6 Reasons Why Every Small Business Should Consider Video Advertising

6 Reasons Why Every Small Business Should Consider Video Advertising

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The benefits of digital video advertising have quickly switched it from a “nice to have” for larger businesses to a “must have.” Now, this status has begun to trickle down to smaller businesses.

Brands already embracing video ads have have a distinct advantage over their competition.

Soon, video advertising for small businesses could become table stakes for all business owners. Without it, they may not be able to viably compete for new customers and overall sales.

In other words: video ads provide so many advantages that small businesses without a video marketing strategy may get left behind.

Discover the benefits of video advertising and learn about six huge reasons your small business should consider video ads by reading on.   

1. Digital Video Has Runaway Growth with No Signs of Slowing Down

First, business owners should know that digital video is not just a “fad.” It’s a legitimate trend that reflects our evolving use of technology.

Online video has become an absolute monster in the past few years with no signs of slowing down. People watch over 500 million hours of video on YouTube each and every day. An estimated one-third of all online activity is spent watching video.

Video uploaded to newer platforms has also quickly caught traction. Since introducing native video for Facebook users in 2013, the platform has grown to have over 500 million people watch at least one video in a given day.

There are many reasons behind this upsurge in video production and consumption, but mobile is one of the most important to keep in mind. As smartphone adoption rates rose and device owners gained access to cheaper data plans, the simultaneous explosive growth in content production and attentive audiences created a full-blown phenomenon.

Caption: Mobile video brings entertainment to people anywhere at any time.

Over half of video content is now viewed via mobile device, and mobile video saw 20 percent consumption growth last year.

Altogether, these facts show that if your business invests in video, it won’t be stuck with something no one uses five years from now. Instead, not using video advertising could actually make your business feel like a dinosaur.

2. Most Marketers Are Buying into Video Ads, And They’re Seeing Real Results

While more consumers are watching videos, more marketers are also spending more money on video advertising. Comparing 2016 to 2015, marketers spent 53 percent more on digital video ads — $9.1 billion in total. Looking just at mobile video ad growth, spending increased 145 percent year-over-year during the same period.

And while video ads made up just 12.5 percent of overall digital ad spending last year, digital advertising as a whole eclipsed traditional TV advertising. TV has long been the king in the ad world since the 1960s. That fact that digital can unseat it is a big deal.

Also, many brands have begun to give video the lion’s share (56 percent) of their ad budget, signalling a larger sea change in the handoff between digital and traditional pay TV.

Overall, people have begun to pay less attention to traditional media outlets like broadcast TV and more attention to digital video. Businesses using video ads will find bigger and bigger audiences over time. Those who stick to older forms of ads will have shrinking audiences.

This trend has strongly motivated marketers to pay attention. Currently, over 67 percent of brands say that they purchase video ad inventory on Facebook. The majority intend to spend more on video in the next year.

Since “programmatic ad platforms” can automatically match your video ad with people most willing to buy, the tremendous appeal of video content has helped marketers find big, high-value audiences and better conversion rates.

3. Video Sharing Helps Your Ads Go Viral and Expand Reach

Video is not only appealing but also highly sharable. In fact, traffic to video sharing sites has more than tripled. Also, 92 percent of mobile video viewers report that they regularly share videos with others.

Because video is so sharable, a single ad placement can turn into free exposures from people sharing your ad with friends and associates. Video ads therefore help small businesses get more value for their dollar.

Additionally, video ads that are blatant advertisements can still hold a high amount of appeal to buyers. According to one recent survey, four times as many people would prefer to watch a product-focused video compared to reading about it.

4. Video Communicates More Than Words or Images Alone

Video content combines sight and sound with motion to create a deeply engrossing experience. By combining moody imagery with soothing music, for instance, small business brands can make viewers feel emotion more effectively than images or text can by itself.

Caption: The absorbing qualities of video appeal to broad audiences of all ages.

Consider that a two-minute explainer video can be capable of delivering over 200 words of script. It will also show deeper information with animations, visual cues and things like editing. Maybe this is why people say that if a picture is worth 1,000 words, 1 minute of video must be worth 1.8 million!

Additionally, people tend to remember video far more clearly compared to text. The average viewer claims to remember 95 percent of what they saw in a video compared to just 10 percent of what they read through text.

For small businesses marketing, these benefits mean that video does more with less. Your viewers will get more of your message, enjoy it as an experience, and remember it better overall.

5. Video Helps You Rank Higher for SEO and Social

Google’s search index gives video approximately a 50 times higher chance of appearing on the first page of results compared to any content page that just uses text. Video search results also tend to show at the very top of SERPs (search engine results pages) or near the top-five overall results.

Caption: These video results appear at the top of the SERP above text-based web pages.

By having your video more likely to appear in search results, you can get more clicks from search users directly in the SERPs. Having your video appear on the SERPs can also increase organic traffic by 157 percent compared to text-based webpages.

Put together: each video you make can generate more business with less effort.

6. Video Can Drive Serious Conversions

The addition of video to your existing campaigns can help convert more people more quickly. For instance, including a video on a landing page can increase conversions by over 80 percent. Similarly, including a video in the first email of your drip campaign can increase your subscriber click-through rate by 96 percent.

On top of this, using video anywhere on your website can drive engagement overall. According to studies, the average user spends 88 percent on websites that contain video. Additionally, blogs incorporating video tend to earn around three times as many inbound links compared to text-only posts.

Small business owners using both paid video ads and non-ad-related video content will therefore have an easier time finding more leads from multiple sources.

Some Tips for Incorporating Video Advertising for Small Businesses into Your Marketing Strategy

  1. Start with a short 1-3 minute video explaining your company’s primary product or what makes you different than competitors.
  2. Testimonial video serves as social proof to help win new customers still considering your services.
  3. Consider uploading a few videos a month in lieu of text content to educate your customer base and help solve pain points related to your industry.
  4. Facebook video advertising has been shown to lead the market in growth and share potential. Even a <12 second ad loop can draw the eye and drive engagement compared to a static image.
  5. Product demonstrations comfort buyers who want to see the product in motion. This applies particularly to goods like electronics, clothing, fashion, jewelry and products like vapes. Even if you are demonstrating a product you don’t exclusively carry, you can earn traffic by providing video demos where others don’t.
  6. Answering frequently asked questions about your specific services/products or your industry as a whole can be an amazing way to drive engagement.
  7. You can always use content for longer videos as roll material for shorter, more compact ads.
  8. Use video to introduce your team or show a glimpse behind the scenes of your company. This approach can help you win affinity and earn audience trust. Facility tours tend to be particularly entertaining when tightly edited together.

    26460703 – close-up of businessperson looking at video conference on digital tablet
  9. Consider reporting on industry-related developments, including new products, regulations, major brand announcements and the like.
  10. Feel free to simply entertain rather than educate! Old Spice commercials have become a viral sensation shared even by those who tend not to use their products, still growing their reach and overall brand awareness.So, there you have it — six compelling reasons to jump on the video advertising bandwagon as well as 10 quick ideas to serve as inspiration. Remember that you can start small with just a person talking into the camera, and since every computer and mobile device has a camera now, your production budget can be as low as $0.If you need more insight on how to use video effectively, take a look at our other small business marketing resources [enter link here] to help you find success for your company.

 

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7 Ways to Increase the Effectiveness of Your Email Marketing


Email marketing has come back in full force, and brands that know their way around best practices can reap huge returns.

According to a survey of marketers conducted last summer, the average ROI from email campaigns was over 100 percent! This ROI beat out other marketing channels by over four times, including social media, paid search, and direct mail.

One study from 2015 even found that email marketing could generate as much as $38 for every $1 spent, which equals a mind-blowing 3,800% percent ROI.

For anyone trying to squeeze more out of their email marketing or turn around their lackluster campaign success, here are 7 pointers for increasing the effectiveness of your email efforts. Continue reading “7 Ways to Increase the Effectiveness of Your Email Marketing”

Pay per Click Advertising: Why Businesses are Spending and Earning on Paid Search

Pay per Click Advertising: Why Businesses are Spending and Earning on Paid Search

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Years ago, businesses realized that their prospects are online and that if they want to reach their target market, they need to have a website. But today, due to tougher competition, smarter business owners are realizing that having a website and optimizing it for search engines is no longer enough. They now know that pure “organic” or free traffic won’t keep the cash register ringing. They need pay per click or PPC advertising.

Unlike SEO, you will need to directly spend for traffic to implement PPC, which is also known as paid search. But there’s a reason why the big players are investing heavily in this channel – they are earning from it. Indeed, PPC can complement “organic” online marketing efforts. When you want instant, targeted traffic, paid search is the way to go.

See our Infographic:

Infographic PPC

What Marketers Get from PPC

A survey by marketing research firm MarketingSherpa showed that PPC accounts for 25% of online marketers’ budgets. Safe to say, the biggest players in the online paid advertising industry are getting something out of pay per click. Otherwise, they would not be allocating a chunk of their budget to this channel. The same survey showed that marketers primarily use PPC advertising to:

  • Increase web traffic – 63%
  • Generate more leads – 62%
  • Increase online sales revenue – 57%
  • Achieve or increase measurable ROI – 50%

From these figures, the benefits of PPC are apparent. Increasing a website’s traffic and leads are its main benefits. Much of this is due to PPC’s power to instantly display your ads on the first page of Google, making it an ideal choice for marketers who cannot wait for the results of search engine optimization or SEO to take effect. And because PPC’s return on investment (ROI) is measurable, it’s an attractive choice for businesses that need to track spending. It’s effective for businesses that have an online sales funnel ready.

Paid Search Fuels Google’s Growth

Google is a company that is built on advertising, especially PPC. The search engine displays advertisements on its web properties like Gmail and YouTube, as well as via millions of affiliate websites, collectively known as the Display Network. It also displays PPC ads on search results.

According to the latest figures released by Google, its 2012 revenue from advertising stood at $43.6 billion – a whopping 300% growth from 2003.

Behind Google’s revenue rise is paid search’s massive growth through the years. A survey by Kissmetrics, Magna Global, and efrontier showed that as of 2011, paid search is already a $34.9 billion industry worldwide. It’s bigger than radio advertising ($29.5 billion), outdoor advertising ($23.6 billion), and cinema advertising ($2.9 billion). It’s also closing in on TV advertising, bringing down the gap in spending from 112% in 2006 to only 24% in 2011.

Separate figures released by ZenithOptimedia, meanwhile, forecast that paid search will hit $57.78 million this year in the United States alone. The Magna Global Advertising Forecast estimated paid search growth for 2014 at 13%. PPC is indeed an industry that is growing.

Biggest PPC Players, Budgets Exposed

How much does the biggest PPC advertiser spend on paid search? WordStream estimates that in 2011, the IAC/InterActiveCorp spent $174.23 million on Google AdWords, making it the biggest PPC spender for that year. IAC owns a number of businesses, including popular websites Ask.com. Dictionary.com, and Vimeo. Retail giant Amazon.com is second with a budget of $118.50 million. Telecommunications provider AT&T completed the top three after spending $115.56 million.

Meanwhile, these industries spent the most on Google AdWords:

  • Finance & Insurance – $4.0 Billion
  • Retailers & General Merchandise – $2.8 Billion
  • Travel & Tourism – $2.4 Billion

Under Finance & Insurance, the top three spenders are familiar brands: State Farm ($43.7 million), Progressive ($43.1 million), and Geico ($23.7 million). Familiar names also topped the Retailers & General Merchandise industry: Amazon.com ($55.2 million), ebay.com ($42.8 million), and Macy’s ($35.6 million).

Can Your Small Company Compete?

Your marketing budget will be humbled by those of big dogs like Amazon, eBay, and State Farm. Does this mean small businesses cannot and should not try paid search? Is PPC an advertising platform where only the wealthiest can compete? What about small and medium-sized businesses like yours?

According to the Google Economic Impact Report, the use of Google search and advertising tools in 2012 resulted in $94 billion worth of economic activity for 1.9 million businesses across the U.S. This simply shows that the benefits of pay per click advertising are not limited to the big corporations. That “1.9 million” figure includes small business and massive enterprises. This means even smaller players can use PPC advertising to instantly land on the first page of Google and reach a targeted audience.

Options for Professionals, Small Businesses

Google AdWords is still the best platform to advertise with. According to estimates by eMarketer, Google holds a 73.8% share of U.S. search ad revenues. That share is expected to grow to 74.4% this year and to 75.7% by 2015. Google also reports that AdWords advertisers typically gain a $2 revenue for every $1 they spend on the platform.

Your next best option would be Bing Ads, which has tie ups with Yahoo and other partners. Together, this group represents a total search engine market share of 30%, or 6 billion searches conducted every month, according to comScore. This network reaches 162 million unique searchers.

But here’s some advice before you proceed: while in general, PPC can be beneficial to businesses both small and huge, you should never easily entrust your marketing budget to any agency. Be sure to get to know the agency first, ideally through free consultation or meeting, to ensure that you get your money’s worth. Trust an agency that understands your needs and your business goals. That’s the only way to earn profits when spending on PPC.

Call us now or send us a message to schedule your free consultation on PPC advertising.

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PPC Advertising: Online Marketing with Instant, Highly-targeted Traffic and Measurable ROI for Your Business

PPC Advertising: Online Marketing with Instant, Highly-targeted Traffic and Measurable ROI for Your Business

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Business owners are reluctant to engage in online marketing activities not because they don’t want to see their website online, or they don’t have the budget for it. Mostly, it’s because they struggle to track Internet marketing’s return on investment or ROI. Indeed it is difficult to invest in something whose value is not obviously apparent. Good thing there’s PPC or pay-per-click advertising.

PPC not only gives businesses quick results, it also tracks these results – allowing owners to see exactly what they are making through this channel. In fact, a recent study showed that 50% of marketers that use PPC do so because they want to achieve or increase their measurable ROI.  PPC is indeed the online advertising model businesses need right now.

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‘Complex’ Concept Simplified

When business owners hear the word “PPC,” they usually think of it as a highly complex, completely technical, paid online advertising model that they should stay away from. And indeed you have reason to think of it that way. Perhaps you’ve been approached by a consultant before with terms like “spend, bids, impressions, CTR and quality score” didn’t really make sense to you. But really, what you should know about PPC is in the name itself: pay per click. Unlike other forms of advertising, you only pay when users click your advertisements. No click means no payment.

Paid advertisements may appear on various online locations but the simplest and most popular form of PPC is the search results text ad, which is displayed on top of and beside “organic” search results. Each ad is composed of four lines of text. Currently, 95% of PPC marketers consider these text ads as important, according to a digital marketing survey. Paid ads may also appear as banners on partner sites and on video content (such as YouTube). But in this article, we’ll focus on search text ads.

Should You Spend on PPC Ads?

Research by MarketingSherpa showed that online marketers indeed are dedicating a significant amount of their budgets to paid search. A quarter of the marketing budget is spent on PPC! Another 25% is allotted to the business website. SEO gets 21% of the pie. The rest is intended for email and other channels and activities. In the United States alone, search ad spending is expected to hit $22.86 billion in 2013, up from merely $15.36 billion two years ago, estimates by eMarketer showed. By 2014, it’s expected to reach $25.41 billion and by 2016, a massive $25.41 billion!

Here are other statistics that matter:

  • Estimated $22.86 billion U.S. paid search spending in 2013 (eMarketer)
  • By 2016, PPC is expected to become a $61.1 billion industry worldwide! (Kissmetrics)
  • Increase web traffic – 63% (MarketingSherpa)
  • Generate more leads – 62% (MarketingSherpa)
  • Increase online sales revenue – 57% (MarketingSherpa)
  • Achieve or increase measurable ROI – 50% (MarketingSherpa)

What these numbers is trying to say is this: PPC works. Online marketers are spending on PPC, and are looking to spend more on it in the future. This upward trend in spending says a lot about the power of paid search. But as research shows too, the main hindrance preventing B2C businesses from increasing online budgets is the difficulty to prove ROI. But what it you can track ROI, and see results instantly?

Instantly Appear on Google Search Results

One of the top reasons why pay per click advertising is popular among business owners is its power to propel websites to the first page of Google – “instantly.” Instant in this case is in comparison with SEO or search engine optimization, which is a slower but nevertheless necessary online strategy. With SEO, it can take time to rank on search engines, especially for competitive keywords. But with PPC, you can immediately ascend to the much-coveted search results page and advertise your business to interested prospects without waiting for months.

The instant appearance on Google search results brings instant traffic to the website. Research shows that increasing web traffic is top objective of 63% of PPC advertisers. So if you’re just getting started with SEO, or your website needs a traffic boost fast, you may use pay per click to get it.

Take note though that being on Google’s Page 1 is not just about extra traffic; it’s also about spreading brand awareness. Whenever users see your search result, they get an “impression” of your business. You do not pay for impressions. This means you get to give your brand exposure with little or no cost, and do it instantly. It’s also about converting the traffic to leads and sales.

Measurable: from Impression to Conversion

PPC networks such as Google AdWords and Bing Ads allow businesses to track a wide array of metrics, from impressions to clicks to conversions. These metrics enable businesses to see whether they are indeed getting the “conversions” or results they want from paid ads. You get to see how many people saw your advertisement, how many clicked the ad, and how many performed the desired action on your landing page.

Because you can measure impressions to conversions, you’ll be able to see how much a particular conversion cost you. Calculating your “cost per click” will let you determine the amount you spent for every advertisement clicked by a user. “Cost per conversion or action or acquisition” is the amount you spent for that lead, sale, or whatever conversion you are tracking.

Being able to measure not just traffic but also money spent and earned is an attractive feature of PPC. It is one of the reasons why pay-per-click is very popular in the retail industry, which accounts for 16% of businesses that run PPC ads. Case in point: Amazon. The e-commerce giant spent $55.2 million on Google AdWords in 2011. Retailers are tracking not just how many clicks they got but how much they earn from these clicks. Businesses in other industries are following suit.

Don’t be left behind. We can implement pay-per-click advertising for you and help you get instant, highly-targeted traffic and measurable ROI for your website and your business. Call us now or send us a message to schedule your free consultation on PPC advertising.

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PPC Marketing: Go ‘Non-Traditional’ Advertising for Instant Website Traffic [Video]

PPC Marketing: Go ‘Non-Traditional’ Advertising for Instant Website Traffic [Video]

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When business owners notice a drop in leads and sales, they typically launch a promotion and advertise it. They publish ads on traditional media – TV, radio, print, outdoor.  And if they’re a bit technology savvy, they put promotions on their website. Problem is, these channels don’t always bring in the urgently needed store visits or the much-awaited online purchases. They should have gone with Pay per Click (PPC) advertising instead. Here’s why.

Watch the video:

Cost and Complexity Perceptions Explained

PPC marketing can make your “instant traffic” wishes come true. Despite this, many business owners are reluctant to try it because it sounds complicated and costly. This couldn’t be any farther from the truth. PPC is simple to understand. Ads about your company display online when users search particular keywords in Google, Yahoo, or Bing. Ads may also display on many of millions of web pages online that have to do with your product or service.  When people see your ad, they become interested and click it. They are then directed to a specific page on your website called a “landing page,” where you can convert that instant traffic into leads or even paying customers.

And as the name suggests, you only pay for ads that are clicked. Users who click are most likely the prospects interested in your products and services. The price you pay each time someone clicks on your ad is set by a bid. The higher you bid for a keyword, the higher your ad position will be on search results. If managed by a PPC professional, your campaign may drive you the most affordable and targeted traffic needed by your website and your business.

Boost Your ‘Slowly But Surely’ SEO Efforts

Search engine optimization or SEO is needed by any website to ensure it ranks well on Google and other search engines. It is a prime necessity. There is no debate there. However, not many businesses can wait for SEO to take effect. Depending on the competition, strategy, implementation, and other factors, it may take months before your web pages appear on the first page of Google for your target keywords. Some businesses simply cannot afford to wait any longer for more traffic to come to their websites.

PPC can bring your business instant customers and generate a return on investment in a very short period of time. Ads about your business appear online instantly as soon as the campaign is launched. PPC is the perfect complement for SEO as it allows your business to join the competition immediately as your ads make their way to the top of organic search results.

Why Not Traditional Media Ads Instead?

Advertising on television, radio, newspapers and magazines, and billboards has been around for quite some time. Yes, they attract attention. But here’s another truth: they are also expensive. And for small businesses needing that urgent boost in traffic, leads, and sales, traditional media advertising may not be the best use of your limited marketing dollars. While they may have a wide reach, they may not send you the website or store visits you need due to lack of targeting.

On the other hand, the PPC internet advertising model gives you much more control. There are many targeting options to reach your customers. Some of these targeting options are: by device, specific geographic location, language, days of the week, and specific times in a day. Depending on your campaign settings, your ads may also appear on various sites that are part of the Google, Bing, and Yahoo networks based on age, gender, interests, and many more.

When it comes to spending, you can set a maximum bid and budget on a daily or monthly basis. Your ads will automatically stop showing and you will not be charged further when you reach your spend limit. And because impressions and clicks can be measured, you can easily prove your campaign’s ROI.

Remarketing: Get the One That Got Away

Traditional PPC lets you skyrocket to the first page of Google without waiting for months, targeting only the prospects you need, and at a budget you can afford. But there’s another form of PPC that is becoming more popular to small business owners: Remarketing.

Also known as Retargeting, Remarketing gives you another chance to display your ad to people who have visited your website and left without buying or leaving their contact information. Remember, you don’t have their phone number so you can’t call them. You don’t have their email so you can’t send them a message.

With Remarketing, you’ll be able to “follow” prospects within the Google Display Network – a vast collection of over 2 million websites, including YouTube, Gmail, USA Today, New York Times, and other popular sites. This is amazing for branding purposes, and costs nothing unless they click on your banner ad. Wouldn’t that annoy prospects? Not if you limit how long ads are displayed, how often they display, how much time goes by between displaying ads. You have control of these options.

Let us help you instantly generate highly-targeted traffic to your website and increase your leads and customers. Call us now or send us a message to schedule your free consultation on PPC advertising.

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