Search engine advertising is by far the largest form of digital advertising. Google accounts for 89% of all UK search engine traffic, so this is the obvious option to focus most of your efforts on. Bing is the next biggest player with about 9% of UK search volume – but, because it is the default search engine for Microsoft Edge and Internet Explorer, it makes sense to run your Google campaigns on Bing once you have got them up and running. If set up correctly, this is a very simple thing to do.
Social media advertising has witnessed sustained and substantial growth over the last few years – Facebook is the largest platform by a mile, so that’s still the key player to consider, even if everyone says that it has had its day, simply because it is still a numbers game, especially for Gen X. Instagram is growing massively in popularity too, so you would not want to forget this option either, especially if your target demographic is rich in Millennials. There are also a large number of ways in which you can advertise on Twitter and LinkedIn. YouTube is also a huge social player, firstly, because it is owned by Google and, secondly, because mainstream video content is likely to increase substantially over the next few years – in fact, it is the most popular social media channel for Gen Z. Our digital marketing team will advise you on which social platforms are likely to deliver the best possible results for your organisation – even if you are reaching out to Baby Boomers..!
It is a good idea to start small and focus your efforts on one or two platforms to begin with, and then to ramp things up once you’ve proven your case when it comes to CPCs, conversion rates and CPAs. We use various tools to analyse what we are doing on an ongoing basis and always look for any opportunities to improve. We will share our findings with you in a detailed report and outline our recommendations in an easy-to-understand summary. We will talk you through the findings in our report, either on a call or in person, so that you are fully aware of how things are progressing and can make an informed decision when choosing whether to accept our recommendations or not.
In essence, Google Ads falls into three primary campaign types – display, search and video (YouTube). They can all be optimised for mobile devices too. There are many ways to improve the performance of these campaigns and there is best practice procedure to follow to make sure you are complying with the latest data privacy legislation. Don’t worry, we know all about this, and will make sure your digital advertising activities are always legal when it comes to GDPR compliance.
We will set up your social media and search engine accounts in your name and manage them on your behalf on an ongoing basis if you wish us to do so. We will educate you as to how we do things along the way and – over time – we will provide you with all the skills you need to deliver some or all of the tasks internally. This works well for some clients, whilst others always prefer to outsource all their digital advertising, or to work in close partnership with their internal marketing and digital marketing teams.
If you are considering an investment in search engine optimisation, Google Ads offers an excellent opportunity to test keywords for a relatively small investment. It can provide you with informed insights on traffic volumes too. An SEO campaign will normally focus on a small number of keywords, whereas a Google Ads campaign enables you to test tens, hundreds, thousands, even tens of thousands of keywords, so you can find out which ones deliver the best traffic to your website.
Looking for digital advertising agencies in London? Please get in touch if you would like to find out more about who we are and how we can help. We offer a two-hour marketing consultation without cost or obligation at a venue of your choice to discuss any marketing challenges you are facing.