Digital Advertising

Amplify your content and boost your business’ performance by investing in digital advertising. 

Digital advertising is a proven way to boost your organic marketing efforts by putting some budget behind them. There are various ways to go about it, but it’s important to ensure you have a clear strategy to ensure a positive ROI in this space. If you get it right, you can expect to gain a competitive advantage for your brand.

Among the forms of digital advertising you may consider are pay-per-click search engine ads, which will see your offering at the top of search engine results for specific queries. Alternatively, you might want to boost brand awareness with social media advertising or pop display ads on the sites you know your customers are already visiting. Conversely, you could go native with advertising that complements its surroundings on the internet, instead of standing out.


Google Ads uses the pay-per-click system, with your company being charged an agreed amount by Google for every time a user clicks on one of your ads. They will appear at the top of search results for keywords you have successfully bid on, which then appear in search queries. Adwords is a competitive marketplace and the amount you are charged will depend on everything from the keywords you select to the number of your competitors bidding on them.

While Google Ads can be an effective way to drive traffic to your site, there are a number of ways to can maximise its effectiveness. Firstly, you need to know exactly who your audience is, so that you can target them. Secondly, and most importantly, you must conduct keyword research to understand which terms will convert to sales, as bidding on the wrong keywords can be a costly mistake. Once this is established, you can craft engaging copy to entice customers from the ad to your site.

Facebook advertising

Understanding that Facebook is the largest social media platform in the world tells marketers two things – the first is that billions of potential customers can be found here and the second is that so can their competitors and all the content they create. Make yours more noticeable by investing in Facebook advertising.

Facebook is set up to help you refine your audience, taking three categories into account. Define your core audience using their age, interests and geography, before tapping into the people your business has engaged with before, who are known as your custom audience. Finally, this data can be used to target lookalike audiences, who have things in common with the people in the previous two categories.

Now that your audience has been refined, it’s up to you to decide how to engage with them on Facebook. Consider photo ads to gain users’ attention, video ads to explain concepts, story ads to create a narrative or lead ads to capture contact data. Each of these options have their own merits and there’s no reason why you can’t employ more than one type in your Facebook advertising campaign.

Instagram advertising

With a focus on strong imagery, around a billion people use Instagram every month, the majority of whom are looking at the platform at least once a day. Hundreds of millions of them include a business profile in their time on the app and with some paid advertising you can up the chances that the company whose content they’re consuming is yours.

Instagram ads are more native in tone, seemingly blending in with the rest of the content on the platform, thus making them appear more authentic. They do, however, come with a ‘Sponsored’ label that keeps things transparent for the user. A key element of Instagram ads for any marketer is the clear call to action, which will direct traffic to a specific place online where you wish your customers to congregate.

High-quality visuals are vital to the success of ads on Instagram, but you can decide which route you wish to go down. Photo ads allow you to showcase your products and services, while video ads offer 120 seconds of moving images to grab your audience’s attention. Don’t discount carousel ads or ads in Stories to mix things up and use highly-successful formats.

LinkedIn advertising

When it comes to B2B advertising there’s one platform that stands out above the rest. More than 30 million company profiles are hosted on LinkedIn, so you really can’t afford not to be on the site. Using your advertising budget in this manner will help to drive awareness of your brand to a professional demographic to generate valuable leads.

Make a start with your LinkedIn advertising campaign by deciding on the objectives you want to achieve. This will inform your actions going forward, helping with the planning, managing and measuring stages of your campaign. Next, you need to hone in on your audience targeting criteria, with company size, individual skills, job title and level of seniority all areas to consider.

Now, you need to decide which of LinkedIn’s ad formats will be suit your company’s needs. These vary from sponsored content and text ads to dynamic ads and message ads, with each one working in a slightly different way to promote awareness of your brand and generate leads. All that’s left to do is set a budget and schedule for your ads, before optimising them and measuring the performance of your LinkedIn campaign.

Twitter advertising

If you think your brand always seems distant to its customers, then Twitter is a useful platform for establishing connections. The immediate nature of communications on the social media platform opens up many possibilities and with 300 million people actively using Twitter each month, you’ll find a large proportion of your audience on the site.

To run an effective campaign on Twitter, it’s important to know the difference between the types of ads it offers. The first is the promoted tweet, which will be placed in the feed of potential customers. Alternatively, you could opt to be a promoted account, in which your company profile will become a destination for users.

To get results quickly, do not overlook the promoted trend option, which will see your company or product appear in the list of Twitter’s trending topics for 24 hours. This is a hugely effective way to create some buzz around a particular element of your business and is often used for product launches or new service offerings.

For all of this to produce maximum impact, your ad must include a combination of engaging copy and high-quality visual content. This needs to be carefully crafted to grab the attention of your potential customers and deliver your core message in a concise manner. 

Display advertising

There’s a reason why display advertising is still going strong today and that’s because it works. While broadly meaning an ad that is placed on a third-party website to be seen by visitors, display advertising encompasses a variety of ways to showcase your brand online and it’s up to you to decide which is the most conducive to your needs.

To select a specific website where you’d like your display ads to appear you need to go down the site placement advertising route. A broader approach but one that still gives you a certain amount of control is contextual advertising, where ads are featured on sites with a relevant link to the product. Finally, remarketing allows you to catch the ones that got away, with ads appearing to users who visited your own site but didn’t make a purchase in the end.

Specialist advertising

If you want something slightly out of the ordinary when it comes to your digital advertising, then there are a number of specialist areas to investigate. The first is affiliate marketing, which relies on forming partnerships with well-known third-party websites. These sites can be anything from a high-profile publisher to a blog and will receive a small amount of commission for every sale that is made by traffic coming from them.

It is slightly different to influencer advertising but not totally unrelated. This form of marketing sees your brand working with individuals that have a large following on social media. They post about your products to help boost awareness, getting freebies or a fee in exchange. Rules are now in place that mean influencers must state when they are being paid or gifted items in return for posts.

Another option is native advertising, which appeals to some businesses as it is a more subtle form of marketing. Paid ads match the style and tone of the website where they appear, thus appealing to potential customers who like the site they are currently using. Unlike display ads, they are not disruptive and therefore have a certain amount of class about them.