With the massive adoption of the internet and the cloud, the adoption of remote and hybrid workplaces, and the current push for freelancing and small businesses all having been driven even further by recent events, it's of no surprise that the digital marketing space has followed suit.
Many companies and industries have grown massively as their digital marketing strategies have matured. In contrast, newer ones have sprouted to cater to nearly every need, niche, or personalization imaginable, filling the internet with information and tools for any situation.
For many, this saturation of tools and information and the vast amount of terms used interchangeably or even misused can make starting one's journey into digital marketing daunting, as it is challenging to identify what is relevant to your specific business and situation.
What is Digital Marketing?
"Digital marketing is the component of marketing that uses the internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services." - Wikipedia
So what does that all entail?
- Web Design & Web Development
- Search Engine Optimization (SEO)
- Email Marketing
- Paid Advertising
- Social Media Marketing
- Content Marketing
- Mobile Marketing
- Affiliate Marketing
Digital Marketing vs. Digital Advertising
Digital Marketing being the overall business category, Digital Advertising is the subcategory encompassing all forms of advertising. Simply put, any ad you see on the internet or social media is digital advertising.
Further explained, Digital Advertising refers to Paid-For ads or content aimed to increase brand awareness and is placed in front of potential customers online on social media, search engines, & ad networks. In contrast, other forms of digital marketing like Web Design & Development, Search Engine Optimization (SEO), & Content Marketing tend to focus on improving the quality and volume of organic traffic.
Types of Digital Advertising
Within Digital Advertising, there are five main types of digital ads: Display, Social Media, Native, Search, & Video.
- Display ads are image ads displayed across a collection of over two million websites that reach over 90% of Internet users across the globe. These usually appear as banners, landing pages, popups, or flash ads on websites and blogs. One distinguishable difference between display ads and the others is that display ads do not appear on search results.
- Social Media ads are advertisements displayed on social media networks like Facebook, Instagram, Twitter, LinkedIn, Twitter, & Tik-Tok. Many different types of digital marketing crossover with social ads due to the nature of the platform. It is ubiquitous to see a display, native, and video ads on social media platforms.
- Native ads, also referred to as sponsored content, match the platform's form and function in which it's displayed while integrated and camouflaged into the feed. There are four subtypes of native advertising: in-feed (as seen above), search ads, recommendation widgets, and promoted listings. Native advertising is based on audience online habits and history and will show ads relevant to them.
- Search engine marketing is perhaps the most dependable type of digital advertising because it delivers highly personalized ads and content to potential customers when they look for what is available. The two main subtypes of SEM are pay-per-click (PPC) and search engine optimization (SEO). The most popular SEM platforms include Google, Microsoft & Yahoo.
- Video ads are one of the most accessible & valuable types of digital advertising because of the numerous platforms they allow you to reach & they cater to a different audience's preferences than other types of ads. Some video marketing strategies include making informative content, answering customers' questions, and making creative content driving the brand's social presence. In general, they are simply a video or videos promoting a business or product somehow. Video ads can show up as commercial-Esque ads before watching other videos on YouTube, Hulu, or Facebook, or they can be integrated as native or display ads.
What is Pay-Per-Click Advertising (PPC Ads)?
There are four main types of advertising pricing models used by networks,
- Cost-per-Click (CPC) / Pay-Per-Click (PPC)
- Cost-per-Thousand (CPM)
- Cost-per-Lead (CPL)
- Cost-per-Action / Cost-Per-Order (CPO)
Pay-Per-Click ads are routinely the first links to appear on a Google or Bing search, making them one of the most common and profitable PPC ads available at a 75% click rate. These ads generally respond to direct queries, making them the most beneficial for advertising to people already searching for information. Of that 75%, 41% directly accounts for the top three links that show up first on search engines. According to Google, successful ads generate an average $2 in income on every $1 spent in Google ads. To ensure the most success for your PPC ad, you must arrange the correct keywords for traffic flow to your website or product to secure leads.
What is a Conversion Rate?
Conversion rate is "the average number of conversions per ad interaction, shown as a percentage." In different terms, what determines the conversion rate is the number of ad interactions that generate actions like purchases or calls to your business deemed valuable, divided by the total number of ad interactions.
Average Conversion Rates By Industry
Conversion rates vary by industry, with a 1.9-9.6% range for Search Campaigns and a 0.51-3.34% in Display. The conversion rates for each sector on average goes as follows:
B2B at 3.04% in search and 0.8% in display
E-commerce at 2.81% in search and 0.59% in display
Finance & Insurance at 5.1% in Search and 1.19% in display
Health & Medical at 3.36% in search and 0.82% in display
Law/Legal at 6.98% in Search and 1.84% in display
Real Estate at 2.47% in search and 0.8% in display
Technology at 2.92% in search and 0.86% in display
Travel & Hospitality at 3.55% in search and 0.51% in display
What is Google Ads?
"Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network." Google Ads consists of five primary campaign types to your target audience, Search, Display, Video, Shopping, & App.
Attract People Looking For Your Products
Search ads appear across Google's Search Network (GSN) displayed on Google's search engine and other relevant search websites, integrated with potential customers' search results while browsing for relevant topics and keywords.
Ads differ from search results in that they appear under an "Ads" label and may be placed in several locations, whereas search results appear as links on search results pages and aren't part of Google's advertising programs.
Generate Brand Awareness
Display Ads utilizes the Google Display Network (GDN) to broadcast ads across approximately 2 million websites, videos, and apps. When using a Display campaign, you can reach customers that might not be actively searching for what you have to offer, which works great for expanding your reach.
Get in Front of a Targeted Audience
Google video ad campaigns let you show highly targeted advertisements on YouTube and other websites and apps from Google video partners.
Video ads help you reach your goals by targeting topics, keywords, & demographics and measure how well your audience is responding by tracking views, costs, & other budget details.
Advertise to Shoppers Ready to Buy
Shopping ads are product-based ads suited best for E-Commerce and are displayed specifically for relevant product searches on Google.
Shopping ads are highly effective as they allow you to show off your ads to the right customers when they're looking for your product & are ready to purchase.
Show off your products - https://ads.google.com/home/campaigns/shopping-ads/
Increase Your App Installs
App ads or promotions aim to increase mobile app installs and appear across Google and a variety of its partners.
App campaigns are perfect for promoting your app to consumers who are ready to access & use it.
These services are all fundamentally the same and use the same bidding system; however, they differ in where they appear, their content type, & sometimes the product or service they are marketing.
Search ads show your ads based on keywords in a Google search query that someone has entered about a particular topic. For example, if you were to own a restaurant, you would bid to have your ad show up every time someone searched "Restaurants in Las Vegas."
Display ads work differently from Search ads in that the ad shown to the customer does not depend on a search query. These ads show banner ads placed on websites that would be relevant to the product or service you offer and are typically suitable for reaching a customer base that might not have found your company on their own.
Google Ads Mobile Benchmarks for Your Industry
There are four main benchmarks for optimal Google Ad revenue. These include average mobile click-through rate(CTR), average mobile cost per click(CPC), average mobile conversion rate(CVR), and average mobile cost per action(CPA)
Average mobile CTR has a 3-5.5% range for search ads and a 0.3-0.8% range for display, falling somewhere within the spectrum depending on the industry you plan to promote. Travel & Hospitality is rated highest in this territory is Travel & Hospitality, followed closely behind by online dating platforms and social media.
The average CPC is $2.67 across various industries through search networks, with a $0.60 on display. Reigning the law/legal industry at the highest average of $4.85, the word "lawyer" has set itself as the fourth most expensive keyword in Google Ads. On the opposite end, Arts & Entertainment ranks at the lowest average of $1.01 for Search and $0.41 on display.
CVR takes on a more extensive scope with a 1.9-6.9% range for Search Ads and 0.2-1.4% for display, averaging 3.48% for search engines and 0.72% for Display Ads averages across all industries. Coming in first is the Legal sector with an outstanding CVR of 6.95% Search Ads, but only a 0.31% Display, whereas at its lowest end, Computers and Electronics reigns in with 1.92% Search and 0.31% Display CTR. Arts and Entertainment weigh in with Search CTR at 3.54%; however, it delivers the highest CTR ranking for Display networks at 1.36%.
The most inverse of the benchmarks, CPA has the highest average across Display Ads and maintains a higher standard than Search. Across all industries, the average CPA is $80.89 on Search and $148.68 on Display Ads. In mobile Search you will find the internet and telecom highest placing at $140.40 and an above-average spot in Display Ads at $156.81. On the display aspect, Nonprofit Organizations reach the highest at $308, while only hitting the average in Search at $81.70.
5 Tips for Creating an Effective Digital Advertising Campaign
1. Target long-tail keywords
Long-tail keywords are particular combinations of words and phrases targeted to fulfill a specific piece of content or solution for a customer's need. The less unique the keyword, the probability of your business standing out rapidly declines. To optimize your standing, you would want to include your city, zip code, and the specific product or service you offer.
2. Understanding your target audience
Zeroing in on your target audience will ensure that traffic to your product or service is better met. It wouldn't make much sense to sell family vacations to students with no dependents. This tip coincides closely with the one above, as understanding the demographics & interests of your target audience is required to target keywords appropriately, and it will help improve your brand image and get your name out there with an audience that cares.
3. Landing Pages
Having an optimized landing page is one of the most crucial steps for generating an effective Digital Advertising Campaign. It is the first impressions that often make or break a deal. For example, putting content on the page with keywords that directly relate will improve the probability score on your search campaign. Furthermore, making the landing page relevant to the ad. If people have to navigate through an entire site rather than being taken directly to a page or piece of content related to the advertisement in question, you will lose them in those first moments.
4. Use extensions
Google ads have a great program within their dashboard known as the extensions tab. You can specify your location, products, services, or sales promotions here. The location extension will share exactly which retailers and areas you can find or throw a phone extension on for your ad, and people will be able to easily and quickly call with any questions or book sessions.
5. Rack up a high-quality score
To ensure that your budget reaches as far as possible, the more clear and concise your ad, the better. Google assesses your ads at every angle, from keywords to landing pages, and gives you a Quality Score from one to ten. The greater to score, the better chance of a conversion.