Pay-Per-Click or Display Advertising – Which is best?

Pay per click (PPC)  is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher  when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked”.This has become a widely used tool by businesses and enables firms to track their interactions and best utilize their online content.Pay per click advertisers bid on specific keywords in order to have their ads appear, and is hence it can also be referred to as keyword advertising.  PPC advertising can be extremely profitable if done correctly, but in order to succeed, you need to know which keywords will bring you the best results. Pay-per-click advertising can only succeed if you’re bidding on the right keywords. Search engines such as Google and Bing allow businesses and individuals to buy listings in their search results. These listings appear along with the natural, non-paid search results.

Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc. Display advertising is much like the advertising used in magazines or newspaper ads, only now it is applied online . Online display advertising can also come in the form of  moving from static to interactive, flash and video. Display ads can come in a variety of sizes, including half- and full-page ads. Most publications charge more for the larger display ads. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, videos and music. This form of advertising is difficult to measure and businesses can spend large amounts of money without gaining much results.

Advantages of using Pay Per Click advertising

1.Set your own budget: With PPC advertising, you can tailor your budget to your sales goals and how aggressive you would like to be. This is great for keeping you from wandering over budget or getting in over your head.

2.Speed-to-market : PPC ads can be launched quickly, bringing in targeted traffic and qualified leads to your website.

3.Vast exposure: Since both Google and Yahoo!, along with their network partners, reach the vast majority of Internet users, placing a PPC ad on one of those engines will ensure your site is getting maximum exposure to the market.

4.Testing Capabilities :Pay per click marketing offers a tremendous opportunity for marketers to test new ideas, whether it is testing a marketing message prior to a new product launch, experimenting with offers or price points, or just improving an existing PPC campaign.

 The main disadvantage of using Pay Per Click advertising can be viewed below

Advantages of using Display advertising

1. Captivating: It’s easy for web searchers to look pass a text ad. Quite the opposite with display ads. These ads are designed to entice and grab the attention of web searchers, thus prompting them to click your link and learn about your product or service.

2.High Conversion Rate: According to statistics, display advertising has a positive impact on your marketing campaign. Click here for some of the crucial numbers.

3.Ability to Track. Some marketing campaigns are difficult to track. With display advertising, you can receive daily or weekly updates and track the number of times your ads are clicked. This helps you assess whether an ad is working or not.

Display_Ad_Example1

Disadvantages of using Display advertising

Ignored :Ads placed on the side or page in “traditional” ad spots tend to be ignored (because people know that they are ads without paying attention to them – especially if they are animated).

Blocked :As with most ads which are served from an ad server, display ads may be blocked by viewers who either turn off scripting in their browser or have some other type of software that blocks ads.

Limited :Display ads are limited in the amount of information they can convey. Even with animation you usually only have 10-15 seconds of time to get your message across in a limited space.

I have presented the advantages and disadvantages of both Pay Per Click advertising and Display advertising. Both methods have pros and cons, but ultimately it will boil down to what best suits the business and what said business hopes to achieve through its online marketing.

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How B2B Marketers are successfully using LinkedIn.

logo-linkedin

When social media is mentioned generally people will automatically think of Facebook, Twitter and possibly Youtube.  However when it comes to business to business (B2B) marketing and interaction LinkedIn is now very much the one companies are looking to for that competitive advantage. LinkedIn  is  for people in professional occupations. Founded in December 2002 and launched on May 5, 2003, it is mainly used for professional networking and in particular B2B. As of June 2013, LinkedIn reports more than 259 million acquired users in more than 200 countries and territories.

Engaging buyers on LinkedIn is primarily about creating and sharing relevant content and participating in Discussions and Groups.

Below are a list of Reasons how companies can and are successfully utilizing LinkedIn:

1. The Ability to Create an Interactive Company Page  

 Facebook doesn’t allow users to choose what content visitors always see. It’s feed-driven, and mercilessly controlled by Facebook. A LinkedIn Company Page offers companies something quite unique, which is the ability to display a “page” that is unchanging, unless of course the company wishes to change it. Not only can companies add rich media such as videos, sound files and slides to various sections; they can also highlight each one of their products/services under the “Products and Services” tab.

2. Creating and Distributing content    

LinkedIn is a platform with stunning access to data, which makes it a potent solution for delivering personalized content to a companies audience segments. Creating appropriate and relevant content and distributing it in the correct manner is key to successfully using LinkedIn. Here are strategies for creating and distributing content on LinkedIn.

3.  Target the international market

LinkedIn  provides B2B Marketers the opportunity to target market throughout the world.  LinkedIn B2B marketers have found that LinkedIn is a great t platform in which to target international customers and this link explains further how companies can do it effectively.

4. LinkedIn Offers Multiple Ways to Keep in Touch

LinkedIn allows for  many options, when it comes to communicating: The feed, In-mail, Group posts and comments, direct messaging via Groups and email are all methods of communication LinkedIn provides. Using the method that best suits a companies connection’s communication preferences becomes much more natural and easy.

The video below summaries how B2B marketers can grow their business and use LinkedIn to its full potential.

LinkedIn is for business networking – so B2B marketers must make full use of it and network in the right way.

In the last 8 years YouTube has taught us…….

tubeIts hard to believe that youtube has only been in existence for 8 years.  In this time youtube has totally revolutionised how people use social media and interact with each other. Within literally minutes of a video being uploaded it can be seen and viewed around the world. Not only is it viewed on the youtube site directly but it can also be linked through Facebook, twitter and all other forms of social media sites. One staggering statistic is that over 6 billion hours of video are watched each month on YouTube that’s almost an hour for every person on Earth.

So what have we learned in these 8 years?

Well we have learned that cats can be hilarious and that people have amazing skills and talents but also do a lot of stupid and dangerous things.

But other than that we have now learned that people like to engage and interact with one another, people like to talk, exchange ideas, people like to be heard, to be seen, to be loved, to be validated, to be noticed, to be famous and Youtube has been the one to offer people the chance to do all of this. Anyone who has something to offer the world now has the chance to do so, Musicians, sports people, journalists, comedians etc., have all greatly benefited from youtube. It is seen as a credible platform in which to launch a career from and there are numerous examples to be found in all walks of life.

However youtube is not just a website where people can become famous, in the last few years especially, businesses are utilising the site to their benefit. This link gives a great insight in to how business should be using youtube. Many already have begun to use their own YouTube channels. On these channels they upload their TV adverts and also show how their products could be or should be used.The video below is just an example of the bookmakers Ladbrokes uploading their TV advert to create online content.

Business also use YouTube for marketing purposes,People still read, of course, but the watching habits of people from all over the world is compelling from a marketing perspective. People watch video, and if you’re not using this Youtube to share at least part of your message, you’re not effectively reaching most prospect.

As mentioned earlier on, Youtube has only been around for 8 years but its hard to see a world in the near future that does not centre around the site. Youtube is now here and doesn’t seem to be going away anytime soon, its a way of life and something that people have truly embraced and will continue to do so.

10 ways small Irish Businesses can use Facebook & Twitter

The world we live in today is now smaller than ever.  The advancement in technology over the last decade has massively changed the way people communicate and interact with each other. At the heart of this change lies social media, recent figures show that 68% of Irish people are on Facebook as well as 11% of adults over the age of 15 having a Twitter account.  Companies now see social media as a vital tool in which  to advertise their product/service creating brand awareness as well as continued interaction with their customer base. This type of customer to business relationship is fast becoming the norm as opposed to traditional methods.         

facebook&twitter

Here are 10 ways in which small businesses can use Facebook & Twitter to their advantage:

1. One of  the key reasons in which companies use Facebook and twitter is that its a terrific way of creating brand awareness.   Having a strong brand is vital for any company to grow a strong customer base and in turn create more business and so maximize profits.

2. Communicating and interacting with a companies target market has become an instantaneous and vital tool for both the business and the customer. Social media, but in particular Facebook and Twitter allows this transaction to run efficiently.

3. Companies can use Facebook and twitter to offer discounts to customers as well as informing customers of potential offers and deals.

4.Monitoring Competition; Social Media allows full access to competitors Facebook and Twitter pages. Small businesses can monitor business activity and what other businesses do on Social Media to promote and try attaining potential customers through the use of competitions or funny stories and all other attention catching methods.

5. Twitter and Facebook provides companies with the perfect platform to view competitors and rival companies.

6. Companies use Twitter and Facebook to create a buzz by publishing articles, pictures, videos etc on their respective pages.This buzz will get customers talking and so increase brand awareness and so highly likely to increase the size of the customer base. Below paddy power illustrates this point perfectly.

paddy power

7. Liking and Following similar companies or complimentary companies on Facebook and Twitter can result in increased awareness and likes/followers for a companies page.  An example of this would be a carpenter liking/ following a builder as they would be in the same line of work and would possibly benefit from being in contact or seen to be in conjunction with one another.

8. Using Facebook and Twitter is a great way for companies to respond publicly to any negative publicity or feedback they may have incurred. Successful and adequate utilization of this tool  will show customers that the company are responsive and genuinely care about their customers wants and needs. The following link explains further how this instantaneous communication should be used for a companies benefit.

9.  One vital tool that Facebook and Twitter allow a company to use is the ability to stand out from the crowd, Companies must be seen to be able to offer something that is interesting and different, this in turn will create a bigger customer base. The following video explains how being the “Purple Cow” is so important and should not be overlooked.

10.  Companies must use Facebook and Twitter to stay relevant and up to date. Posting regularly, especially for new companies trying to establish validity is massively important. However businesses must remember not to overload customers with needless information.  Companies must make sure that their social media posts are consistent and regular. This tells the audience that they are constantly updating, and are the real deal.