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Does my startup need advertising services? It’s a difficult and important question.
Yes, it does.
Not advertising is simply not an option: nothing happens without advertising—and by advertising we mean all types of paid online marketing including email, social media, and other options that we’ll discuss. Successful advertising can give your startup the momentum that it needs, but if advertising fails, you might not have the resources and time for a second attempt. The good news is that working with a digital advertising agency can deliver better results and improve your chances of success.
Digital advertising, also known as online advertising or Internet advertising, refers to the use of paid marketing campaigns to promote products and services to consumers over the internet. Here are a few reasons why every business, including startups, needs to advertise.
1. Your Competitors Advertise: This year, the digital ad spending in the US is estimated to exceed $157 billion. The average small business using Google Ads spends between $9,000 and $10,000 on digital advertising. They spend this money for one simple reason: digital advertising is essential not only for a business’s growth, but also for its very survival.
2. Digital Media Consumption is Skyrocketing: Last year, the average American adult spent a whopping 451 minutes interacting with digital media every day. As we enter the third decade of the 21st century, digital media consumption is only going to increase.
3. Your Customers Use Digital for Everything: People rely more on digital media than ever before. Your customers use the internet to entertain, communicate, find information, shop, interact with businesses and governments, navigate from one place to another, and solve their problems. If they don’t see you on digital media, you don’t exist.
4. Digital is the New Normal: The COVID-19 pandemic and the ensuing lockdowns have forced most small businesses to embrace technology and move online. If digital advertising was a strategy before the pandemic, now it’s a necessity.
Here’s a rundown of the most popular types of digital advertising and the services that Josh Meah & Company provides in each area.
Search advertising, sometimes also called pay-per-click or PPC advertising, receives the major share of digital advertising spend. Popularized by Google Ads (once known as Google Adwords), PPC advertising allows businesses to enjoy free brand exposure until a user clicks on their advertisement. The ads are triggered when a user searches for the keywords that you have included in the ad’s Ad Group. As users are already interested in information, products or services related to their search query, they are more likely to buy from your website if you have set up everything correctly.
Here are some of the pay-per-click advertising services that Josh Meah & Company provides:
Google Display Network includes over 2 million sites and reaches over 90% of Internet users. Display ads are not triggered by searches but appear randomly across Google’s partner websites. Unlike the text-only search ads, display ads allow you to include photos, video, and graphics with your message. This makes display ads a great tool for brand building.
In 2021, 63% of the U.S. digital advertising budget will be spent on mobile devices, compared to only 37% on desktop. Mobile advertising has a higher conversion rate than other types of digital advertising. Customers spend most of their time with mobile devices, so mobile advertising is the favorite choice of digital marketers. Mobile provides plenty of ways to build interactivity and provide immersive customer experiences, such as Augmented Reality (AR) and Virtual Reality (VR). But it can also be as simple as an SMS message sent like a text.
Including video in your digital advertising strategy will boost the performance of your campaigns. Video ads are reputed to grow revenue 49% faster than non-video ads. And 64% of consumers say they have purchased a product after watching branded social videos. YouTube, the world’s largest video hosting platform, may be your first choice for video advertising. But don’t underestimate the reach of social videos on Facebook, Instagram, and Twitter.
Marketers are spending an increasing part of their digital marketing budgets on social media advertising. The social media ad spend is estimated to exceed $100 billion last year. Facebook, YouTube, Instagram, Twitter, LinkedIn, and Pinterest are the world’s biggest social media networks. To advertise on any of these channels, you first need to create a business page on that channel. The advertising should be supported by engaging status updates shared regularly by you or your digital advertising agency.
Google Ads allows you to place ads in Gmail, so you can multiply the impact of your email marketing efforts by using some paid email advertising. Email is also the perfect medium for building and nurturing customer relationships. You can pitch new products and offers to old customers, send coupons and special offers, and synergize the effects of multichannel advertising campaigns.
Amazon advertising revenues have grown by more than 60% over the last two years, indicating that marketers are leaning in to the world’s biggest online retailer. The average conversion rate on Amazon is 9.55%, which makes it better for marketing than Google Ads or Facebook. Moreover, 49% of US Internet users typically start their online searches for products on Amazon, not Google.In short, Amazon digital marketing may be the most effective type of promotion for your business if you’re selling products on Amazon.
Have you ever noticed online advertisements following you when you browse the internet or social media? These are remarketing ads from different websites that you visited in the past. Sometimes ads are also served based on your off-page interactions with other websites and advertisements. For remarketing, sometimes also called retargeting, a harmless code is installed in the visitors’ browser. The code allows the advertising software to track users as they visit other websites and serve remarketing ads. Retargeting or remarketing ads have a higher conversion rate than regular PPC ads and are often used in combination with PPC advertising.
This year, 88% of digital display marketing in the US is forecast to be driven by programmatic advertising. Programmatic advertising allows businesses to buy advertising through a process of real-time bidding (RTB) in a vendor neutral ecosystem. Programmatic advertising reaches 98% of the internet, including the Google platform. It is only used for display ads and is enabled by artificial intelligence (AI) and machine learning technologies.
Bids are calculated in real time based on user data and available advertisers as soon as a user enters a website. The transaction is completed and ads are displayed in less than 10 microseconds. Top ad exchanges, online platforms where you can buy display advertising, include Google Ad Exchange, OpenX, Rubicon Project, AppNexus, PubMatic, MoPub, and Microsoft Ad Exchange.
If you want to advertise without paying cash from your own bank account, you can consider launching an affiliate program for your startup. Affiliates are your partners in business who spend their own resources to promote your products. You pay your affiliate a commission on the sales that their campaigns bring. If you don’t have a product, you can select an affiliate product (or service) to promote. An affiliate marketing agency can provide the services you may need for setting up and promoting an affiliate program or product.
Every business is unique and has unique advertising needs, which are determined by that business’s budget, goals, and strategies. Josh Meah & Company works with your teams to acquire a deeper understanding of your business and customers before running highly profitable cross-channel advertising campaigns. Contact us today to discuss your advertising needs and we’ll craft a personalized digital marketing and advertising plan for your business.
The art is building the right growth campaign. The science is in the results.