Located in Chattanooga, TN, Izell Marketing Group was founded initially as a pay-per-click (PPC) advertising solution. Businesses that couldn’t risk throwing a lot of money at agency fees and ad campaigns needed a measured solution that would help them grow quickly.
As data specialists, we have more confidence in our research, analysis, and advanced tactics than most marketers. Digital advertising is just as much a science as it is an art — you’ll see all results real-time.
“Paid media” refers to the use of paid advertising to promote your brand, product, or service. Paid media can take many forms, including paid search, paid social, and display advertising.
There are many benefits to incorporating paid media into your marketing strategy. Paid media can help you reach a wider audience, build brand awareness, and generate leads.
Paid media can also be a cost-effective way to drive traffic to your website or blog. It can help you reach your marketing goals and grow your business.
There are many reasons to run ads online:
Our real-time dashboard will show you what’s happening in your ad accounts at all times!
PPC advertising is what most people think of when they think of Google Ads. This type of advertising is intended for getting clicks on your ads to your website or to some other affiliated business web property.
PPC includes search campaigns on Google, which involves showing your ad when a specific keyword you bid on is triggered by a user’s search. Google Ads has evolved significantly over the years in how it allows you to bid and measure your advertising on google.com and on their partner search engines.
There are several variations on search campaign types, such as Performance Max, Smart campaigns, and Shopping campaigns. Google is increasingly relying on smart bidding strategies that will maximize the results of your campaign.
Display advertising is a form of paid media that relies on displaying your brand and core brand message to a larger audience. Instead of focusing on clicks, display advertising focuses on building brand awareness and reach. Display advertising can be operated directly on third-party websites through search engine display networks. It’s common for a business to run Display advertising campaigns on Google Ads, targeting specific audiences on Google’s Display Network—which includes millions of web properties—and on YouTube.
Video advertising has similar goals and methods to display advertising, but it relies solely on video assets rather than a combination of image and video that can be used for display.
Social media is continually changing the digital advertising landscape! Brands often need a strategic advertising plan on at least one social platform, if not multiple.
The largest social advertising platform is Meta Ads, which serves ads on Facebook and Instagram.
You can also advertise on Twitter, TikTok, Pinterest, LinkedIn, and Snapchat. Social media advertising starts with setting an objective for your ad campaign, defining a specific audience, and creating the ads.
Some platforms allow you to create interactive ads directly within the platform, while others have you upload the assets you have already created.
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Before deciding which ad platforms to use, it’s important to research all of your audience options on each platform. On social media advertising platforms, you can use tools such as Meta Audience Insights to find out all the ways your audience can be defined and narrowed down to make your campaign as relevant as possible to your desired audience(s).
The research phase on search platforms like Google Ads involves keyword research in addition to audience research. Keyword research with Google Keyword Planner will help you see how users search for what you sell and what volume of searches you can expect per month. This tool also allows you to view the seasonality of searches, which can help with budget planning.
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Your budget needs to take two things into account: what you can afford, and what is required to spend on each ad platform in order to see results.
Social media platforms tend to provide more flexibility for smaller budgets since you can set how much you are willing to spend, and the ad platform will only show your ad when it is affordable within your budget.
Google Ads, on the other hand, can be more expensive when you are running search campaigns. When doing keyword research, you should see approximately how much an ad click will cost. You can use this data to decide which keywords fit best within your budget and limit your campaigns to the most relevant and most affordable keywords.
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For long-term success, ad campaigns must be monitored and consistently optimized on a weekly basis. We use real-time dashboards to provide full transparency on results all the way down to which ad copy is most successful. Each ad platform requires different monitoring and optimization tactics, so it’s important to set aside time to accomplish these tactics on a schedule.
After identifying your advertising objectives, it’s important to choose the platforms that match them. Oftentimes, multiple ad platforms need to be used to maximize results and fill up the marketing funnel.
Leads are more qualified when users are actively looking for the products or services you provide. This often makes Google Ads the best option for promoting products or services immediately after a relevant keyword is searched.
Newer businesses seeking brand awareness, particularly if a new product or service is being brought to market, would see more early success with social media advertising.
