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While SEO isn\u2019t considered to be online advertising, because there is no money exchange for specific placement, it certainly plays in the same space which makes online advertising worth discussing. SEO and online advertising work well together. While SEO efforts gain traction slowly in the background, online advertising can generate immediate clicks to a website and increase brand awareness and exposure.<\/p>\n
There are many different types of online ads, such as search engine pay per click ads, banner ads, display ads, social ads, etc. and they each have different recommended budgets. Some options certainly aren\u2019t cheap, but they can be very effective if implemented properly. But that\u2019s where we notice lots of issues. Companies are paying a premium for online ads that just aren\u2019t cutting it. One of the most common mistakes we see is companies taking a \u201cset it and forget it\u201d approach to their online advertising. After they do the initial set up work they just let the ads run, which essentially means that they are wasting money.<\/p>\n
Here are 4 reasons why set it and forget it is the wrong approach:<\/p>\n
The shelf life of an ad\u2019s creative varies depending on the ad, but they all become outdated eventually. For example, if you\u2019re promoting blog posts in social media they shouldn\u2019t be more than a few weeks old if the date is on the post. If the date isn\u2019t on the post or the URL you might be able to get away with promoting it for a longer period of time, but only if the content is evergreen. It\u2019s wasteful to continue to put money behind content that is \u201cold news.\u201d<\/p>\n
Advertising platforms can change the rules on a whim. Advertising spend, impressions, and clicks can easily be affected by internal algorithm changes. An ad that was previously running consistently at a few hundred dollars a month can jump up to thousands of dollars if you aren\u2019t actively monitoring it and don\u2019t have a spend cap on it.<\/p>\n
While who your target audience is might not change all that much, ways to accurately target them in the online space can change regularly. As your company (and your competition) grows over time, you\u2019ll be able to narrow in on more specific target segments and more efficiently target them by criteria such as age, location, interests, and more.<\/p>\n
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\nIt\u2019s important to make the most of your online advertising budget. Keep an eye on spend and if you notice one day, week, month, etc. doesn\u2019t hit the spend budget, invest that money in other ways to make sure that it doesn\u2019t go unused. Or, on the other hand, if you notice that spend ran high during any particular time frame, you can quickly make adjustments to ensure that the overall budget doesn\u2019t go over.<\/p>\n