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The Basics of Online Advertising
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The Basics of Online Advertising

March 22, 2024

How does online advertising help a local business expand?

Digital advertising raises awareness-- it's that easy. Digital advertising involves a variety of services, each of which work to promote a company online.

A growing number of companies are increasing the amount that they spend on digital advertising, and professionals like Jamie Turner suggest digital advertising on social platforms is well worth the spending.

"If I were to provide one suggestion to people who are using social media, it would be this-- do not be afraid of paying for social media reach and clicks."-- Jamie Turner, 60secondmarketer. com.

The best part about digital advertising is that results can be easily tracked and ROI can be easily tracked. You possibly do not intend to be spending a lot of money without some proof of performance right?

With traditional media channels, there is sometimes no means of tracking the effectiveness of an ad in regards to advanced data analytics. With digital advertising, companies like Google and Facebook allow users to gain access to advanced analytics. This way local businesses see that their money is being well spent and that the digital advertisements are positively affecting their storefront.

When measuring the success of an ad, the important aspects will differ case by case. Generally, the success of an ad depends on the indicators listed below.

ROI indicators/measures of an effective campaign:

  • Impressions: the real # of views on an ad
  • Clicks: the real # of direct clicks on the ad
  • Engagements: Social & landing page clicks
  • Results: In most cases, results can be found in the form of a phone call or a store visit

The Best Places to Advertise

Through our team's extensive work in the digital advertising arena, we have come to the same conclusion as practically every digital advertising company. The best places to spend money on digital advertising are Google & Facebook.

With digital advertising, not only is a local business visible online, but they are visible to the right consumers online. Platforms like Facebook and Google allow advanced targeting, which places a local business in front of customers who are more likely to turn into a sale.

Plus, Google and Facebook accounted for roughly 60 percent of advertisements spent in 2017!

Why advertise on Google?

Reach: Google is the largest search network in the world, and customers are utilizing Google every single day to search for local businesses. Utilizing Google's massive network capabilities, digital advertisers have the ability to find the best leads and appear in front of people looking for their products/services.

In the age of digital, consumers are not looking at television commercials or listening to radio ads to find a local business, they are looking for a service and then finding your company online.

With 3.5 Billion Google searches conducted each and every day, consumers are looking for local businesses and businesses should want to be on Google.

Flexibility: Google allows the local advertiser to spend whatever they want, whenever they want. With flexible options for ad spend, advertisers have the ability to test what works and what does not work for a company. Invest a little bit, wait to see how the campaign does, and then reinvest in larger budgets for greater prospect reach.

Why advertise on Facebook?

Audience: The audience on Facebook consists of 1.32 billion daily active users (DAUs) on average, at an increase of 17% year-over-year. As a local business, you simply can not disregard the fact that Facebook is likely an intersection in which you can find prospective customers. If the daily average users statistic does not have you convinced then let's discuss how often social media is being used. The average individual spends nearly 35 minutes daily JUST on Facebook, according to a recent study by Mediakix.

If there is one thing to take away it is that the audience on Facebook is enormous, and they are on Facebook a TON.

Targeting: Facebook Ad targeting is a marketer's dream. Facebook allows the ability to focus on users so microscopically that you can essentially become a bit of a digital stalker (in a good way?). Target individuals by their interests, behaviors, age, gender, location, and really anything that their Facebook profile might reveal about them including job title.

The Facebook algorithm has caused changes to the local advertising landscape, but it remains one of the best settings for local businesses to get the word out about themselves!

Final thought

By leveraging these two platforms, every local business can easily take their advertising game to the next level, and begin to bring in new revenue-- with the data to back their investment.

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