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The Digital Business Kit for Retailers

Learning Outcomes

Retailers will understand how they can use eMarketing strategies to sell products and services online. [printfriendly]

mod-arrow Paid Advertising

As with traditional marketing, paid advertising methods also have their place in online marketing. The methods include paying for search engine prioritisation, pay-per-click through other websites, banner ads, and paid content distribution or syndication. You can pay to display your company content online or for your ad to be shown in search results.

Typical uses

ppcPaid advertising brings visitors to your website, blog or other online presence. Online ads are most commonly used to show your company information online when visitors search for certain terms or go to websites that are displaying ads related to your content. This supplements SEO (Search Engine Optimisation) and may be most useful when you have a poor organic/natural ranking on search engine results. These ads can also be useful to test marketing concepts.

To see more on how these ads are created, distributed and paid for see the eMarketing plan page.

Syndication or content distribution: There are channels online that will put your company information onto other websites, blogs, feeds, etc. for a fee. This can help brand exposure and SEO.

Costs: Ad placements are typically priced as a cost-per-click, cost-per-impression or time length (monthly).

Best practises

  1. Keep it short and catchy: Most placements will limit your number of letters so be creative in making the most impact with less.
  2. Test and analyse: Try different wording, same wording different picture, etc.
  3. Dedicated landing page: It is recommended that your ad goes directly to a specific page on your website that has been created specifically for that ad. This helps convert customers and is easier to track. For example if you are offering 25% off with a time limited offer. Make a new page that has just that deal on it and an action like “click here to buy”.
Training/resource required: Creating a successful paid advertising campaign takes time to learn how the platforms work, how to analyse  results and continually optimise the campaign. Review paid-advertising-plan templates and considerations further in the eMarketing Plan page.

Examples of industry paid advertising service providers

Pros Cons
Google adwords The most widely
used paid-ad platform.
Great traffic. Expensive and
ScreenHunter_241 Apr. 16 08.44
Facebook ads Ads that are shown
beside and in the
timeline of Facebook
Very targeted, cheaper,
well reported.
No distribution
outside Facebook.
LinkedIn ads Ads that are shown
on the sides of
LinkedIn pages.
and professional
industry target is
specific with lower costs.
No distribution
outside LinkedIn.
Banner example Banners that will be
displayed on other
websites, the link is
for a resources page
vs. a specific program.
Leverage other
website traffic.
Campaign control
is difficult.

2016 Increase

All across the globe digital media ad spending is increasing even over just last year.