Marketing Tips & Tricks: PPC & Display Advertising For SME's | B2B Marketing Agency – Kent
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Nielsen recently conducted research which looked into the display marketing business and its tremendous growth. According to this report, the industry grew by 32% in 2013. This data means that the online advertising industry has grown the fastest in terms of advertising media. However, it only has 4.5% market share which is incredibly small given its growth and effectiveness when it comes to marketing. Although it may now sound as a primitive marketing and advertising medium, advertising on television is still the most popular means of advertising.

SME’s should look further into how they can take advantage of display marketing and Pay Per Click. So far, there are only an estimated 11% of SME’s who are using Pay Per Click (PPC) whilst 34% say that they are interested in venturing into PPC advertising. So what’s stopping SME’s in exploring the lucrative industry of display marketing and PPC? This article will look into the tips and tricks that they can deploy in order to fully incorporate display marketing in their advertising strategy.

SET A CLEAR CAMPAIGN GOAL AND MAKE SURE YOU KNOW YOUR AUDIENCE

In order for your display marketing strategy to work, it should be specifically directed to a target prospective customer demographic. It is absolutely worth spending some of your resources to find out who are the people that you should be directing your ads to. This is a better option than trying to cut short on research and development departments and end up sending your ads to people who do not have any interest in it. Sophisticated campaign goals and models would also create a positive impact in your advertising campaign because it will give you a clear path to follow.

DON’T HESITATE TO TEST YOUR STRATEGIES

No matter how well researched your team is and how well-developed your marketing and advertising strategy is, there is always a possibility that it would not work upon its release. It is therefore always good practice to test your campaign and make sure that it is well-received by the majority of the people you have shown it to. Online advertising and PPC are easy to track and are quantifiable so you will have results that are clear. You can explore a combination of keywords that you can incorporate in your ads. You can also see whether static or interactive ads do better with your target audience. From here, you can easily tweak your online advertising and marketing strategy until you find one that works the best.

RELEASE YOUR ADS IN STAGES AND CYCLES

You should be aware about cycles in your marketing campaign and release your ads accordingly. Delivering all of your ads in one go is not as effective as dividing it in several stages in accordance to the cycles that you have identified. Identify your consumers’ purchase funnel time and understand their purchasing history. By doing so, you will be able to create personalised ads with Call to Actions that is most effective.