advertising your small business online

having trouble between ppc and seo? here’s a beginners guide to start advertising online.


Online advertising is an untamable beast these days. If you’re a new business you might feel overwhelmed with the types of advertising out there, as well as the costs. Here’s a complete run-down of the most common types of online advertising, how it can benefit you, and how to start using them.


display ads



This is online advertising in its simplest form. Also known as graphic banner ads, they can appear in various places. They can appear on the side (skyscraper ads), across the top (leaderboards) or tucked into small spaces within a page (button ads). The type of ad you run will most likely not affect how much you pay.



how does it work



When visitors go to a website, your graphic ad will be on display, allowing visitors to click through to a landing page of your choice.



are display ads right for you?



There are marketers that feel display ads are less effective because they’re not as targeted as other types of ads. Display ads can be easily overlooked by website visitors who usually ignore them. However, they’re easy to understand and manage allowing you to set a budget and sticking to it.



how to get the ball rolling



You can choose where to advertise based on product type, target audience, and location. Many websites sell ad space through a network, such as Google Ads. You can also work directly with website owners to advertise your product or service. This tends to be cheaper, but it entails more work, too.





Also known as Pay-Per-click, and it’s a form of advertising linked to search engines and SEO. You will see PPC ads appear on search results, usually at the top or on the right-hand side.



how it works



Pay-Per-Click is self-explanatory. You pay a small fee every time someone clicks on your ad. With each clickthrough, you’re charged an agreed amount from a pre-paid budget. When you exhaust your budget, the ad disappears.



is ppc for you?



PPC requires a bit of strategic thinking — you’ll need to target the search terms based on your target audience. It isn’t as simple as just purchasing ad space. The advantage small businesses have of using it are it works with a set, pre-paid budget and it very low-maintenance. If you have time to learn the ropes, or have an SEO-savvy employee to help, it could suit you.



how to get the ball rolling



Search engines like Google or Bing auction off the top spots on search results pages for keywords and phrases. These phrases can range from “plumbers in miami” or “general contractor coral gables”. You just need an email address to setup your account on their sites and start bidding for the keywords you want. The cost of keywords can vary depending on the value of traffic they can bring you. Keywords that yield more traffic typically cost more than those that don’t.





Retargeting is a bit of a twist when it comes to your common display ads. People who already visited your website will see your retargeting ads. The goal with retargeting is luring them back to your website in hopes of a successful conversion. If you’ve ever left a website and then seen the same product or service you’ve just seen on other sites and social networks, you’ve just seen retargeting in action. When done right, it’s more of a friendly reminder rather than a creepy stalking experience.



how it works



You can create retargeting ads through display ad networks. There are companies that purchase ad real estate on a wide range of websites and social platforms. The network provides small bits of code which your website leaves on a visitor’s device when they visit your site. These “tagged” visitors will then see your ads on other sites and social networks. The network can place your ads on suitable sites and social networks, depending on your target goals for conversion.



is retargeting for you?



If you’re currently getting a high amount of traffic to your website, but you’d like to increase your conversion levels, then retargeting could be an avenue worth exploring.



how to get the ball rolling



All you have to do is pick an advertising network and let them do the technical work for you! A few popular platforms you may know include AdRoll, Perfect Audience, and of course how can we forget Google Ads. Some networks might have a minimum website traffic threshold, so they may not be suitable for small businesses that are starting out.


social media advertising



Social media networks have two key ingredients to make advertising successful — a demographic you know well, and lots of visitors. Facebook, Instagram and LinkedIn are all popular choices, each will a well-established user base. Promoted (Paid-For) posts on Twitter and Pinterest are also readily available. These are highly visible to targeted users.



how it works



You can display your ads to targeted groups of people, such as 28 year old new homeowners interested in impact windows. With some networks, these groups can be fine-tuned so you can home in on your target demographic for a higher chance of success. Different social platforms have their own advertising formats. Formats such as Facebook’s carousel and in-feed ads, or Instagram’s sponsored stories.



is social media advertising for you?



Social media advertising is a great way to build awareness for your brand. Since people spend a lot of time on social media, they’ll be repeatedly exposed to your ads, building recognition and familiarity. However, it requires tedious effort to keep your ad content fresh and new, as well as monitoring the performance of your ad campaigns.



how to get the ball rolling



Luckily, it’s really simple to open an advertising account on the platform of your choice, without needing to do extensive research. Just hop onto their website, search for ‘ads’ and away you go!

About the author

Luis Marrero

I have built and sold several eCom and B2C businesses over the past five years which was a stepping stone into creating a full-service SEO agency servicing medium to large sized companies, including multiple Fortune 500s and government agencies. In my spare time, you can find me rebuilding 6.2L V8 NA engines by Mercedes-AMG.

No Comments

Post A Comment