Online advertising in the late 2010s is WORKING for businesses. Facebook and Google are bringing in more marketing dollars than they ever have before.
In this article, we go through how each platform works for businesses just like yours.
Email Advertising WORKS
Email is the new official address of your business, in many cases actually replacing your physical postbox. (Think about it: Your identity is verified via your email address and your cell phone number more frequently than through any other means.) Just because open rates are at an all-time low doesn’t mean that email doesn’t work for marketing; it just means that 70% of emails suck. Thankfully, standing out in an inbox has never been easier. All you need to do is think, “What would grab my attention in my inbox?” That is the true path to catching your customer’s eye.
How do we know that email advertising works? For one of our customers last year, a weekly email generated over $1,300,000. That is a LOT of money that would not have been produced without that weekly email.
Facebook Advertising WORKS
Right now, PDG Advertising is providing customers with 5xROAS. That means that customers who spend $100 on advertising on a given day are making $500 back in sales, solely due to Facebook adverts. Sure, people say that Facebook is dying off. It will eventually (everything does), but it’s still an excellent place to get customers for your business. In fact, I put Facebook alongside Google as one of the top two digital platforms to get in front of your customer for the best price.
In late 2018, a new e-commerce customer of ours went from making $0 to over 5x their return on spend using just Facebook Adverts. This was over the Christmas period and has actually grown in the new year. Now, the game is just to scale these adverts.
Instagram Advertising WORKS
Instagram, in my opinion, works better than anywhere right now, as the algorithm is starting to place paid content above natural content. This is the juncture, in comparison to Facebook, where the most value for money is in terms of advertising. For a low price, you can get in front of your target market.
Depending on your product, Instagram could be an easy avenue for you. A fashion customer of ours added their product range to Instagram and has seen a 20% increase in overall sales because of it. Instagram is so hot right now that any business can increase their profile and customer base by following the three-step system we outline below.
YouTube Advertising WORKS
YouTube has become the go-to place for long-form user-generated content, and vloggers and podcasters are creating on YouTube at a high rate. The ability to catch users for 5 seconds in between their favourite podcast episodes is powerful. Do it repeatedly, and users will have no option but to take on your call to action.
As an advertiser, I am rarely affected by adverts, but on YouTube I am constantly primed by them in the 5-second window between The Sopranos and the cute dog and cat videos I tend to vacillate between. I have bought products based on these good, relevant adverts.
Twitter Advertising WORKS
Twitter was founded 12 years ago. It is still the place to go for quickfire news, share micro-snippets about your brand and use hashtags to link to your posts. Yes, there are bots on there, yes, it is noisy, but it’s still a place where people love communicating. You can still use Twitter to gain new customers, increase awareness and develop relationships online.
We don’t have any recent “wow!” stories from Twitter, but I can tell you this: Understanding Twitter and how it works gives us an information advantage over others. Searching topics and learning about people, what they are interested in and what they are talking about on Twitter is an asset when it comes to creating online campaigns.
All Advertising WORKS
The truth is, all advertising works—even billboards, newspapers and direct mail. The key, though, is that all platforms change over time. One example of this is television: When Sky introduced fast-forwarding through programmes, adverts became entirely unproductive in their current form. Businesses had to adapt, and they did so by having just one frame live so that the advert would still be visible despite fast-forwarding.
We want to help you take full advantage of the opportunities in online advertising, whether you are doing it yourself, have someone internal doing it for you or you have an agency. These are our three pillars of online advertising on any of the above platforms.
Know your target market.
There is no point in trying to sell Manchester United shirts to Liverpool supporters. Understanding your target market—their age, gender, interests and location—is absolutely CRUCIAL to a successful campaign. These days, it’s as simple as entering data into a field or adding the right hashtag to ensure you get in front of the right people.
Create relevant and newsfeed-stopping creative.
I believe that advertising is a mix between art and science. In the area of creative, art is more heavily involved. Creating a winning campaign creative is as simple as putting your business in front of people with the right copy, image, video and sparkle that your business is made of. The only way to really know if your creative resonates with your target market is by testing. There isn’t a secret formula, playbook or online guru that can tell you what will work for your brand; you just have to create and try things out. I will tell you, though, that images are better than text, and videos are better than images for getting in front of people online.
Ensure the call to action is strong, and works.
If you get the targeting and the creative right, the worst thing in the world would be to not have a sufficient call to action—one that does not exist or one that just doesn’t work. It’s easy to think of an advert that doesn’t have a call to action or a call to action that does not work. If you have an ad that says, “Click here to find out more!” and your customer clicks and comes to a broken landing page or a page that isn’t relevant to the business, the whole process is lost in that moment. The cost of advertising—the labour cost of developing adverts—is all lost, and not because people don’t want what you have or because advertising sucks, but because you screwed it up!
When someone comes to PDG Advertising saying that their campaign is not producing the appropriate results, the above points are the first three areas that we troubleshoot.
I can’t wait to see what you are going to do this year with your advertising. Let’s connect on it. Visit www.pdgadvertising.com, click “Get Started” and fill in the form and we will be in touch for your FREE consultation.