More than 60% of users will click on an ad when they want to buy a product or service.
That’s a huge portion of the total people using the web, and no one is going to know how to best reach them more than a digital advertising agency.
Marketing and advertising are tried and true techniques when it comes to letting people know about your business. However, it can be a learning curve if you don’t know how it works.
That’s where an agency can be useful. They know the buzzwords and the best methods to get your business out in front of people that want to buy what you have to offer.
If the agency is worth its salt, then there are things you should expect them to know.
Here’s a quick rundown of what to look for.
1. Paid Advertising Strategy
Paid advertising can feel like a black hole for your funds if you don’t know the right way to go. You can’t just throw money at something to see what sticks because you will fail time and time again.
Having the right paid advertising strategy can be the difference between success and failure.
Your digital advertising agency needs to take advantage of this.
Pay Per Click
There is no doubt that pay-per-click advertising is a gold mine. As per to WordLead, in 2018, 66% of buyer-intent keywords were paid clicks.
Beyond that, there is an average of 200% ROI using a PPC advertising strategy, and PPC ads have shown they boost brand awareness by 80%.
If your advertising agency isn’t telling you to adopt PPC, then they’re doing something wrong.
Influencer marketing is a paid advertising strategy that has only recently become more effective as a digital advertising strategy.
The way it works is you get a well-known name to endorse or encourage your target group to purchase your product or service.
For those of you that recall, TV commercials used to have people like Mr. T sell a given product, this functions the same way.
When it comes to digital advertising, ad retargeting is the toddler on the scene. This is a new paid advertising strategy that seems to be doing really well.
Ad retargeting utilizes tracking cookies to track what users are doing online. If you visit Amazon and leave something in the cart, chances are that it’s going to pop up on your Facebook feed.
That’s ad retargeting and it just works.
Banner ads are the dinosaurs of the digital advertising world. You’ll know them as the random square and rectangle ads found on both your mobile device and PC as you browse websites.
Unicast advertising has been around nearly as long as banner ads, but as more people use services like YouTube, the more it makes sense to add these ads.
They look like commercials that play right before the YouTube video that you’re trying to watch.
With over a billion users, it makes good marketing sense to use this tool to reach your audience.
2. Digital Advertising Strategy
Whether you’re growing a business or you’ve been around for a while, keeping up with a digital advertising strategy is tough. With tech changing constantly, you need to be ready to change right along with it.
That means hiring a digital advertising agency to handle the work for you.
They should plan your digital advertising strategy, and agree that it needs to be top notch by being watchful about the way digital marketing evolves.
People like to watch videos. In fact, YouTube is the second most visited site in the entire world – that adds up to billions of people watching and uploading videos around the clock.
That’s no exaggeration either. About 3.25 billion hours of videos are watched every single month on the media platform.
Companies like Geico see the opportunity and use pre-roll or unicast ads that play just before the main video.
If big companies see the value in this, your digital advertising agency should, too.
Twitter is another platform that engages millions of people daily. They share stories, newscasts, and whatever else happens to be the thing of the moment.
On the bright side, advertising on Twitter isn’t expensive since you can adjust it exactly how you want it. You or your agency selects from a variety of campaign objectives that include increasing brand awareness, improving conversion rates, and collecting leads.
There is a need to keep up with the times when you use Twitter as part of your advertising platform. If you choose to work with an agency, that’s par for the course.
You should expect that your digital advertising agency is familiar in working with Twitter if they claim social media advertising as a service.
Instagram has more than 800 million active users and continues to grow at a steady rate. By using a paid advertising strategy like advertising on Instagram, you can grow your brand awareness at a quick pace.
Additionally, the visual nature of Instagram allows more creativity to get people in the door. Plus, with the added fine-detailed nature of advertising on the platform, you can target the demographic.
Let’s not discount blogs because content can be one of the major driving forces behind your brand.
A well-written blog can align your company with what your customers want. Are you a travel agency? What about a foodie?
Maybe you’re in it for the fun of writing content, but the magic happens when you pick the right keywords and make it something your audience wants.
In other words, if you provide cake decorating tutorials and demos, don’t write about your cat’s favorite food. Make sense?
3. SEM vs. SEO
For those of you that enjoy logic, consider the idea that all ducks are birds, but not all birds are ducks.
If you get that, then knowing the difference between SEM vs. SEO is a breeze.
Search engine optimization, or SEO, is only a slice of the pie that makes up SEM, or search engine marketing. Your digital advertising agency better know this because if they try to tell you anything different, you need to look elsewhere.
First off, SEO is entirely organic. You work to increase traffic to your site by getting better rankings courtesy of your content. Your site also works to get links from other sites back to your site. Link building, anyone?
SEM goes beyond that and incorporates advertising strategies like PPC as well as other paid opportunities in addition to the free options. It’s designed to be targeted towards your intended demographic which means that SEM traffic is quite valuable to your ROI.
4. Search Engine Marketing
SEM is a fickle animal, but with the proper approach, you can tame the beast…at least most of the time.
Search engine marketing has a singular goal of increasing how often you are seen on the search engine results page. This happens thanks to SEO and paid search advertising. It’s a process that takes time to get your site and ads to appear in the coveted top positions.
Under the SEO pillar of SEM, you’ve got content, links, mobile use, and more that contributes to where a search engine will place your site.
Under the paid search advertising pillar, you’re looking at PPC, ad retargeting, and services like Google Ads. When you put it all together the right way, your ROI will begin to grow. An agency can help you make it happen.
5. Digital Marketing Agency
A digital marketing agency is not the same as a digital advertising agency, although the terms are often used back and forth. If you’re in the market for a marketing agency, then you’re going to want to look for some specific aspects..
For one, a digital marketing agency handles everything from web development to web design. They also cover SEO, working with social media, and even content marketing.
Something else to notice is that a marketing agency tends to be niche oriented.
A digital advertising agency handles the ad campaigns that you may have surrounding a given product. You can expect an advertising agency to take care of PPC ads, display ads, and social media advertising.
A digital advertising agency can be a subset under a digital marketing agency, but the two are not the same. It’s like the duck and the birds all over again.
6. Social Media Advertising
Social media isn’t going away anytime soon, making it the perfect place for getting yourself in front of a waiting audience.
With sites like Instagram and Facebook, social media advertising is prime for the taking. Add the precise guidelines that Facebook offers, and you’ve got an advertising powerhouse within your grasp.
Consider this – according to Adobe Digital Insights, relevance is vital for both Millennials and Generation Z when it comes to decisions about products and services.
What exactly do they find relevant?
The answer is social media. Half of Gen Z and nearly half of Millennials believe social media is the best channel to talk to people and businesses.
That means social media advertising is an incredible chance for your business, so your digital advertising agency needs to be on top of this from the start.
Digital Advertising Agency Expectations Realized
As you go in search of an agency, do keep in mind that they need to have realistic goals for you. Things like benchmarks and reports are a crucial part of the way things work in the digital advertising world.
You want to make sure that they can and will provide you with a current snapshot of where you are and a predictive snapshot of where they believe you will go.
Experienced advertising agencies will also let you know that results are not guaranteed due to the ever-changing digital landscape.
They will tell you it is a process and not something that can be achieved overnight. If you’re on the 15th page in a Google search, don’t expect to be on the first page in a week. It won’t happen.
So, do you have any other tips for those seeking out a digital advertising agency?
We’d love to hear what you have to say! Leave a comment below.