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Drive Web Traffic With Paid Digital Advertising

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You have a great looking website, but this is not Field Of Dreams. Just because you built it does NOT mean people will come. So, how do you increase traffic to your website? Search Engine Optimization (SEO), Social Media, Email Marketing, Paid Advertising, etc… Where should you start???

Digital Marketing Methods

Here are a few questions to consider:

  • Is your website mobile-friendly?
  • Is your content clear and concise?
  • Is it easy to achieve the end goal on your website?
  • Do you have a budget to acquire more traffic?
  • Do you need web traffic immediately?

While all of the above listed options are valid methods to increase traffic, some take time (SEO), or require an existing audience (Email and Social Media.) However, if you answered “Yes” to all the above questions, then you are ready to run Paid Digital Advertising. Running Paid Ads isn’t quite that simple. What kind of ads – Search, Display, Video or Shopping? Where will these Ads be shown – Search Engines, across the internet, on Social Media? And very possibly the most important how will you reach your desired audience (targeting settings)?

While this blog will never answer all your possible questions about Paid Digital Advertising, let’s at least tackle some of the big ones.

1. Type of Paid Digital Ads

Search Ads – Context based ads that appear above and below Search Results. These ads consist of Headlines, Body Copy, URL and often various Extensions (ie. location, phone numbers and other additional information.)

Display Ads – Image ads that show on various sites above, below, next to, and among a websites content. Since these ads are not the primary reason a person comes to the given website, they need to grab their attention and give them a reason to click.

Video Ads – Often shown before, after or during a desired video similar to a tv commercial. Again, this ad needs to distract a person from their desired video and give them a reason to click.

Shopping Ads – Product focused with the goal for selling typically via an ecommerce site.

2. Placement of Paid Digital Ads

Search Engines – Seems obvious, but Search Ads are shown on Search Engine Result Pages (SERP.)

Display Network – Display Ads can show almost anywhere on the web. There are several Display Networks with the most popular being the Google Display Network (GDN) which boasts to include over 2 million websites,videos and mobile apps. Since videos are included in the Display Network, your video ads will show on this network along with your display ads

Shopping Ads – These ads mostly shown on Search Engine Shopping sections (Google and Bing). However, depending on targeting setting your shopping ads could also be Display ads and therefore be shown across the Display Network.

Social Media Advertising – Facebook/Instagram, Twitter, LinkedIn and several other social media platforms have their own Advertising platform. These ads are often similar to display ads, since they are often shown along the side of the page and are not based upon a search, but rather other targeting settings (geographic, demographic and more.)

Paid Digital Ads Increase Web Traffic - Analytics Report

3. Target Audience

The success of your Ads ultimate starts with your targeting settings. Even with the greatest Ads (search, display or other) shown to the wrong audience will never succeed, While Search Ads are primarily targeting and shown based on what a user searches, there are several other targeting settings involved. A short list of setting that can (and should) be setup on most, if not all, Paid Digital Advertising campaigns:

  • Geographic Location
  • Day Parting/Time of Day
  • Demographics (Gender, Age, Parental Status, Household Income)
  • Interest/Topics (for Display Campaigns)
  • Bidding Strategy
  • Device Targeting/Bid Adjustments
  • ReMarketing/Similar Audiences/In-Market Audiences

Following this very oversimplified process to setting up your Paid Digital Advertising will help put you on the path to not only driving web traffic but also growing your business and bottom line. However this is only getting you setup, you will still need to monitor and optimize your Paid Advertising campaigns on a regular basis.

Ready to Start your Paid Digital Advertising? Want Help setting up, monitoring and optimizing your Advertising Campaigns, or just have additional questions – Contact DaBrian Marketing Today.

The Simple Complexity of Pay Per Click (PPC) Advertising

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Does PPC Advertising Even Work?

True Story: Recently, I was told that Pay per Click (PPC) advertising does not work. As the Search Manager at DaBrian Marketing, I was naturally curious as to why the person had renounced paid online advertising. After having a longer conversation with this person, I found out that his/her existing campaigns simply did not consider the appropriate keyword match types. The campaigns were not complete!

Yes, If You Do it Right

While the campaigns may have contained relevant ad copy and led users to helpful landing pages, there was no sufficient targeting. In other words: this person’s ads were displaying for a multitude of search queries – many of which did not actually pertain to the advertised product or service.

Only broad match type was implemented without negative keywords. In other words: the person spent a marketing budget on impressions and clicks without considering how to actually gain new customers. For any advertising campaign – including a PPC campaign – to work, it must consider the complete sales-process.

Accomplishing desired goals connected to new customer acquisition requires precise and accurate targeting in PPC campaigns. Like the kind of targeting the gif, below. But, just with a much happier ending: more sales for your business rather than a concussion. Using several match types (broad modified, phrase, exact, and others) as well as negative keywords could have prevented several unwanted impressions and costly clicks for the person in this story.

PPC Advertising agency in Reading, Pa

Make Your Ads Count & Stop Wasting Money

For your own paid online advertising, eliminate wasted ad spend by ensuring that your ads are reaching the right target audience with the right search queries. Create well-managed keyword groupings that:

1) Cover a host of in-the-moment needs for your potential customers
2) Filter out users that are searching for content that is irrelevant to your business.

When you account for these factors, your PPC campaigns will effectively create impressions, clicks, conversions, and ultimate sales for your business.

For in-depth knowledge about this topic, download our white paper on PPC Keyword Match Types.

When have you seen a badly targeted paid ad on Google or Bing?

Tell us about your experience in the comments to hear from us. Or, just give us a call for fast help and improvement of your PPC account.