In the internet age, advertising no longer seems as glamorous as shows like “Mad Men” make it out to be. With brightly colored pop ups and obnoxious videos that start playing the minute you visit a webpage, internet advertising can often feel like invasive sensory overload. Definitely not the classy art of old.
And the real, pressing issue, is this: does advertising still work?
Yes, yes, we’ve all seen the billboards on the side of the road that say something like: “Does billboard advertising work….it just did!”
But that doesn’t mean that because someone saw the billboard on the side of the road, they actually retained the information that billboard had to offer. Seriously, how many of us have actually called a phone number displayed on a billboard? Not many, I’m guessing.
So what does effective advertising look like in the modern day? And how do you reach an audience with the attention span of a squirrel? Here are some of our top picks:
1. Pay-Per-Click Advertising
This is probably the most effective form of digital advertising, making it the number one choice. Pay-per-click advertising (or PPC) allows you to target your audience based on demographics such as age, location, etc., and you only pay for ads that are clicked on (hence the name).
The price for advertising will vary based on your industry, the keywords you target, the value of your leads, and other factors. For the most part, PPC allows you to control your advertising dollars and create specific ads for your target audience.
Popular PPC platforms include: Google, Bing, Facebook, and more.
2. Promote Social Media Posts
Creating PPC ads specifically for social media platforms is an option, but you can also promote your social media posts that you publish on your social accounts. This includes posts on LinkedIn, Facebook, and Twitter to name the largest.
Depending on the type of business you are, and the relevancy of your product to your social following, this may be a great option for you. These types of advertisements tend to blend in better with the audience’s social media experience, because the promoted posts are displayed within the same newsfeed as organic posts.
This means that even users who never pay attention to the ad sections on a social platform will see your post, and possibly even click on it if it interests them enough.
Is your business extremely visual? Do you have awesome video ads?
If you do, YouTube ads may be a great place for you to advertise. It is definitely not for every business, as having incredible videos is not easy. But for those who do, YouTube is one of the most popular social media websites in the world, and seems to be incapable of death. So it may be your best bet.
If you choose the in stream advertising option, you only pay for actual views of your ads, a much better deal than TV ads which get skipped so often in this day and age. You can also target your demographic, geography, and more just as you would PPC ads and sponsored social media posts.
Although not blatant advertising, smart page content and interesting blog posts can help you boost your business presence and get more eyes on your brand. By creating quality content on a consistent basis you will organically generate links back to your website that drive those who may be immune to traditional advertising to view your website.
Generating fresh content also helps your search engine ranking, again helping your brand be seen by more eyes.
While email could potentially fall under content, it is definitely a method that should be singled. Again, not necessarily a strict advertising method, it is a relatively inexpensive method for targeting your audience and generating results. All you need is effective email content and quality data to push that content to.
While traditional advertising may still work on some levels, it is not always realistic depending on the size of your company and does not always provide the measurable results your business needs. Trying one of these modern day advertising methods can help you generate high quality leads, without blowing your advertising budget.