Most businesses have not really embraced the importance and effectiveness of digital marketing. Most of the ads are still in paper form or radio or TV. The first task is to prove to your CEO or customer that digital marketing works before the budget will increase. Actually that is a good call because there is no one size fits all with online marketing; it’s a matter of testing with tracking and analysis to find what you want to optimize for conversion to sales. It might be necessary to change the ads completely from Google banner ads to Facebook Lead Ads, for example. Why throw a lot of money at something that is not converting? Just be aware that all this takes time before you hit the jackpot.
AJ Agrwal states in Forbes Magazine,
Be prepared to be flexible – the data you gather can help you stretch budgets, but only when you use it in the correct way. Whether it’s basic A/B testing or pausing an ineffective campaign, use every tool at your disposal and you’ll start seeing the difference in your bottom line. To prepare for this, make sure you have a readily rainy day fund for any of one of your traction channels that you experiment with. Once you find what’s working, you want to add fuel to the fire. Not being able to do this because you budgeted incorrectly will be detrimental when you try to scale.
The secret to maximizing your digital budget is to use a variety of approaches, find out where your target market is and focus on their needs. It means checking the results every few days, stopping or pausing unsuccessful ads and increasing the budget for ones that are converting. It’s a simple process, but your ads may have to be changed completely. It’s a little like putting together a jigsaw puzzle.
Ever heard of negative keywords – ones you don’t want used? It’s a good idea to add the words that cause people to click but not purchase. This cuts down the amount spent too. How about retracking, top placement ads, natural listing ads or local listing ads? Yes, this digital marketing is getting complex. When purchasing services from providers of digital marketing it’s a good idea to focus on ROI or purchases, not just the number of clicks. After all, the bottom line is increased sales.
There are apps and programs also that let you discover the type of device people are using to search for you. At present the customers searching on mobile devices is increasing exponentially. Are they your customers? Digital marketing will allow you to gain that focus for you ads that is not possible with traditional advertising, and so far the price is cheaper as well.