Getting the most out of search, social and display advertising
Successful digital campaigns are more than just Being SEEN on AdWords or Facebook
It strikes us as odd, that companies who claim to be experts in digital advertising seem to spend next to no time at all getting to know your business. We say odd, because without a simple understanding of your business, we couldn't hope to deliver you optimal digital advertising results.
Getting great results from any digital advertising campaign relies on understanding what a great result actually looks like. While this is easy for websites that actually sell online, for sites that generate leads that then must be converted into sales, it's something else entirely. And simple measures like more clicks at a lower cost-per-click aren't always ideal, as we explain here.
It's our belief that getting great performance from your digital advertising activity isn't rocket science, but it does take time – at least when done well. It's also the blend of a number of key skills which combine to deliver the best possible performance:
A clear understanding of who your ideal customer is and what inspires them to act.
Well written ads that cause your business to stand out to your ideal customer.
A well structured campaign that targets the right message to the right audience at the right time.
Website content that's aligned to the search and/or ad content that received a 'click' - along with a strong call to action.
Clear measures for success that lead to sales, not just leads. And, of course,
An analytical mind that's constantly looking for ways to improve.
Sadly, we've found that many businesses don't take the care or time needed to create digital advertising campaigns that are the most likely to deliver businesses the bottom-line success they seek. It's a pity, but it's also the reason we've built our digital advertising offer, because frankly, it's long overdue.
HOW DO WE ENSURE A great SEARCH, SOCIAL OR DISPLAY advertising campaign?
As we mention above, getting great results from your digital advertising spend, whether it's search, social or display advertising, takes more than just running ads on Google AdWords, Bing, Facebook or YouTube. Here's what we do to ensure we get great results for our client campaigns:
Set up Google Analytics Goals
Before we get your ad spend started, it's important to know what we're trying to achieve. We'll set up Google Anaylytics (if you don't have it already) and then make sure the goals we're tracking are relevant to your business (and likely to lead to actually sales – not just clicks). In short it means we can optimise your spend to achieve actual conversions.
Set up Google Tag Manager
Google Tag Manager (GTM) allows us to identify accurately where your leads came from specifically - giving us greater insight into the source of the leads that convert, while allowing us to lower our spend or remove aspects of the campaign that don't lead to more sales. Seems obvious but it's not utilised as much as it should be.
Keyword and negative keyword research
It's a given that we'd do great keyword research to make sure your search ads show up when it's appropriate to. What's less common though is applying the same diligence to adding in negative keywords so you're not paying for ads to the wrong audience. Showing up for 'swimming pools' is potentially great if you sell pools, but showing up for 'West Wave swimming pools' is not so useful unless you're actually West Wave. If you sell swimming pools, including 'West Wave' in your negative keyword list might be quite useful.
Leverage the best media for your business
We'll take the time to review your budget, business acquisition (sales) goals and the audience you're trying to connect with. We'll then recommend one or more digital media options to reach this audience – with the express goal of driving more sales of course. We run digital campaigns for clients that use any number of combinations of the following media:
Google AdWords Search Advertising
Microsoft Bing Search Advertising
Google Display Network
While we set up campaigns for success based our experience and understanding of your audience, we'll constantly monitor performance and make improvements to ensure conversions are optimised.
Monthly Digital Advertising performance Reports
Each month, we supply our clients reports that outline their digital advertising performance, as well as a summary of the overall performance of their website. It helps us to monitor progress over time and continue to look for more ways to deliver an improved return on investment.
Get in touch to see how we can create a successful digital campaign for your business