Which is a benefit of advertising online? In this article, we’ll talk about why your business (be it a traditional one or an ecommerce store) needs digital marketing.
Any business wants to promote products or services in order to raise sales. Before the internet, companies had plenty of promotion channels such as TV, radio, billboards, magazines, cold calls, etc. Many of them stay effective even now.
But with the internet and ecommerce evolving, marketers develop new techniques and explore new promotion channels. So, which is a benefit of advertising online and what can different channels offer your business? In fact, there are at least several benefits!
Benefits of online marketing
1. You can pick a relevant target audience
If you compare traditional marketing vs. digital marketing, you will see that this is a huge benefit of advertising online.
For example, if a company advertises female clothing with a TV commercial, half of the audience are going to be men, i.e. people who are not necessarily interested in this product. Same goes for other demographics such as age, interests, profession, etc.
Digital marketing offers a lot more tools and methods to target specific audiences. It increases the conversion rate and cost efficiency of your marketing efforts.
2. Better analytics
Offline retailers have been trying to analyze their customers since long ago. Although many of these attempts were successful, they don’t beat the amount of information digital marketers gather.
Online analytics can tell you which ads brought particular potential customers (by analyzing traffic sources), how long site visitors stay on certain pages, what buttons they click, etc. In other words, online advertising also analyzes customer behavior, which makes your advertising efforts more effective as you gather more data.
Another important benefit of advertising online is the fact that digital promotion is considerably cheaper than traditional channels. And it’s not about you getting to save a couple of bucks!
Since digital ads don’t require large budgets, even small businesses like dropshipping can enter markets and earn their share of profit to start growing.
Most traditional advertising methods require time. A TV commercial, a magazine ad, a billboard – often you need at least several weeks to get your ads running. But in online marketing, things happen much faster. For example, if you have all the required materials, you can start promoting products or services on Facebook within 24 hours.
Moreover, in online advertising, business owners can quickly change budgets, thus reacting almost immediately if necessary.
In addition to these general benefits of advertising online, various channels offer their own advantages. Let’s analyze them.
Which is a benefit of advertising online with Google Ads?
1. Large audience
Advertising is always based on the law of large numbers. The more people see your ad the more conversions you get. This is why it’s important how many potential customers you can reach with a particular advertising channel.
Google processes over 3.5 billion search queries daily. Of course, most of them have little to do with your products, but the number is still impressive. Besides, one can also advertise on Google’s other platforms, namely YouTube and Gmail.
2. High relevance
All digital ads target people who are likely interested in a given product or service. Whenever you see a banner on a random site, there’s a chance it’s advertising something you have searched not long ago.
However, Google’s search ads are much more relevant for users because these ads show up as a response to users’ search queries. In other words, products are advertised to people who are looking for these products and online stores where they can buy them right now.
3. Pay per click
When you advertise online with Google Ads, you only pay for the number of clicks. So, if nobody clicks on your ads, you won’t have to pay.
This might be a minor benefit, but compare it to traditional marketing methods. For example, if you pay for a TV commercial, the price won’t change no matter how many people see the commercial, contact you and purchase your product.
Another benefit of advertising online with Google Ads is the fact that the platform provides remarketing tools. Since the percentage of site visitors who actually buy products is very small, businesses need to reconnect with those who left the site. Thus, remarketing can contribute the overall sales.
Which is a benefit of advertising online with Facebook?
1. Large audience (especially mobile)
Facebook has over 2.7 active users as of the second quarter of 2020. 79.2% of these users access Facebook only via mobile devices, which is extremely important for ecommerce businesses as more and more people interact with brands and shop by using smartphones.
2. Communicating with potential customers
Although today many social media are used as advertising platforms, their primary goal is communication. By creating business pages on Facebook, entrepreneurs can communicate with their target audiences to better understand their needs. Besides, it’s an opportunity to show everyone the human side of your business.
3. Accurate targeting
Facebook’s algorithms are quite good at targeting audiences who are likely to get interested in your products. You can also pick from a wide range of Facebook interests as well as use detailed analytics to improve your targeting.
Which is a benefit of advertising online with Pinterest?
1. High purchase intent
Pinterest is a social media that focuses on sharing images. Since the platform’s users see a lot of visual information, they are more willing to buy things from Pinterest. 84% of Pinners use the platform to decide what to buy, which makes it a natural promotion channel.
So, for niches that use visual information actively, Pinterest can be a very attractive platform.
2. Pinners want to discover new brands
People often use Pinterest as a platform to search for new ideas, products and services. 75% of Pinners say they’re “very interested” in new products compared to 55% on other social media platforms.
3. Over 2 billion monthly searches
Since there are so many users interested in unbranded stuff, the number of monthly searches on Pinterest exceeds 2 billion. From this perspective, the platform can be used by businesses to drive traffic to their pages and convert visitors into active buyers.
Which is a benefit of advertising online with Twitter?
1. Pay per click
Just like Google Ads, Twitter only charges you for desired actions, i.e. only after a user subscribes to your account, engages with your tweet or installs your app, etc. This way you don’t have to worry about money being spent for nothing.
The average cost per click on Twitter equals $0.38, which is lower than prices on other popular social media.
3. Accurate targeting
Unlike Facebook, Twitter allows advertisers to target audiences by keywords and hashtags, which increases the accuracy of your campaigns. One can also target people who recently saw or engaged with one of your tweets.
Which is a benefit of advertising online with AdRoll?
1. Can run ads on social media
AdRoll is a marketing platform similar to Google Ads. However, unlike Google, it is capable of running ads on social networks such as Facebook and Instagram, thus benefiting from all their advantages.
While Google Ads is designed for entrepreneurs familiar with online advertising, AdRoll is more newcomer-friendly. The platform’s team can even help clients create ads for any campaign.
3. Great remarketing potential
One of AdRoll’s strong areas is remarketing. The platform is capable of collecting data and following users who visited your online store through a wide database of websites. It can also be used for retargeting email campaigns.
Which is a benefit of advertising online? As you can see, in addition to general advantages, different advertising channels and marketing platforms provide businesses with a huge variety of tools and audiences to suit your business should you decide to launch a dropshipping store.