Helping your brand rise above the noise, especially online, is no easy task. That’s why many brands are employing the expertise of a bevvy of digital marketing pros and online advertising tools — to get the best results when trying to rise above the competition in the digital realm.
According to a recent report from Forrester, the average firm was forecasted to spend 30% of their marketing budget on digital marketing in 2016. And that number is expected to climb to 35% by 2019.
Image: Web Strategies Inc
As demonstrated in the above graph, one of the major parts of many marketing budgets is online advertising, whether it be display ads, search engine optimization efforts (SEO), or pay-per-click (PPC) ads.
With the major increase in spending, it’s wise for digital marketers to ensure they’re on the right track with their strategy. Whether you’re building a marketing strategy from scratch or simply refocusing it, it’s crucial to take a close look at your day-to-day tactics as well as the tools you use to accomplish your objectives.
Not sure if you’re using the right online advertising tools to succeed? To ensure digital marketers are getting the most bang for their marketing bucks, we’ve rounded up the top handful of online advertising tools that will keep you on track.
How to Use it: Monitoring web traffic, discovering details about your audience
Because a brand’s website is one of its most important digital assets, digital marketers need insights into all the site’s activity. Using Google Analytics, a fantastic, free tool from Google’s suite of webmaster products, marketers can make sense of the traffic happening behind the scenes.
Marketers leverage this tool to learn some basic metrics like number of sessions, bounce rate, and your top referrers (think social media platforms, email marketing, etc.) for websites and online ads. But Google Analytics can also offer insights into things like conversions — i.e., the number of times a visitor to your site performs an action like requesting a demo or buying a product.
How to Use it: Tracking and managing PPC campaigns
If your marketing team is running multiple PPC campaigns across several platforms like Google, Bing, LinkedIn, Twitter or others, then tracking all that data can be a real pain. But that’s where online advertising tools like AdStage come in.
AdStage offers dashboards that give you an at-a-glance view of all your PPC campaigns in one central location. You can automate some tedious tasks via AdStage, and also create sleek reports on your results. The best part? It has plenty of advanced features for PPC experts, but it’s also user-friendly enough for novices.
Image: Google Chrome Extension Page
How to Use it: Keyword research for online ad/marketing campaigns
As a digital marketer, you likely spend a significant portion of time on keyword research. From content strategy, online ad campaigns, and SEO, keyword research is high on a digital marketer’s to-do list. But tackling this task can be extraordinarily tedious. Keywords Everywhere, a Google Chrome/Firefox browser extension, aims to ease the pain of switching back and forth between your preferred keyword tool and Google Keyword Planner.
Instead, you just install the browser extension to see all relevant search volume data in real time while you’re on Google Search, Soolve, Ubersuggest, Google Analytics, and other platforms.
How to Use it: Create and manage retargeting ads
You’ve likely shopped on your favourite website, then left that site to browse Facebook. Suddenly, you see an ad for the exact product you viewed at that online store. Although it may feel like those ads are following you all over the web, this is actually called retargeting.
Retargeting works — these campaigns can help brands convert customers who have left their site or abandoned their shopping carts. And for brands where this strategy makes sense, we’d recommend Perfect Audience. Because this platform can help you create retargeting ads that appear across different browsers and devices, you can be sure your ads will show up wherever your customers are surfing the web.
How to Use it: Target specific audiences for your product or service
Don’t all social platforms have their own advertising suite? Sure, but because Facebook boasts more than 2 billion active users, a brand must consider a presence on this social network. And with a full spectrum of features and targeting options, Facebook Advertising is a must-have in a savvy digital marketer’s toolbelt.
It’s simple to target audiences with similar interests to your product or service, geo-target potential customers within a specific area, and use existing customer lists to create “Lookalike Audiences” — or a custom list of users who are similar to your customers. And beyond choosing the people you want to reach, Facebook Ads can be customized based on user behaviours, interests, and demographics.
Moving Forward With Online Advertising Tools
Need a little more help with navigating online advertising tools? Check out BrainStation’s Digital Marketing course to get a strong foundation from industry pros so you can take advantage of one of these in-demand jobs yourself.