Digital Advertising Agency
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.
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.
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.
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.
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.
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.
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.
Modern businesses operate in an increasingly crowded and dynamic online space, where there has never been so much competition for potential customers’ time and attention.
If you want your brand to stand out and connect with your audience in this environment, you need a strong digital advertising strategy. Get your digital advertising right, and you’ll benefit from:
- More brand recognition and engagement
- Better results from social media
- Increased traffic to your website
- Higher-quality leads
- Improved conversion rates
Digital Advertising Agency
If you’re keen to achieve these benefits but you’re not sure where to start, or how to devise a strategy that will work for your business, you could benefit from teaming up with a digital marketing agency.
Why hire a digital advertising agency over a traditional one?
One of the biggest incentives to work with a dedicated digital ad agency is to access specialist skills and expertise that will help you make the right decisions and investments for your business. Digital marketing is a fast-moving space, where it pays to stay up to date with trends and technologies that matter to your customers and give you new opportunities for engagement and lead generation.
How traditional and digital advertising agencies compare
An agency that specialises in digital marketing and advertising will focus purely on the potential of online and digital channels to drive awareness of your brand and generate new leads for you to convert into customers.
While traditional advertising agencies provide digital services, they also operate in areas such as:
- Direct mail
- Print and outdoor advertising
- Product placement
- Radio and TV ads
Why would you need a digital advertising agency?
Working with a specialist digital marketing agency is a good idea if you want to take a focused approach to your advertising. This will help you maximise the benefits you can expect to gain from methods and channels such as:
- Online display ads
- Native advertising
- Social media
- Pay-per-click ads in search engine results
- Video advertising
Since they operate exclusively in this realm, dedicated digital marketing companies will be able to keep you up to date with key concepts and topics you should know about, such as the latest trends in social media marketing or programmatic advertising.
Key questions to ask a digital advertising company
When you’re assessing outside agencies to support your digital marketing, it’s a good idea to be prepared with relevant questions that will help you judge whether they’re the right partner for you.
The answers to these questions could have a big influence on your final decision regarding what sort of company you want to work with.
What results have you delivered for past clients?
The results a digital marketing company has provided for its previous clients are by no means a guarantee of future performance, but they could be a useful guide when you’re thinking about how this firm might be able to improve your digital advertising.
You could find it particularly useful to ask for case studies and real-world examples of how the company has helped its past customers overcome their challenges and optimise their advertising ROI.
How will you work with us?
It’s important to know how a prospective digital marketing partner approaches their work and delivers their service on a day-to-day basis, so you can be sure their methods will complement your own.
You’ll also want to get as much information as you can about practicalities such as:
- Who will be your primary contact
- What access you’ll have to shared systems and software that will help you keep track of ongoing campaigns and projects
- How you will be kept informed about ad spend and use of budget
How would you build on what we’re already doing?
This is a useful question to ask when you want to test a prospective partner’s ability to make relevant, actionable recommendations that would make a real difference to your digital advertising and the results it’s generating.
If you’re looking for a creative agency that won’t be shy in recommending new approaches and challenging the status quo, this is a good way to find that out. It gives the company the opportunity to show they understand your needs and can come up with fresh ideas and plans to take your digital marketing forward.
The advantages of working with a digital advertising agency
Undoubtedly one of the most valuable advantages you can expect to gain from working with a specialist digital advertising agency is access to skills and knowledge that are specific to this area.
It’s difficult to keep up with the latest digital marketing trends yourself, so it makes sense to team up with a dedicated partner that can keep you abreast of everything from Facebook advertising opportunities to the latest developments in video content.
Crucially, outsourcing your digital advertising to an outside supplier can free up your time and internal resources to focus on your core business. If your chosen agency does its job properly, you’ll see a steady supply of fresh leads and opportunities to keep your company growing.
Finding the best digital advertising agency for you
So you’ve decided that bringing in an outside company to look after your advertising is the right option for you. But how do you then go about choosing a particular agency that will be the right fit for your business and your digital marketing strategy?
Know what you need
A crucial early step is to be completely clear about your needs and what you expect your partner to provide. Are you only looking for digital advertising services, for example, or are you in need of broader support for your content marketing, or help in other areas like web design?
You should also think carefully about how you expect the working relationship to function. Do you want a high level of involvement in your digital marketing and advertising, or are you looking for an agency you can trust to take complete control of these processes and deliver good results?
Look for experience in your sector
If an agency has a strong background in your sector and is able to demonstrate deep knowledge of current trends and challenges, it could give you some reassurance that they will be the right partner for you.
Ideally, you should be looking for a digital marketing specialist that can supply case studies and testimonials detailing the results it has delivered for other clients in your industry. If these past customers are similar to yours – with the same sort of budget, goals or obstacles to overcome, for instance – even better.
Take a realistic approach
According to entrepreneur and digital marketing expert Neil Patel, when an agency ‘promises the world’, the customer should run in the opposite direction. Some companies might insist they can transform your digital advertising overnight and deliver instant results, but it’s wise to show caution and ask them to back up their claims before making your decision.
Another warning sign is extremely low prices, which are likely to be indicative of the level of service you can expect to receive. It’s important to be pragmatic and acknowledge that, if you want to get good returns from your digital advertising, you should be prepared to invest in it.
Seek a partner that cares
As romantic and unrealistic as this might sound, it’s truly important to look for a digital marketing partner that actually cares about your company and what you’re trying to achieve. Every potential supplier pitching for your business might tell you they care, but by paying particular attention to this issue in every call, meeting and interaction, you can gradually gain a clearer idea of which ones are genuine, and which are just saying the right things to make a sale.
Before handing over such a crucial aspect of your business to an outside supplier, you should feel confident your chosen agency is fully committed to helping you get the best results.
Look to the future
You’re likely to get the most positive outcomes from supplier relationships that stand the test of time. It’s wise, therefore, to take a long-term view and ask whether you can imagine working with any potential partner for the long term.
When evaluating digital ad agencies, it can be useful to ask whether they would make a natural and productive addition to your existing marketing team. If you can find a supplier that is an ideal fit for your business and how you work, you can build a strong partnership that delivers benefits for many years to come.
If you have specific questions about digital advertising, with regards to the unique needs and goals of your company, get in touch with Axonn to start a conversation.