How To Advertise Your Business – a few display tips

How To Advertise Your Business – a few display tips

“This use of advertising – to add a subjective value to the product – becomes increasingly important as the trends in our technology lead to competing products becoming more and more the same.” James Web Young

Advertise your business - how to

As the social media and communication platforms tighten their grip on free exposure (see our recent blog: The Emperor’s New Likes) the inevitable emigration to paid advertising is increasing.  It is a simple fact that whilst social media promotion, likes and follows etc. are a vital part of business development online, there is nothing quite as fast impact as putting your money ‘on the table’ and shouting loud.

As confirmed in Nielson’s quarterly look at the global advertising market: online display advertising in the fastest growing advertising media: http://marketingland.com/online-display-ad-spending-32-percent-2013-stilll-just-4-5-percent-243-billion-market-nielsen-71804

It is no coincidence that demand for our Online Sales Campaigns (one of our 5 business packages) is increasing.  Small businesses, not overly burdened with the complexities of global trends and brand awareness, want quick results.   Advertising, sorry good advertising, is invariably the right place to start.

I am building in the caveat that there are many and various ways to advertise, we are featuring here the tried, tested and trusted routes we have taken to “push” our clients (small businesses) in front of their potential customers.

DISPLAY / BANNER ADVERTISING: WEBSITE DIRECT OR GOOGLE DISPLAY NETWORK

Okay, so a simple example of this could be a cake maker advertising on her local hotels wedding page. This can prove very effective, and can also be a quick and easy way to promote a business.

But we have found that at times websites are overcharging in comparison to what you can achieve on the open market AKA Google Display Network or equivalent where you can pick and choose your sites.  A recent example of this would be a large website we approached regarding banner advertising for a client:

They offered to reach 250,000 people for a cost of €1000.  This works out to a CPM (cost per thousand impressions) of €4.  This means you pay €4 to put your advert in front of 1000 people visiting their website.

We decided to run the advertisement through various relevant websites on the Google Network Display and achieved reach of 250,000 for a cost of €230 approx.  This was less than a quarter of the price of the website offer. I should stress, there are many occasions where dealing directly with a website is the better option, but consider all in advance of commitment.

The google display network – 2 minute video: https://www.youtube.com/watch?v=omXFdKYLRW0

FACEBOOK ADVERTISING

The main strengths of Facebook are the sheer scale of people using the platform and the information that Facebook hold on these people.  This can work so well for small business.  A hairdressers that has no bookings in for a Tuesday can promote a special deal in their local area the day before.  You can even target this to females within a specific age range.   This is complemented by Insights – Facebooks in-house analytics that gives us useful information on advertisement performance.

We find Facebook really user friendly and due to the amount of localised targeting we do, this is normally integrated into our campaigns at some level.

TWITTER ADVERTISING

We view Twitter as the clever younger brother to Facebook.  Within Ireland you cannot target specific towns or counties so this can limit our use for small business. However, you can target the followers of a certain association.  For example, it is highly likely that the followers of Celbridge GAA are predominantly based in Celbridge.  However, we take a different route with Twitter.  Coming back to our Hairdresser, let’s pretend it is in Carlow.  We would place hairdresser adverts in the feeds of everyone using the words “Looking for hairdresser Carlow” and all similar variables.  In other words we look to place adverts directly in the feeds of people using words that would imply they may be looking for our client.  It is a small niche market but complements Facebook and Google Display Network perfectly.

LINKED IN ADVERTISING

For us, Linked In is the B2B version of the B2C Facebook.  If our client is targeting businesses Linked In has to be incorporated into this.  Again, like Facebook (perhaps even better) there is huge information about each user.  You can target everybody that worked for a company, everybody who is in an association, everybody who is a sold trader.  We have yet to carry out a B2B campaign that has not included Linked In.

CPC OR CPM?

This is Cost Per Click (you pay an amount every time someone clicks on the advert) or CPM (you pay a set amount for every 1000 people than see your advert.  Our general rule of thumb is that if you want to promote a brand go CPM, if you want interaction such as people visiting your website or facebook page go CPC.

If we consider the two ‘big beasts’ to be Facebook and Google Display Network – below are some interesting figures from a recent test campaign.  We ran the same advert across both platforms and the results were interesting.  GDN proved stronger and more cost effective on clicks through to website but for reach we were very happy with the nearly 25,000 exposure on Facebook.  On this occasion GDN was the winner but Facebook stayed in the mix for the main campaign.

ENGAGEMENT REPORT

PLATFORM  REACH – How many have seen advert CLICKS – Clicks through to website from advert CTR – How many times advert seen per click through to website CPC – cost paid per click through to website
Google Display Network 19,849 204 97 €0.09
Facebook Ads  24,219  63 384 €0.26
TOTALS 44,430 267 €34.74

 

In summary, when you are considering display advertising, follow the following simple steps:

  • Work to a budget, allow 10 per cent of this budget for running and anlalysing test campaigns
  • Be sure to ascertain if CPC (Cost per click) or CPM (Cost per 1000 views) is more effective.
  • Look at every possible platform and clarify costings involved prior to commitment
  • Test, test and then test again.  Run small test campaigns using logical variables wherever possible to ensure you are maximising your spend
  • Monitor, monitor and monitor again.  Watch everything closely.  All the advertising tools together with Google Analytics mean you can constantly check detailed performance statistics.
  • Finally don’t be afraid to adjust and adapt your campaign once it is up
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Posted on 05/04/2014, in facebook, Social Media, Twitter and tagged , , , . Bookmark the permalink. Leave a comment.

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