Welcome to the digital age in which Google is the yellow pages, Facebook is your billboard on the highway and Youtube is our television.
For the consumer, these entities are all tools and points of access to anything and everything they want. For the business owner, these are the platforms in which you can reach your potential customer.
- 64% of consumers click on Google ads when they're interested in buying items online.
- Youtube is the most used video platform with well over a billion users. 85% of consumers will make a purchase after watching a video about it.
- Only 7% of users make it past the third page of search engine results.
- The average ROI for Google ads is $2 in revenue for every $1 spent.
What does this all mean for you? A digital advertising strategy has never been so important.
Digital Advertising vs. Digital Marketing
In order to develop a solid strategy, you first need to understand how advertising and marketing are two separate functions.
Essentially, advertising is a tool for marketing. Your adverting strategy, goals, and tactics follow the lead of the company marketing strategy, goals and tactics. Everything your advertising strives to do should always be in line with and in the name of the objectives of your marketing plan.
You can think of advertising as the method of marketing that focuses on increasing sales and revenue and promoting your company image. The tactics of advertising will differ from other modes of marketing.
Building Your Advertising Strategy
Every advertising campaign you launch will have its own unique parameters; it's own budget, objectives, and targets. As you begin to develop your advertising strategy, you'll need to start by outlining these parameters.
Budget: Determine your monthly budget immediately. Great ideas and the best strategy you can't afford isn't a great idea of the best strategy.
Flight Dates: Decide when you want the campaign to run and for how long.
Geo-location: Figure out where your ads will run. This matters more than most people realize. In the same country or even the same city, the demographics and therefore interests, of who'll view your ad can change drastically.
Primary Goal: The primary goal of any advertising is usually either awareness, engagement or conversion. This is important to nail down early as it'll keep your campaign focused and therefore more effective. Additionally, the success of these goals will be measured in different ways.
For example, if your goal for your advertising campaign is awareness, then success is measured by your reach and impressions. Engagement's success is measured by cost per click and click-through rate. Then, the conversion will be measured by the cost per action such as form completions, subscriptions, and downloads.
Define the Tactics
Once you've established the above parameters and determined your primary goal, you'll decide on what advertising tactics you'll use to achieve that goal. Retargeting ads are ideal for driving engagement and conversion, whereas Keyword PPC is effective for awareness and engagement.
Most tactics will hit more than one goal. That's one of the reasons why it's essential you set a primary goal so you don't spread your effort too thin or assess your tactics for the wrong objectives.
Pick the Location
Finally, you need to decide where to place your ads. This is where you need to think about where your customer is and how they're likely to engage with your company. Are they searching on Google? Do they respond to shopping ads on Facebook? Or are they on Youtube and more likely convert after watching a video?
Where they are, you want to show up, ready and dressed for the occasion.