Online Advertising - Lancashire Marketing Consultants

Why Should I Advertise My Business Online?

In order for a business to thrive it needs continued capital.
Most business and SMEs need a constant flow of new customers in order for
them to continue to operate.

There can be a case for brand awareness but unless the company can continue
to foot the bill, advertising needs to make the phone ring or fill out an enquiry form.

Without constant cash flow, most SMEs will end up closing their doors.
Most businesses find it difficult to acquire new clients and customers.

The Benefits Of Digital Advertising

There is a myth online with the most business called the “FREE” Traffic myth. At Lancashire Marketing Consultant’s this is a common request from our clients, “Can you get free traffic for my business from Google”.

While you can gain new customers and clients from search engines through the method content distribution or SEO, but it’s far from FREE and can cost up to 10 times more than traditional digital advertising.

Acquiring New Customers.

Effective content creation takes a huge amount of time and effort. Time and resources in the creation of content cost a lot of money.

There is no guarantee that your content will be effectively visible on search engines.

Depending on the quality of your distribution method, like websites, blogs or social channels, all of these channels need to have a certain amount of authority in order for your content to be visible by the right audience.

Creating Effective Digital Advertising Campaigns

You can spend a ton of time in the production of content. This can use a lot of your budget, which could of easily of been used for effective online advertising.

Advertising which can be monitored, edited and optimised.

Most companies don’t want to pay for online advertising due to fear cost, fear of lack of return or lack of understanding with the platforms in which digital advertisements can be purchased.

Key Factors To Achieve An Effective Advertising Campaign

Effective Audience Targeting
Good Advertising Copy
Value For Money
Landing Page Optimisation
Conversion Tracking
Conversion Optimisation
Return On Investment {Profit}

Digital Advertising Methods

What Is Pay Per Click Advertising?

Pay Per Click {PPC} is an advertising model implemented by companies like Google with Adwords, Bing Advertising, Facebook, Twitter, Linkedin and Youtube.

Each time someone clicks on your advertisement your is charged for the cost of that click {CPC}. The cost each click depends on each advertising platform and the level of competition for the impression of that advertising space.

PPC Distribution Methods

Google uses one of the most popular PPC distribution systems with their AdWords program.

Google likes to describe PPC as an online auction or bidding system for certain keyword terms or impression space on blogs that take part in the Google Adsense system.

The reason that PPC is so effective for certain companies is that it’s effortless in the acquisition of new website traffic.

You buy the visitors attention rather that luring the visitor through content distribution.

PPC Marketing With Google Adwords

Google Adwords is the biggest player in search engine for the PPC market.

This is down to their ownership of the worlds largest search engines Google Index and Youtube.

The biggest key factor that Google Search Advertising is impactful is down to the buyer intent.

By searcher intent, we mean people are searching Google with the intention of purchasing a product or service.

Display Advertising

Behind Display CPM Advertising.

This is implemented by which companies can build awareness by impression counts of how much a display ad has been seen.

Google has implemented a system by which they have partnered with blogs and websites all over the internet.

The program is called Google Display Network. The system used by websites owner is called Google Adsense.

Both Google and the website owners get a percentage of the impression costs of the advertising.

Behind Display CPM Advertising.

The impression cost can vary depending on the type of content and the competition for advertising on each website.

For example, the impression cost could £0.25 per 1000 impression on a music website, but on a financial site, the impression cost can be £5.00 per 1000.

So it’s vital that implement high-quality landing pages on your website, where clients can either subscribe to your website for more information or purchase a trail of your service.

This gives you the opportunity to continue your marketing lifetime value from the new client that you have acquired.

About Lancashire Marketing Consultants.

HEATONbhp Limited was established in 2004 and is made up of a diverse and highly experienced team of people who are all formally trained in their respective fields which cover:

Offering the core range of marketing services from one stable enables us to bridge the gap between cost and affordability.

Our involvement is completely flexible and can be tailored to meet any specific requirements. This flexibility means that we can work with companies in a variety of ways ranging from installing a full-time team over a number of months, placing consultants and designers with you on a project basis or through to short-term one to one coaching.

Not only have we helped establishing larger brands, but we have also helped SEM's and start ups with their first footsteps of growth and prosperity.