Overview Of: Where to advertise your business in 2020
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When you first enter the world of digital marketing, it can be overwhelming. There are many different channels and platforms you can use to advertise your business, and for many people, the hardest part is figuring out a starting point.
If you’re like many marketers, two of your biggest concerns when evaluating your options are cost-effectiveness and results. That’s why on this page, we’ll go over a few of the best online advertising strategies, their costs, and their benefits for your business.
The Best Places to Advertise Your Business Online
Google AdWords, now officially known as Google Ads, is by far the top online advertising choice for companies of all shapes and sizes. According to Emarketer.com, Google captures more digital ad dollars than any other company in the nation (approximately 37.2% in 2018, compared to 19.6% by its closest rivals—Facebook and Instagram).
Google’s industry dominance make sense, given that Google’s Economic Impact Report for 2017 (they have yet to release their 2018 data) shows that “businesses generally make an average of $2 in revenue for every $1 they spend on AdWords.” That’s a huge return on your investment! Though advertising on Google can be extremely complex, we’ll run through the basics to help you understand this powerful tool.
Google operates two ad networks: search and display. We’ll examine each in turn.
Google’s Search Network
This platform serves up the advertisements you see above or below your organic search results when you enter a query into Google.com. They’re marked with the word “Ad” in a little green box, and you’ll probably recognize them from the image below:
What you might not know is that Google decides which ads to show you based on a complex, real time auction process for the “keywords” that people might type in when they perform a search. Google assigns a value to each keyword or series of keywords, like “advertising on Google” in the above picture, that changes moment to moment, and bases that value on how often the term in question is searched and how steep the competition might be at any given time for that word or phrase.
Although you can participate in the keyword auction with a budget of any size, those who are willing to pay the most are more likely to have their ads shown. Your maximum budget, along with an algorithm Google uses called Ad Rank that evaluates how relevant your ad is to the searcher’s query, will ultimately determine whether your advertisement makes the cut.
To maximize your ad spend, look for keywords that are related to your product, are often searched, and for which there is little competition. Finding the keywords that are right for you depends on your budget and the desired outcome of your campaign, which we’ll discuss below. There are loads of tools out there to assist with keyword selection, but we recommend that you start with the Keyword Planner provided by Google itself.
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