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When it comes to advertising online the possibilities are (almost) endless. There are a wide range of platforms to choose from including search engines, social media sites and premium networks.
To help guide you through the various options available to you and the relative benefits of each, I’ve put together this quick guide. From paid search a to digital display ad platforms, there’s certainly no lack of choice when it comes to advertising online.
AdJug is a popular online advertising platform where you can publish adverts through a transparent and open content exchange. The network allows you to choose the websites where your adverts will be displayed. The benefit of using AdJug is you have total control and transparency over where clicks are coming from and how much you pay for it.
Specific Media is a useful platform to display your advert on a range of premium sites. Their network includes the option to advertise on the Comscore Top 500 sites including ITV.Com, Gumtree.com, Channel 4.com and NationalRail.co.uk. The benefit of using this network is display advertising campaigns are driven by sophisticated targeting to achieve high conversions. The technology will target customers through behavioural, demographic, geographic, contextual and retargeting methods.
Specific Banner Advertising
If you’re in a very niche industry you may be better off contacting specific sites to run banner ads. This can work particularly well in a B2B industry where most networks won’t reach your specific marketplace. If you do approach an industry site it is important you find out their Click through Rates, user demographics and daily impressions. Depending on the site you may be able to test a week’s advertising and track the progress in Google Analytics.
Another way to advertise is to strike up a contra deal where both parties display adverts on the others website. This can be a great way of increasing visitors without breaking your budget.
Social Media Sites
Advertising on social networks like Facebook, Twitter and LinkedIn can be a great way to build a targeted list of users. Click through Rates tend to be lower than search engines as the user is passive and not actively searching for your product. The benefit of advertising on social media is that you can grow fans and followers to then remarket products to. For example, growing a list of sustainable tennis fans means you can remain in contact and market a range of products (t shirts, racquets, balls etc).
Still one of the most cost-effective ways of advertising, search engines like Bing and Google are excellent for increasing conversions. The user is actively searching for the keyword you wish to advertise against which makes a purchase all the more likely. Paying per click also means you stay on top of your marketing budget.
The evolution of online advertising has become more about targeting the user (in comparison to targeting the website). Premium platforms like AdJug and Specific Media enable you to retarget the appropriate audience time and time again.
This can also be done by building a sustainable list of social media users where you engage and promote on a regular basis. If you‘re in a niche industry it would be worth investigating specific sites where you can test a range of banners.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.