If you have not yet implemented a digital marketing strategy for your business, then you are missing out on many opportunities.
It is true that “online” marketing can seem intimidating and complicated. This can discourage even the most determined entrepreneurs from putting together an online marketing plan. That is therefore the purpose of this article: to examine online marketing and bring it back to basics. To do this, we have created a series of articles outlining long-term strategies, so as not to get lost in tips that may not last very long.
Paid advertising
Sometimes in marketing, you have to pay to be at the top of the results.
You will use ad buying when you want to advertise in a dedicated space on an external website. The best known are of course the Google Adwords and Facebook Ads platforms, but there are many platforms you can test.
Most marketing channels take time before generating profit, but ad buying can produce positive short-term results.
Here are a few key points about the best-known platforms.
1. Google Adwords
Google Adwords is a form of paid advertising, also known as pay-per-click (PPC) or cost-per-click. This means that you pay each time someone clicks on your ad from Google’s search engine or through its distribution network. Adwords is very effective for increasing traffic to your website or to landing pages.
2. YouTube Advertising
YouTube is a video platform with more than 1 billion users and more than 1 billion hours watched per day… So you can reach an exceptional number of people with ads on YouTube!
3. Facebook Advertising
Facebook advertising is known to be an effective and inexpensive way to do digital advertising. When talking about digital marketing strategy, Facebook advertising is often one of the first strategies mentioned because, if it is well implemented, it is a strategy that can perform well.
4. LinkedIn Advertising
LinkedIn advertising is a form of advertising similar to Facebook but recognized for its effectiveness in the B2B field and for marketers. Increasingly used, advertising on LinkedIn now offers different types of sponsored content with segmentation as detailed as Facebook Ads.
5. DSP platforms
This is SaaS software that enables advertisers to carry out and optimize their display advertising purchases. An ad buying and optimization platform, or “demand-side platform” (DSP), is often the technology used by the buyer to place their digital ads.
A data management platform – or data management center (DMP) – is used to collect data, analyze it, and segment it to prepare your audience. These audiences are then integrated into a DSP in order to serve them targeted ads.
Using a DSP platform allows marketers to make strategic decisions about advertising budget allocation.
6. Ad retargeting
Ad retargeting, or behavioral retargeting, is a form of online advertising targeted through banners on websites after an internet user has shown particular interest in a product on another site.
If someone lands on your website via a PPC ad and leaves the page without buying a product on your site, they may never come back. But with retargeting, you can continue advertising until the person is ready to convert.
Use in moderation so as not to annoy visitors.
