There are a multitude of ways to advertise your business online. Most sites have the ability to advertise on them. Even social media sites such as Facebook and Twitter, or search engines like Google. Knowing which is best for your brand can be daunting.
PPC vs PPI
Whatever site you’re going to advertise on, the model is practically the same. You design your ad and decide on a budget, and then choose Pay-Per-Click or Pay-Per-Impression for your ad. Paying per click means you’ll be charged every time somebody actually clicks on the ad and goes through to your link. Paying per impression means you’ll be charged every time the ad is shown, regardless of whether or not the user actually looks at it.
PPC is generally slightly more expensive—ads usually work on a bidding system, and the cost per click could be anything from a few cents to a few dollars each. PPI is cheaper, and also guarantees more effectively how many people will see your ad (if you have a $10 budget and you bid $0.50 per thousand impressions, you know approximately 20,000 people will be shown your ad).
It isn’t all about the money, however. PPC can make a smaller budget last longer, and ultimately rack up more impressions than PPI if less people interact with it (although that does imply the ad isn’t performing well).
You also want to consider what the purpose of your ad is. If you’re selling a product, the goal of your advertising is to get people to buy. A hundred thousand impressions are useless if they don’t convert to sales, and will be a waste of your ad budget. If, however, you’re more interested in getting visitors to notice your site and brand in general, PPI might prove more worthwhile.
Fat head vs long tail
Another key consideration when deciding how to advertise is what you want your campaign to look like. “Fat head” refers to a broad marketing sweep that appeals to a general, rather than specific audience, whereas a “long tail” approach targets only the audience most likely to convert into customers.
These effects can be produced in several different ways. Say you’ve designed a new cover for Apple laptops, a fat head campaign would target people searching for “computers,” whereas the long tail approach would be specific: “Apple Macbook Pro.”
Long tail campaigns are generally more effective if you’re selling a product. While tempting to target millions of people, what fraction of those millions would ever actually be your customer? It’s far better to focus on the few thousand users who can convert your ad into a positive result.
Location, location, location
The platform you choose to advertise on is critical to your ad’s success. Search engines like Google have an advantage in that people arrive at those sites looking for somewhere else to go. Google is a means to an end, and not the end itself. Social media, on the other hand, is where people go to interact with friends, and they don’t necessarily want to leave that site when they get there.
Again, it comes down to what the purpose of your ad is. If you want to sell your revolutionary new water filter, you should be targeting people on Google looking to buy. If you’re trying to drum up hits for your knitting blog, Facebook is probably a better platform. Especially as most social media sites now let you promote your profiles and pages as aggressively as external links. Building a community on a social media platform is a great way to develop an audience.
While there are a significant number of different ways to market your brand online, if you’ve pinpointed your target audience and tailored an ad specifically for them, you are far more likely to run a successful campaign.
If you’re not sure how to start, pick a plan and let TechTe.am’s friendly experts help.