4+Online+Advertising+Methods+That+Get+Results

4 Online Advertising Methods That Get Results

Updated: 6/3/2020

If you’re looking to expand your business and reach new customers, you can’t afford to ignore the power of online advertising. Whether you’re a local business with established customers or a pure-play online startup, online ads offer a quick, easy, and cost-effective way to publicize your services. How can you get started?

SEARCH ENGINE PAY PER CLICK (PPC)

Search engine marketing (SEM) is the most-used method for online advertising, with Google providing by far the best opportunities for exposure. In fact, studies show that 85% of consumers search for businesses online when making a purchasing decision. If your site is languishing in the organic listings, paid advertising offers a quick way of achieving visibility and drawing traffic.

Although various types of search engine advertising are available, the most usual is pay per click (PPC), where you place a bid on the keywords for which you want to appear. The more you’re willing to pay for each visitor, the higher your position, although you won’t be charged unless a searcher clicks your ad. The methodology and approach that marketers take when developing, implementing and optimizing online advertising campaigns depend on each industry, market, and product. 

It is important to sit down and determine an advertising strategy prior to implementing an online search engine marketing campaign. Having a proper plan in place is critical for successfully targeting the correct audience and communicating the value of your product to drive conversion. 

SOCIAL MEDIA ADS

Social media has been the fastest growth area of online traffic over the last few years. Trends continue to show steady growth for various social media marketing platforms. In fact, despite the recent revelations regarding the mishandling of millions of users’ data by Facebook, the social network has seen a 13% increase in user activity over 2017.

That means that social media will continue to present a massive opportunity for reaching connecting brands with their audience.  Putting the right advertising message in front of them can have excellent results.

Placing ads in social media can be as easy or complicated as you want. The major social media sites provide a vast range of tools for setting up campaigns on their platforms, and you can either pay for blanket exposure or use powerful targeting options to reach your perfect customer. 

In 2020, messenger ads via social media and SMS are becoming more prevalent. This can be an effective way to use retargeting ads to customers who have shown purchase intent but have not yet made a purchase. With high open and response rates, this digital marketing strategy is also worth taking into consideration.

LEAD-MAGNETS + POP-UPS + LANDING PAGES + EMAIL

Email marketing still remains one of the most under-rated and under-utilized form of online advertising. Yet, it is probably the most powerful form of online advertising that exists. However, email marketing requires a careful balance that hinges on important factors. Often times, users will subscribe to receive email because of a compelling enough offer, however, there needs to be a reason for a user to remain subscribed. Businesses should focus on providing highly-valuable content that users want to connect with in order to retain subscriber numbers. Keep a close eye on how your email audience reacts to the content you send and how often it is sent. 

Pop-ups, lead-magnets, and landing pages can be utilized in combination with email marketing. They are mechanisms used to collect user email addresses in exchange for a compelling offer of value. Often times this could be a free resource (ebook, webinar, etc.) or a discount or coupon.

Having an understanding of how digital marketing funnels operate is crucial to properly setting up online advertising tactics that are based on email marketing. The positive impact that a correct email marketing implementation has on an organization is the most effective method for growing loyal, long-term customers. 

ONLINE BANNERS

Lastly, banner advertising has been the mainstay of online marketing for as long as browsers have been able to show graphics. You can either pay for banners by the impression, or by the number of clicks they attract. Simple banner ads on popular sites are a great way of achieving brand exposure, although their meager click-through rates mean that they’re not so useful for driving traffic and sales. 

With that said, it is important to keep in mind that online banner ads should not be expected to drive website traffic. Banner ads are intended for brand awareness and gaining market exposure. 

Online advertising has been around for decades, and that’s because it works. However, incorrectly executing online advertising can hurt companies instead of helping. Thus, it is important to understand exactly how each type of online advertising functions at each level of the purchasing process. By using these four methods correctly, however, organizations getting started can see an immediate and positive impact.

Becoming an expert in the field takes years of study and practice. Developing an understanding of how to properly set up and execute a online marketing strategy can be overwhelming. If you need help with taking your online advertising to the next level, contact us today

What+Marketers+Need+to+Know+About+the+iOS+14.5+Update+and+Facebook+Conversions+API

What Businesses Need To Know About The IOS 14.5 Update And Facebook Conversions API

Every so often, Apple releases a new iOS update and developers, marketers, and business owners have to figure out how it will fit into their digital strategies. It is no secret that Apple and Facebook have been feuding over privacy issues and the iOS 14.5 update is the latest step in the game. For businesses who use the Facebook Pixel to manage event tracking, this latest change could present a challenge.

HOW FACEBOOK TRACKING HAS TRADITIONALLY WORKED

Marketers and developers have been tracking user actions for a long time. This has helped to serve a more personalized (and more persuasive) selection of ads to users. Many marketers take advantage of the Facebook targeting tools to serve customers with more relevant ads.

Conventionally, Facebook and other online advertising platforms have gathered data about users’ behaviors using the Facebook Pixel (for web tracking) and Facebook SDK (for mobile tracking). These two client-side systems send information about user actions back to Facebook directly from the user’s browser. Such actions, or “events,” can include viewing certain content, adding products to shopping carts, making purchases, and a variety of other commercial activities.

That data is then used by Facebook and marketers on the platform to better target consumers with relevant ads. Often, it is used to retarget ads for products that users have previously viewed. If you’ve ever looked at a product page then suddenly received lots of ads about that product, you are familiar with this system.

Similarly, the data can be used to measure the efficacy of ads. By associating later actions with ad views, marketers can determine if they have effectively caused the desired behavior. Without this individual tracking data, marketers would largely be in the dark about whether their campaigns are effective except at the highest level and simplest metrics.

Modern advertising and a lot of commerce are fueled by the data collected by Facebook. Nearly all marketers using the Facebook Ads Manager are benefitting from these data collection methods. So, any changes to how that data can be collected can have big impacts.

HOW THE APPLE IOS 14.5 UPDATE IMPACTS TRACKING

iOS 14 has brought about a variety of new features and changes. However, the most impactful for marketers are the changes to Facebook’s tracking. Most specifically, Apple iOS 14.5 tracking now requires users to approve app access to their advertising IDs, the feature used to power the Facebook SDK on iOS devices.

The previous major version of iOS, version 13, brought similar changes to location tracking. These prompts reduced opt-in rates for location tracking by half on average. The Apple iOS 14.5 tracking changes are likely to bring about a similar drop in advertising ID access.

Using the conventional system for tracking mobile user activity, Facebook marketers would be blind to the efficacy of their campaigns on about half of their iPhone and iPad audience. That is a really serious drop in data access.

It is also important to note that mobile traffic accounts for a large portion of all online activity today. Many consumers are using their mobile devices as their primary screens. So, it is important for marketers to have a way to effectively access usage data for iPhones and iPads.

HOW THE FACEBOOK CONVERSIONS API CAN HELP

The good news is that Facebook already has a solution, although it may require some changes to your website and app. The Facebook Conversions API is an updated version of a tool that has been around for a while, the Facebook Server-Side API.

This API changes the model for how users are tracked for Facebook Ads. Rather than collecting data via a client-side tracker (i.e. on the browser), the API does everything on your server. Therefore, you can track various user events without having to rely on the iOS advertising ID. So, even if users deny access at the app level, you can still gather useful analytics.

There are limitations to what can be tracked client-side. However, the Facebook Conversion API is more advanced than many similar systems and is an increasing point of focus for the social media giant. These are some of the events that you can track and associate with ad views:

  • Affiliate payments
  • Email subscriptions
  • Locations
  • Form submissions
  • Leads
  • Phone calls
  • Purchases
  • Subscription changes

The API does more than just overcome Apple iOS 14.5 tracking limitations. It can also help with tracking failures due to bad connections, long page load times and ad-blocking software.

Furthermore, the Facebook Conversions API approach can be used outside of your website and app. It can be integrated with other business systems so that you can track events such as in-person purchases, and inbound phone calls.

WHAT MARKETERS NEED TO CONSIDER MOVING FORWARD

Currently, marketers can still get useful information from the Facebook Pixel in browsers and the Facebook SDK on mobile devices. However, it is likely that opt-in rates on iOS devices will fall significantly with this update. Therefore, it is almost essential to implement the Facebook Conversions API alongside the client-side tracking methods to ensure a fairly comprehensive data set. It is important to ensure that you are not double-tracking activities; however, Facebook designed the systems to work together.

Moving forward, it is almost certain that Apple will continue to crack down on how its users can be tracked. For marketers, it is important to stay abreast of all the latest changes and to adjust strategies accordingly.

If you want to ensure that your brand is always positioned for digital marketing success, start working with the Proecho Solutions team. We provide full-service digital marketing services that will help supercharge your business’s growth. Contact us today to learn more.