OppGenetixOppGenetix
  1. »
  2. Bing Ads

By OppGenetix

12 Reasons Why Small Businesses Need Digital Marketing

If your small business doesn’t already have a digital marketing strategy in place, then it’s time to start making one.

Understandably, you may be reluctant to put some of your small business’s budget into digital marketing. Rather than thinking about it as a cost, think of it as an investment in your small business — an investment that, when carried out properly, is worth more than the initial investment. If you’re not investing in digital marketing, you actually could be losing more in the long run.

And that’s just one reason why your small business needs digital marketing, and there are several more reasons than that.

 

1. Digital marketing evens the playing field

Small businesses typically lack the resources to create commercials of Super Bowl quality. Depending on the size of a small business and its available resources, a billboard or radio ad may be out of the question.

But digital marketing is an area where small businesses can be on the same level as their larger commercial competitors. The barrier to entry is low, and provided small businesses are able to run a successful campaign, they are likely to reap the benefits of digital marketing.

 

2. There’s a wide variety of digital marketing options

Newspaper ads, posters, billboards, and local radio spots and TV commercials are traditional marketing avenues that don’t offer a lot of variety and fail to garner as much attention as they once did.

Thankfully, digital marketing has a plethora of options and fewer limitations on creative freedom.

 

Search ads

Paid search ads, are text ads shown on search engines like Google or Bing that are tied to keywords consumers search. What makes search ads so effective is that consumers using search engines are further down the marketing funnel. They’re not at the stage of awareness. They’re interested and are considering taking action for whatever it is they’re searching for.

Businesses are typically charged each time a consumer clicks on a search ad. The cost per click (CPC) varies and is based on a bidding system. Businesses bid on how much they feel a certain keyword is worth, and the amount businesses spend per click determine their position on search engine pages.

Search ads are geotargeted, which means these ads are sensitive to a consumer’s location. As a result, it will only display ads to consumers in locations selected by the business itself. For example, if your small business has one location in Columbus, Ohio, then you would want to ensure the people clicking on your search ads are in the Columbus area.

 

Display ads

Display ads are another form of search ads, though unlike their text-only counterparts, they are much more visual. They use images and video and come in a wide variety of sizes.

Display ads are typically run through search engines and are also linked to keywords like search ads are. Rather than appear on search engines, display ads appear on websites that are related to the topic a consumer searches.

Payment-wise, display ads are run on a cost per thousand impressions (CPM) model, which means your business will be charged for every 1,000 views an ad has.

 

Social media ads

Paid social media ads are found on social media sites, like Facebook and Instagram. They use a combination of text and visuals and have even more variety than display ads do. Facebook, for example, allows carousel ads, video ads, collection ads, and more. 

Like PPC ads, Facebook allows you to set a budget and bid on keywords to determine how much you’ll pay for its ads.

Paid social ads use both CPC and CPM payment models, depending on the kind of ad you decide to run for your small business.

 

SEO

Search engine optimization, or SEO, is an organic form of digital marketing, which means it doesn’t require paying a search engine or social media site. SEO is the practice of creating a website that ranks high on search engine results pages (SERP). Ideally, you want your website to be on the first or second pages of Google; it’s pretty rare for consumers to go beyond the second page.

At the very least, SEO requires your small business to have a quick, mobile-friendly website and someone with the ability to create thorough original content about topics related to your business’s offerings. It helps to have tools like Ahrefs to track keywords consumers use to find businesses like yours. Ahrefs tracks page rankings, how difficult it will be to rank for a certain keyword, keyword search volume, and more.

 

3. Digital marketing expands small businesses’ reach

Due to all of the digital marketing channel options, it’s easier than ever to reach different consumers in multiple places at the same time. Some consumers may be at different parts of the marketing funnel, but there are several digital marketing approaches that can be used to reach them.

For consumers at the top of the funnel (awareness and interest) who may have visited your small business’s website but did not take any action beyond the home page, you can create display ads for these consumers. This is referred to as remarketing or retargeting, and it’s a highly effective way to keep your small business’s brand at the forefront of people’s minds.

 

4. Digital marketing is cost-effective 

Google conservatively estimates that for every $1 a business spends on Google Ads, that business makes $8 in profit through Google Ads and Search — an impressive increase from Google’s earlier research that reported $2 in revenue for every $1 spent.

A Wordstream study found that the average cost for Google’s search and display ads across all industries were $2.69 per click and $0.58 per thousand impressions, respectively; Wordstream also found that Facebook ads average $1.72 per click across all industries.

Digital marketing costs less than traditional ad channels and allows you to place a cap on how much to spend. It’s clearly the superior route to take when it comes to how much you’re investing to advertise your small business.

 

5. Digital marketing targets multiple audiences at once

A print advertisement in the local newspaper typically targets one audience. The problem with this and other traditional forms of marketing is that they miss out on reaching your other audiences.

You can multiple digital marketing campaigns at once for different audiences via different channels, and this can become very specific and granular depending on which marketing channel you’re using.

 

6. Digital marketing keeps consumers engaged

In some cases, quantity isn’t everything. The quality of customers matters, too. In times of economic downturn, you might not be able to rely on occasional customers; you may have to rely on a loyal base of customers instead.

Keeping customers engaged with content, whether it be on your blog or your small business’s social media accounts, can keep them coming back to support your business.

 

7. Digital marketing boosts conversion rates

In digital marketing lingo, a conversion is another term for a goal. Conversions can be several different things: leads, purchases, newsletter subscriptions, engaging with content, visiting specific web pages, and so on.

Whatever your small business’s goal is, digital marketing makes it easy to track conversions and make optimizations to your digital marketing campaign that can boost overall conversion rates. 

 

8. Digital marketing has quantifiable results

Unlike traditional marketing methods, the results of digital marketing can be quantified. You can see the exact numbers, data, and statistics showing the state of your campaign. You can see how many people have “bounced” from your website, the number of people who have converted, and calculate an accurate return on investment.

There’s no guessing how many people bought products or signed up for a newsletter — the data is there.

 

9. Data can be used to improve marketing campaigns

Having quantifiable data can give you some idea of where your digital marketing campaign needs improvement. Sometimes it’ll require a bit of guessing and checking, but if you take a scientific approach to it by running the same ad with one slight difference, you can get an idea of how your small business’s digital marketing campaign can be improved.

 

10. Data can also be used to customize campaigns for highly specific audiences

Digital marketing data can help small businesses learn about their target audiences’ digital habits. There are tools out there that make it much easier to find your target audiences’ interests and discover the best approach to convert them to regular customers.

For example, Facebook offers a lookalike audience targeting option, which uses the information about your current target audiences and runs your advertisements to audiences that share similar features.

You may even find out that your small business has an audience that you never knew about until you started to review customer data. Then you can start making digital marketing campaigns specific to this audience segment, too.

 

11. Successful marketing campaigns can lead to new services and new business locations

Depending on the level of success your digital marketing campaign brings you, you may want to consider expanding your small business.

This could mean adding new services on top of the ones you already offer or even opening up another location. These additions and expansions can bring in even more revenue and customers.

Once you’ve got a strong digital marketing campaign for your main location or current services, you’re more than capable of creating more campaigns for your newer services. More services bring in more customers, more customers bring in more revenue, and more revenue means you can continue to grow your small business. It’s a cycle that continues to grow your business at each turn.

 

12. Resources for digital marketing are everywhere

There are tons of tools and resources for your small business’s digital marketing campaign: Ahrefs, Google Keyword Planner, Google Analytics, and so much more.

Our free digital audit is one great place to get started. For more information and even more digital marketing resources, contact us today.

By OppGenetix

Microsoft Ads for Medical: Give Your Practice A Spark

To say that no one uses Bing is a blatantly false statement. Sure, it’s not Google, a search engine so ingrained into our daily lives to the point that Google is a verb in the Merriam-Webster Dictionary.

Nevertheless, Bing is a fairly popular search engine and one that’s overlooked. Don’t overlook Bing — or Microsoft, for that matter. It’s a pretty powerful contender in the realm of digital advertising, and it’s one that can help medical practices in particular. Its advertising service, Microsoft Advertising (formerly Bing Ads), is worth giving a shot.

 

Reach prospective patients in places where Google can’t

Bing runs 1 in 3 U.S. desktop searches. It’s also the default search engine for Windows 10 users as well as other Microsoft applications like Word, PowerPoint, and Cortana.

Microsoft Advertising can reach 49.4 million users that Google can’t reach. If other clinics are mainly marketing via Google Ads, that means there’s an opportunity for your clinic to find prospects who aren’t searching on Google. Also, Microsoft Advertising isn’t only on Bing; its ads can be seen on Yahoo, AOL, and partner sites like Amazon. Even certain applications, such as Skype and Outlook, display Microsoft Ads search advertisements.

 

Target older audiences with higher incomes

Like Google Ads, Microsoft Advertising offers geotargeted ads, which allow advertisers to target audiences based on location.

71% of Microsoft Advertising’s audience is at least 35 years old. This makes it an invaluable resource for men’s clinics, plastic surgeons, body contouring practices, HRT practitioners, and hair restoration clinics. Its searchers are also slightly more affluent compared to Google’s, which means they’re able to spend more money online.

Reaching more people in your target audience’s demographic with a higher income is always a good thing.

 

Discover Microsoft Ads’ lower costs and higher conversion rates

As Google Ads becomes more competitive, its cost per click (CPC) is only going to keep rising. This isn’t the case for Microsoft Ads. CPC is significantly less than Google Ads, with a 29% lower cost per sale. Plus, the conversion rates are 35% higher at the same CPC as Google. Search Engine Journal found that specifically in the medical marketing segment, Bing’s CPCs were lower than Google’s 71% of the time

Higher conversion rates at a lower CPC is a goal to strive for in all marketing segments, and with Microsoft Ads, your clinic doesn’t have to strive much for much at all. It’ll already have a lower CPC to start with. 

 

Complement your practice’s current Google Ads campaign

Some people seem to believe that marketing on multiple platforms is bad, and few things can be further from the truth. Advertising on Bing will not make your clinic’s Google Ads campaign suffer or fail. It’s no different than running a TV ad and a newspaper ad for your clinic on the same day, except you have a little more control over who sees your ads and when prospects can see them.

By adding a Microsoft Advertising campaign to your clinic’s overall marketing strategy, you can reach audiences on both Google and Bing. 

Plus, Microsoft Advertising allows you to import campaigns from Google Ads, so you don’t have to start an entirely new campaign from scratch. Be sure to double-check location targeting and any ad extensions you had on Google Ads when importing to Microsoft Advertising, though; you may have to make some adjustments.

Adding a Microsoft Advertising campaign alongside your Google Ads campaign is a smart move and will ensure that more prospects will find your clinic — and even more prospects will convert.

 

Add Microsoft Ads to your practice’s marketing strategy

It’s entirely to your clinic’s advantage to start a Microsoft Advertising campaign. The patients you’ve been waiting for could very well be waiting to find a clinic like yours, so don’t keep them waiting.

To get a head start on your Microsoft Advertising campaign, contact us today.

By OppGenetix

The Best Ad Channels for Your Marketing Campaign

Digital advertising has a lot to offer — and a lot of different advertising channels. It’s wise to put your business’s resources into a few different ad channels, but which ones?

Well, it depends on several factors: What’s your advertising budget? Who are you trying to target? What is the goal of your advertising campaign? Do you have a creative team in-house, or will you have to outsource writers, photographers, and video editors?

Keep these considerations in mind as you review the following digital ad channels:

 

Google Search Network

One of two paid search advertising options beneath the Google Ads umbrella, the Google Search Network is the best-known form of pay-per-click (PPC) advertising.

PPC ads are geotargeted text-based advertisements that appear on search engines. They’re tied to keywords, so when a prospect searches “Columbus digital marketing agencies,” PPC ads will appear at the top and bottom of the search engine results page. The position of PPC ads is determined by how much a person paid for those keywords in Google Ads’ bidding system.

As the name suggests, PPC means that you pay each time someone clicks on your advertisement. This also may be referred to as cost per click (CPC).

 

Pros of Google search ads

Great for determining demand: If you’re thinking of starting up a business, marketing a current service or adding a service to the business you already own, start by typing a phrase into the keyword search bar. Do you see any listings with an ad icon next to them?

 

 

If so, congrats! You’ve found there’s a demand for your business or service because Google has allowed advertisers to show ads on that traffic. 

Targeting the bottom of the marketing funnel: Prospects on Google are more or less ready to convert. They already know what they’re seeking; they’re looking for something or someone who offers a certain product or service. It’s just a matter of choosing the option they think is best suited for them. With a highly effective PPC strategy, prospects will click on your PPC ad and (hopefully) fill out a form or call to schedule an appointment — essentially, they’ll do whatever your landing page’s call to action asks of them.

 

Cons of Google search ads

Increasing cost and competition: PPC ads are rising in cost as well as competition over keywords. Depending on the competitiveness of a keyword and other factors, PPC campaigns with smaller budgets may have their budget depleted in one or two clicks. Still, they’re cheaper than a TV commercial and can be made in-house easily.

Medium: Text doesn’t catch the eye to the degree images do, and when they’re poorly written, people won’t click. Many Google Search ads are written by AI, which makes them blend in with other AI-written ads. 

Targeting specific demographics: While the geotargeted nature of PPC ads makes it easy to target audiences based on location, it’s much more difficult to accurately target based on other demographics, such as age and sex.

 

Google Display Network

Google Display Network is Google Ads’ other advertising option. Unlike Google Search Network’s PPC ads, Google Display Network ads can be found beyond the search engine result pages. Display ads, which come in the form of banner or video ads, are priced at either cost per thousand impressions (CPM) or cost per acquisition (CPA).

 

Pros of ad channel

Keyword-level contextual targeting:  Compared to Google Search’s PPC advertisements, Google Display Network’s ads do a better job of targeting based on demographics. This may be due to the fact that it takes prospects’ search history into account and its ability to “place” ads on relevant pages.

Cost: Display ads are cheaper than PPC ads — and that’s not even taking the price system options into account.

Powerful remarketing tool: Display ads are one of the best remarketing options. Remarketing, also known as retargeting, is the strategy of getting a website visitor who “bounced” (that is, left the site without taking action) to return to the website and take action. Display ads serve as little reminders to return to the website.

 

Cons of ad channel

Low clickthrough rate: If you’ve been on the internet long enough, you may remember those spammy pop-up ads declaring you as a winner of a decent sum of cash or gift cards. Prospects may be wary of clicking on display ads for that reason. This helps explain the low clickthrough rate (CTR) display ads often have. However, a low CTR is not necessarily a bad thing. In the case of remarketing display ads, people who don’t click on the ads are still likely to return to the website.

 

YouTube

If Google Ads had a third advertising channel beneath its umbrella, it’d be YouTube. YouTube is owned by Google but isn’t exactly part of Google Ads. Nevertheless, advertising on YouTube shares a handful of the same benefits that the Google Display Network offers. The ad medium is video. The ads are priced at cost per view.

 

Pros of ad channel

Large targeted audience: A lot of people use YouTube for a lot of different reasons, making it a promising ad channel. Similar to display ads, YouTube ads are based on prospects’ search history.

Cost: Stick to the skippable advertisement option and you won’t be paying too much. Non-skippable ads, on the other hand? Those can get pricey and allow a limited length of time.

 

Cons of ad channel

Requires a good team with experience in filming and video production: If you don’t have a good creative team in-house or lack the resources to outsource, YouTube may not be the best option advertising-wise.

 

Facebook and Instagram

Facebook and Instagram aren’t just for sharing big life events and beautiful images — they’re also some of the best advertising channels to use.

 

Pros of ad channels

Highly targeted: Paid social ads for Facebook and Instagram are some of the best ad channels out there. When users register, they have to provide identifying information (their name, age, sex, location, relationship status, etc.). That data makes it much easier for advertisers to target ads to very specific audiences.

Creative freedom: Facebook and Instagram allow for a lot of creativity, particularly when it comes to an advertisement’s medium. On Facebook, you can use and combine text, images, and carousels to create an eye-catching ad. Instagram gives you fewer options ad-wise (carousels aren’t exactly an advertising option), but it’s one of the most powerful influencing platforms.

Low cost, high impressions: Of all of the options listed here, Facebook and Instagram are by far the least expensive advertising platforms. It also gives you more options in terms of price system: CPM, CPC, and CPA are all options on these sites.

 

Cons of ad channels

High competition: Facebook and Instagram are so well-known for their low cost, higher impressions, and creative flexibility — not to mention popular throughout the world — that advertisers are more frequently competing with one another.

May need a good creative team: Like YouTube, ads on Facebook and especially Instagram need a creative touch. Unlike YouTube, Facebook doesn’t require the highest quality videos for ads. Combining a professional image or two with well-written copy is usually enough to get by with on there. Instagram, on the other hand, may not need the best videos, but given its overall emphasis on stunning visuals, it’s wiser to have a creative team (or at least a photographer) in-house or for hire.

 

LinkedIn

Not only is LinkedIn a solid professional networking platform; it’s also one of the best places for B2B and B2C marketers to advertise. Ads can come in the forms of banner and video ads.

 

Pros of ad channel

A match made in B2B heaven: B2B marketing is one of the most difficult marketing segments to work in, but LinkedIn can make life much easier for any B2B-er.

Incredible professional targeting options: LinkedIn lets marketers get so specific it’s (almost) scary. You can target ads at certain companies, people with specific titles or levels or seniority, and geographical locations.

 

Cons of ad channel

Cost: Paid advertisements on LinkedIn are expensive.

Business-focused audience: This isn’t necessarily a con for everyone, but if you’re not a B2B or B2C marketer, it’s probably best to spend your advertising resources elsewhere.

 

Choose your ad channels wisely

Hopefully this guide has helped you decide which ad channels are worth your time and investment and which ones aren’t. If you’re still not sure, contact us for more information or fill out our free digital audit.

oppgenetix-mobile-

By OppGenetix

6/13 – This Week In Digital Advertising

This Week In Digital Advertising

Consumers Spending More Time on Mobile than TV:

A big shift is happening in the world of marketing. For the first time consumers will spend more time using their mobile devices than watching TV. About 70% of that time will be spent on smartphones. This report is no surprise to those in the industry who have been watching the rise of mobile over the years.

People are increasingly spending time on apps instead of web browsers. Audio apps lead the way for time spent, followed my social. According to trends smartphone use will continue to increase. “We’ve expected that mobile would overtake TV for a while, but seeing it happen is still surprising,” said Yoram Wurmser, eMarketer principal analyst.

Although mobile continues to rise, many users have expressed concerns about screen time. Companies such as Apple and Google have released screen time tracking controls. This gives users visibility as to how much time they are spending on mobile devices.

As a digital marketing agency, we are constantly reviewing our processes to make sure we build campaigns that fit our clients needs. With the continued rise of mobile and usage of social media apps, our advertising efforts will continue evolving to make sure our clients messages are displayed appropriately.

Facebook Paid Ads Strategies:

As social media advertising becomes more of a crowded space our team is figuring out ways to make your ads and campaigns stand out. Facebook has made several major updates so far this year that have changed the way ads are targeted and shown to end users.

In order to have a sustained campaign over time it’s important to make sure you have a solid paid strategy with clear KPIs and goals along with high quality creative. It’s also good to take a second look at your campaign’s call-to-action and make sure it remains relevant and aligns with your goals

As the digital advertising world starts to see a shift it’s important to make sure new users know your brand through awareness campaigns. Having compelling assets such as video and high-quality imagery can help with user engagement. This will give our team the ability to re-target the ads to those who we know are interested in your brand.  This is a more long term approach to a campaign.

Our team also has the ability to add tracking codes to see where users are coming from, what keywords they clicked on, and even what devices they use. This way your team will have a better understanding of who is interacting with your ads and adjustments can be made to improve targeting.

We are a Columbus, Ohio digital marketing agency that can help your specialized business navigate any digital transformation. If you would like to talk strategy with our team please contact us.

This Week in Digital Advertising

By OppGenetix

5/9 – This Week In Digital Advertising

{5/9} This Week In Digital Advertising 

Google Reporting Issues

It’s been reported that Google has been experiencing reporting issues from April 30th through May 1st. Data may appear for these days, but should not be relied upon for reports.

Our Client Success Manager, Zain Khan and our OppGenetix Opps team have been monitoring the situation. “Google has notified all advertisers within Google Ads that performance metrics from April 30th and May 1st may be inaccurate, although there are actual performance data available for those dates. They have not specified what exact metrics are affected. This could potentially impact impressions or click data as well as conversion numbers reporting from the platform or API.”

Khan also said, “It will be interesting to look back at performance data from those 2 dates after the issue has been resolved to see what exactly changed.”

Google has confirmed in the blog post that, “This bug impacts reports in all Google Ads interfaces, including any report data downloaded via the AdWords API, Google Ads API and Google Ads Scripts.”

UPDATE: Google has reported that reporting through April 30 has been corrected. Our team will notify clients if we see anything affecting an account. Google Ads is currently alerting users that there is a reporting issue affecting this week’s data. If you have questions about any Google Reporting issues please contact us.

Digital Ad Spend in the US passes the $100 billion mark

A report by the Interactive Advertising Bureau was released on Wednesday stating that digital advertising has surpassed the 100 billion dollar mark for 2018. That’s a 22% year-over-year increase.

Consumers are spending more time online thanks in part to the accessibility of mobile. The report found that mobile represented 65% of total revenue spent. Mobile has been a continuing driver of overall digital growth. Digital video revenue has also seen an increase because of the use of mobile devices. If companies are looking to reach more consumers, digital video is becoming an even more popular place to advertise.

Our internal Opps team has seen growth year-over-year in digital advertising spend and will only see this continuing to grow as we move through 2019.

“All clients are looking to have an established online presence and are interested in growing, especially on DV360 and other programmatic advertising channels.”

Our Senior Analysts have also discussed the changing social media channels “We’ve seen a continuing trend in spending due to a pay-to-play model for business. As organic reach continues to decline, paid advertising will continue to drive more business.”

In search marketing, there have also been changes which have increased ad spend. “Since 2015, the number of paid ads shown on a search engine results page has also increased. This is all done in the name of experience, according to Google. The experience is definitely better for a category, such as shopping where a user finds exactly what a customer is looking for but when it comes to other categories, organic reach may be better.”

We will continue to review the report. Our team will be looking closely at trends in an effort to bring your company the most up to date information on digital advertising.  

1 2
12 Reasons Why Small Businesses Need Digital Marketing
Microsoft Ads for Medical: Give Your Practice A Spark
The Best Ad Channels for Your Marketing Campaign
oppgenetix-mobile-
6/13 – This Week In Digital Advertising
This Week in Digital Advertising
5/9 – This Week In Digital Advertising