In 2016 Google will generate $63.11 billion in net digital ad revenues worldwide, an increase of 19.0% over 2015. That represents 32.4% of the worldwide digital ad market, which in 2016 is worth $229.25 billion. (Source: eMarketer, 2016)
Digital Marketing comes in many different forms, but they all have the same goal – to sell your product or service. The more times your brand is shown on the screen, the more likely your website will get a visitor. The more visitors your website gets, the more likely you are to make a sale. In many cases, you will need to target a minimum of 100,000 impressions to get the return you are looking for. Pricing typically depends on the competition for the particular industry.
Retargeting – An increasingly popular digital marketing technique is retargeting. It is a tool that will keep your brand in view of your potential customer, even after they have left your site. The goal is to convert the visitors into customers by reminding them that they were interested in something your website had to offer. Retargeting uses an anonymous browser cookie, discreetly released from your website code, that tells your retargeting provider to display your ad on the other websites the computer visits.
Display Advertising – A more traditional advertising approach, display advertising, uses banners ads, images, audio, and video to communicate your message. Banners will show up on the top of a website or along the side, typically standing out as an obvious advertisement. Some rich media ads will auto play or react when the user rolls over it with their mouse. Other display ads will overlay the website content, prompting the visitor to click on a close button to remove it.
Facebook Advertising – There is no better way to pinpoint your target audience than on social media. Facebook has several advertising tools, including marketplace ads and premium ads solutions. You can boost reach and engagement by bidding on clicks or paying a fixed price. Ads geared toward mobile users are the latest trend, since most people are viewing Facebook from their mobile device. Facebook continues to roll out new advertising opportunities, so keep an eye out for the latest updates.
Google PPC – With Google Pay-Per-Click or AdWords, you can reach your target audience through search ads, display ads, and video ads, driving them directly to a landing page that will entice them to become customers. Create more than one ad and rotate them evenly to test their effectiveness. That way, you can stick with what works best and brings you the best ROI.