An online marketing promotion strategy is about creating effective advertising to increase sales or leads, increase brand awareness, connect with customers and followers and achieve success for your business.
There are many advertising tools to implement and many factors to consider as you create your campaigns and I’ve listed here 4 marketing promotion strategy tips:
Targeted text ads
Text ads are an important feature of advertising on the web and they are the primary ad type on pay per click platforms like Google Adwords, Bing Ads, Facebook etc. However, one of their challenges is that they limit the number of words and characters that you can add. For example, on Google Adwords and for English ads especially, the title has a 25 character limit and that usually equates to a maximum of 3 words – and the 2 description lines each have a maximum 35 character limit – and the display URL has a 35 character limit.
So, you have little space to promote your products or services and you have to make the most of it. An effective tactic is to include the keyword in the title, highlight one benefit and include a call to action in the description. This will ensure that your ads are relevant, readable, understandable and most importantly are targeted.
For display banner ads that are part of the Google Display Network (GDN) and other similar networks which run programmatic ads and Real Time Bidding (RTB), there is a potential for a wide reach across the web.
Many sites across the web host banner ads, especially those that are part of the Google Adsense programme and this provides an opportunity to reach individuals and businesses that are unaware of your products, especially those that aren’t searching.
So, they are one of the most effective online tactics for raising brand awareness and starting a relationship with target markets. Banner ads are non-intrusive and they are created to match and complement the content on the sites they are placed on.
Ad placement on websites and apps that are related to your industry and sector is an important marketing promotion strategy to consider. On Adwords, you have access to the display planner; a tool that works similarly to the keyword planner and helps you discover sites to advertise on with your banner and text ads.
The tool shows you the potential impressions for your ads and what demographics visit the sites you want to advertise on.
For the search network in Adwords and Bing Ads, you select the keywords that people use to search for your products and then create campaigns to target these prospects. Search marketing is a type of self marketing where prospects have greater control over the adverts they see and click on and start a trading relationship with.
Keyword research is one of the first tactics to undertake in your PPC strategy and it should receive most of your attention because choosing the wrong keywords and keyword types will lead to failure.
An online promotion marketing strategy has many factors to consider and whether you are targeting consumers or businesses it’s important that you identify your markets and know their needs. There are many tools and channels to help you do this and you can start by downloading my free digital marketing strategy template to plan your campaigns.