Ad Management


Overview of Online Advertising

Online advertising is a great way to kick-start an SEO campaign by garnering immediate results while waiting for organic SEO to take shape. Unlike traditional offline advertising, online ads allow the business to target its audience—by geography, gender, interests, even search history, depending on which advertiser is used. And while it can get pricey if not managed well, online ads are far and away a less expensive alternative, especially for growing businesses with a very specific niche.

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The History of Online Advertising

Online ads have been around nearly as long as the Internet as we know it today. The first banner ad appeared in 1993 and by 1994 Hotwired, the first commercial online magazine, was born. Hotwired sold ad spaces on its website in an effort to generate revenue and AT&T holds the coveted role of having the first banner ad displayed.

The History of Online Advertising

Online ads have been around nearly as long as the Internet as we know it today. The first banner ad appeared in 1993 and by 1994 Hotwired, the first commercial online magazine, was born. Hotwired sold ad spaces on its website in an effort to generate revenue and AT&T holds the coveted role of having the first banner ad displayed. In 1996, DoubleClick devised a method to track banner ads and how consumers interacted with them, allowing businesses and marketing agencies to optimize ads. Pay per click advertising came about in 1998, though Google didn’t introduce it on its search engine until 2002. It tweaked and perfected the tool and now nearly 96 percent of Google’s revenue comes from advertising.

Of course, online advertising has now crossed over into social media. Facebook advertising began in 2008 with the Beacon ad platform and engagement ads. In 2009, it allowed businesses to target who saw their ads using limited demographics. Since 2011, advertisers have been able to further target as Facebook constantly updates its advertising platforms (which has returned $5 billion in revenue). Twitter and YouTube have their own advertising streams and with the growth of the Internet and mobile use, there’s no telling what’s in store for the future.

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Why Advertise Online

Advertising online has become the new go-to marketing tool for business leaders today. In fact, a 2012 Nielsen study found that consumer package goods brands see a 1:3 return on investment on online ad dollars. And that could increase as Internet use continues to grow; today more than 2.92 million people worldwide use the Internet regularly, up from 394 million in 2000. If you’re not marketing online, there’s a big gap in your marketing plan—especially if you want to grow your business.

Why Advertise Online

Advertising online has become the new go-to marketing tool for business leaders today. In fact, a 2012 Nielsen study found that consumer package goods brands see a 1:3 return on investment on online ad dollars. And that could increase as Internet use continues to grow; today more than 2.92 million people worldwide use the Internet regularly, up from 394 million in 2000. If you’re not marketing online, there’s a big gap in your marketing plan—especially if you want to grow your business.

Advertising online and managing online ads as part of a strategic SEO plan offers numerous benefits that you just can’t get with straight content or a quality website. It allows you to engage with your audience, and measure the amount and success of that engagement. For example, there’s no telling how many people visit your website as a result of a print ad campaign, but an online campaign provides insights and data that tells you the return on investment almost immediately. And if the ad isn’t performing well? You can quickly change it up, retarget a new audience or expand the reach before the campaign ends. You can’t do that with a print or television campaign.

You also get flexibility in budget with online advertising. Depending on the type of online ad campaign you choose, you can opt to limit your budget or only pay for actual clicks to your website or special offer. When managed well, online advertising is great for your search engine optimization and your business’s bottom line.

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Driving Traffic Through Advertising

A paid advertising campaign can help drive traffic to your website, regardless of whether search engine algorithms change. Once developed and implemented, an online ad will appear at the top of the search results for your targeted audience.

Driving Traffic Through Advertising

A paid advertising campaign can help drive traffic to your website, regardless of whether search engine algorithms change. Once developed and implemented, an online ad will appear at the top of the search results for your targeted audience. Let’s say your business sells car widgets in Tallahassee and your target market is young, do-it-yourselfers who like to fix their cars themselves. When someone in that niche searches online for car repair kits, a repair shop or a YouTube video on how to change the oil, your ad appears. Depending on the search engine or where your ad campaign originates, you pay every time your ad appears or every time someone clicks on your ad. But the key is, you’re only capturing your target audience, making every impression that much more valuable.

Think about it: You’re driving traffic to your website via advertising. More website traffic means the search engines view your website as more reliable. And when the search engines see your site as more authoritative, your organic SEO increases. So while a paid ad campaign isn’t organic, it can have a positive impact on your organic SEO over time.

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The Role of Cost Per Acquisition

Cost per acquisition is arguably the most important metric of an online advertising campaign. Sure, it’s important to know how much each click on your ad costs or how often viewers click through to your website or offering. But to determine your actual return on investment, you need to know how much you spent versus how much revenue you generated as a result of your campaign.

The Role of Cost Per Acquisition

Cost per acquisition is arguably the most important metric of an online advertising campaign. Sure, it’s important to know how much each click on your ad costs or how often viewers click through to your website or offering. But to determine your actual return on investment, you need to know how much you spent versus how much revenue you generated as a result of your campaign.

A close cousin to CPA is cost per conversion. And while “conversion” can mean “paying customer,” it can actually relate to new email subscribers, likes on your Facebook page or repins on Pinterest. On the other hand, CPA is all about the revenue and what it cost to attract a new customer.

So what should you be paying for each conversion? There is no average CPA because every business is so different. However, we can analyze your current CPA and target a higher acquisition rate based on renewed marketing efforts. Thankfully, CPA is relatively easy to track, especially for an e-commerce company. We use tracking codes and custom links to identify where sales are coming from. For other businesses, unique links, click path attribution and a customer relationship management system are good tools to determine CPA.

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Share of Voice

How big of a “voice” do you want online? Your share of voice is the amount of available ad space you purchase. So if you buy all the available ad space impressions for a particular space or site (which is not very common), you have 100 percent share of voice. Share of voice is an important consideration when pricing out advertising. You want to keep costs in check, but you don’t want a competitor to take up similar ad space. SOV is part of any quality advertising and marketing proposal.

Share of Voice

How big of a “voice” do you want online? Your share of voice is the amount of available ad space you purchase. So if you buy all the available ad space impressions for a particular space or site (which is not very common), you have 100 percent share of voice.

Share of voice is an important consideration when pricing out advertising. You want to keep costs in check, but you don’t want a competitor to take up similar ad space. SOV is part of any quality advertising and marketing proposal.

In general, a 10 percent share of voice is about average. Not because it hits the sweet spot of profits, but because it offers a meaningful exposure that leads to acquisitions. And a share beyond 10 percent can get pricey.

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Click Path Attribution

 

Click Path Attribution

This is one of the most complicated topics in online advertising and e-commerce. In your online campaign, you provide a number of paths for potential customers to convert into actual customers. But in click path attribution, you determine which path your customer took to complete the purchase. This helps businesses better target marketing campaigns to those that are most profitable.

It’s usually difficult to pinpoint what exactly caused each sale. Some marketers use last click attribution, in which the final click to the sale gets all the credit, even though the customer likely found your website or product through one of many other paths—social media, email marketing, special offering, direct visit or even an offline source. Other methods include first click attribution (your customer’s first click gets all the credit), evenly distributed allocation (every click your customer took gets equal credit) and a series of other complicated algorithm-based allocations.

When looking at click path attribution, the concept of correlation versus causation comes up. Does it matter how a customer comes to purchase from you? Would the potential customer have converted to a paying customer without the click path? Did the click path assist in the conversion to a sale? If a potential customer would have converted without added clicks, you’re wasting ad money—and increasing the time it takes to make a sale—by increasing the steps a customer has to take.

At SEO Expert, we can help mitigate the potential ad losses by analyzing click path attribution data and developing a plan for the most streamlined ad placement possible.

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The Marketing Mix

 

The Marketing Mix

Traditional marketing and advertising aren’t dead, but they have changed. And while some marketing agencies will encourage businesses to shy away from radio, television and print ads entirely, these avenues do still work for some industries. The National Retail Federation reports that 63 percent of online shoppers have used a special offer they came across in a newspaper or magazine. Clearly advertising offline is a good tool to push potential customers to your online home.

If you’re looking for a mix, the key is to keep your branding and your message consistent. Encourage print, radio and television viewers to visit your website or social pages, since that’s where most purchasing decisions are made today.

How SEO Expert Manages Ads


Pay per click advertising is essential in today’s saturated market and SEO Expert offers a host of ad management services that are in line with our SEO management. We start by analyzing your keywords and looking at the cost of using those keywords in an ad campaign—and the potential return on investment. We generate a report that illustrates our PPC strategy recommendations so you can make an informed decision that not only will result in sales but decreases your expenditures by eliminating irrelevant and overpriced keywords.

We also firmly believe that an ad campaign is not a set-it-and-forget-it tool. Once your campaign is in full swing, we monitor it for you to ensure it’s converting. If not, we reanalyze the keywords, your target audience and the delivery method of your ads. We make recommendations for changes so you get the return you expect.

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