Online marketing

Online marketing has transformed the way businesses connect with their customers, offering unprecedented opportunities for targeted engagement and measurable results. The cornerstone of this digital marketing landscape is Google AdWords, a platform that allows businesses to appear on Google’s search results page when potential customers search for relevant keywords. This method not only increases visibility but ensures that the advertisements are presented to users who are actively seeking solutions that a business can provide. Understanding the dynamics of search ads, such as the importance of bid amounts per click and the relevance of the selected keywords, is crucial in optimizing the effectiveness of online campaigns.

Google AdWords – Search ads

Your potential customers usually look for a solution to their problems on Google and sooner or later they will buy something. The question is: will they buy something from you or from your competitors?

The most common and best-known form of adwords ads is when we appear on the results page of Google Search as a result of the searches that are relevant and important for us (for our customers).

Let’s see some factors that have an influence on the place where an ad appears:

How much we offer for a click

• how much do we offer for a click?

• how much money should be invested?

• how can we get a better conversion rate?

The question of relevance

• how well do the keywords we provide meet the needs of the user?

• who is the target audience? How do we catch their attention?

• how can we get the user buy something?

• how can the user turn into a loyal customer?

Google AdWords – Display ads

With Google display network we can send our message to many places, and we will help you do it well and efficiently.

It’s important to point out that a display ad solution is a double-edged sword, if it is set incorrectly, it can take a lot of money from the advertisement budget, without success. Here we come into the picture.     

Here are some targeting methods that you should pay attention to:

• Keyword targeting: by defining keywords we can display images on relevant web pages.

• Topic targeting: in this case we don’t use keywords for targeting, but topics provided by the system.

• Interest targeting: Google creates profiles of the users according to the browsing data, Youtube and Gmail activities and according to many other activities related to unknown online habits. With this option we can reach new users who are close to our product/service and are therefore potential customers.

• Demographic targeting: with this targeting option we can narrow the target group, here we can specify age, gender or even parental status.

• Remarketing: nowadays remarketing has turned into almost a totally separate field, offering many opportunities in adwords and beyond the adwords system on Facebook as well.  See below for more details.

Facebook ads

Facebook advertising options allow multiple types of campaigns starting from brand building to promotion. Using these we can post on Facebook the actual promotions of our webstore, we can display videos or we can generate traffic on a Facebook page. But we can also collect databases which can be used later in newsletter campaigns.

In the case of our campaigns we always try to create some campaign settings that promote the customer’s goal so that the message appears for the users in the needed place and at the needed time.

The places where Facebook ads appear

• Right-hand column: few know, but there are a lot of cases when it’s cheaper to get conversions from here than from any other points.

• News feed: the great advantage is that we can display the ad among the other news feed items and the ad will have the same size as any other organically shared posts, this way we can be less annoying.

• Audience network: with Facebook ads we can even move from the Facebook interface to other mobile applications and websites.

• Messenger ads: messenger ads are a good way to contact your existing and future customers, taking advantage of the powerful and efficient targeting abilities of Facebook. 

• Instagram ads: actually this is also part of the Facebook advertising system, but it is recommended to treat it a little bit differently. On Instagram visual content is more important than text content, so it is recommended to use more quality image content.

Some interesting possibilities that could be relevant during targeting your ads:

• Birthday users: a chance to reach those who have birthdays in a certain month. By targeting the user will perceive the ad as a personalized one and in many cases he/she also converts.

• Those who like our page: a great opportunity to supplement organic (unpaid) reaching, especially when we combine it with some relevant interest categories.

• Acquaintances and friends of those who like our page: it is useful especially for community building. Since this targeting is quite diverse, it is worth combining it with other interest categories.

• Interest categories: according to their likes, shares and according to the contents they usually click on and their activities on the social networking site (for ex.: purchases, logins, places, brands etc.) Facebook puts users in different interest categories.

• Targeting those who live in a certain place, but they were born in another place (expats)

• Users identified according to their own e-mail database: this can be effective in the case of a larger list of addresses, especially if we can generate a list of users with similar profiles.

Most people may think that once a user has been reached, it makes no sense to pay again for attracting him/her to our page again. However, this is not the case.

Let’s see a short example that illustrates through an offline case how remarketing works online:

Remarketing is a bit like displaying different offers for a visitor entering our physical shop after he or she has left the shop – depending on what products he or she was searching for.

Let’s imagine that we have a large shoe store and those looking at sports shoes will see later sports shoes offers in the street, and for those looking at ballerina shoes we would show offers related to ballerina shoes on the bus or in the street. It’s a cool thing, isn’t it?

Besides there are many other techniques and procedures that can be used for taking advantage of the opportunities offered by remarketing. We can also target users who are similar to our visitors as far as their browsing and search history are regarded. Remarketing in Google search can also be interesting – as users do not purchase things straightaway, they are searching for a topic more times before committing themselves.

We can also talk about dynamic remarketing that means that we can show exact products and product categories to the users.

Personal consultation

We have a personal meeting where we can talk about more things, we get to know your company and its activities. You can see how we work.

Website analysis and consultation

The central element of online marketing is the website, so it’s important that this website be appropriate. We will review your website from A to Z and highlight any possible mistakes that may cause to lose visitors and buyers.

Creating an online strategy

According to the commonly defined goals we choose the campaigns and technical tools you need and we specify the steps for the campaign strategy.

Setting accounts

After planning comes implementation. We create and set your accounts (Facebook and Google) according to our 5 years of experience.

Follow-up and continuous optimization

We are constantly collecting and measuring information about your campaign and according to this we use some ads and campaign settings that help us achieve the best results at the lowest possible cost.

Creating and evaluating campaign reports

We want our clients to receive a good insight into our processes, so we send reports on a monthly basis and we discuss their contents.