Online Advertising (Paid Media) Services

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Online Advertising Services

What is online advertising and why do you need it?

The most common types of online advertising are paid search advertising (also known as pay-per-click or PPC), social media advertising, and display ads. Paid online advertising is one of the most efficient ways of reaching new customers at the time they are most likely to buy your products or services. Depending on your goals, you pay either whenever someone engages with your ads or based on impressions (how many times your ad was shown).

PPC Advertising

Pay-per-click (PPC) ads are online text ads that appear in search results (e.g. in Google, Bing, or Yahoo). They are probably the most common form of online advertising as everyone online is searching for products, services or information using one of these search engines.

Research indicates that people click on paid search ads more often than any other form of digital advertising.This provides tremendous opportunities for advertisers. Your ads will appear whenever your target customers are searching for products and services you offer, and you pay only if people click on your ads. Both AdWords and Bing Ads provide detailed reports to help you optimize your ads for greater ROI.

Social Media Advertising

Social media ad platforms such as Facebook Ads, Twitter Ads, LinkedIn Ads, and others provide a way of reaching your target customers on the social networks where they hang out the most.

Social ads provide targeting options based on the demographics and interests of your customers. This way, you can find your target audience easily instead of waiting for them to find you. All popular advertising platforms provide insightful reports on how people engage with your ads. This allows you to continuously optimize your campaigns for greater ROI.

Display Advertising

With display advertising, you can promote your business online in a more visual way. It consists of ads that can be shown on millions of websites, blogs, and apps in the form of banners, text, videos, and other ad formats. Google has the largest network of websites (more than 2 million) where your ads can appear providing you with the chance of reaching about 90% of the online users worldwide.

Our Online Advertising Services

Get The Best ROI From Your Ads

Research and Analysis

Our Online Advertising Process is tailored around the business goals of our clients. We start with in-depth research of your business, existing PPC campaigns, keywords, landing pages, and competitor analysis. We analyze your target audience, their online behavior, and the different stages of the buying funnel in order to better target each ad.

Advertising Strategy

Based on the Research and Analysis, we create a detailed roadmap for executing all paid media, including campaigns setup, development of landing pages, ad copy creation, targeting setup, and more. We prioritize all tasks and deliverables and set up goals in order to give you the highest ROI from your ads.

Account Setup

Before spending your advertising budget, we make sure your advertising accounts are optimized for the best performance. This includes improving your existing campaigns, creating new ones, improving your targeting settings, optimizing keywords, creating ads, adjusting bids, and more. The goal is to structure your campaigns for greater reach and lower cost-per-acquisition (CPA).

Dedicated Landing Pages

We can create dedicated landing pages that not only meet but exceed the expectations of your target customers. The goal is not only to attract clicks and visits with your ads, but also to be able to convert these visitors into buying customers. Our team of web designers, developers and content creators has years of experience in creating landing pages that provide outstanding user experience with high conversion rates.

Reporting and Optimization

We continuously analyze and improve the performance of all campaigns. Our analyses and reporting are aligned with your business goals. Each campaign is continuously monitored and optimized on an ongoing basis. Our goal is not just to meet our targets but to gradually surpass them over time.

Online Advertising Best Practices

Create a Buyer Persona

The Buyer Persona represents the profile of the ideal (and most profitable) customer that you want to target with your ads. Before you start spending money on paid media, make sure you know who you’re targeting and what’s the best way to reach them. Most online advertising platforms, such as AdWords, Bing, and Facebook Ads provide great targeting options, helping you market to the right audience.

As part of our Initial Strategy, we create the so called Buyer Persona. The process includes describing the different stages of their buying journey in detail, by focusing on their search intent and online behavior at each stage. Creating a buyer persona is based on extensive research, experience, and interviews with your team and your current customers. The better you understand your customers, the better you will be able to target your marketing efforts.

Do an Extensive Keyword Research

Keywords are the words and phrases that trigger your ads to appear. To avoid advertising to the wrong crowd, you need to do extensive keyword research. This will help you understand what queries your target audience uses when searching for products or services like yours. Search volume is important but keep in mind the intent of the search query, so focus on the keywords that are more likely to result in a sale.

In addition, the keywords and overall message used in your ad copy should also be present on what visitors would see on your landing page. A recent study saw a 39% increase in conversions from a symmetric ad/landing page messaging.

Create a Negative Keywords List

Negative keywords are the words and phrases for which you don’t want your ads to appear. For example, if you are advertising your paid app, you can include the word “free” as a negative keyword.

Make use of negative keywords to filter out search queries that could potentially trigger your ads but are irrelevant to what you have to offer. Regularly analyze the search queries for which your ads appear then update your negative keyword list based on your findings.

Structure Your Account For Success

Advertising on any advertising platform means you need to create an account and structure your campaigns in alignment with the structure of your business, website and the specifics of the platform.

For example, if you’re selling shoes and trousers, you might want to have a dedicated campaign for advertising your shoes and a separate one for your trousers. This way you can create ad groups and ads that share common targeting options, keywords, budget, and more. The goal is to make sure your ads appear for the right audience and to pay as little as possible for each ad click. How you structure your account will eventually define whether you’re headed for success or not.

Optimize Your Landing Pages

The user journey, progressing from search, through your ads, and to your landing page, should provide a consistent experience aligned with the initial search intent. Getting this wrong can result in having frustrated visitors who prefer to bounce back to the search results, leading to a bad brand reputation and high advertising costs.
Keep the content on your landing pages focused. Make sure you give the information visitors would expect to see after engaging with your ads.
Your landing page should load fast and render seamlessly across all devices. The design should immediately present the content visitors would expect to see on your page.
Avoid using any unneeded distractions that could prevent visitors from converting. Often, having separate dedicated landing pages for each product/service your advertise results in a better conversion rate.

Ongoing Analysis and Optimization

The performance of your ads can be outstanding on one day and not so much on the very next. Things such as seasonality, change in search trends, competition, and many more can affect the performance of your ads.

However, just because your campaign is underperforming doesn’t mean you need to stop it. The key is to constantly analyze your performance and optimize your ads accordingly. You need to be able to analyze the data, locate the cause of the underperformance and make the needed adjustments.

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Frequently Asked Questions

  • How much does online advertising cost?

    As frustrating as it may sound, it depends. AdWords and other advertising platforms are auction based. This means advertisers with higher quality ads will have lower costs and potentially could have better cost per acquisition.

    The cost-per-click can vary greatly depending on factors such as the advertising platform you’re using, your industry, competition, ad quality, and more. For example, in the Google Search Network, the average cost-per-click is somewhere between $1 and $2. However, for industries with higher customer lifetime value, CPC can go as high as $50 per click.

  • Do people actually click on ads?

    Yes, they do. Just consider this: about 97% of Google’s revenue comes from ads, which means people actually do click on ads and do it a lot. In fact, studies show that 45.5% of visitors can’t even tell the difference between organic and paid search results.

    In the end, let’s not forget that AdWords and all other major advertising platforms are constantly trying to improve the quality of the ads they serve in order to provide better user experience. Thus, where it’s an ad or an organic result, visitors should, in theory, receive similar experience and this has been the rationale behind Google’s algorithms.

  • When should I expect to see results?

    The great thing about paid media is that you have a lot of control over your performance. Unlike SEO, where typically results take time, with paid ads, once you set up your campaigns correctly, you should see results immediately. Paid ads give you a much clearer overview of how your ads are performing, so you can quickly take action when needed.

  • Where should I advertise my business?

    You need to start by asking yourself what your marketing goal is and how potential customers are most likely to find what you have to offer.

    For example, if you want to sell as many shoes as possible, and you know your target audience is mostly using search to find products like yours, then it might be best to start a Google search advertising campaign. On the other hand, if your marketing goal is to create awareness about your latest shoes collection, then designing banners and advertising your new collection across fashion websites (which are part of the Google Display Network) might be the way to go.

Case Studies

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Pratte International

At Pratte International, we offer a unique way to learn how to improve your ski performance. From Olympic hopefuls to racers, adults and families who share a passion for the sport.

What we did for them: full case study
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