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Multi-Touchpoint Paid Advertising: The Relationship Between Social Media and Search Engine Ads

Date:

June 13, 2023

Written By:

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Let’s embark on a journey to discover the potential of multi-touchpoint advertising within digital marketing and how this strategy can boost your business.

Your guide for this expedition is Geek Designs, a full-service digital agency with over a decade of experience in web development, marketing, and design based in Peterborough, Cambridgeshire. So, rest assured; you’re in good hands as we navigate this exciting landscape together!

We know you’ve probably been searching for the perfect way to optimise your digital marketing efforts. You may have stumbled upon the concept of multi-touchpoint advertising involving paid social media and Pay-Per-Click (PPC) ads.

You might be here hoping to gain a better understanding of this strategy and how to apply it to your own marketing campaigns. While we can’t provide a one-size-fits-all solution (since every business is unique), we can undoubtedly offer valuable insights and guidance on leveraging multi-touchpoints effectively.

At Geek Designs, we take the time to ensure our clients receive tailored solutions that meet their specific needs and goals. So, if you’re seeking a comprehensive understanding of the synergy between social media and Pay-Per-Click ads and how to make the most of them for your business, you’ve come to the right place. Let’s dive in!

The Multi-Touchpoint Concept in Digital Advertising: Unraveling the Mystery

Buckle up because we’re about to take a deep dive into multi-touchpoints! 

In the world of digital advertising, multi-touchpoints refer to the various ways and channels through which your target audience interacts with your brand. By leveraging multiple touch points, you can create a seamless and unified experience that not only captures your audience’s attention but also encourages them to engage with your brand and, ultimately, convert.

Why do multi-touchpoints matter for businesses like yours? 

You might be wondering why it’s essential to focus on multiple touch points. Well, the digital landscape is a noisy place, with countless brands competing for the attention of potential customers. By establishing a presence across different channels, you can stay in the thoughts of your target audience but also offer them a more personalised and memorable experience. It’s all about creating a holistic, integrated approach that resonates with your target market and drives results.

The intriguing cyclical relationship between social media and search engine ads 

As we venture further into the multi-touchpoint advertising concept, we’ll uncover the fascinating cyclical relationship between social media ads and search engine ads. These two digital advertising channels can work together in a harmonious loop, amplifying your brand’s visibility, engagement, and conversions. By understanding and leveraging this synergy, you can optimise your marketing campaigns and supercharge your business’s growth. Get ready to explore the untapped potential of this powerful advertising duo!

Social Media Ads: Unleashing the Power of the Digital Playground

A tour of the top social media advertising platforms 

Prepare to embark on a whirlwind tour of the most popular social media advertising platforms, each offering unique opportunities for businesses like yours: 

1. Facebook: The social media giant that connects two-thirds of the UK population, but what does this mean to you? With Facebook, you can target specific locations, depending on your location. Below is a map giving you an idea of active users in certain regions. 

You can even go so granular to target specific activities within these areas. For example, there are 227,800 – 267,900 active users within Lancashire that have an interest in Golf.

2. Instagram: The visually-striking platform perfect for capturing attention. As with Facebook, Instagram utilises the same audience data. Businesses can target their audience by interrupting feeds with highly visual images and videos to promote their products or services. 

3. LinkedIn: The professional networking site for business-minded individuals. Well, what are you buying when you pay for LinkedIn Ads? You’re purchasing for visibility to your niche audience. LinkedIn offers the perfect opportunity to target a business audience and your target demographic within that business audience. You can spend anywhere from £10 to £100 a day. If you have a potential reach of 50,000 in your target audience, the optimum amount to pay would be £100 a day.

The irresistible perks of using social media ads for your business 

You may be wondering why social media ads are worth your attention. Well, let’s explore the tantalising benefits that these ads can bring to your business: 

  1. Improved brand awareness: Boost your brand’s visibility and reach a wider audience. Due to changes in Facebook’s algorithm, they are making it harder for businesses to reach their audience without paid advertising. A well-targeted ad campaign can significantly increase the visibility of your content or brand. 
  2. Increased customer engagement: Encourage interaction and build stronger relationships with your customers. Engagement rates for organic posts have been declining, and the competition for user attention is fierce. Paid ads can improve engagement rates by increasing the visibility of your content to a targeted audience.
  3. Targeted advertising capabilities: Pinpoint your ideal audience with laser-focused targeting options. Paid ads offer a higher degree of targeting options compared to organic posts. You can define your target audience based on demographics, interests, behaviours, etc. This level of precision ensures your ads reach the people most likely to be interested in your products or services.

Mastering the art of optimising social media ad performance 

Now that we’ve seen the power of social media ads, it’s time to reveal the secret sauce for maximising their performance. Here are some top strategies to help you dominate the digital playground:

  1. Defining your target audience: Know your customers inside out to create ads that truly resonate. 
  2. Utilising ad formats: Select the perfect ad format to showcase your brand’s message and appeal 
  3. Monitoring and adjusting ad campaigns: Keep a close eye on your campaigns, making data-driven tweaks to optimise performance and achieve the best possible results

For example, let’s say your business is a gym. Through your research, you have learnt your niche audience is women aged 25 to 45 based in Cambridgeshire. Therefore, you will target your ads to female users, either on Facebook or Instagram, based in Peterborough and Cambridgeshire. Through the algorithm learning what your ad is and through precise targeting, your ad will reach your desired audience. They will react to your ads’ call for action — whether this is to drive traffic to your website or engage with a product or service.

Search Engine Ads (PPC): Unlocking the Treasure Trove of Online Visibility

Decoding the world of search engine advertising

As we continue our journey, it’s time to delve into the realm of search engine advertising and explore its major players: 

  1. Google Ads: The industry titan that dominates the online search market. Google offer a range of ad services to suit your brand or product. 
  2. Bing Ads: A noteworthy alternative for businesses seeking to diversify their ad campaigns. Similar to Google, Bing offers the same library of ad types. But you have the bonus of targeting those on LinkedIn too.

The undeniable allure of search engine ads for your business 

You might be curious about what makes search engine ads so enticing for businesses. Let’s uncover the range of advantages that await you: 

  1. Enhanced visibility: Elevate your brand’s presence in search results and attract more potential customers. Search engine advertising can help increase your brand awareness by putting your brand in front of potential customers actively searching for products or services like yours. This can lead to increased website traffic, brand recognition, and ultimately, more conversions.
  2. Pay-per-click (PPC) advertising model: Search engine advertising is a cost-effective way to reach your target audience. You only pay when someone clicks on your ad, so you are not wasting money on impressions that do not result in clicks.
  3. Highly targeted ad delivery: Search engine advertising allows you to target potential customers based on specific keywords they are searching for, online behaviours and interests. This ensures that your ads are reaching a highly targeted audience that is already interested in your product or service, increasing the chances of conversions.

The Synergistic Dance Between Social Media and Search Engine Ads: A Powerful Marketing Duet

These two channels engage in an enchanting dance, each influencing and amplifying the other’s performance, ultimately creating a powerful marketing duet. Embracing this synergy can elevate your overall marketing strategy and help you achieve remarkable results, but how?

  1. Increased brand awareness leading to higher search volume: Social media ads boost your brand’s visibility, prompting users to search for your products or services on search engines. 
  2. Improved search visibility bolstering social media presence: Effective search engine ads make it easier for users to find and follow your brand on social media platforms, fostering engagement and loyalty.

Embracing the Power of Multi-Touchpoint Advertising and Ad Synergy for Unstoppable Growth

As we reach the end of our exhilarating journey through the multi-touchpoint advertising within digital marketing, it’s time to reflect on the lessons we’ve learned.

We’ve explored the incredible synergy between social media and search engine ads and discovered how harnessing this powerful combination can elevate your overall marketing strategy, optimise your ROI, and drive impressive results for your business.

At Geek Designs, we understand that every business is unique, and that’s why we encourage you to embrace the potential of multi-touchpoint advertising and ad synergy tailored to your specific needs and goals.

By leveraging a cohesive marketing message across channels, aligning targeting strategies and ad creative, and continually analysing performance data, you can unlock the full potential of this marketing duet and propel your business towards unstoppable growth.

As you continue to navigate the ever-evolving digital landscape, remember that you’re not alone. The team at Geek Designs is here to help you succeed in all your digital marketing endeavours. 

So, forge ahead with newfound confidence, seize the opportunities that lie ahead, and watch your business thrive in the dynamic world of paid digital advertising.

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