You are in control of a wide variety of marketing tools and methods. Both online and offline tools are readily available, and new ones appear on a regular basis. You’ve got a lot of options. Is it you, then? Do they all? Is it possible to have the best of all worlds? Professional services organizations currently use a variety of different types of advertising channels.
Pay Per Click (PPC)
Pay Per Click (also known as PPC) is a kind of online advertising in which a business pays a search engine to direct visitors to its website. However, according to Statista*, Bing will account for 5% of all search engine traffic by June 2021, making Google Ads the most popular PPC provider. Most of the time, these advertisements can be seen at the top and on the right of search engine results pages. Bids may be placed on service-related keywords so that a business’ ad appears in these locations.
In general, the more money you’re prepared to spend on a click, the higher your ad will show in search results. You may improve your campaign approach by doing A/B tests on your selected keywords, headlines, and ad descriptions.
While PPC ads may be an effective tool, if they are not properly handled, they can backfire. By not constantly monitoring your account, you may end up spending too much for clicks while receiving a large volume of traffic with no conversions. For many businesses, getting into a bidding war means paying inflated rates to keep ahead of their rival.
To avoid wasting money, make sure your advertising aren’t attracting the incorrect kind of customer. Junk traffic may cost you a lot. Increasing your traffic may result in an increase in revenue for your company, but are these people truly converting? With the right knowledge and experience, PPC can be a powerful tool for increasing brand exposure and driving visitors to particular campaigns. If not, expenses might swiftly rise without yielding much in the way of rewards.
Social Media Ads
Advertising on social media may transport you to the advertiser’s website immediately if you click on the ad that appears at the top, sides, or in the newsfeed of different social media sites. The ad’s dimensions and location will change based on the platform it is running on. For re-targeting, you may use the platform’s expanded audience or a lookalike audience. In certain cases, you may even use an internal contact list that you submit to each social media network to generate a targeted audience.
However, there is some good news. In contrast to other kinds of advertising, social advertisements don’t interrupt or interfere with what the user is presently doing since they display inside the social media platform’s original content. Because you only pay when a user clicks on the ad (CPC) or when the material is available on the platform (CPM), a large number of individuals may be exposed to your company for minimal cost via social media advertisements.
Other than Facebook, no other social media site offers as many features for a paid digital advertising. For a new user, the choices might be paralyzing. Ads on Facebook are set up via a procedure in which you must validate your company, add payment information, confirm the ownership of a domain and put pixels on the website of your business, among other steps. This phase is important to the success of your adverts and the assessment of their effectiveness.
The targeting criteria used by Facebook are also quite sophisticated. Due to the amount of data it collects on its users, Facebook is able to target paid advertising based on interests, group membership, website use, geographic location, and other personal information.
The inexpensive cost of promoting your firm’s professional services on Facebook is one of the advantages.. In addition, paid digital advertisements on Facebook boost campaign results. The yield/conversion rate for leads may be lower on other social networks, but they may be less expensive. Others are more expensive, but they provide a smaller number of qualified leads.
Paid digital Facebook advertising also have the advantage of offering Facebook reporting options. You may monitor and collect visitors to your site or to certain pages within your site using Facebook pixels-created triggers. Facebook advertisements, by default, target certain KPIs you need to disclose to management or clients, making it an ideal choice for campaign transparency and decision-making processes. Facebook
It is possible for advertisements to show up on a variety of LinkedIn-related sites and areas, such as a user’s newsfeed and inbox or in search results or LinkedIn Groups. Ads will appear in various places on these pages, depending on the publisher. InMail messages and sponsored material are other options.
The ability to target extremely precisely is one of the key advantages of LinkedIn advertisements. In addition to job title and function, advertisers may target people based on age and gender as well as location and industry. They can also target people based on LinkedIn groups. It’s possible to establish a spending limit so you don’t overspend. Even when it comes to your finances, having a safety net is essential.
Business-to-business and professional services organizations benefit greatly from using LinkedIn advertisements Using a customized approach, you can contact the correct people without being unduly obtrusive. LinkedIn advertisements are also lot easier to set up than, say, PPC ads.
Because of this, it’s important to exercise caution when choosing an ad target and to know what data points the platform can access. Objectives such as generating leads should not tempt you. What requirements does the platform have to meet in order to provide you with this service? These goals are often constructed by combining several types of data, such as behavioral and demographic preferences. Due to the high cost of these goals, we have observed very limited success with their implementation.
Using Twitter‘s ad manager, you’ll have all the information you need to make smarter advertising decisions and get the most out of your budget. Using Twitter, you may also target those who have been to your website but haven’t downloaded anything or completed another task your business may have set for them. Furthermore, they allow for the targeting of recipients who are getting your emails but are not clicking on the links inside them. There are many different ad kinds available on Twitter, including the following:
- Promoted Accounts: This kind of ad suggests Twitter accounts to people that they aren’t currently following, but might find interesting.
- Promoted Tweets: These are normal Tweets that advertisers can purchase to reach a wider audience.
- Promoted Trends: This kind of ad allows advertisers to create a trending hashtag and pay to promote it for the day.
There are advertising policies on Twitter and other platforms like Facebook that limit the ability of advertisers to target by age, language, disability, familial status, civil or marital status (including single or married status), sexual orientation (including gender identity and expression), race/ethnicity/national origin, and religion (including those who receive public assistance), and/or precise location (including zip code) (at the zip code level or more precise)
TikTok is an app whose ad revenue is increasing. If you’re a B2C or B2B company looking to improve brand recognition and impact customer behavior, TikTok advertising are a terrific option. TikTok advertisements need the use of video creative materials. Aim for a “natural” feel with your video. It should blend in with the rest of the videos on the user’s newsfeed rather than stick out.
The ad manager on TikTok is expanding significantly in terms of features. You can quickly change your spending to get the most for your money. You can also use TikTok to target those who visited your website but did not finish a download or another task your company may have set out for them. They also let you submit a list of consumers from inside your company. To find a TikTok audience, you’ll need to meet specific requirements on this list.
TikTok offers a wide range of ad options, including the following:
- Brand takeover
- Branded hashtag challenge
- Branded effects
Other digital advertising platforms exist as well. There are many ways to advertise on YouTube, including Google Advertising (PPC and in-stream ads on YouTube), Hulu’s ad management (Beta), and audio services like Spotify and Apple Music.
For new users, Google Ads Manager may be a little scary. To be successful on these platforms, you’ll need to partner with a production company that can create your video or audio material and/or do keyword research for your PPC ads. To make sure your campaigns are successful, an agency may work with you to optimize them.
Because it’s still in beta, getting access to Hulu’s ad manager requires a little work. You may also book a video ad via a Hulu campaign agent if you want to promote on Hulu in another way.
Advertisers on Hulu may target their ads depending on zip code, education level, and income level thanks to the ad manager’s advanced targeting options. It also provides possibilities for targeting depending on other demographic information about a person. CPMs on this platform typically begin at $32/thousand and climb when more specific targeting choices are used.
Pay-per-click (PPC) advertising might be a speedier answer for your company’s marketing plan, but it should be used in conjunction with other strategies. When it comes to B2B companies and professional services firms, paid advertising may be utilized to help generate leads, improve talent acquisition strategies, and raise awareness of your brand. Find out whether these paid advertising choices are a suitable match for your professional services organization by learning more about them.