What is digital marketing advertising?

 

Do You Know What is digital marketing advertising?

Digital marketing is one of the most powerful ways to start, grow and develop any type of online business. This type of advertising is useful for any type of product and service, in any industry and any dimension.

• What is so magical about advertising?
• What makes it optimal and high performance?

 

Advertising and digital marketing

We all need the traffic to generate leads, reach our customers and buyers, and make money. Of course, success requires more than just traffic. You need a great offer, a good product or service, a well-designed website, and so on. But without traffic, none of this matters, because there is no one to visit and view, and this is exactly where digital marketing advertising comes into play.
Before we get into the main details, let’s get to the basics to make sure we all have the information we need.

 

Principles of Digital Advertising

When we say “digital advertising”, we mean to buy paid media and it is a process of spending money to attract people in the online world to successfully turn them into new customers. It may seem new, but the concept has been around for a long time. Only the tools, media, and channels we use have changed.
Look for digital ads like blue hoses that drive traffic to your website. The good thing about it is that digital advertising is predictable and completely controlled. Need more traffic? Just open the tap or increase the pressure.
Do you have to stop traffic for a while? Just cut off the water flow.
Many people complain that digital advertising is expensive. They prefer to get all their traffic for free through free channels such as SEO or organic virtual networks.

 

3 Common Problems In Digital Marketing

• First of all, getting organic traffic takes a lot of work. So it’s not so free, right? (There is no such thing as a free business start-up or free traffic. Eventually, you will pay for it with your time or money.)
• Second, your traffic will depend on the algorithm of Google or Facebook. This can be changed with an update, thus reducing your traffic. (Did you know that in 2019, the average organic access to a Facebook post was only 5.5%? This means that out of every thousand people who like your page, only 55 see your organic posts. Companies like Facebook and Google earn revenue from, In other words, they are very interested in converting their high level of access to paid traffic.
• Finally, you will have no control over traffic and have less chance of upgrading than using paid traffic. (If monetary advertising is like a water hose, organic traffic is like rain, which is also free. But it is unpredictable, you can not control it, and it is unreliable because you may find yourself in the middle of a drought at the worst possible time .)

We are not saying that you should not use organic traffic, but if one is seriously looking to start and develop a real online business, something more than organic traffic is needed. You need to be well-versed in digital advertising and this is achieved by getting an overview.

 

Digital marketing training

Ryan Deiss, the brave founder of Digital Marketer, says:
“The marketing role of transferring potential and actual customers from each stage of the customer journey to the next stage is intangible and continuous.”
We like this sentence very much and we use it often. We repeat this sentence so much that if we had a parrot in our office, it would undoubtedly always be repeating it.

Because it reminds us that although this is digital advertising, we can not forget the human element that is inherent in all marketing. Yes, it is true that we use digital platforms to create ads and manage them through technical settings.
But in the end, the visitor of those ads is a human being. If the person sitting on the other side of the computer screen does not understand (what problems he or she has, what he or she wants, and what process he or she goes through to make the purchase decision), none of this digital marketing will work. We have mapped out these processes for you and call it Customer Value Travel (CVJ):

Digital marketing advertising is very popular and has the potential to be used at every stage of the CVJ. But it is often used in these 5 stages: awareness, interaction, sharing, conversion, and ascent.
The following are some examples of paid online advertising used in each of the CVJ steps:

Awareness
At the beginning of the CVJ, you show your ad to people who have not heard your name before. They have been notified after they saw your ad once. If you’ve never heard of thredUP, this Facebook ad can get your attention (note the bright pink bar that appears in the news selection) and gives you information:
You do not know much about this company at this time, but you are aware of its existence and know that they are not a typical second-hand shop. You need the first stage of CVJ.
Interaction
In the next step of CVJ, your goal is to get people to connect, by reading a blog post, watching a video, commenting on a post, and so on.
In this example of a BookBub, he/she will suggest a book at the end with the help of a Facebook ad that shows a test, which will lead to interaction:
Online exams are a great way to engage because they are quick and easy to complete and complete, they are fun and they provide useful information.
Buy a subscription
Your next goal is to persuade someone to buy a subscription, meaning that they have given you their contact information so that you can reach out to them again over time. This is usually done by email, but you can use other tracking methods such as Facebook Messenger, SMS, or even non-email. We have had considerable success in reaching subscribers by using paid online advertising to advertise various clues. The procedure is simple. We create something valuable and offer it for free in exchange for joining the newsletter.
Take a look at this example:
All you have to do is fill out a form to register in our email list and then you will find the Lead Magnet for free. (In this case, the clue magnet is a low 10-point rating.)
Customer conversion
Now it’s time to have some sales. This stage of the CVJ is all about customer creation. The mistake that can easily get your claim denied is to fail.
But when you follow the CVJ steps in order (by creating awareness, interacting, and subscribing before requesting a sale), you will find that people are much more likely to buy from you.
Below is an example of a HelloFresh “conversion” ad:

Notice how they try to maximize their sales by offering a tempting offer (10 free meals). Yes, discounting lowers profits, but it also attracts more customers, and the more customers you have, the more profits you can make in the next CVJ phase.
Rise
The last and most important step, climbing, is to encourage our customers to make more and bigger purchases over time.
Online paid advertising for your customer base can be very lucrative because these people already know you and trust you, so you will be much more likely to buy products at a higher price. Sea-Doo offers a long-term guarantee in this ad and does its job well:

 

How digital advertising fits in with customer value optimization:

Demonstrates customer value optimization from a 10,000-foot view of the marketing process. In the image below, you can see a view of it:
The customer value optimization process gives you a proven and reliable roadmap so you can build an unbreakable business in any market or industry. So where do digital marketing or online paid media come from?
At the highest level, as one of the traffic sources that enter the process in the first place:
The appeal of the customer value optimization process is that you only pay for traffic initially. Once a visitor subscribes to your newsletter, you can follow them for free.

 

Digital Marketing Tools

Now you need to know what digital advertising is, why it is an important part of your overall digital marketing strategy, and what its place is in the overall landscape. Then we go to some of the specific platforms that are available.
Remember that the concept of paid advertising is not new. These are the only channels and tools that have changed with the advent of the Internet. You can look at many of these platforms as the “digital equivalent” of a newer, older advertising medium. for example:

• Google is similar to Yellow Pages.
• Facebook is like a billboard.
• Pandora is like a radio.
• And YouTube is like TV.

Depending on your industry, each of the different platforms may be more or less meaningful to your business. In this section, we will have a brief overview of some of the largest online digital advertising platforms:

Facebook and Instagram
Facebook has become one of the largest and most valuable digital advertising platforms today. We have aggregated Facebook with Instagram because both platforms are owned by Facebook and use an advertising platform (ad manager).
Facebook and Instagram are incredibly effective channels for paid advertising. A big part of the reason is that these two have a lot of information about their users that Facebook’s algorithm uses to optimize the submission of ads to get the best results.
Here are some real statistics…

Facebook:

-2.41 billion monthly active users

Users by age group:

• 18-24 years: 76%
• 25-29 years: 84%
• 30-49 years: 79%
• 50-64 years: 68%
• Over 65 years: 46%

-Users spend 38 minutes a day on this platform.
-74% of daily users log in to Facebook.
-94% of Facebook advertising revenue is through mobile devices.

Instagram:

• 1 billion active users per month
• Users by age group:
• 18-29 years: 67%
• 30-49 years: 47%
• 50-64 years: 23%
• Over 65 years: 8%
• Users 28 minutes a day on this platform

-63% of daily users log in to Instagram.
-73% of American teens say Instagram is the best way brands can. Inform your products and offers.
Another great thing about Facebook and Instagram ads is that they support a variety of formats. As:

• Video ads
• Crocell ads
• Instant experience ads (mobile only)
• Purchasable ads (only on Instagram)

Facebook and Instagram frequently test and launch new types of ads, which means you have plenty of options for attracting people to these platforms.

Google
Google Ads is divided into 2 different networks: Google Search Network and Google Display Network.
When searching for specific keywords, Google search ads appear in the SERPs (search engine results pages). For example, here are some ads that appear after searching for “cat tree”:
The great thing about Google search ads is that they give you a way to expose your ads to people who are serious about your search (or a topic related to what you do). Most ads on the Google Search Ad Network are text ads, although Google has added newer types of ads, such as shopping ads. (The image above shows the purchase ad above and the text ad below.)
Google Ads Network (GDN) is very different. On this platform, you can display your ads on more than 2 million participating websites. GDN has very wide access, according to ComScore GDN ads have the potential to reach 94% of US Internet users and 90% of global Internet users.
Unlike search ad networks, GDN supports a wide range of banner ads, rich media ads, and even video ads. Here’s an example of a banner ad that makes a good promise or suggestion and offers a call to action.
Youtube
Google owns YouTube and uses the same ad manager as Google Ads. We separate them because the two platforms are different.
YouTube is more than just a video website. It is one of the largest websites and search networks in the world. For marketers looking to reach new customers, YouTube is like a gold mine, a digital marketing platform.

Youtube:
2 billion users log in to YouTube every month.
Users by age group:

• 15-25 years: 81%
• 26-35 years: 71%
• 36-45 years: 67%
• 46-55 years: 66%
• Over 65 years: 58%

-Users spend 11 minutes a day on this platform.
-More than 70% of YouTube views are through mobile devices.
-70% of the content that people view on YouTube is recommended based on its algorithm.
Like any paid online media, YouTube offers a variety of advertising formats and options. for example:
In-app visit ads
They are a type of video ad that is played before the viewer’s selected video. The great thing about properly targeted advertising is that you only pay for it when the viewer has seen or interacted with your ad.

Related video ads
YouTube search results are displayed on the home page and search results pages. (The concept is similar to Google search ads)

Bumper ads,
They are short (6 seconds) and impassable and are played before the viewer’s selected video.

Pre-roll ads,
Ads are impenetrable but longer than those before the viewer’s selected video.
Video is a great way to reach new customers online. If you’re using movies in your business, you’ll want to be on YouTube.
While Facebook, Instagram, Google, and YouTube are the largest online media available, they are by no means the only options.
Depending on your industry, these platforms may also be appropriate for your business:

Amazon
Amazon is an important digital advertising platform for e-commerce companies. 59% of consumers start searching for their products here, which makes it a great place to buy traffic.
Amazon ads can be displayed in various places such as search results:
Or the “Sponsored Products” section:

Pinterest
Pinterest advertising can be a great way to help users find and buy your products. Ads are displayed as promotional pins, such as these two ads by Target and Casper:
People often use Pinterest to find new products, making Pinterest a valuable network for e-commerce companies. (Especially if you sell visual products that represent an attractive effect.)

LinkedIn
LinkedIn is a social network for professionals, meaning it is potentially an important source of traffic for B2B businesses and anyone targeting professionals.
LinkedIn offers a variety of advertising formats such as sponsored content, text ads, and sponsored emails. Below is an example of sponsored content (on the left) and text ads (on the right):
But the most important part of deciding where to advertise is knowing where your audience is.

The more likely it is that your target audience will see them, the better your chances of conversion and the best ROI.

 

Targeting in advertising
Choosing a digital advertising platform is the first step. Once you have decided on the context in which you want to run your ad, the next step is deciding to who you want to show your ad. This is called targeting.
Different networks have different capabilities for targeting. for example:

• In the Google search advertising network, you have to choose for which keywords your ad will be displayed.
• On LinkedIn, you can target specific job titles.
• And on Facebook, you can show ads based on people’s interests

Most advertising platforms also allow you to use demographic information to more accurately target and focus on or exclude people based on age, gender, location, etc.
There are two other concepts associated with ad targeting that you need to know. These are the two temperatures of traffic and re-targeting.

Traffic temperature
When deciding who to target with your ads, the decision to make is what temperature to target. Hot or very hot traffic is considered if the people you are targeting are already familiar with your brand and ready to buy.
People who are unfamiliar with you and do not know anything about you are considered cold traffic.

Why are hot and cold traffic concepts needed?
Because they help you have the right expectations and create your campaign more strategically. Any campaign aimed at hot traffic can have conversions at higher rates and more profitability. But its audience is limited.
On the other hand, a campaign aimed at cold traffic can attract a much wider audience. But these campaigns need more effort to climb. To be successful, cold traffic ads must use a variety of creative messages.
Tip: A good way to turn cold traffic into hot traffic is to introduce them to your brand. Running cool traffic ads that direct people to your site content can help. No matter what temperature you are targeting, there is a digital advertising technique that is often very effective and it is called re-targeting.

 

Re-targeting

Re-targeting means showing your ads to people who have already visited your website. (Or people who have already interacted with your content on platforms like YouTube and Facebook.)
For example, you visit the website for the CallRail call tracking service:
When you visit a website, a cookie is added to your browser that allows CallRail to show you ads on various online advertising platforms across the web. This is why when you visit Facebook, you may see a retargeting ad like the one below:
The important thing about retargeting is that you are specifically targeting people who are already interested in your product or service. As a result, these types of ads perform very well.

 

Produce efficient and effective advertising

Another essential component of any online ad is creating real ads for people to see. As mentioned above in the “Most Important Digital Advertising Platforms” section, the advertising for each platform is slightly different. Some of them, like most Google search ads, are completely textual. Other items, such as Facebook ads, may include images or videos.
No matter what platform you advertise on, your goal is clear: you want to get the user’s attention, prevent them from scrolling, and get them to click on your ad. For this purpose, here are some general principles to help increase the performance of your ads, because you do not need to be a professional designer to design online ads.

 

Tips for Designing Digital Marketing Advertisements

One way you can make sure your ads are impressive enough is to use eye-catching colors and images. Like Waze in the following example:
Or like what Drift did in this example:
Here are some things to keep in mind when choosing your ad color:

• Choose complementary or contrasting colors. Remember that your goal is to get attention.
• Avoid matte blue on Facebook because they also match the color of Facebook.
• If you do not have a color palette, try Coolors. co. Because it gives you a combination of colors that fit together and look beautiful, such as the following:

Also, use a consistent design in all your ads. This can help strengthen the image of your brand and create a lasting look.

Here are some final tips on advertising design:
Font:

• Do not use more than one or two fonts in your ad.
• Use only legible fonts.
• Make sure to use only commercially licensed fonts.

Pictures:

• Always use high-quality images.
• First, decide if you want to use illustration or photography.
• Never use only Google Image Search images. Make sure copyright is respected.
  In the next section,

Here are some helpful tips on how to write effective ads.

 

How to write a good advertising hook?

Another important element of your advertising is the text used. Good advertising has a strong “hook”, a unique hook that addresses your ideal potential customers and encourages them to get to know you better and move on to the next step.
How can you find the right hooks for your ads?
One way is to use pre-and post-strategy to answer these questions:

• (have) to obtain. What does the customer gain by buying your product or service?
• (feel) feeling. How will the customer feel about buying your product or service?
• (average day) daily life. How much does the customer’s daily life improve with the purchase of your product or service?
• (status) Social status. How much does the customer’s social status increase after purchasing your product or service?
• (Good vs. Evil) Good or bad. How much does your product or service help the customer to overcome the novelties and increase the goodness in the world?

Answering these questions will give you five strong hooks that will be noticed by your target customers.
Many marketers can never answer the first question. All they think about is that their product will help the customer get something, without thinking about how it makes them feel, how it improves their normal life, their social status. Gives or makes the world a better place.

 

The Importance of Your Landing Page in Digital Marketing Advertising
Once your ad is complete, the last thing you need to prepare before launching your campaign is the landing page. Your landing page is the web page that people are redirected to after clicking on your ads. Carefully select your landing page. In most cases, the best option is to create a page that fits your ad perfectly.

Criteria for helping you measure the success of your digital marketing ad
After launching your online advertising campaign, your next question will probably be:
Are my ads effective?
This question will not always be answered as easily as we expect.
Depending on the purpose of your campaign, you may need to use different combinations of metrics to measure your success. Here are some common metrics to measure the success of digital advertising and help you identify weaknesses and poor performance to improve them.

• Income. How Much Money Does Your Advertising Make?
• Return advertising costs. Revenue divided by advertising costs (For example, a 3.4 return on advertising means that you earn $ 3.40 for every $ 1 you spend on advertising)
• Sales. The number of sales obtained.
• The cost of each sale. The average cost of creating a new sale.
• Clue. Several clues were generated.
• Cost per lead (CPL). The average cost of creating a new clue.
• Clickthrough rate. Percentage of people who click on your ad.
• Cost per thousand visits (CPM). The cost of access to 1000 people. The lower the CPM, the lower the reach to a wider audience.
• Cost-per-click (CPC). The amount you pay each time your ad is clicked.

(Note that an ad platform will charge you either based on impressions or clicks (CPM or CPC) but not on both).
If you’re going to manage digital marketing campaigns, you need to be familiar with these terms. Because you will deal with them a lot and you have to interpret and understand them and also use them to improve the performance of your ads over time.

 

Optimizing digital marketing advertising campaigns

When you launch your first online ad, you might expect sales to start rising immediately. Unfortunately, this is not usually the case. Rather, the results you get may range from “acceptable” to “very bad.”
But do not be discouraged. Probably not even the first time you played basketball or skating or started crocheting.

 

Digital advertising is a skill.

The good news is that every time you launch an online advertising campaign, you learn new things. Even if the ads are not effective, at least you’ve gained valuable information about ineffective practices, and you can now use that information to make progress. Then try again and again.
This process is called optimization. It means making changes to your digital advertising campaigns to improve your results over time.
Some of the things you can change or modify include the following:

• New ads
• New methods of targeting
• New landing pages
• A new offer
• Different settings within your advertising platform

The latter can refer to bidding changes or optimization strategies. These kinds of changes can have a huge impact on the performance of your ads, so when changing your digital ad platform settings, make sure you do something consciously.
By carefully testing and optimizing all the elements in your campaigns, over time you will learn what is effective and what is ineffective to use to further improve your results.
But once your campaigns are up and running and you realize you have a good return on investment, how can you increase those good results?
This is called scaling, and we’ll cover that later.

 

Scale digital marketing campaigns

Scaling up is when you are looking for more consistent results when your campaigns are doing well.
In general, a campaign can be scaled in two ways: vertically and horizontally
Vertical comparison is when you increase your campaign budget to reach more people. For example, if you spend $50 a day on Facebook and get good results, you can increase your budget to $100 a day to get even more results.
Horizontal scaling is when you have an ad that affects an audience and you start showing it to a new audience. For example, if people who are interested in nutrition are your target, you can also target people who like healthy food, the Mediterranean diet, supplements, exercise, and so on.
Not every audience is going to be effective. Some of them may be far from effective for your target avatar, but you will not be sure until you try, and as you scale your campaign, keep this in mind: Keep track of your results to make sure You are in the acceptable range.
If the cost per capita (CPL) or cost per thousand visits (CPA) is too high, you can suspend scaling, then go back and do some optimization.