Advertising

Online Advertising

 

Advertising is a core way to grow for businesses because Ads directly lead to new customers, especially in search and social platforms. There are two main types of online advertising: search engine based, and social platform based, and the most two most popular ones are Google Ads and Facebook Ads.

Google has Pay per Click (PPC) based search and impression based display Ads. Search Ads are particular to the need of customers looking for services, so if someone is searching for “roof repair company to fix my leaking roof,” they are looking for a roofer.  On the other hand, display Ads appear on the most relevant content. If someone is reading an article about their NBA team, they are more likely to be interested in sports-related products. Display Ads work the best for re-marketing campaigns for website visitors who were on your website before. Search Ads work great for customers looking for services, so any local or national business would benefit from Search Ads.

There are two types of Google Search Ads:

Google PPC Ads

Google Search Ads is when you are searching for a term say, Emergency Plumber, you will see three – four results, usually with a little box called ad, which you would be bidding for, to have a place. The click price for each of the ads could be anywhere from $10 to $100 or more depending on your service category. If you’re a plumber, you might be paying $20 per click in one location, or $35 per click in another area, depending on the competition. If you are in a higher value service category, such as flood restorations, then you would probably pay over $100 for one click for search Ad clicks.

At Blaze New Media, we run your ads and optimize them for higher click rates, more top rankings in the ads placement, and higher conversion from your landing page. Google search Ads is an excellent channel to get qualified leads, especially for local businesses; however, you can only get about 15% of search traffic with ads, and the remaining 85% is organic results. That’s why we recommend working on advertising and search engine optimization for search engines at the same time.

To increase the effectiveness of the Ads, you would also need a robust website, highly converting landing page, and good business reviews. Once you receive a click for the Ads to your website, the main driver that will determine if that visitor will contact you for business is your website. We have analyzed the best website elements and incorporate those to your website if you include the website conversion in your service package with Blaze New Media.

Customers will usually search your company name in Google before making a purchase decision, and if you have bad reviews and low review rating, they will see those and choose not to proceed with their purchase or service. If you have bad reviews, first fix those reviews, get good reviews using online reputation management software, and then increase your advertising budget. Other companies which have great reviews will have more probability of converting them to actual customers, so can bid higher for those Ad placements. The last thing you want is to pay high rates for a click; but not have any business due to not having stellar reviews.

The second core activity to perform in Ads is A/B testing and optimization. You would test multiple versions of similar Ads and choose the winning one with the highest conversion. An Ad agency will help you to check the variations and measure the return on your Ad spend.

Google Local Services Ads

These are Google guaranteed business results you would see for certain categories such as roofers, and it says Google guaranteed service. In this case, if people have an issue with the service, they could call Google and complain, so Google takes the verification and ongoing quality control very seriously. Google will check your insurance verification and will run a background check on your business to decide to include your company in this platform.

One main difference of Google Local Services Ads compared to regular Google Ads is that you will pay by call, not by click, so the leads have higher conversion rates; however not every keyword is included in Google Local Services. There are techniques to increase your presence in Google Local Services, which is different from Google ads or search engine optimization. Blaze New Media could help you with the set-up process and optimizing you Ad to continue appearing in the Google Local Services.

Social Platform Ads

Two leading platforms are Facebook and LinkedIn. LinkedIn Ads are more expensive and better for B2B companies since you can target specific business owners. On the other hand, these business owners receive a lot of Ads through multiple platforms, so it could be expensive to get their attention in a professional platform like LinkedIn.

Facebook ads are good, because over 1 Billion people are using Facebook, and you can target a geographic area, interest group, and demographics. Social sharing is also beneficial. If someone shared their good experience with your service, all the people in that person’s network will see the update and will likely think of your business when they have a similar need.

Any business who wants to grow would benefit from an advertising budget. How much budget should you have for advertising? This will depend on your growth goals, service type, and competition in your marketing. For Google Ads, your daily budget should be about four times the click cost for your keyword. Let’s say the click cost is about $20 for a roofing-related keyword, a budget for $80 a day would be a reasonable budget, and if you multiply it by 20 working days, that would be a budget of $1,600 a month for optimal results. However, you can start smaller and scale over time as you test and learn.

 

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Contact Blaze New Media today, to set up an initial strategy call to learn more about our Ad and other marketing packages.

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