The online marketplace has become crowded and difficult to navigate. Search Engine Optimisation was once a golden nugget for businesses in-the-know to dominate the organic search results but as SEO techniques become cheaper, easier and more common, SEO has become less about technical proficiency but about time, effort and content production. A few years ago, a business could top the search results page by simply adding meta-descriptions, focus keywords, a few inbound and outbound link, and alt text to images. Now, almost all websites have decent SEO scores, but if they aren’t constantly adding new and relevant content, they will slip in rankings (or never reach the first page).
Search engines are still the number one place for research and carry a high buyer-intent, so ensuring your brand returns a result for a search query for your product or service by both paid and organic keywords is a must. The organic rankings are more difficult to acquire these days so promoting your brand and content via an omni-channel Digital Marketing Strategy is critical for any business operating in a competitive market.
By implementing an omni-channel Digital Strategy, you can beat your competitors across all platforms including search engines. If done effectively, this will drive down your advertising spend over time.
DRIVE TARGETED TRAFFIC TO YOUR WEBSITE
REDUCE ADVERTISING SPEND
IMPROVE BRAND POSITIONING AND LEAD ACQUSITION
Jeff Frampton – Co-Founder, Excise Cloud
Matthew Boyd – CEO, Vollie
Bobby Garrett – Co-Founder, Excise Cloud
The Questions We Get Asked The Most
What is programmatic advertising?
This is any paid online advertising which uses a bidding system. The higher you bid for an audience to see your ad, the more it will get shown over competitor ads. Note though that if the quality of your ad or website isn’t good then even if you bid higher than your competitors, your ad might not be shown. Most platforms will suggest a bid amount, but we recommend starting low and adjusting as necessary as you might otherwise be overcharged.
How long should I run ads for?
Even 12 months ago we would’ve said testing the performance of an ad could be done successfully over a month but as the competition increases, we recommend committing to at least two months with regular adjustments before deciding if it’s working for you or not. Keep in mind your sales cycles when measuring success as if a net new client takes 6 or more months to acquire, then you will need to either run ads for much longer or measure the performance long after the ads have been completed.
How much should I spend?
This depends on the average sale value of your services or products and the size of your audience. If you have a small audience and a low average sale value, then your budget would be much smaller than if you had a large audience. We recommend starting with about $5,000 AUD per month for ad spend. If you decide to outsource it then you will want to factor in content creation, campaign setup, and project management costs which will cost roughly $10,000 as a once-off investment.