Digital advertising is everywhere these days. You can’t visit a website, use a search engine or scroll social media without seeing an ad somewhere. It’s yet another tool for your marketing strategy, and it can also be intimidating to get started if you’ve never done it before or not had great success in the past. We caught up with Shaye Ruecker, owner at Regina’s Marsh Digital to learn how to add digital advertising to your marketing mix.
The first step is getting access to your website’s Google Analytics because you must know your numbers. “You need to know who you’re currently marketing to and set some goals,” says Ruecker. “And you need to know how your website is working for your audience. Google Analytics is essential.” Check where your website visitors are coming from, how long they are there, and what they’re looking at. “Make sure your website is attracting your target,” says Ruecker. “Check for clean traffic. If you’re getting traffic from an area overseas, that’s likely spam clicks not real customers.”
Next, make sure your messaging resonates with your target market. “For example, if you’re targeting women, make sure it’s women that are visiting your site.” Adjust your website and messaging to make sure you’re connecting.
Once you have your website sorted and your messaging planned, it’s time for placement. There are many, many options out there. Ensure you’re placing ads where your market is. “Google Ads and AdWords, Bing, YouTube, Facebook, Instagram, media sites…there are so many options available,” says Ruecker. “Once you have picked your spot, keep your ads fresh. Digital ads get stale, and people don’t like seeing the same thing repeatedly.” Plus, you don’t want to hit people that aren’t interested. Spend your money where people are going to want to see your message.
If this seems like a lot to know and do, it is. While digital advertising is designed to be easy for the user, it’s also easy to become overwhelmed at the thought of designing and executing a successful campaign when there is so much to consider. “Help is out there. A digital advertising expert can help you analyze your website, create your strategy and place your ads where they need go,” says Ruecker. “If you’re a busy entrepreneur, get help. There’s
nothing worse than throwing away money on a campaign that goes nowhere. Digital ads work—it’s just a matter of being in the right place at the right time with the right message.”