With paid advertising, it is crucial to capture attention in a very short time frame. In today’s world, we encounter advertising almost everywhere – on social media, in buses, before watching a video, or on the radio. Every company has its own marketing strategy and a different approach to creating ad content, but they must always consider the target audience and the cultural context of the market they are communicating with. These strategies should be supported by market research. In general, people respond more to ads that offer specific discounts or promotions on products and services. Ads can not only inform, but also shock or entertain. Most of the time, they should evoke positive reactions, but some may be mixed, for example, the Bobika ad, which uses humor that is typical and easily understood by the Czech audience.
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How to Work with Advertising
Advertising is a great tool to attract new customers or maintain the interest of existing ones, whether to your website or online store. It is a one-time form of promotion that has an immediate impact and helps increase traffic or interest in your products. However, if you want to invest in advertising long-term and systematically, we are talking about an advertising campaign, which you launch with the goal of achieving a specific marketing outcome. The budget, frequency of the campaign, target audience, and what exactly to promote are determined by your marketing strategy.
For example, if you are a sole trader in a field with little or no competition, investing in paid advertising may have a low return. In such cases, it is more effective to regularly post on social media and write articles on your website to increase traffic and interest in your products. On the other hand, an online store operating in a competitive sector should consider paid advertising to reach customers and keep pace with competitors who are already using ads.
What is SEM?
SEM (Search Engine Marketing) is marketing in search engines, meaning paid advertising that appears to people when they search for something on Google, Seznam, or another search engine. The goal is for your website or online store to be visible among the search results and attract visitors who are interested in your products or services.
Just like with SEO, SEM places a strong emphasis on text. This is especially important because you have a limited number of words for your ad, and at the same time, you need to quickly capture the attention of your audience. The text should include keywords relevant to your industry. Alongside the text, the visual appearance of the ad is equally important. To appear professional, use high-quality or paid photos, or graphics created by a designer for your advertising campaign.
Advertising Platforms
According to data from Oberlo, companies spend more financial resources on digital ads every year. This trend keeps growing. It’s no surprise, as most potential customers today have access to the internet and social media, which are the main sources of interest for online businesses. The main pillars of digital marketing are:
- SEO (Search Engine Optimization)
- SEM (Search Engine Marketing)
- SMM (Social Media Marketing)
- Content marketing