Once our team has a strong handle on the audience your brand wants to target we’ll create custom search and display ads. This process is extremely important for qualifying leads before we pay for them to visit the website. The ad creation process is similar to our web design process in which we share examples that both parties like and dislike and then create a series of drafts. Once the drafts are approved, we’ll use the ads and monitor which ads are receiving the most positive engagement and then tweak or remove the ads that aren’t producing. A strong digital ad campaign will update their ads designs on a monthly basis to keep a fresh look for their target audience.
Remarketing is a digital ad strategy that targets users who have been on your website and then serves them ads on other websites or social media sites like Facebook, Instagram, and Twitter. It can be used ongoing basis with a max budget, however, it can also be configured to have specific actions and rules based upon what people do when they are on the website.
Ideally, we’d set up multiple campaigns that are dynamic and show users different ads based upon the pages they visited. For example, we’d create ad campaigns for users that visit the certain services/product pages on a clients website. This will allow us to understand what services users are converting on and monitor/update the campaigns to adjust and increase the conversion rates for future campaigns. The platform that we’d typically use to launch and monitor this type of campaign would be AdRoll (adroll.com).
Google Search Ad Campaign
Inbound marketing campaigns are usually extremely successful because we’re placing ads when a user is searching for services/products that we offer. For example, when a user searches for a “web design agency in huntington” Goodpep will show up.
Creating and maintaining inbound marketing campaigns are slightly different from remarketing. There require a little more research and more hands-on monitoring on a weekly basis, as it’s common for search trends change. We also will need to ensure that the terms we are bidding (paying to be featured first on google) on are producing quality leads.
Ideally our campaign would start with a few broad terms that we want to bid on and our team would gradually refine. We will use Google Adwords (adwords.google.com).
Facebook Ad Campaign
Facebook campaigns are generally less expensive than Google Search ad campaigns, allowing us to cast a wider net. They target users by their interests and behaviors rather than what they’re searching for at the very moment. This is one of the reasons why Facebook ads tend to be cheaper, as we’re not 100% sure the audience is looking for our content but they share similar interests with past and current customers.
An example on how we’d target users within Facebook would be adding the interests and data that your current customers have/are interested in and allow Facebook to determine which people are most likely to find our ads relevant. It’s important to have multiple ads, audiences, and analytical tracking pixels set up so we can follow users as they interact with our campaigns to ensure they are converting and, if not, to find out where they dropped off.
The most valuable assets within digital advertising campaigns are the analytics. All clicks, conversions, engagements, etc. are all trackable allowing our team to send monthly reports that breakdown traffic sources and measure an accurate ROI.