Strategic digital advertising to boost your business

Stand out above the rest

Digital advertising can provide some quick wins for your business and is an effective strategy to reach new customers if done correctly. From targeted PPC adverts to move your company’s products and services to the top of Search Engine Results Pages (SERPs) to Google shopping or social media adverts.

A more sustainable strategy is to first nail your SEO which will compliment any digital advertising campaigns. If using Google Ads, you will be entered into a virtual auction for specific keywords you want to bid on – your success is determined by Google based on your maximum bid and ad quality score, which your SEO will play a part in. The quality score is calculated according to the quality and relevance of the keywords you have bid on and the composition of your advert.

It’s not as easy as just popping a Google advert out there

There’s a whole lot that goes into digital advertising including analysing past website data to see what works for your business, keyword research, improving your SEO to give your advert the best chance of success, and creating and optimising the advert based on the behaviour of your website visitor traffic – and that’s before considering what type of advert you want to create: Google shopping, search, display, social advert, video.

Sound like a minefield? Need the experts? We would be happy to help, so just get in touch with our friendly team.

Digital advertising involves promoting products, services or brands through online platforms like social media, search engines, display networks and websites. It includes formats like search ads, display ads, social media ads and video ads.

PPC is a model where advertisers pay each time someone clicks on their ad. Google Ads is one of the most popular PPC platforms, where ads appear at the top of search results.

Targeting options include:

Demographic targeting: Age, gender and location.

Behavioural targeting: Based on browsing behaviour.

Contextual targeting: Based on the content of the website.

Device targeting: Mobile, desktop or specific devices.

Interest targeting: Based on users’ interests or past activity.

Bidding determines the amount advertisers are willing to pay for ad placement. Bids can be automated or manual, and higher bids increase the chances of ad visibility, especially in competitive spaces like search engines.

Text ads (search engines)

Banner ads (websites)

Video ads (YouTube, social media)

Carousel ads (scrollable images on social media)

Story ads (on platforms like Instagram and Facebook Stories)

Shopping ads (product ads on search engines)