The world of online advertising has opened up a lot of opportunity for entrepreneurs. Nowadays, you needn’t spend a fortune on marketing to get your business heard. Instead, you can tap into a specific target audience, and find your niche. Advertising online is affordable, accessible, and incredibly effective.
However, there are lots of folks out there getting it wrong. Failed advertising online wastes a lot of time, energy, and money. Today, we’ll show you the basics of online advertising, and ensure you get the most out of your money.
First of all, let’s learn some of the terms involved in online advertising. Most online ads are sold using the pay-per-click format (or PPC). Quite simply, it means you only pay for your advert when someone clicks on it. You get some value from every single penny you pay, because someone has clicked on your link. If you want to learn more about this process, speak to a PPC agency, and tighten up your campaigns. Other pricing structures include CPM (cost-per-meal), which is a set price per thousand impressions. In other cases, you might pay a flat fee to advertise.
We often advise entrepreneurs to start advertising on Facebook. It’s a great way to learn the basics, and Facebook’s platform is simple and intuitive. You’ll set a budget, choose your audience, and design your advert with their templates. The best thing about Facebook ads is the ability to tap into a very niche audience. Thanks to the huge amount of data Facebook collects about its users, you can get very specific. You can target specific age ranges, gender, location, and interests. Of course, you can monitor and tweak your campaigns as you go.
Paid search advertising
When you search for something on Google, you’ll often notice a series of paid results at the top. They have a little orange ‘ad’ sign next to them. These websites have paid for the privilege of appearing at the very top of the results. You can do the same using Google AdWords. Starting a Google AdWords account, you can set up your advert to appear under certain search terms. If you own a fashion store, you’ll set those keywords to ‘women’s fashion’, for example. Just be aware that you’ll pay more for popular keywords.
You’ll also notice banner adverts across all your favorite websites. Again, you can advertise in these spaces for a certain cost. The easiest way to get started is with Google AdWords (again). You’ll need to design and create your own banner image (Google will tell you the exact dimensions). Once submitted, your advert will be shown to thousands of customers on certain sites. If you want access to the biggest sites, you’ll have to approach professional advertising agencies. Naturally, this route is more expensive than Google’s option.
Before you go, we should mention the importance of testing. Before you commit to any campaign, test your advert with a small budget. Then tweak it to make it better. Now, you’re ready to go. Good luck out there!