Accelerate Growth with Expanded Advertising Management & Expertise
Discuss Campaign Goals
There are many reasons to add paid traffic as a lead generation tool to bring more users to your website. In some cases, it is not even possible to gain visibility without paying to get your website in front of potential users. Imagine a highly competitive search term that populates 5 ads above the fold. Those companies who understand the pay-to-play nature of modern search engines are willing to pay for their spot at the top. And, they subsequently push down even the best SEO-optimized search results.
Also, it’s important to consider the value in paying for traffic in order to test messaging. Thereis no better way to test your website copy or your marketing funnel than to load it up with users and watch how they respond to changes. When done properly, you can gain valuable insights in days that could otherwise take days to gather from organic traffic.
Paid digital advertising is both a short and long-term approach to driving users to your product/website and as a top internet marketing agency, we usually use PPC to supplement SEO services. These are usually used for retail sales and obtaining new followers. Testing is much more important because sometimes even very small changes to ads can result in significantly different outcomes.
High quality ads are mandatory since you are usually paying to get in front of people for the first time. And, in google AdWords, low quality ads actually have to pay more for each click. Facebook is a growing platform for ads and video is becoming most prominent.
Discuss Campaign Goals
What does it mean when someone says, “We need to build out our digital advertising funnel”? It means taking advantage of multiple advertising goals, platforms, or ad types in order to maintain cost-effective campaigns that move your potential customers through an optimized “funnel”. Here’s an example of an advertising funnel we built for a client that sells physical artwork online:
Using Facebook and Instagram’s detailed demographic and interest targeting options, we identified multiple target audiences to test against each other in the form of A/B split test PPC ads. After a week of data collection, we determined the “winning audience” and set them as our primary target for all “acquisition campaigns”. We scaled up the ad budget for these Facebook and Instagram acquisition news feed campaigns, and it resulted in a decent number of sales at a favorable cost.
After about one month of advertising, we launched phase two of our ad funnel. This entailed utilizing the Facebook Pixel to collect retargeting data and show tailored ads to people who had shown interest in the artwork by visiting the website. While the initial acquisition ads were optimized to generate as many website visits as possible, we customized the retargeting ads to focus on buyer intent by showcasing the exact artwork pieces that potential buyers had viewed.
After another month of running both acquisition and retargeting campaigns, we were not surprised by the results. The bottom-of-the-funnel retargeting ads generated TWICE as many purchases as the acquisition ads while using HALF of its budget. This shows how adding one more layer to your PPC funnel can potentially lead to a cost-per-conversion that is 4+ times cheaper than running a single layer of ads in your funnel. Interested in learning more about building an advertising funnel tailored to your business goals? Contact us for a free PPC strategy call in which we will discuss how to build a cost-effective, results-oriented funnel for your business.
Our San Diego Paid Digital Ads team can help you either start ad campaigns, improve upon the ones you currently have, or even setup affiliate marketing programs that can allow you to use your website for passive income. Usually these campaigns are run for a short period of time, examined for opportunities, and then optimized repeatedly. Because the competitiveness of certain ads can change, it is important to pivot frequently. Our client budgets range from a few hundred dollars to tens of thousands of dollars per month.
Our ads help our customers to expand upon their organic traffic through researched campaigns. To maximize results, we can help with your SEO strategy development and make sure every aspect of your marketing plan is working together.
“Our firm has worked with these guys for over 3 years and they now control all of our paid advertising channels. We started by giving them Google Ads, then it performed so well that we kept giving them more and more of our advertising budget to manage.”
-Tamara T., Marketing Director in Santa Clara, CA
We provide every client with a hands-on account manager that takes ownership in, and is held accountable for, the successful results of your growth strategy!
The SunCity Advising marketing team is much more than a digital marketing company — reach out to see why our clients trust our firm with all of their tough digital marketing decisions.
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