Running Successful Digital Ad Campaigns Is a Continuous Process.
Just As Important As What Ads Are Running Is Making Sure Those Ads Are Properly Measured & Optimized
While there are unique aspects to every business, Prism approaches digital advertising by ensuring excellence in three distinct areas:
Targeting
Delivering the right message to the right audience is the obvious aim of any ad campaign. The key identifying what your customers are searching and where they are online -- and then delivering a relevant message that attracts customer attention to your website or business.
Measurement
Today's online tools allow for precise measurement of online & offline actions such a form completions, phone calls and sales transactions. Sound measurement allows you to more fully understand what drove your leads, sales, and profit.
Optimization
Online traffic patterns, audience demand & competitive spend are highly dynamic. Success requires real-time automation that monitors these changes and makes timely updates to ensure bidding is always up-to-date and reflective of changing market conditions.
-
Targeting
Are You Delivering the Right Message To The Right
Audiences Using The Right Channels?
Of the many benefits afforded by digital advertising, perhaps the best is the ability to target distinct messages to specific audiences. Unlike traditional media audiences where everyone sees the same ad, digital advertising can deliver different messages — even for the same product or services – segmented by users’ interest and tastes. More importantly, digital advertisers can target only those users who are currently in-market for your product or services rather than paying to deliver your message to viewers who may never be a candidate at all.
Search Advertising
Also known as search engine marketing (SEM), this allows your ad to appear on search engine results based on the keywords input by the user
Search ads are highly targeted to users currently search for your products and services, leading to faster results from customers who are more likely to be ready to purchase.
One key to search advertising is identifying keywords that drive meaningful engagement from your customers. Understanding which keywords drive the most success for your business enables you to set appropriate bids and budgets to ensure your ads appears for those searches.
Display Advertising
Display advertising can contain images, graphics, video and text making them much more visually appealing and a great way to build awareness for your brand.
Unlike search advertising which are text ads that appear on search results, display ads can appear on websites across the web - anytime and anywhere - exposing your business to potential customers who may not be familiar with your business.
In addition to reaching new customers, display advertising is a highly effective way to reinforce your message with past customer and those who have previously visited your site but may not have yet made contact.
Video Advertising
As its name suggests, video advertising allows you to run video campaigns in an online environment with the added benefit of targeting those video ads to those customers who are most likely to be interested in your products and services.
US adults spend almost two and a half hours per day watching digital video. It's an extremely large market for advertisers to introduce, promote and explain their business.
Video ads can be consumed on mobile devices, computers as well as directly through their smart/connect TB sets in the home, running on platforms such as YouTube and Facebook, in addition to appearing on thousands of websites that accept video ads.
Mobile Advertising
More than half of web visits occur on mobile devices. For many businesses, the percentage of visits originating on mobile devices exceeds 50%.
Mobile advertising allows you to reach users who are on the go, and when appropriate, users who are either physically near your business or possibly visiting your competitor.
Mobile advertising comes in many forms including search, display and video ads. Regardless of which format is used, one immediate advantage of mobile advertising is a user's ability to click on a smart phone ad which results in a call being made directly to the advertiser.
-
Measurement
What Metrics Are You Currently Using
To Ensure You're Getting A Positive Return On Ad Spend?
In today’s competitive environment, it’s no longer enough to simply know how many clicks or site visits were driven by an ad. Instead, the ability to measure the impact of your ads, in terms of the number of leads and sales driven, becomes more important as ad platforms are able to use your data to verify the effectiveness of the ad.
Create a Culture of Measurement
By using proper tagging and analytics tools, specific visitor activity can be measured accurately — even those that start with an online visit and culminate in an offline phone call or purchase.
Prism helps advertisers uncover the sources of advertising which are driving actual leads and sales. This allows us to help you determine the budget needed to hit your goals, establish a reliable ROI, and allocate your investment based on what’s proven to drive the best performance and profitability.
Utilize Current Best Practices
While it sounds cliche – digital advertising is changing at a rapid pace. Advertising efforts managed in-house often fall years behind on the adoption of best practices resulting in wasted investment. Likewise, there are far too many agencies or ‘experts’ that are behind on measurement best practices and unable to marry digital advertising with your business needs.
With Prism, you’ll find a best in-class team of marketing experts that are up to date on current best practices and understands the strengths and limitations of each one. By operating as an extension of your team, we are able to understand your needs and continue to shift marketing strategies in order to reach your goals.
-
Real-Time Optimization
How Quickly Are You Making Changes to Bidding, Based on Your Recent Lead & Sales Performance?
Improve Your Optimization
Ad platforms have changed drastically in the last few years with improvements in automated bidding, measurement, and machine-learning.
By leveraging your business data in real-time, ad platforms are able to identify what is and isn’t profitable. Doing so correctly, will enable ad platforms to go after the right customers at the right price – improving the effectiveness of your marketing spend.
Contact Us
We’d love to chat. If you’re interested in having a discussion about digital marketing centered around your businesses goals and desired outcomes, fill out the quick form below or shoot us an email at: info@prismgrowth.com.