The digital advertising industry is reported to be worth a whopping £26.1 billion. What’s more, with advertising techniques being so lucrative, their popularity among businesses is soaring. If this isn’t something you’ve considered implementing within your marketing strategy, it’s time to have a rethink!
As a leading digital agency, in this blog, we discuss some of your options when it comes to online advertising and how our team can help you make your mark.
The Different Types of Digital Advertising
Social Media Adverts
Social media ads are a great way to bolster organic posting and boost your sales. Every platform is different, but all offer the opportunity to boost your posts or set up individual adverts for targeted traffic.
In order for your ads to perform well, we highly recommend regularly updating your profiles organically too. This means that if your customers click through to your account to find out more, they’re not immediately met with an inactive feed. Your profile should give an insight into who you are as a company and what you stand for.
Social media adverts can be highly targeted and we always recommend implementing A/B split testing to begin with. When setting these up, you can allocate specific categories for the platform to target such as gender, age, location, job title, the list goes on!
Tracking
There are lots of different metrics that can be tracked off the back of a social media advert. Depending on the platform, some of the different data we can gather includes:
- Reach
- Impressions
- Click Through Rate (CTR)
- Number of Link Clicks
- Cost Per Click (CPC)
- Add to Cart
- Landing Page Views
- Conversions
If you have a pixel integrated into your website, you can also track those who abandon their cart if you are an e-commerce business. This allows for more accurate retargeting, which is a highly successful tool for boosting conversions.
Costs
The more you put into your social media adverts, the better your results will be. However, as experts in this field, we always recommend a minimum ad spend of £300 per month, per platform in order to see any kind of real traction.
When you work with an agency, you will usually pay a management fee on top of your ad spend so it’s worth baring this in mind. This being said, setting up social media adverts and the management and upkeep they require thereafter can be time-consuming. As such, it’s always worthwhile investing in an agency if you can.
Pay Per Click (PPC)
If you’re finding that your website footfall is beginning to drop, PPC is a great digital advertising technique to improve your figures. These are set up via Google Ads and allow you to more easily compete for the top spot on the SERP.
There are two main types of PPC – display ads and search ads. Which you choose to implement should depend on your main goals. When you work with a specialist agency like VerriBerri, we will be able to advise on the best route forward and help you to set up and monitor your ads.
Tracking
There are lots of different metrics that can be tracked when it comes to PPC, providing your GA4 account is linked to your ad account. These include:
- Average session duration (Total duration of engaged session in seconds divided by the number of sessions)
- Search impression share (This shows how many impressions your ad has received, compared to what it could get)
- Click through rate (How many people click through to the landing page, divided by the number of impressions received)
- Top of the page rate (How often each advert was shown at the top of the page, above the unpaid search results)
Similar to social media adverts, a piece of code can also be integrated into your website to allow for extra tracking. This enables retargeting.
Costs
Similar to social media adverts, we usually recommend an absolute minimum of £300 per month for PPC. This is often a good starting point and if you are seeing a good return, we recommend adjusting your budget accordingly.
Working with a PPC agency, like VerriBerri, you will also likely be expected to pay a management fee. This allows the experts time to set up, monitor, report, and tweak your ads regularly to ensure maximum ROI.
Other Things to Consider
Whilst digital advertising is highly successful, we always advise that our clients carry this out alongside organic marketing too. Advertising techniques such as PPC and social media ads work incredibly well for those of you who are looking for quick, short-term results. Meanwhile, marketing looks to establish a long-term strategy and stability. Where budget allows, for optimum results, the two should be run in tandem with one another.
Some of your options when it comes to marketing include:
- Search engine optimisation (SEO)
- Social media management
- Public relations (PR)
- Events
- Email marketing
- Influencer collaborations
Contact Us
If you’re looking for a leading digital advertising and marketing agency, our team are here to help! For more information on our packages, get in touch today by calling us on 01376 386 850. You can also click here for our contact form.