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When building your brand’s digital presence, there are many avenues to explore. From public relations to social media, SEO and paid advertising, the opportunities to market your brand are endless. Digital advertising is a core component of a brand’s digital presence, and with a variety of types of digital advertising, it’s critical to understand the different opportunities to leverage this strategy in order to position your brand in front of prospective clients and customers.
Digital advertisements can take a variety of forms across different digital channels and platforms. One of the most popular forms of digital advertisements are PPC ads or Pay Per Click Ads. Also known as paid ads, these advertisements are an instantaneous way to get your brand noticed and attract new prospects to your business. Designed as a pay-to-play aspect, brands pay to have their ad shown to a targeted audience. These ads can be customized to who sees the ad, where the ad is displayed and how the audience can engage with it. In addition to enhanced customization and targeting, digital advertising with PPC ads provides brands with robust performance reporting, allowing marketers to further understand how their audience engages with the brand and what messaging, imagery and more resonates the most, tracking insights such as the number of impressions, clicks, conversions, cost per conversions, and so much more.
But how do you get started with digital advertising and managing ad campaigns like these? Let’s discuss how to get started and what you should consider before running your ads.
The first step to running a successful digital marketing advertising campaign is to determine what your goals are for the campaign. Are you looking to increase traffic to your website? Or drive customers to purchase your products? Depending on those business goals, marketers can determine which advertisement goal aligns. Whether you are leveraging Google Ads or social media advertising, such as Meta or TikTok, each platform will prompt you to select a goal, which can range from the following:
Since there are so many options available, it’s important for brands to align business objectives with advertising goals to ensure advertising campaigns are as successful as possible.
Once you’ve selected goals, the next step is to identify your target market. Who are your customers? Understanding who your target audience is will help narrow down who sees your ads, positioning your ads in front of relevant potential customers. Each platform has their own targeting options to consider, allowing you to choose demographics and locations. Demographic considerations allow you to target by gender, age, income, language and more.
Next, choose your locations to target. You can go broad or narrow depending on goals, services area and more. For national campaigns, whole countries can be selected, while states, Nielsen DMA regions, cities and even specific business addresses can be selected for local and regional targeting.
Both Google and Meta have a layer of interest-based targeting as well. On Google, search signals identify a user’s search intent, helping position relevant ads in front of users searching for similar information. On Meta, marketers can target based on user interests, job titles, relationships, online behaviors and more. These additional targeting options can be helpful to add more relevancy and narrow down your target market.
Two of the most popular advertising platforms are Google Ads and Meta. With Google making up 90% of the global search engine market, advertising on Google all but ensures your ads will be seen. Google ads advertise directly on Google platforms such as Google Search, Maps or Google Shopping, as well as the Google search engine results page. Google also has a search network that allows for search ads, banner ads and display ads to be seen on hundreds of other non-Google websites such as YouTube. Meta ads are distributed on Facebook, Instagram and Messenger.
For intent-based searches, Google offers an opportunity to position the brand, products and other offerings directly in front of users searching for relevant topics. For example, if someone is searching for specific services or products, you’ll want to have a presence on Google Ads to capture those keyword searches. Similarly, if someone is searching for a surgical procedure in the Dallas-Fort Worth market and you are a surgeon located in Dallas, you can run ads with specific keywords to capitalize on these local Google searches.
On social media, there’s less search intent and more opportunity to build awareness, reach new audiences and capture attention using visual content such as images or video ads. Due to the visual nature of social media ads, shopping ads are a great way to show off your latest products and allow users to buy directly from your website. In addition to broad targeting and reaching new prospects, you can also leverage your website data for targeting on social media. For example, running a shopping ad to your e-commerce site targeting past purchasers, cart abandoners or past website visitors is a great way to reach those who already know your brand and have interest in your products.
So which channel is best for your digital advertising campaigns?
It depends on your goals, your audience and your budget. Each platform provides different approaches and strategies, so it’s critical to develop an integrated approach that also aligns with other marketing initiatives. This creates a comprehensive funnel that expands reach, builds awareness and reaches prospects during different parts of the customer journey to increase your chances of achieving your marketing goals.
Budget is one of the most important and sensitive considerations for digital ads. Instead of asking “how much should your digital advertising be,” consider rephrasing and asking “how much does my budget allow me to spend each month?” Working within a budget you are comfortable with is of the utmost importance, and budgets can range from $25 per day to $25,000+ per day!
When setting an ads budget, consider the following:
Executing digital ads doesn’t have to be stressful. With proper planning and guidance, you can set your campaigns up for success by identifying goals, choosing your target audience, and selecting the right channels to use. Determining your budget will help to set expectations on how well your ads may perform. Using a trusted digital marketing agency partner can help you reach your marketing goals. Whether this is the first time you’ve learned of them or you’re looking for an expert to take over your paid programs, contact Bolt PR today to discuss your digital advertising needs.
Not sure where to start?
Contact our team to start the conversation around a customized marketing campaign dedicated to your personalized business goals. From PR to content creation and digital marketing, you tell us how far you want to take your brand, and we’ll do the rest.
We can’t wait to hear from you!
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