With digital advertising comprising more than 50% of U.S. ad expenditures in 2020, it is more important than ever to market yourself online. Digital advertising pairs data and design to strategically place ads where and when your audience will see them.
As a full-service creative firm, our agency will help you devise an online marketing plan, then create the design elements, content, and distribution strategy best suited to your audience. We also track and record campaign results with web analytic tools to make adjustments in real time. Pay-per-click (PPC) advertisements are at the core of digital advertising campaigns. PPC ads are online advertisements that companies only pay for when customers click on them. Our team of marketing experts excels in the two leading fields of PPC advertising: Google Ads and social media advertising. Whether it’s your first time marketing online or you’re dissatisfied with current campaign results, our team will guide you through the digital ad process. Here are the basics of a successful online ad campaign and how we can enhance the return on your investment.
It Starts with Strategy
Both Google Ads and social media platforms (Facebook, Instagram, Twitter, Pinterest, YouTube) have an exceptional audience reach. People conduct an estimated 3.5 billion Google searches per day, while Facebook reported 1.73 billion daily active users in the first quarter of 2020.
With such a vast audience, digital advertising has the potential for high returns on investments (ROI). For instance, businesses who advertise with Google Ads earn approximately $2 in profit for every $1 spent on ads. Because of the audience size, however, companies must be sure to place their digital ads wisely. This means developing a strategy for target audience, SEO, content, and budget. Our team will help you refine your approach to advertising online. To increase conversions, we optimize the ad for its target audience, including their location, demographics, and device usage. Correctly limiting a target audience is essential to budget efficiency, which is why we offer demographic reports at the beginning of the marketing strategy phase.
From Clicks to Conversions
Getting your message out to the right audience is the first step towards gaining new clients. Convincing those audience members to purchase your product or service is the second. Transitioning from clicks to conversions (from interest to sales) in largely the result of ad content.
Our marketing and design teams are well-versed each platform’s content limits and layout options. Based on the objectives identified during the strategy phase, we coordinate data, platform requirements, content, design, and any additional materials (landing pages, bio links, etc.) to improve conversion rates.
For Google Ads, we curate ad content and keywords to best align your product, your advertisement, and search queries for your target audience. We also build a special landing pages tailored to your ads to increase the likelihood of conversions. Landing pages are not the same as home pages. Instead, they are specific web pages (sometimes separate from your general site map) designed to streamline the process to conversions. Additionally, our designers are experts at producing custom digital display ads and social media ads. Digital display ads are listed on participating websites, whereas social media ads appear on their designated platforms. Our design team works with our content developers to integrate data-driven content with eye-catching graphics that stand out amidst scrolling.
Monitoring the Results
The final step in maximizing your return on investment is reviewing the campaign results and adjusting the strategy in real-time. Our marketing team is responsible for monitoring your campaign regularly and identifying areas where consumer behaviors misalign with the initial strategy.
With this data, they make calculated modifications to the campaign (including keywords, geolocation, and other SEO-driven factors). They also communicate with our design and development teams to ensure all graphic and web elements are functioning at their best.
Our I.T. Director provides clients with campaign metric reports in accordance with clients’ needs. We include monthly reporting with all digital advertising campaigns, but we can provide more frequent reports when requested. Clients choose between SEO reports or Executive reports, which include SEO, Digital and Social Media Ad metrics. These reports include a variety of metrics, including impressions, clicks, click-through rates (CTR), conversions, conversion rates, cost-per-conversion, and cost-per-click (CPC).