PPC, Display & Paid Social
Paid Search Advertising
Paid search advertising is a great way to increase your sites traffic when you need it to be seen straight away. Paid search delivers top of page visibility immediately. As soon as you have decided a budget, keywords to advertise on and landing pages to use, we can set this up to go live instantly.
Additionally, search advertising is extremely targeted, and your site will only appear when people search for the keywords you select. This means that you have full control over what you advertise, where and when your adverts appear.
The big player within Paid Search is without a doubt Google Ads and our team has extensive experience using this platform. We believe that to succeed you need a strong foundation that will stand the test of time and that is easy to build on. This should help keep cost down and increase the quality of users that arrive to your website.
Display advertising plays an important role in digital marketing, both direct response and brand awareness.
Unlike search ads, display ads appear on actual websites rather than search results. Adverts can show on several various networks, the biggest of which being the Google Display Network.
You can create text, image or video ads, all of which will appear on websites chosen based on their contextual relevance and context. Display ads, also known as banner ads, might be less targeted and have lower click through rates than search ads, however this is offset by the benefits of increased exposure.
At Sweetjar we can help you determine how display marketing might fit into your overall digital marketing strategy. We will seek out the most relevant placements that will result in the most conversions or most relevant engagements.
Remarketing is a great way to regain business. This could be by ensuring repeat users or previous business that may have been lost. It allows advertisers to target previous visitors to their website through other platforms or websites. Sweetjar Communications offer a couple of different remarketing options, both through Search, Display or Paid Social.
Remarketing through Google Ads allows advertisers to remarket to past visitors through the Google Display Networks using text, image or video ads. We can also manage PPC remarketing campaigns on YouTube using video ads.
Remarketing through Facebook works by advertising to previous visitors of the website on Facebook only. Here you can also advertise using image, carousel or video ads. We can also help remarket using different types of data gathered by you and your partners, however this is subject to GDPR an we will need to agree on a course of action to ensure anonymity.
Additional types of remarketing is through Search, by adjusting bids to increase when Google recognises the users as someone that has visited the site before, or if they are a basket abandoner. We can also remarket through Twitter.
It’s easy to forget good ol’ Bing, however at Sweetjar we’d like to ensure full coverage. Although Bing has a smaller market share, from our experience we tend to see that efficiency is better on the Bing search platform.
Advertising on Bing has some great benefits, for example cheaper conversions, it’s the default search engine on Internet Explorer (which is still one of the biggest web browsers) and it’s easy to set up as they allow for importing already built campaigns from Google Ads.
The impending Bing and LinkedIn integration also offer some new and great targeting options, especially for B2B businesses where it’s notoriously difficult to get your product or service in front of the right user.
ROI is everything. The more high value conversions you can get at the lowest possible price, the better.
Setting up a PPC account is complex with so many different factors that can be altered to cut down on wasted spend, increase CTR and improve quality score, which in turn deliver improved results for your business.
At Sweetjar we can look at your current PPC setup and identify where improvements can be made to ensure you are spending your budget efficiently. Often, small changes can be made that will have a massive impact.
We can also look at your Google Analytics setup to make sure all PPC campaigns are being tracked correctly and that you have goals set up to help determine how effective PPC campaigns are for your business.
YouTube TrueView Advertising
YouTube has become the second largest search engine behind Google. With over 1 billion unique users and 6 billion hours of video watched each month, YouTube has become a large part of many people’s lives. This makes it a great platform to advertise on.
TrueView video ads mean you only pay when someone watched your advert, and there are two advert formats available; In-Stream and In-Display.
YouTube TrueView In-Stream:
- Adverts appear before a YouTube video
- Cost per view charge
- The charge occurs when 30 seconds of the advert has been watched or the whole advert, whichever comes first
- Viewer can skip after 5 seconds of the advert
- Viewers can click to your website from the ad at no extra cost
YouTube TrueView In-Display:
- Adverts appear next to YouTube videos, or in the search results
- Charged on a cost per view
- Charge occurs when the advert is clicked to watch
- No additional charge for a click through to the website
We can help raise your app downloads by taking advantage of PPC. In the same way as any paid advertising model you choose your target audience and decide how much you are willing to pay per install. Your chosen audience will then be shown an advert with a clear call to action to install and they’ll be directed to their device’s app store.
Facebook App-Install Advertising
Like with other Facebook ad campaigns, we can take advantage of the advanced demographics and interest target. We would work together to agree on what the ads will look like, e.g images/videos and copy, to promote your app. These ads will then be shown on mobile.
As Facebook is the largest social network, it also has the most volume of advertising reach and engagement.
Twitter App-Install Advertising
Twitter allows advertisers to create ‘Cards’ that are comparable to what Facebook adverts look like. On the card you will see the text, image/video and a call-to-action button.
Twitters ad platform is growing fast and is an excellent way to reach a tech savvy audience.
Google App-Install Advertising
App install ads can be run across Google’s Search and Display network, as well as across YouTube. On the Search network we would bid on keywords related to your app, while through Display we could choose websites or other apps that are relevant to your target audience and show ads with a call to action to install.
Apple Search Ads
Search ads on the App Store for iPhone and iPad is an efficient and easy way to help people discover your app. This can be set up dynamically, where Apple identifies during which searches your app ad should appear, or you can choose the keywords that you would like to target.
Facebook & Instagram
Facebook is the biggest social network in the world with over 1.5 billion users. This means that there is a massive opportunity to get your brand’s message in front of your target audience through Facebook advertising.
With Facebook making several changes over the years, it is no longer enough to just post organically and do the occasional boosted post. It simply doesn’t achieve the reach needed, so a paid strategy is a vital part of your digital marketing mix
You can drive all kinds of KPI’s on this platform, for example brand awareness, website traffic, leads or sales. With the ad formats on Facebook offering a clear call to action, you can ensure you get people clicking who are genuinely interested in your product or service.
Facebook’s offer some powerful targeting options. They allow you to target people based on demographics, education, locations, work, interest, behaviours and even life events. By layering these together, we can define audiences very clearly and present them with adverts that drive results.
Facebook also allows the creation of custom audiences, which allows us to target users more granularly. One example of this is creating a list of people that have added something to their basket but have yet to purchase. We can then target them again to push them to make that purchase. You can also upload a list of existing emails, so you can show them ads on Facebook, or exclude them if needed.
We can also help set up lookalike audiences from your most successful audience lists. This could be users like those that have already bought something from you, or maybe they are like those that have already visited your site.
With over 300 million users worldwide, brands often use Twitter as a customer service platform (which it’s great for), however the opportunities to drive more website traffic and generate leads is huge.
On Twitter you can drive KPIs of all kinds; brand awareness, website traffic, leads or sales. As with other paid social platforms, Twitter has a clear call to action, so you can ensure the people clicking on your ad is genuinely interested in what you have to offer.
The targeting options on Twitter are very clever. They allow you to target people by demographics, locations, interests and words/phrases used in tweets. You can also target people by who they follow on Twitter, which ensure granularity in the audience selection.
As with Facebook, we can create custom audiences, allowing for more specific targeting and target lookalike audiences.
With over 400 million users, LinkedIn is the social network to be on for professionals. People are visiting every day to catch up on news related to their industry, career and peers. With Twitter ad formats you can target people with a wide array of criteria such as:
- Job title / Function / Seniority
- Years of Experience
Using these targeting options, we can narrow in on your preferred audience, showing them relevant ads. This allows for targeting specifically to key decision makers within businesses.
Currently, there are a couple of options when it comes to creating your LinkedIn ads:
Sponsored updates are a pay per click format that allows you to promote a post from your company profile page and get it in front of your chosen audience.
You can send personalised messages directly into LinkedIn inboxes of your target audiences. This is an exciting option, however it’s important not to come across as too ‘salesy’. You are putting an ad in people’s personal inboxes after all.
Dynamic ads pair the profile picture of your target users next to your brand for maximum impact.
There is also some very exciting news related to Bing and LinkedIn integration. Marketers have waited for an update on how the two could merge after Microsoft acquired LinkedIn in 2016 and it seems to finally be here. Once this becomes available for all advertisers, we would be able to leverage LinkedIn targeting options within the Bing interface.
Paid Social Media Audit
Do you already have paid media accounts set up but would like a second pair of eyes to ensure optimum activity? We’d be happy to offer a Paid Social Media audit or review for you and your business.
Our extensive audit will cover everything from campaign setup, ads and targeting, to tag implementation and audience setup/development.
A correct analytics set-up can be the defining factor in whether an SEM campaign is successful or not.
When we take over an existing analytics account, we make sure to see if it has been implemented and configured successful. This means checking that the code has been correctly set up, no filters have been added incorrectly and ensuring that the code has been implemented on all pages.
Google Analytics is always developing and being updated, so an important part of our role is to keep up-to-date with those changes themselves.
Google Tag Manager (GTM) is an easy and effective way of implementing snippets of code onto your website instantly. This means that your website will not be at risk from the accidental removal of essential code. GTM allows us to add the following services and functions to your website without the need of a developer:
- Google Analytics
- Google Ads
- Funnel & Event Tracking
- E-commerce tracking
- Custom HTML
Additionally, GTM allows you to create and manage users with the ability to test and debug snippets of code before going live with a version.
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