At a recent business networking breakfast people were interested in the benefits of advertising their business online or they already knew it was the way forward but wanted to learn more about the online advertising options available to small business owners. Like most networking events the minutes kept ticking and time escaped us, instead of leaving them in the dark I said I would write them an email on the subject and now I’m going to share it with you.

5 main forms of Online Advertising that we work with

Facebook Advertising

I still believe this to be one of the most targeted forms of advertising available both online and offline. Simply because people put lots of detail about themselves into Facebook; including gender, age, education, location, interests, occupation, life events (eg recently married or travelling) and more. The advertising platform behind Facebook allows you to use all of this information your advantage and target people based on the information in their profile.

Below are some examples of some target markets that you could use through Facebook Advertising.

Facebook Advertising Example
Facebook Marketing
Facebook Targeted Advertising

A lot of people are confused by what an advertisement on Facebook looks like. They usually appear 2 or 3 posts from the top of your timeline, one way to identify them is that they say ‘Sponsored’ in the corner. They can be images, either a single or gallery and you can even use video. A benefit to Facebook Advertising is that it gets your brand in front of people that are interested in your service or product when they’re just enjoying some time to themselves, which could get you lead then and their if they click the link or could make your brand come to front of mind when they are actually ready to buy. There are some rules you need to follow – for example only 20% of the image can include text. An example of what a Facebook advertisement might look like is coming up.

Facebook Sponsored Ad

 Google Adwords

This is one of the main forms of online advertising that comes to peoples minds when they think of starting to enter into the online marketing world. It’s great because it gets your website directly in front of potential customers at the exact time they’re searching for your product or service. The bad thing about it is that because everyone know’s about it, it’s gotten very competitive and you can often end up spending $1 to $3 or more per click towards your website. Simply because it’s like a auction system, if one company is willing to pay more to get customers searching for a certain keyword then you need to equal or beat that amount to have your business shown over theirs. Now there are tactics you can use like targeting longer more specific keywords that the big players aren’t paying attention to, but this is just something to be aware of.

For those of you that don’t know what Google Adwords look like from a client point of view – I’ve put an image below that shows you example of ads in Google Search Results.

google-adwords-example

google-adwords

google-adwords

Google Adwords Example

Google Display Network

Google Display Ads are often one of the most unheard of and untapped online marketing stream that small businesses are not taking advantage of. To explain these a little bit, nearly 2 million (and counting) websites utilise a platform called Google Adsense which basically allows Google to place targeted ads on their website. The reason they do this is because if anyone clicks on one of the ads Google has placed on their website, then they earn a small commission from each click. This is a great way for website owners to earn an income, especially if they run a website that isn’t selling anything. Basically it allows website owners turn their traffic into an income. Now most of these ads come in the form of a bit of artwork or a banner. Small business owners can take advantage of this and place adverts for their business, products or services all over the internet! These can be targeted to website of certain categories or that contain certain search keywords, you can even configure them to follow people who visit your website to make sure your business and services stay top of mind. You’ve probably noticed it yourself, you might be looking for a particular service and then all of a sudden you start to see ads for that service everywhere you go! I find these to be one of the best value platforms when in comes to marketing. If you’re not using these services then I recommend you look into it. Below I’m showing an example of a Google Display Ad on Gumtree.com.au

google display advert

 

Online Video Advertising Campaigns

We cover this in depth in another blog post all about online video advertising campaigns if you would like to find out more.

Email Marketing

We cover automated email marketing in great detail on another blog post if you’d like to learn more about it, including tools to use and a few tips on tactics.