Online Advertising. Why it pays off.
Why online advertising can pay off more than traditional media: reach a targeted audience by age, location and interests. Learn how to approach it.
Why online advertising is more flexible than traditional advertising
Online advertising has a big advantage over others: you can limit it to a target group by age, gender, place, interests or hobbies. Advertising in media such as TV, radio and print is far less flexible - there you can only hope that your target audience sees the ad and responds to it.
Online advertising can be changed as you go: the budget, the targeting and the message, and you measure the results.
Online advertising works in several ways
A flexible budget, control over spending and measurable results are the biggest advantages of online advertising. You can advertise in different ways:
- Optimising online stores and pages (SEO) is an integral part of online advertising - are you interested in why?
- Google Ads has by far the largest reach and detailed statistics.
- Facebook advertising is suitable for reaching a target group, and do not neglect communication with customers either.
- Email marketing is a special way of addressing known customers directly.
- Online contests attract attention and grow your contact base.
What we do and what the agency does
We do not run ad campaigns. We prepare everything advertising needs and take care of measurement:
- fast landing pages for ads,
- a product feed for Google Shopping (Google Merchant Center),
- GA4 and conversion tracking, respecting the visitor's consent (Consent Mode), and server-side where we have a suitable module,
- structured data and the connection of ads to the store,
- advice on what the metrics mean.
Setting up, running and optimising the campaigns (Google Ads, Facebook and Instagram) is done by a proven agency we work with. We arrange the introduction, and you have one contact to start with. We do not promise results.
Never let the acronyms confuse you
When reading about online advertising you will often come across SEO and SEM. What do they mean?
- SEO stands for "search engine optimisation" and means optimising the website to rank better in search engines. The better a page is optimised, the higher it can rank in the results.
- SEM stands for "search engine marketing" and means paid advertising in search engines. Paid ads are labelled as sponsored among the results and can appear at the top of the page, even if the website is brand new.
Why does website optimisation (SEO) play a key role in advertising?
Laypeople often think SEO is just another acronym with no effect on their business. Online business, however, depends on it to a large extent. SEO affects your position in search engines when someone types a keyword in the search box. If the keyword is well placed in the content of the page and supported in the code, the page can rank higher and the searcher has more chances to click on it.
This way you can reach target customers without paid advertising. Good optimisation can save a lot of money, so do not overlook it.
The position of a page is also affected by mobile friendliness
More and more people reach the web through phones and tablets. Google predominantly uses the mobile version of a website for ranking in search results, so the page must be clear, fast and easy to use on a phone.
This matters for advertising too: if the landing page opens slowly on a phone, a paid click is quickly lost.
Search advertising (SEM) is the most common form of online advertising
Thanks to effective targeting, search advertising is one of the most popular forms of online advertising. Sponsored links are shown among search results for chosen keywords, most often on Google. Effective advertising depends on choosing the right keywords and defining the right audience.
This work is best left to an agency that does it every day. We make sure the store is ready for it and the results are measured.
Facebook is a good place to do business
If you use Facebook only to keep in touch with friends and not as a business tool, you are missing an opportunity. Many people spend some time there every day and you can use that for business too. Like search advertising, Facebook advertising lets you limit the display to a target audience; you just have to know how to define it.
Facebook is also meant for staying in touch and talking with customers and followers. That way you can approach them personally and sense their wishes and needs. We advise you on good practices for building an audience and what kind of communication turns followers into customers. The campaigns are run by an agency.
Email marketing takes some knowledge but brings traffic
Today everyone has at least one email inbox that receives personal as well as promotional messages. You can invite visitors to subscribe to your newsletter and offer a guide or an e-book in exchange for their email address. If you collect more data at sign-up, you can tailor email campaigns by age, gender or other information.
Because these are personal messages, you need to be careful what you write and how often. We advise you on the basics of preparing good email campaigns, so you do not make beginner mistakes and lose valuable contacts. The advantage of directly addressed email is that you can send it at any time and recipients read it when they have time.
A good contest can be a fresh start
A completely new online business needs a push at the start. A contest can be a good way to introduce the business. Because we have helped launch many websites and stores, we know how to approach it. We are happy to help with the execution.
Online advertising enables precise targeting by age, gender, location and interests, and you can change the budget and the message as you go. Traditional media cannot do this to the same extent - you pay for the entire audience. Online you pay for clicks or impressions to a relevant audience.
No, we do not run campaigns ourselves. We prepare the store (fast landing pages, a feed for Google Shopping, GA4 and conversion tracking), and Google Ads and Meta campaigns are run by a proven agency we work with. Contact us to start and we arrange the introduction.
It depends on the industry, competition and goal. Ad spend is set by a budget you define. You agree a suitable starting amount and the price of running the campaigns with the agency based on your goal.
Paid ads start to appear soon after approval, but reliable data usually takes a few weeks. SEO takes longer, usually several months. A combination of both is often used for a quick start and long-term growth. Results depend on the industry, competition and offer.
ROAS (return on ad spend), conversions, cost per acquisition (CPA) and click-through rate (CTR) are tracked. We take care of the measurement (GA4, conversion tracking, campaign tags), so the data is reliable.
Often ordered along with it.
Tell us what you want. We take care of the technology.
Tell us what you sell and what you need. We prepare a proposal for free.