The 7 Most Important Digital Advertising Ideas Nobody Talks About
Digital advertising ideas are tossed around so often they start to feel like cliches.
The important stuff that decides if your ads really work? Not talked about enough.
I look at small business ads that don’t get results. It’s not the ad. It is all of the extras that go into the advertising. The following 7 items go into more detail about the “extras.”
Here’s the information you need right now for your digital advertising efforts. No fluff, just the real deal.
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1. Advertising Readiness | Getting Ready For Success
I call advertising readiness “Getting ready for success.” If you’re not ready you might just be getting ready to throw you money away.
If you’re not getting real leads from your ad, don’t blame Google, Facebook, YouTube, or your SEO person.
If your website doesn’t feel right, doesn’t look right, doesn’t show basic information on the landing page, like showing reviews your ad results have hit a road block. A confusing landing page has to be fixed before leads start showing up.
Pay per click advertising is like going to a new restaurant. If the place is dirty, there is an odd odor, the staff is rude, you’re not likely to stay let alone come back. This same concept applies to your website landing page. If the landing page doesn’t feel right, wasn’t created correctly, the colors are off etc. you will get few, if any leads from it.
You should ask yourself, before your ad goes live:
* Does my website build trust in under five seconds?
* Are my reviews current?
* Is my offer obvious?
* Is it easy to contact me?
* Is the landing page easy on the eye?
If the answer to any of those is “ehh, kinda,” then your ads aren’t ready. And that’s okay. Most businesses aren’t ready. That’s why this idea matters so much.
If you think, “well it’s good enough,” it probably isn’t “good enough. Your competitors may have said that. If you want to win at the digital marketing business, “good enough, isn’t good enough.”
2. Customer Lifetime Value | The cost of advertising is worth it and customer life time value is how know that’s true
I love talking about the lifetime value of customers. When you have clients stay with you for years the profit numbers get huge. For example my parents have a rental property in St. George, UT. They have used the same property management company for 20 years. My best guess for the lifetime value of my parents’ rental is probably between $20,000 and $30,000 in management fees paid. How much would the property management business pay for a lead like my folks?
Lifetime value can help the business using digital advertising to feel more relaxed about the money they are spending to get a new customer. Lifetime value can and should change your bidding strategy.
If you owned a housecleaning business and you were spending $500/month to get one client, that sounds terrible, until you consider lifetime value. Assume that add gets a cleaning client that has their home cleaned twice a month for $100 per cleaning or about $200/month. Most cleaning clients stay with a company for at least 3 years (36 months). 36 X $200 = $7,200!
Obtaining a single client from digital advertising can feel expensive, right up until you think about lifetime value of that client.
Most small businesses never calculate lifetime value. They guess. They hope. They pray. But once you know the real number, you stop panicking every time Google charges you $12 for a click.
Article from Search Engine Journal – How Do Ads Affect Website Visitor Behavior? [Experiment]
“How many ads is too many? Do users spend more time on sites with fewer ads? We ran an experiment to find out, with unexpected results.”
Tap the title to view the article.
3. Search Intent Is The Real Reason Your Ads Work or Don’t Work
Keywords matter. But intent matters more.
Two people doing similar searches using similar search terms may be looking for something different from each other. One might look for “What does a property manager do?” The other might do a search for “What property manager near met?” Similar but different.
Someone doing the first search is gathering information. The second searcher is look to hire a property manager.
Similar topic. Completely different intent.
A good ad targets intent. The ad matches what a searcher is looking for. Another example would be “Where can I buy the Challenge Pro Long Range Driver?” The searchers intent is to buy a new golf club.
You don’t want to create an ad that “talks” to a general audience. That would be a waste of money. You want ads that target “ready to buy” searchers. That can make it worth your ad spend.
4. How Advertising Reveals Hidden Problems That Hold Your Business Back
Digital advertising helps expose flaws in a businesses online presence. For example:
Flaw: Advertising makes poor reviews stand out
Flaw: Having confusing pricing
Flaw: Poor customer service can be seen more readily when advertising brings more customers in contact with your business.
Flaw: Poor phone skills by the employees
Some businesses feel that advertising caused them these problems, no knowing that the advertising just make the problems more apparent.
Fixing problems helps ads to start working instead of causing you problems.
5. The Organic Halo Effect | Why Your Ads Work in the Background Even When You Can’t Tell
Most businesses never think about this.
The halo effect is a journey by a future customer in finding you and buying from you.
The halo effect is all the steps or items that lead to a digital sale. For example, a customer sees an ad for roofing repairs. They think, “My roof leaked in the last rain. I need my roof repaired,” then they open up reddit and forget the roof. Then it rains again and the homeowner searches for the business they saw. Then they do a search for “roof repair” on Google and find another roofing business that has more and better reviews. They visit that website and then they pogo stick to Facebook. Then it rains really hard and the homeowner finally calls the business they like and gets their roof repaired. That is the halo effect.
Your paid ads, the articles on your site, your reviews all help you potential customer get from point A to point B. All of these things create the idea that your business can be trusted.
If you only measure direct conversions, you’ll underestimate how well your ads are working. You’ll think your money is disappearing. It’s not. It’s building trust in the background.
6. Your Ads Are Only as Good as Your Follow-Up
I have listened to a podcast that discussed how often business owners followup on the leads from the website form leads they get. It was pretty sad.
I guess it’s odd to me to pay for leads, whether that be pay per click or organic seo style leads and that ignore them.
The following information is from this website: Mika
63.5% of businesses never respond to a lead!
Only 2.9% of visitors do anything when on a website.
Most business owners take 47 hours to get back to people that fill out their website forms.
I will let you extrapolate what this means.
Something else to consider is that very few business owners followup rarely follow up more than once. I’ve been told that it may take 8 “touches” to convert a lead.
If you want your ads to work, followup. Make it fast, friendly, and human. Even bad replies are better than silence.
7. Systems | Better Systems = More Profit
Most businesses don’t need more ads. They need better systems to capture the leads that they do get. They need better websites and landing page offers.
If your systems are strong, ads work awesomely. Weak systems waste money. Why bother?
This is why I built Out Of The Box SEO. Our job is to get you to the point where you get the leads. If we see poor conversions on the leads we get you, we’re gonna help you.
From Reddit: What are the biggest challenges people face when starting digital marketing?
r/DigitalMarketing
Question
One of the biggest challenges when starting digital marketing is the amount of things to learn. There are many areas like SEO, social media, content marketing, paid ads, and analytics, so beginners often feel unsure where to start.
Another challenge is lack of real practice. Reading guides helps, but you really learn more by testing things yourself, like running a small campaign or managing a simple page.
It can also be hard to keep up with constant changes because platforms and algorithms update frequently.
For most beginners, the key is to focus on one or two skills first and learn step by step instead of trying to learn everything at once.
Answer: Legitimate-Hat-4333
One of the biggest challenges is information overload.There are so many tools,strategies, that beginners often dont know where to start . Most people also expect quick results,but digital amrketing usually takes testing, patience and consistency before things really start working.
I think is how slow the feedback feels compared to the effort. I have spend hours writing, editing, tweaking… and then there are just few impressions and 0 clicks. It’s very easy to assume I am bad in marketing. Then I would lose the confidence to keep doing that.
There are 31 more answers to the question above. Tap here to view
About the owner of this website:
My name is Don Glasgow
I built my first website in 2001. I ranked that sight almost immediatly for "St. George real estate). Yes, I live in St. George, UT.
I've built many more websites since then.
I also have an enormous amount of knowledge on how to get a website to rank.
