You’ll Need To Know This About Online Advertising

Consider this as a quick medium to get you to spending big bucks in online advertising. As you readers already know, online advertising is an enormous scale used by new and prevalent businesses alike to generate more brand buzz, as I like to call it, to expand their reach, find new customer ground and multiply their revenue streams from versatile channels. And hands down, paid advertising is a great way to drive new traffic, discover new leads and increase business effectively, but is it worth the trouble?

To begin with, there are few things you need to lay off before jumping into Paid Internet Advertising, and once you’ve got that covered you’ll soon see your desired results and expenditure value with your advertising efforts.

Online advertising is more or less finding a needle in a haystack, something that will definitely do the job. Remember, that solo needle isn’t just one lead or channel to acquire results from, but a whole new world of opportunities that help grow your business, scale your sales, and increase brand interaction online. Just by spending considerably less money on paid advertising, you can leverage superior results as opposed to the incalculable leads you may or may not receive from TV commercials or billboard advertising.

This article serves as a quick guide to getting started with online advertising, and it doesn’t matter if you’ve just begun or have been swaying in the industry for a while, find what’s below as something that you can store with you for the rest of your advertising days in the business. And frankly, if you’re not from the advertiser’s world of thought, as an online junkie, you still should know this.

Here are some convincing digital marketing statistics for 2016:

  • There are 12 Billion searches conducted per month online.
  • Google owns more than 70% of the global search engine market.
  • In the social media world, 82% of prospects can be reached via social media.
  • 93% of buying decisions of online shoppers heavily rely on social media.

The anatomy of online advertising is crawling with new stats every day and these are just the customary ones. This has got you covered through and through with compelling and reliable numbers to make online advertising’s case stronger than ever.

Commonly Used Terms in the Industry

  1. Call To Action (CTA):
    A call to action is a simple yet recognizable instruction set forth to the audience to make an action, such as “sign up to the newsletter”, “send a message”, “buy now”, etc. In the marketing sense, it provokes an immediate response once the user clicks on a particular CTA. It’s a really important term to know and use if you want to build an effective strategy to make conversions, effectively. In online advertising, a call to action can be used creatively to make a lasting impact to get heads to turn (in this case, to get more scrolls to come to a halt and cursors to click).
  2. Ad Audience:
    This could only mean the total number of people who are exposed to your ad during a time period. This particular group of consumers may or may not have knowledge of your business, but they’re still exposed to your ad campaign as targets to become the end receivers of your advertising message.
  3. Ad Targeting:
    With targeted advertising, you can use second-order sources to track online or mobile web activities of a user to target your ads to them for better and relevant exposure. Although, in 2016, this sort of ad targeting is deemed negative advertising and simply put, malicious, but there’s much creative scope to it if carried out with respect.
  4. Pay Per Click (PPC):
    This term is traditionally used when you invest some money into displaying your ad on search engines. It refers to the maximum amount you set to budget on each click an ad receives. Simply put, this amount is the maximum you’ve allowed the channel to spend to get your ad in front of your ad audience.
  5. Cost Per Click (CPC):
    As opposed to the PPC model, this model refers to the exact amount you’ve paid each time an ad gets clicked by a user. Even if you’ve set your maximum amount per click for an ad to $1, if the highest bid for that particular keyword in that PPC campaign is any value lower than that amount: that’s your CPC. This model helps you exactly figure out how much you’ve paid once a user clicks on your ad in your defined PPC campaign.
  6. Cost Per Action (CPA):
    This model refers to what you pay, as an advertiser, when the clicked ad converts into an action made on your website or landing page, such as a sale.
  7. Cost Per Thousand (CPM):
    This is the total cost you budget to pay for a total of 1000 impressions, but clicks. An impression is made when a user is exposed to your ad or that he/she can view it completely on any given channel. To increase brand awareness, this model can prove extremely useful to get ahead of your competitors in increasing recognition and hence, revenue. This set cost is regardless of whether any particular impression has lead to a click. So if the cost per thousand impressions is $3-that is what you’ll pay finally.
  8. Cost Through Rate (CTR):
    A CTR is evaluated in percentage as a comparison of the number of consumers who have viewed your ad (impressions) compared to the number of people who have clicked your ad (clicks) because essentially you’ll gain clicks from only those who have first viewed your ad on a particular channel.
  9. Pay Per Acquisition (PPA):
    Also known as Cost Per Acquisition (CPA), it a pricing model where you set to pay for every ad action such as an impression, click, convert, etc. This model helps you get the most out of what you pay for each ad and helps you get as many actions or conversions as possible at the CPA you set.
  10. Conversion Rate:
    This evaluates the scale of number from which you’ve completed goals such as sales, sign-ups, etc. as opposed to the total number of visitors you’ve received on your website.
  11. Return On Investment (ROI):
    It a common method to evaluate the profitability ratio. The most commonly used way is to divide your profit by number of total assets or cost.

If you want to know more about Online Advertising, you should totally read about one of its types: Native Advertising.

The Decline of Facebook’s Organic Reach

Since 2014, business pages have been summoned to expect a drastic fall in the organic reach to engage with their fans and followers on Facebook.

This has made many marketers and analysts mad at Facebook for further narrowing the algorithm down to such a low percentage that it has gotten strenuous for social media marketers to draft a solid plan for Facebook Marketing, without paying money. Furthermore, the lifespan of a Facebook post is comparatively weaker as opposed to its relevancy and organic reach. So, there are chances that my Facebook post will not appear in your news feed even if one of your Facebook friends likes, shares or comments on it. So, when it comes to expanding the boundaries of a good, appropriate and worthy audience, the stakes are extremely high.

 

This has made many marketers and analysts mad at Facebook for further narrowing the algorithm down to such a low percentage that it has gotten strenuous for social media marketers to draft a solid plan for Facebook Marketing, without paying money. Furthermore, the lifespan of a Facebook post is comparatively weaker as opposed to its relevancy and organic reach. So, there are chances that my Facebook post will not appear in your news feed even if one of your Facebook friends likes, shares or comments on it. So, when it comes to expanding the boundaries of a good, appropriate and worthy audience, the stakes are extremely high.

Think of new strategies. Challenge these Facebook limitations, more fiercely.
Think of new strategies. Challenge these Facebook limitations, more fiercely.

The organic reach of business pages was barely hitting 6 percent, but now it’s declining even further and faster. At such a standpoint, it’s unyielding to blame Facebook for following a path like most other social media channels when it comes to advertising, but at the same time, it has become difficult, but not impossible, to create and expand one’s potential audience for businesses who are either startups or looking for a new target market for a new product launch.

If business pages are looking for a faster route to gain likes, shares, and comments from people who might be interested in buying their products or services, is Facebook Ads. That’s our only option; and it’s really disheartening because Facebook is the first website that most of us browse to when we’re on the web. And with Facebook, many businesses have gotten the opportunity to express open access, interaction and positivity to the market of potential buyers, influencers and partners. And Facebook users to a whole new world of connectivity and knowledge. It’s the free book for the reader, or so it was.

Even with Facebook Ads, you get to set your target audience, to which the ads are visible to. But, it’s completely uncertain if you achieve activity only by those who ultimately buy the product or service from you. Facebook doesn’t guarantee you these set standards and if the algorithm doesn’t deliver in your favor then you end up with more than a thousand likes on a product post and no worthy gains. But if it does deliver, your fans will provide credibility; they will offer insights for your customer base; they make your ads more effective when they interact with them and share it with their friends, increasing the chances of them being shown on the news feed of other fans.

Once, we’ve read the problem, we ask for a solution; so here it is. There is no solution. Period.

Take-What-You-Got

Because to avoid overcrowding of content in news feeds for Facebook users and for Facebook to make more money, it’s graspable that the organic traffic is clearing out and away, but, does this mean businesses should move out of Facebook and target other social media platforms such as Twitter or Google+? The answer is both viable and tricky. If a cupcake shop wants to get online to share daily updates about the different cupcake frosting and toppings they serve and they wish to cater to their happy customers with more such elegant and engaging content, how would they use Facebook, if they do not want to pay for it at all? After all, we can still build new Facebook Pages without paying any sum amount and we can have as many pages as we want, at no cost whatsoever. If you were to ask this question, you should expect to hear diverse answers because no one answer is the absolute correct one for every business page. Why? Because it all depends on what you sell (or do), that makes into your Facebook business page. It’s that simple.
You can switch over to Google+ and focus your time and energy on that platform for sharing content and building organic audience and still have a consistent Facebook page. You can completely abandon Facebook and use other platforms such as Instagram because you know you’re reaching organically and you’re sure that it’s happening. Or you can stay patient and keep working hard, hard, hard on your Facebook page and hope to get noticed by those who are genuinely interested. The strategies that you can set for your Facebook page is simple, but consuming to carry out.

This evolution of Facebook has disappointed and discouraged, but businesses can still set stipulated targets to meet and distribute their posts most effectively, trying out every single standard available to us, such as photos, videos, links, status updates, to grab a hold of a good organic reach, if not sooner than later.

Article originally published on CrazeCommerce

Native Advertising: Knowing How it Works

Native Ads aren’t the new hot marketing strategy in advertising, it has existed but been misunderstood which makes it more unknown and forgetful.  What it is is one of the most fastest and effective tactic that businesses can adopt to distribute their “sponsored content” more appropriately and gaining a good interaction level & ultimately conversions. It is a clear contextual marketing format that marketers are taking advantage of after understanding what it is and how it works in the advertising industry. Native advertising is true to its name: it is a paid advertisement that matches the category, content, function and form on which (platform such as Web or a Digital Page) it appears. It is what marketers can use to reach people with interests similar to the respective brand’s needs and initiating engagement with them.

The best way to understand the definition of native advertising, I’ll give you an example: you’re reading a magazine about sports and you happen to come across an advertisement in the magazine, that introduces you to a new kind of sportswear that is both creative and useful to you, now if you’re a sports person you wouldn’t think twice before either logging on their brand’s webpage or one of their social media profiles to begin engaging with their content and maybe even purchasing that same product that was displayed in the ad. Such ad placements are native ads as they’re “native” to the kind of platform they’re published on.

Now, we’ve understood the actual meaning of Native Advertising. Let me explain to you- How You Can Use It to Your Benefit.

Step one:

Target should be your target: Marketers should begin creating native ads by constructing a complete demographic of the audience they’re targeting, then developing the product that they’re advertising with its appositeness to the category it is best fit in, and finally, building the content that is engaging and edgy.  Readers want more details or a good indirect call-to-action in the advertisement that will lead them to the brand’s website and generate conversions and engagement.

Step two:

Distribution is key: Contact a content-distribution provider who can broaden your scope of possible and interested buyers that fit your demographics and while the distribution bit is being taken care of, you can build your research on the kind of product you’re selling and it’s adaptability to its market. You can also target some more effective distribution channels because you need your brand to get noticed by potential buyers quickly and in a steady way; it’s important to understand the reach of that distribution channel and how they influences their audience.

Step three:

Write compelling posts: Since, native ads can also be promoted on closed and open platforms, marketers can create posts relevant to that particular posting platform. For example: If your native ad is getting promoted on Twitter, your limitations would be many but you can use that to your advantage after having done the research about what is most tweeted and liked by your targeted audience in the relevant brand’s industry.  Like this you can use such social media platforms to your advantage and make interesting posts to create surprising results.

Now, let’s read about How Native Advertising Is Better than Standard Advertising?

I’ll give you 5 reasons for why it is better and 2 for why it’s not. But, remember, any kind of marketing strategy has its pros and cons but you should take advantage of certain strategies that are suitable to your business’s needs and goals; for some might and might not work for you.

Why is Native Advertising better than Standard Advertising?

  1. You can target those who ultimately become buyers and influencers for your brand.
  2. In a market cluttered environment, your brand generates appropriate awareness and people hold a common significance with you.
  3. Sponsored content has a reputation of being ignored because there aren’t any demographics set to standard advertisements. But on the other hand, native advertising has a strong base of customer demographic.
  4. Your content is handed off to the right people as recommendations of other brand’s with similar personality like yours; which means that you’re building into a community of already existing buyers and sellers to promote an interactive and open environment
  5. It’s right to the point. It’s hot and it’s working!

Why is Standard Advertising better than Native Advertising?

  1. It’s limited to the needs of your demographic only. Since human mind is prone to new likings, they’ll be ticked off because they’re not your demographic audience; you won’t be able to turn potential buyers into happy and interested customers.
  2. It’s important to respect your customers and develop brand awareness in the market, which by native advertising, there are limitations to that too. You posts depend on what your customer like about you and a change of course in your brand’s personality would make you lose certain existing buyers who are already in the game.

So, Native Advertising, the usually misunderstood advertising strategy is now completely open and lucid to you. And if you have any more reasons of how Native Advertising is either beneficial or limited to your brand’s needs, you can LEAVE A COMMENT BELOW, SHARE & LIKE THIS POST!