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Online advertising is one of the most effective ways for businesses of all sizes to expand their reach, find new customers, and diversify their revenue streams. With so many options available - from PPC and paid social to online display advertising and in-app ads, online advertising can be intimidating to newcomers, but it doesn't have to be. We make online advertising easy, and we've helped many businesses grow by leveraging the power of paid search and paid social advertising.
Online Advertising - Search
When you think of online advertising, the chances are pretty good that you're thinking of paid search advertising. Paid search - also known as pay-per-click advertising or PPC - is one of the most common and effective types of online advertising.
Paid search allows you to bid on relevant terms and phrases that may cause text-based ads to be displayed to users when they enter specific search queries into Google, Yahoo or Bing. These terms and phrases are known as keywords, and they form the basis of PPC advertising. Advertisers bid on keywords as part of an ad auction. This ensures that all advertisers have a fair chance of their ads being displayed to users, rather than those with the biggest advertising budgets.
Keywords should be highly relevant to your business, organized and structured into logical ad groups separated by campaign type, and aligned with the correct match type in order to be displayed to the right visitors, at the right time, for the right campaign.
Online Advertising - Social
Social networking remains the most popular online pastime for adults all over the world, and advertisers have evolved their strategies to target consumers where they spend their time, namely on social networks such as Facebook, Instagram and Twitter. Paid social advertising functions similarly to paid search, with the notable exception that advertisers, not users, take the initiative - advertisers must "search" for users, rather than the other way around.
One of the greatest strengths of paid social advertising is the granularity with which advertisers can target prospective customers, and this principle underpins many social advertising platforms and products. Advertisers can target users with hundreds of parameters, from demographic data (such as age, gender, income, level of education, and marital status) to browsing preferences and social behaviour.
Advertisers can also target users based on the types of pages and profiles they follow, the things they buy, and the news they read. These custom audiences can be created from existing customer data (to create "lookalike" audiences of similar users) to email lists, which Facebook and Twitter can pair with their data about these users to reveal greater insights about their behaviour.
We are currently exploring the rise of so-called "identity marketing" which has proven to be the latest - and arguably, the most profound - shift in digital marketing of the past decade, offering advertisers unbelievable opportunities to grow their business.
Email marketing is one of the most common elements in an online advertising campaign. Some advertisers launch email-only campaigns to highlight time-specific offers or content downloads, whereas others use email to complement their other digital marketing channels. Email marketing can be highly effective, making it a popular choice for today's advertisers.
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