively new form of online marketing, by now everyone has seen and followed some of the “sponsored” ads or links seen on Google, Bing, Facebook, LinkedIn, and other websites. Unlike other forms of digital advertising, pay per click marketing is unique because it offers both immediate results and targeted promotions. Thanks to its keyword-based bidding system, PPC ads can be approved within hours, driving traffic immediately. Depending on the platform, the options for targeting consumers may include:

  • Age and gender
  • Language
  • Keywords (SEO)
  • Geography (geo-targeting)
  • Interests or Facebook “likes”
  • LinkedIn job titles and skills
  • Type of computer or mobile device
  • Time of day
  • Seasonal advertisements

Two of the most common platforms for PPC advertising are Google AdWords and Bing Ads, which operate similarly. As an advertiser, you will bid on keywords against other advertisers but only pay when someone clicks the advertisement and visits your website. The more competitively you bid, the more often your ad will appear and the less you will pay per click. As a consumer runs a search, the search engine chooses a set of “winning” advertisers from the pool, based on bid amount and keyword and ad text relevancy and quality. Overall, this flexible system means that even entrepreneurs or businesses with small marketing budgets will see results.

Managing Account Activity

Once your PPC ad is in place, analyze early results and keep revising and improving your strategies. Proper pay per click advertising management is key to ensuring you make the most of your marketing dollars. To improve and expand your results, consider adding more relevant keywords, adding negative keywords (any non-converting terms), and review expensive or under-performing keywords.

Since relevant keywords are what drive results, invest heavily in keyword research and design tests. Take the time to determine which keywords are best related to your products or services. This includes obvious or “popular” terms, but also highly relevant low-tail keywords that are less competitive and, therefore, less expensive.

Reasons to Incorporate Pay Per Click Marketing

Here are a few of the reasons PPC advertising should be included among your digital marketing strategies:

  1. Puts Advertisers Where They will be Seen
    Google Ad Words’ bidding system lets you be the boss in terms of who sees your advertisements. The fact that sponsored search engine results involve such targeted marketing means that your business will be seen by those who need it, and keep your name from being buried within pages of web results.
  2. Helps Searchers Find the Content They Want
    As you may know from personal experience, consumers respond better to relevant advertising. PPC advertising in the form of sponsored search engine results takes this a step further by actually helping searchers find the products and services they want.
  3. Rewards Advertisers for Quality Content
    When searchers respond to ads, it means that both your advertisement and the search engine algorithms are on track. Because of this, Google and other ad networks reward good performance. High-quality ads are often rewarded with lower costs and greater click-through rates.
  4. Gives Immediate and Cost-Effective Results
    Pay per click advertising begins working immediately, whether you choose to utilize Google AdWords or create a sponsored ad elsewhere. As soon as your ad or sponsored content goes live, consumers will begin to respond. This results in low-cost leads, because you only pay when a searcher clicks your link, which will be directly related to what they are searching for. This means that unique visitors are more likely to convert from leads into buyers thanks to effective pay per click advertising.

To learn more about Pay Per Click Advertising contact the PPC professionals at Webociti for a free consultation 678-892-7157.

13 Apr

Posted at 16:31h in Digital Advertising

As you know, tracking website page views can be both exciting and frustrating. Although unique visitor counts may increase thanks to various online marketing campaigns, it can be difficult to convert those searchers into buyers on their first visit. Many searchers perform product research and price comparisons across multiple websites, so how can you make them revisit yours?

Re-Targeting Get Prospects Back to Your Website

Re-targeting, also called re-marketing, is a digital advertising strategy designed to convert one-time page visitors by showing them your advertisements as they continue to browse the Internet after viewing your website. Re-targeting is most powerful when used in conjunction with other digital advertising tools, such as search engine optimization through keyword research and lead generation through pay per click (PPC) advertising. Still, re-targeting has
its own distinct advantages, as you will see below:
Retargeting

Continuing the Conversation

Upon visiting a business’ website, viewers will take note of the various products and services offered. Aside from the desire to perform price comparison, consumers may hesitate to make a decision upon their first visit if they are not familiar with the company. Re-targeting allows the advertiser to continue the conversation later, while the consumer is browsing other websites.
The ability to re-engage the consumer makes re-targeting unlike any other marketing strategy. It offers visitors a chance to reverse their earlier snap decision and give your business a second look. Even if they do not make a purchase on their second visit, they may bookmark the page, subscribe to an email newsletter, or forward the link to a friend to ask for advice. If nothing else, you will have increased brand awareness while establishing your company as a figure in the industry market. Ultimately, however, adding re-marketing to your advertising tools will increase page views, site visits, returning visits, and even unique visitors in conjunction with other digital marketing strategies. Re-targeting is particularly useful for e-commerce websites, but can also be used to increase online bookings and in-store traffic.

How Does Re-Targeting Work?

Although re-targeting is an innovative marketing tool, it relies on the web-standard practice of utilizing anonymous browser cookies. The use of cookies is standard policy for most websites, including banks, social media accounts, and mass-market e-commerce retailers. As a visitor views your website, the site will drop unique Javascript code that converts into a cookie and “follows” the viewer around as they browse other websites. With re-targeting, the cookie lets your re-targeting provider know when to serve ads. Consumers who have previously visited your website will begin see on-line advertising featuring your company’s name and website.
Retargeting

The ability to keep your brand name in front of potential customers is what makes re-targeting so effective. In fact, consumers may be more likely to convert simply thanks to increased brand awareness. Still, advertisements can also include information on seasonal sales, special offers, or discount codes as extra incentives. By specifically targeting certain consumers with advertisements, re-marketing offers a higher return on investment (ROI) rate than most other on-line advertising tools.

Developing a Digital Strategy

Ways to Improve Re-Marketing Results

Even in its most basic form, re-targeting is a highly productive and cost-effective form of advertising. Still, you can continue to improve results and generate more leads refining your re-marketing tactics and developing a strong digital marketing strategy. Re-targeting is even more effective with the creation and expansion of re-marketing lists, which tag certain pages and actions. If a consumer visited a particular product page, for example, your re-targeting strategy can be more customized and involved than for a viewer who simply stopped by the front page and left. This process of segmenting visitors increases cost-effectiveness and improves conversion rates by only heavily targeting consumers who were interested in purchasing.

On its own, re-targeting is ideal for conversion optimization but does not generate new leads or drive traffic. Because of this, re-targeting works best as part of a larger digital marketing strategy. Including SEO and PPC marketing, among other tools, will make your advertising much more balanced and effective, resulting in more leads, conversions, and sales.

To implement a Re-targeting, contact Webociti for a free consultation 678-892-7157.

28 Feb

Posted at 16:04h in Digital Advertising, Search Engine Optimization

Bringing new customers to a business from the internet requires more than just a well-developed website. The number of websites online continues to increase exponentially, with the milestone of 1 billion websites crossed in the fall of 2014. Businesses face very steep online competition.

Gaining attention requires a concentrated effort to build a brand name and reputation across the internet. This can only be done with a concrete web strategy that involves developing an integrated digital campaign.

What is an integrated digital campaign?

When a company builds an integrated digital marketing campaign, they carefully coordinate their strategy across various types of digital media. A successful campaign will create a common brand voice that will introduce customers to the value of the brand no matter where they might come across the company.

Like all digital marketing efforts, the campaign will have to be customer centric. Customers today take initiative to research and read reviews. They are turning to sales representatives much later in the sales funnel. The integrated digital marketing campaign will take into account these consumer needs and strive to use the different tools of online marketing to be resources for customers whenever they might need them.

Building the integrated digital marketing campaign

When companies begin to draft ideas for creating an integrated digital marketing campaign, they will have to develop strategies for a few different areas. This includes:

  • Mobile marketing
  • Social engagement and social media
  • Content development
  • Targeted PPC marketing
  • Metrics and measurement

 

Mobile marketing

Mobile retail commerce continues to rise and is expected to reach 22 billion in 2015 and 27 billion in 2016. Companies who want to see success online need to have websites and a general web presence that is mobile friendly. This means responsive websites, investing in mobile advertising, and having information that mobile users would be interested in such as phone numbers readily available.

Social engagement and social media

An estimated 1 in 4 people worldwide use social media. That means companies have a tremendous obligation to include these platforms in their digital marketing platform. The company should have established social profiles where they regularly publish valuable content and take the time to engage with their page visitors.

Content development

Potential customers doing their research online seek companies who can answer their questions and provide them with the valuable information. The cornerstone of any successful digital marketing strategy must be high quality content. Content can be in the form of blog posts, white papers, articles, and case studies.

Targeted PPC marketing

Companies using PPC marketing can craft advertisements that will target potential customers when they visit certain sites or use particular keywords. Campaigns can even be developed that will target customers who have visited the company website in the past to encourage them to return. Use PPC ads to complement certain content that has been developed and bring customers to view particular content that matches what they were searching for online.

Metrics and measurement

No marketing campaign will mean much if there is no way to monitor how well the different areas perform. The ideas of ‘brand reach’ and ‘presence’ can be difficult to quantify, but their outcomes are not. Companies should be looking for changes in customer engagement, such as the number of people sharing and responding to content. Monitor the number of customers who convert from social media pages, the pages people arrive on, and the content they spend the most time reading. Conversions from regular website visitors are vital as well.

When companies can bring these various elements together with a common voice and message, their integrated digital campaign will help position them for success. The internet provides businesses of all sizes with the tools they need for success. An integrated digital marketing campaign helps companies bring them all together.

For more information visit Webociti website to lean more 678-892-7157

18 Feb

Posted at 19:09h in Digital Advertising

Pay Per Click: What You Need to Know

The acronym PPC stands for “Pay Per Click” and refers to one of the most important types of advertising models in use on the Internet today. At its core, Pay Per Click is a model through which an advertiser pays a particular publisher for each time that an ad is clicked by the users of a site. If a banner ad placed strategically on a site is clicked 10,000 times, you would pay for each of those 10,000 clicks as a result. From a different perspective, these types of campaigns are also commonly referred to as “cost per click” and break down simply into the total amount of money that you’re spending to get one click for the advertisement in question.

PPC Advertising

Types of PPC Content

There are a few different types of PPC ads that you can choose from depending on your needs and where the ads themselves will eventually run. One is a text-based ad, which is common on search engines like Bing, Google, Yahoo and more. These ads are most commonly seen on either side of the search results page, allowing for premium content placement.

Another is a display or banner ad, which is a way to embrace a more visual aspect of the ad as opposed to a traditional text-based ad. Display ads can use a combination of text, graphics and even interactive elements.

Rate Models

The two major rate models to concern yourself with are “Pay Per Impression” and “Pay Per Click.” Pay Per Impression equates to the price that you pay per every 1,000 impressions that your ad gets. Pay Per Click is a more traditional pay model where you’re finding the total amount of money that you’re spending to get one person to click on your ad one time.

Pay Per Click can also be broken down into a few different categories, like a flat-rate PPC model. This means that you pay one flat rate for every click on an ad – regardless of how many clicks actually occur. The advertiser and the publisher will agree on this rate far in advance of the actual launch of the campaign. The second major category for Pay Per Click campaigns is called bid based, which is when the advertiser submits a bid against other advertisers in an attempt to eventually host the ads of a particular publisher.

Cost Breakdown and Calculation

Calculating the rates for a campaign that is already in motion is as simple as completing a basic math problem. Pay Per Click equals the total advertising cost that you’re currently spending on ads divided by the total number of times that the ad was actually clicked.

If your organization spent $10,000 on advertising through Pay Per Click campaigns and saw 10,000 clicks as a result, for example, the Pay Per Click cost for that particular campaign would equate to around $1 per click or impression. Understanding exactly how much money you’re spending on a campaign is the main way to judge its overall level of effectiveness and return on investment. After the campaign has performed for a few weeks, you can re-calculate your PPC rate to see exactly what type of results you’re getting. Your business can then make the determination to move the ad somewhere else in an attempt to achieve a much lower rate, or stay where you are if the ad is already performing above and beyond your expectations. PPC rate is changing all the time.

13 Feb

Posted at 20:05h in Digital Advertising

Digital Advertising 101

What you need to know for modern advertising

As of 2014, an estimated 86.75 percent of the population of the United States used the internet. Digital advertising gives companies the tools they need to reach these potential customers and share their brand. As people gain increasing amounts of control over the advertisements they see, companies must find new ways to find and appeal to their customers if they want their organization to grow. Digital advertising offers these businesses a solution.

The goals of digital advertising

Digital advertising gives companies a way to target precise groups of people based upon their likelihood to make a purchase from a particular company. Each ad works to drive traffic towards the company’s website.

Customers today have become increasingly relationship focused and they want to feel as though they can trust the companies with which they are doing business. Unlike in the past, when consumers were dependent upon sales teams to contact them with information about new products or services, customers today do  their own research. They are in charge of much of the sales funnel. It is the role of the organization to cast their brand into the prominent spotlight and build the crucial relationship with customers, so that when the time comes for them to buy, they turn to the company they trust. The first step in this process is attracting their attention, which is the job of the digital ad.

How digital ads work

When a company designs the ad, they will have to bid on particular keywords for the platform they desire. For example, an HVAC company in Sacramento, California might bid on the keyword ‘air conditioner repair Sacramento’ on Google. When certain user types that keyword into the search bar, their ad will show up. The frequency of the ad appearing for a particular keyword will depend upon the bid and the competition.

Digital advertising 101 can be used just about anywhere on the internet. Organizations can use advertising on social media platforms such as Facebook or Twitter to hit particular demographics. They can use search engines to identify other types of potential customers. Retargeted campaigns, when particular ads are shown to customers on websites based upon their past interest in a company, can also be run in a variety of different settings.

How to design a good digital advertisement

The key to creating a worthwhile digital advertisement revolves around getting the ad in front of the right person. Organizations must first understand precisely who they seek. They should identify buyer personas, including the job, income, budget, and pain points for different categories of specific customers. This information will give them crucial insight about who each advertisement will be intended for, the types of keywords the customers will use, and where the customer might be found.

Bid on the keywords for the ad on several different platforms where the particular persona is expected to be. Carefully monitor the feedback the web advertisement receives and how the site performs. Look at traffic, the number of leads gained, the number of purchases made, and how engaged visitors seemed to be from the site. It would also be a good idea to regularly poll new customers to learn where they first heard about the company. This will give valuable feedback about the success of the campaign on different platforms and where the digital advertising campaign might need some adjustment.

Digital advertising 101 offers companies the exciting opportunity to pinpoint precisely who needs to see the advertisement, boosting engagement and those visiting the website. Those who have not used digital advertising before should carefully review the goals of this method and how to successfully run a campaign before they started.

What to know more about Digital Advertising 101 ? Our company, Webociti, specializes in providing solutions for your Internet marketing challenges. Call us for a free marketing consultation at 678-892-7157.