Building a website is only the first step in your digital marketing process. Next challenge is to get people to visit your website. Luckily, there are many different online advertising platforms you can use to speed up this process.
Online advertising is a multi-billion dollar industry. According to Statista, the global digital advertising expenditure will amount to over 335 billion by 2020. However, not many marketers succeed in developing effective and efficient digital ad campaigns.
Most marketers fail to generate better ROI (Return on Investment) because they lack the necessary data to properly target the right audience for the ads. Don’t make the same mistake.
If you’re thinking about promoting your website with digital advertising, do it properly. Begin your online advertising campaigns by first conducting marketing research and then follow these steps.
Do your market research
You shouldn’t blindly create ad campaigns targeting random people on the internet. Before you create the ad, you should learn more about your target audience and find out which platforms they spend their most time on. This process is called market research.
There are several ways you can conduct a market research. You can create a survey and ask questions directly from your audience. You can spy on your competitors to find where their website visitors come from and what kind of content they produce to generate traffic. And you can track your own website visitors to study their behavior as well.
Create buyer personas
Once you learn more about your audience and where they are at, you can then use the data you’ve gathered to identify your ideal customer. It’s also known as creating buyer personas.
A buyer persona is a complete profile of your perfect customer that you create to help craft better content, a better marketing strategy, and create more effective ad campaigns.
For example, if your business is related to dog food, your buyer persona should include all the information related to the ideal dog owner, including their age, gender, employment, location, etc. This will allow you to figure out if they would be interested in your product or not.
Create your buyer persona as detailed as possible to target the right people through your ad campaigns. Create surveys, conduct tests, use Twitter analytics and Twitter lists, and use data from Facebook Insights to learn the right information about your customers and create an effective buyer persona.
Which advertising platform is best for you?
Now that you have a buyer persona, you should now be well-educated on your target audience and what kind of people to target with your ads.
You now need to pick a platform to create your ad campaigns based on your buyer persona to target your ideal customers. Whether they’re business professionals who mostly use LinkedIn, teenagers who enjoy posting pictures on Instagram, or academics who use Google Search for studies, there are many different platforms you can use.
The good news is, almost all these platforms offer advertising opportunities at affordable costs.
1. Google AdWords
Google AdWords is the first choice of online advertising among marketers and for a good reason as well. It’s most effective and versatile platform for targeting customers.
According to a study conducted by the University of Pittsburgh Marketing, a small business managed to generate a sale of $20,000 as a result of a $100 AdWords campaign created by a student. Ask any marketer, that’s an incredible ROI worth investing on.
What makes AdWords great is that it’s open to all types and sizes of businesses. From big brands such as Fiat, Colgate, and John Deere to small startups, Google AdWords allows you to show ads to your potential customers by targeting specific keywords and search terms.
Setting up an AdWords campaign is easy, but it requires careful research and planning. For example, you need to do proper keyword research to find the most effective and low-competition keywords to target through your ads. You can also create ads as both text and display ad formats as well.
2. Facebook Ads
If your target audience spends most of their time on social media, you can target them through Facebook Ads. In terms of creating cost-effective ad campaigns, Facebook is the best.
Facebook Ads not only allows you to create ad campaigns to target your audience on both Facebook and Instagram at the same time, it also helps you to target your ideal customer and gather more data as well.
For example, Facebook allows you to create custom audiences by uploading your email list segments to find your email subscribers on the social network. Then, you can create effective ad campaigns to target those people. Facebook also allows you to create lookalike audiences based on your custom audience to find more people with similar interests for a wider reach.
Creating ads with custom audiences will also give more insights into your sales and learn more about the customers who are actually interested in your products.
3. Influencer marketing
Influencer marketing is another effective strategy you can use to reach new audiences. Using this strategy, you can ask influencers in your industry to promote your products and services to their followers to quickly generate traffic and build brand awareness.
You don’t have to pay big celebrities to get a better reach. In fact, according to a survey, 30 percent of consumers are more likely to buy a product recommended by a non-celebrity influencer.
This is a great strategy to not only reach massive audiences with a limited budget, but it's also a great way to overcome the big obstacles placed by Ad-Blockers.
Other ways to promote your website
Online advertising is a shortcut you can take to quickly promote your business and website. However, it will only generate results for a very short time.
Consider investing in long-term marketing strategies, such as developing a blog to grow your email list, optimizing the website for SEO, guest blogging on popular publications, and creating effective social media campaigns.
Whichever method you use to promote your business, keep collecting data to refine and optimize your campaigns to generate better results each time.
*Syed Balkhi is an award-winning entrepreneur and co-founder of OptinMonster, a powerful conversion optimization software. He is also the founder of Awesome Motive the company behind several popular small business software that collectively powers over 3 million websites and serves billions of page views every month.*