Pay-per-Click or Display advertising – which is best?

For my next blog post I will discuss the advantages and disadvantages of PPC and Display Advertising.

Pay Per Click, PPC, Pay, Per, Click

A customized Pay Per Click Image

Advantages of Pay Per Click: 

1. Your website will now appear at the top or the right hand side of the search engine results page. The person searching the internet cannot avoid seeing your website.

2. One very handy face is that; unlike SEO (search engine optimization) you do not have to alter your web pages to rank highly in the search. Since you have paid you will always be located in the Ads section.

3. It is very simple really. You pay a fee for certain keywords/phrases of your choice and you are then up and running.

4. Targeting: PPC also allows you to target certain customers. For example you can use language targeting, location targeting or gender/age. This makes it a lot easier to locate the target audience of your Advertisements.

A list of the benefits of PPC can be seen here

Disadvantages of using the Pay Per Click System:

1. One downside to PPC is that it can be really expensive to work properly. Remember you literally are paying for every click. Even if the searcher does not buy!

2. Unfortunately a lot of people tend to ignore sponsored Ads and go straight for the free ones. People seem to trust these Ads a lot more for some reason. This is one major disadvantage of using the PPC system.

3. If someone else bids higher then you for a certain phrase or keywords, you have to bid more or risk losing your dominant position on the top of the page.

Display Advertising:

Display Marketing, Future, Display, Marketing

A customized Display Marketing Image

Advantages:

A slide show of the main benefits of display advertising can be seen here

1. It is very easy to reach your target audience. Display Advertising uses keywords you have searched for in the past to find the right site. This is exactly why there is a high conversion rate by businesses who use this method of advertising. In other words these Ads are only shown to people who are interested in them.

2. Another big advantage of display advertising is that it is very cost effective. There was a time when this type of advertising was actually expensive. Not Anymore!

3. Unlike some other methods of online advertising it is very easy to create. Static Adverts can usually be created in the most basic software. This is a big plus if you are working with a small advertising budget.

Disadvantages:

1. Just like the PPC above it is very easy for people to ignore the advertisements. This is especially the case if the Ads are animated.

2. People also find that Display can be very limited. Display ads are limited in the amount of information they can convey.  Even with animation you usually only have 10-15 seconds of time to get your message across in a limited space.

3. Information collected about display ads is usually limited to impressions, clicks and possibly some information about who clicked on the ad (if the site has registration tied to their ad serving – more on analytics in a future post).

Verdict:

It is clear to see that both methods need to be used with other tools to be successful. However I think that display marketing might be the better choice. Due to the high cost of PPC it makes it a real turn off, as most business do not have much of an online advertising budget. For quality and value for money I think display advertising seems to be the better option.

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How B2B Marketers are successfully using LinkedIn

LinkedIn, Social Media, Linked, In

The LinkedIn Logo and Icon

LinkedIn has become a very important tool for B2B Marketers. The main reason LinkedIn has become so popular is due to the current Social Media mad world that we live in.

The company knows their audience. So all they need to do is use relevant information. And get straight to the point.

This video explains the major relationship between marketing and LinkedIn. It basically explains in 5 simple steps how to grow your business using LinkedIn.

Arguably the most important tool for organisations using LinkedIn is the products or services section. This allows the organisation to advertise both their new and existing products as well as all promotions and sales they may be having. A very handy tool indeed.

The tone you use is very important on LinkedIn. More so then other social networking sites such as Facebook and Twitter etc.. The tone you use on LinkedIn is usually a lot more serious then various other platforms.

I no to experts this may sound ridiculous but some people actually don’t understand the difference between B2B and B2C marketing. Here is a useful article I found on the main differences between the 2.

The advanced search tool (if used properly) is a great way for a business to find their target market. Once you click on this button, you are then giving a few options to help filter down your search. For example after you click on “Advanced Search” you can then filter by Language or Industry etc.. This is a very handy way of locating your target market in the most efficient way possible.

Every business with any intention of making profits in the future needs to be on social media. In the case of B2B Marketers they 100% need to use LinkedIn. But not just for the “sake” of following everyone else. They need to be original, professional and target the right people. If a business ignores LinkedIn (or any other social media platform for that matter) they are missing out on cost-friendly profits and advertising. There competitors will not make the same mistake!

Professional LinkedIn Image

In The Last 8 Years YouTube Has Taught Us That…

Here are the 8 main things that YouTube has Taught us in the last 8 years.

YouTube, Videos, Blog

The Original YouTube Logo

When we get so used to having something it is hard to imagine life without it. YouTube is a perfect example of this.

1. YouTube has taught us that we can record videos and have them on the web for the world to see within seconds. Before YouTube this was not a possibility. The best thing about this is that it’s free!!

2. Major organisations have also been able to use YouTube for their competitive advantage. TV was pretty much the only form of global advertising. YouTube has proved to be even better for some organisations. Obviously costing less, organisations can post advertisements straight away. And push it to be played. (not like TV where you have to hope the people are watching).

3. Music: Before YouTube the customer had to wait for radio and CD’s to released in shops. This changed drastically after YouTube. Songs are now posted up on YouTube for the world to see. YouTube has launched the careers of many famous bands and solo artists. Where would they be now without YouTube?

4. But it’s not just music videos. YouTube has a use for people of all professions. One good example of this is animation. Where would this person be now without YouTube?

5. You can literally type anything into YouTube and find a video. After all YouTube is the second largest search engine in the world.

YouTube, Laptop, Tablet, Videos

Custome YouTube Image

6. It is hard to believe that YouTube is only 8 years old. Obviously it feels like it has been around a lot longer. This proves how important it is. And how much people rely on it. YouTube has found it’s way into every household and business around the world.

7. YouTube has made the internet a better and more competitive market place. Putting any old video on YouTube won’t win you the customer. The videos need to be witty, easy to understand and straight to the point.

8. It doesn’t matter what age a person is. Everyone can use YouTube for their benefit/enjoyment. Sometimes we believe that the older generation struggle with the web and technology in general. This is not the case with YouTube. So easy to use, even the older generation have embraced and taught us that it really is for everyone.

YouTube, Videos, Homepage

The YouTube Homepage Screen