Search Engine Marketing or Pay-per-click is what often comes to mind when we think digital marketing. Since it’s advent in 1996, PPC/SEM rose to popularity and quickly became the bread and butter for digital marketers. In the past decade though an evolution has taken place letting the entire internet become a vehicle for advertisements. Search Engine Marketing is boasted as the main digital service for most marketing agencies, but there are many options outside of pay-per-click.
At Media Venue, we offer many additional forms of digital marketing (see chart on left). As new opportunities arise, we pride ourselves on being able to continually evolve our digital advertising. In 2017, we have seen a trend up of TrueView Advertising, Retargeting, and Social.
Every digital style has unique advantages and disadvantages, it is also beneficial to use them simultaneously. The main barrier to using multiple is the budget. The cost per point varies widely, and the true value can only be assessed by looking at a company’s product or service, target audience, online market, and budget.
#1 TrueView Advertising
TrueView Advertisements are video ads which can be placed in digital video spaces including YouTube and a network of other sites. They are opt-in ads, which means users must click or watch it to completion for you to be charged. This drives the cost per point lower compared with those which are paid per impression. In an average month, 8 out of 10 18-49 year-olds watch YouTube. This spike in consumers spending more time on video sites, as increased the popularity of the style.
Retargeting is when a user searches for a product or service, or goes to a specific site and are then served ads for that company, product or service. User behavior has shifted over the last decade and now 81% of shoppers conduct online research before making big purchases. This change in behavior has allowed retargeting to become more effective. It is a reminder to users of one particular product or company as they complete their research. The effectiveness level harnesses a higher level of return on investment.
#3 Social Media Advertising
Social Media Advertising is when you display advertisements on social platforms outside of your organic fan base. One unique opportunity with social is that if a social ad results in a page like, you will likely receive several impressions for your ad dollars rather than a one-time display. The downside is that there is no indication the user needs that product or service at this time. This vehicle is much harder to measure ROI, many experts don’t look for it to create a direct sale but rather facilitate a connection to keep them aware of the brand and engaged to share and increase repeat purchases.
When it comes to your digital advertising companies have a lot of options. No one campaign or program is right for every business. Instead of falling back on the most familiar, look towards the most effective. Our Digital Marketing staff looks at every business and market independently. We will consider your product/service, target audience, market, budget, digital presence, and resources before recommending a digital strategy.