Your ideal audience is waiting
Even with the best text and incredible imagery, an advertisement is redundant when it’s not in front of your target audience. Part of the pain-point many business owners experience with Paid Advertising is the inability to not only identify that audience, but also establish the right content flow that engages them, and converts them into a customer or lead. There’s no magic technique or silver bullet to good Paid Advertising: It’s all about discovering your unique offering, making it resonate, and continuing to optimise.
- Who is interested in your product
- Where they are failing to convert (Aka what is stopping them from purchasing)
- What element of your advertisement attracts your hungry customer
What is a hungry customer?
The hungry customer is a concept that marketers have referred to since the beginning of advertising. Taken from the Gary Halbert letter, the concept is that if a hot dog stand could give themselves one advantage, the best would be to have a starving crowd. Put into plain terms, this means that the best advantage to get your business ahead is to find an audience where your product or service is in demand, right now.
Refine your brand while you bring in leads
Paid Advertising lets us identify not only our hungry customers, but also the ones readily seeking it. From gender, interests and geographical location, we can use Paid Advertising as a medium of discovery, establishing the wants and needs of an audience and aligning our message to them. With continued optimisation, we’ll begin to find more click through visitors become converts to your brand.
Paid Advertising Channels
Google Ads
Google Ads offers a range of mediums and a unique opportunity to place a brand in front of the audience when they are actively seeking it. By having your brand appear during a relevant keyword search, you can be confident that the user is ready to consider your brand, and potentially become an instant lead.
With over 17 million active users in Australia alone, Facebook Advertising is perfect for B2C brands seeking to explore audiences, return users to the website, and display their brand in a uniquely creative medium. Facebook Advertising encompasses both the Facebook and Instagram platforms, creating a centralised system for an even wider range of user demographics.
Linkedin Advertising
While Linkedin may consider their advertising still in ‘beta’, this elegant platform delivers the alpha and omega of results. Utilise the unique segmenting opportunities and modalities to create a business focused message, generate awareness, capture leads or even hire your next employee.
Frequently Asked Questions
With so many options, it’s easy to become overwhelmed. While there is no hard and fast rule, a few generalisations can be made about how to use each platform.
Facebook Advertising is ideal for B2C brands, especially those in the lifestyle, FMCG, beauty, homewares and fashion sectors. With the inclusion of Instagram’s reach, brands that rely on visual aesthetics perform well here.
Linkedin Advertising sits at the opposite end of the spectrum. The unique segmentation opportunities with LinkedIn mean B2B, and corporate minded B2B brands can leverage unique opportunities to catch the eye of customers, investors, leads and candidates, all in one place.
Google Ads allows brands from most industries to place advertisements in correlation with search keywords, and to display visual advertisements across its network (That banner ad that keeps showing up from a website you just visited? It’s probably a Google ad). Unlike LinkedIn and Facebook, you’re restricted to being found by those actively looking, making it ideal for conversion-centric strategies.
Paid advertisement budgets are flexible, and depend entirely on the results you hope to achieve. An advertisement with a larger budget may perform better because it has reached more people, including those likely to convert, whereas a smaller budget will limit the impressions of your advertisement.
For a bespoke budget recommendation, feel free to book your complimentary introduction meeting with one of our consultants, and learn how Paid Advertising can elevate your brand.
Each option presents its own unique set of opportunities, and should be adjusted as your business progresses and grows. For example, relying on organic traffic when your brand has just started, or changed names or locations might mean your uptick in leads and conversions is incredibly slow. SEO is an incredible tool, and when running well will likely lower your Cost Per Acquisition (CPA). Alongside building your organic strategy, you can look forward to these results… in a few months. Paid advertising allows you to bring demand in sooner, and become instantly discoverable to audiences not previously considered. Combined with ongoing organic marketing, you’ll find a mix provides you with the insight into lead generation you need the most, and bring in more users to your funnel.
Print advertising restricts you to a single location, publication or brand. Digital, however, means your advertisement can be seen across a whole host of platforms, removing the restrictions of geography and editorial preferences in one fell swoop. Our other preference for digital stems from the fact it is trackable, not only revealing the potential of your audience reach, but also how many people actually clicked your ad, and why.
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