Online Advertising
How Effective is Digital Advertising?
The effectiveness of digital advertising campaigns will depend on your business goals and the KPIs (key performance indicators) you are using to determine success.
To put it simply, it can either be very effective, or literally break the bank. There are several advertising platforms, and ad formats to chose from, several ways of targeting different audiences, and also different ways to bid on available digital inventory. There is also the need to have the right creatives for each campaign.
All businesses, but especially those working on a shoe string budget, should rely on an experienced marketer in order for campaigns to be effective, and to ensure the best possible results within the allocated budget.
The advertising pros at Éclair Network, have over 13 years of combined experience creating, targeting and deploying campaigns that deliver results at or above industry benchmarks. Our transparent, performance based approach guarantees that you will never overspend, and we will make sure that you are always getting the best return for every dollar you spend.
Google or Microsoft Ads?
For many years, Google Ads, formerly known as AdWords, was the go-to for online advertising, especially when it came to Search Ads. Advertisers could harvest the power of their search algorithms to reach customers at the moment when they are shopping for products and services.
While Google still holds the bulk of the market share for PPC advertising, Microsoft has become quite a serious contender in the search advertising industry. One of the reasons is that in the recent years more people have been buying different devices and they tend to search on whatever browser and search engine is default on their devices, and chances ra that they are being served Microsoft Ads rather than Google Ads.
Google is a very robust advertising platform that is not particurly intuitive and requires a seassoned pro to produce the best results. And because there is more competition, the cost per click tends to be a little higher than in Microsoft Ads.
At Eclair Network, we focus on finding the balance between reach and budget optimization. We will recommend the best way to achieve your business objectives.
Online Advertising Options
Search Ads
PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads. The most common types of PPC ads are paid search ads, which appear when people search for things online using a search engine like Google – especially when they’re conducting transactional searches, meaning they’re looking to buy an item, or contract a service. Search Ads are auction-based, you bid on a set of chosen keywords, and if your ads and landing pages are relevant to a particular search query, and you manage to outbid your competitors, your ads will be served in the search results. Search ads can be very effective to generate leads, sales and drive traffic to your website and storefront. However, it is important to seek help from an experienced professional. When PPC is done incorrectly, you are increasingly liable to overspend and receive little to no returns.
Display Ads
Display advertising is a method of attracting the audience of a website, social media platform, gaming or utility app or other digital mediums to take a specific action. These are often made up of text-based, image, or video advertisements that encourage the user to click-through to a landing page and take action. Display ads are excellent to generate brand and product awareness, as well as website traffic. They can be quite effective to generate sales for retail businesses. They can be particularly effective for lead generation if they are combined with a search ad campaign.
YouTube Ads
YouTube ads are promotional content played before, during, or after streaming content on YouTube. They can also appear as banner-like ads within the YouTube site and app. Advertisers have the ability to target specific audiences, making it an effective way to reach a particular demographic.
Shopping Ads
Shopping ads are a type of advertisement that feature detailed information about specific products that a business sells. These ads typically include product images, prices, and merchant names. They’re built from the product data that you submit to Google Merchant Center and are shown to people who are already searching for the kinds of products you advertise.
Local Service Ads
Local Service ads are a type of advertisement that appear at the top of Google search results. When someone in your area searches for the services you offer, your ad may appear. These ads are designed to help local businesses connect with consumers who are searching for their services. When clicked, these ads lead to a profile with ratings, reviews, and contact information.
Frequently Asked Questions About Online Advertising
What is Pay-Per-Click (PPC) Advertising?
Pay-Per-Click (PPC) is an online advertising model where advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a method of buying visits to your site, rather than attempting to earn those visits organically. The most popular type of PPC are Search Ads.
Is PPC effective?
The effectiveness of PPC advertising is dependent on a number of factors. It requires businesses to have a good understanding of what they want to achieve, and the key performance indicators they will use to track results. It requires the knowledge of an experienced professional, who is able to choose the correct combination of keywords, targeting and bid strategies.
Is PPC Advertising Expensive?
You do not need a huge budget to run PPC ads. You can actually run a campaign for only a few hundred dollars per month. If your campaign is being managed by an experienced professional, PPC can be very cost-effective — better than most other types of advertising. That is because online ads can be tracked quite granularly, so you always know exactly what you are getting for the money you spend.
How do you choose the right keywords for my business?
To select the right keywords, we focus on understanding your target audience, their needs, and the search terms they are likely to use. We then look at metrics such as search volume and competition, as well as the average number of impressions you can get for any given set of keywords within your targeted area and audience. Lastly, we look at conversion data to make sure you are getting the best return for your advertising dollars.
How often do you report on PPC campaigns?
For most clients, we issue a monthly report that goes out on the 1st of the month. It includes complete campaign stats as well as leads and sales information, provided that we have access to the website/landing page to track results. We also give access to a Looker dashboard, where you can follow progress in real time. We can also generate on demand custom reports as needed.