The 411 on Digital Display Advertising

Digital Display Advertising for Your Business

Search network advertising is something most of us can wrap our heads around – it’s what you do when you go to Google, Bing, or Yahoo and do a search for anything that comes to mind, like saying “electrician Portland” or “personal trainer near me.” Google AdWords dominates the world of online advertising, and many businesses stick with it to hopefully reach the most consumers and meet their business goals. But, over time, businesses may gradually include display advertising in their marketing strategy, often to create brand awareness and remarket to consumers they have interacted with in the past.

 

What is Display Advertising?

Display ads are integrated into the background of specific websites where they are visible to users while they play games, read the news, or shop their favorite brands. Have you ever noticed that the moment you think about making a purchase or doing an activity, you start seeing ads for it everywhere? Display ads can be rich media ads such as banner ads, video, and responsive ads. The targeting of display ads continues to improve to help businesses target their most ideal customer. It also gives many local businesses an opportunity to reach potential customers where television advertising may be outside of the current budget.

 

Is Digital Display Marketing for Me?

Display marketing allows you to build custom audiences by targeting users who have shown an interest in brands, websites, or services like yours. You can also target users based on their demographics or online patterns (like marketing to visitors who have already been to your website). Display marketing works to create brand awareness by simply being in the background on sites targeting relevant users.

Retargeting previous customers or shoppers who never completed an online purchase is something you can do with display advertising. Website visitors who are exposed to your ads through the display network tend to spend more time on your site and are more likely to return. Here are some statistics about the importance of retargeting consumers, specifically using display advertising:

  • 86% of shoppers engage in ROBO (Research Online, Buy Offline)
  • 72% of users online are likely to leave their shopping carts before checking out
  • Only 8% of those users will return to complete their purchase
  • With retargeting campaigns, 26% of users will return to complete their purchases (or take the next step in the sales cycle, such as calling a mainline to set up an appointment)

Each business and business type have different needs and marketing goals that must be considered when choosing an appropriate digital marketing strategy. How do you think digital advertising could help your business?

Organic Search Ranking and Credibility to the Consumer

What are your customers searching?

“Brunch restaurants nearby”

“Breakfast food near me”

“Where’s the best brunch in Portland?”

Nowadays, search engines seem to solve all life’s hardest questions. And, if your business has a website, you obviously want your website to land at the top of the first page when a potential customer searches for what you do. But oftentimes, business owners don’t fully understand search engine optimization or how to improve their rankings to give them the best chance to be on the first page.

Organic Search Ranking

Statistics show that internet users search more than 3.5 billion queries every day. For your website to be the top results, a combination of attributes need to be in your favor. Everything from page headings, loading speed, mobile optimization, html codes, and many other factors play a part in how soon a consumer will see your brand’s website in their search results. Because of this, it’s important to fully understand how best to create your website and enhance your content for optimal results, or have someone on your team who does.

Another way to improve your search ranking is to have customer reviews. A recent survey reported that 73% of consumers trust a local business more when they have positive reviews. Also, a consumer will read a minimum of 7 reviews before they trust a business. So, the more Yelp, Facebook, and Google reviews you have, the more relevant your business becomes to the specific search. You will increase your chances on being on the first page simply for having more reviews.

An example of the significance of reviews could be making a purchase on Amazon. The average consumer is more likely to buy a new bike from a business with 70 positive reviews than a business with 1 or 2 reviews total. Reviews provide credibility and depth to a business. Finding an effective way to promote your customers to leave good feedback on line is an important part of business today.

The next time you’re doing a Google search, notice what factors you consider when selecting a search result for a local business. Understanding how you (or others you know,) search and make “buying decisions” is important in understanding the importance of getting to the first page on the search engines.

What is the Right Marketing Mix

Marketing mix- what’s right for your company

 

Breaking egg on the edge

Balance. In a marketing plan, choosing the right balance of media will ultimately steer the course of how effective your advertising will be.

Choosing the right media mix may be tricky, and there are multiple factors to consider.

  • How much of the marketing budget needs to go to direct leads?
    (Internet- SEO, SEM, SMM, Phone Books, Industry services, etc…)
  • How much of the marketing budget needs to go to branding?
    (TV, Radio, Billboard, Newspaper, Magazines, Community activities, etc…)
  • How much of the marketing budget needs to go to promote your business to existing customers?
    (Promotional items, communications via phone or email, etc…)

 

PLAN, IMPLEMENT, MEASURE, STAY CONSISTENT

Questions on how to measure your marketing? Give Louvre Media a call to have this conversation.

The secret isn’t always in the plan- but having a plan is the first place to start. The plan should include expected results for each media and have measurements in place to quantify the results. This may be tricky, especially if your business is a retail business, as marketing may increase sales but maybe not enough to measure. If you stay consistent with measuring your marketing, you will find trends within the data to help make better decisions going forward.

The portion of the marketing budget to market to existing customers should stay constant. As the business grows, the amount (by percentage) should remain the same. As business are expanding more of the marketing budget should go towards branding, especially once you have a good flow of new customers coming in from your directing marketing efforts.

As a business settles in on the right mix, new media should be tested, either using additional market dollars available from increased sales or from what is believed to be the lowest producing of your marketing choices, as there may be better marketing to continue to improve your ROI.

When you make the plan, implement it, measure it, and stay consistent with it, you will find yourself well on the way to improving your marketing and your marketing’s ROI, as well as your sales.

Search Engine Optimiztion (SEO)

First and foremost websites today need to meet the needs of the end-user, your customers. If this can’t be done, nothing will help improve your website traffic. If end-users go to your site and are unhappy with the site experience they may look elsewhere to have their needs met.

A good website is important for the success of a business. It’s a great tool for a business to present information about itself to its consumers.

What is SEO?

No one can promise organic placement for a number of reasons. If anyone is promising you this run fast! First and foremost SEO is a combination of over 200 plus factors taken into consideration from Google (each search engine has its own criteria). Businesses are ranked for every search permeation based on the relative factors of other similar businesses or websites. And what impacts SEO is being updated regularly. Google specifically has made some 300 plus changes a year to their factors, with one to two major changes.

Relativity to your business competition typically drives the competition for SEO. If your business is in a highly competitive market, it could take time and additional marketing dollars to gain improved placement. In a less competitive market, it could be very easy to gain a better ranking and not cost much at all.

Balance

Your marketing dollars should be spent to grow your business. An SEO plan should be a part of your marketing plan (and budget) based on your goals. Any company trying to sell an SEO program, which hypes it up, is a clear sign of a company or sales person who just doesn’t get it. And what one company defines as SEO may be different than another company.