Paid Ads
Search Ads
Search campaigns allow you to place ads across Google’s and Microsoft’s vast network of search results, bypassing organic search results to generate more awareness.
Search Ads are perfect for businesses trying to be seen on Microsoft and Google’s algorithm outside their local area. For example, a company in Cambridge can cover and work with people in Lincoln. However, they don’t show up in Lincoln based searches organically. Therefore, Search Ads allow the Cambridge based business to target those in Lincoln via serving ads in that location.
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Shopping Ads
Shopping Ads are perfect for online merchants wanting to promote their inventory. Today’s shoppers are tapping into an ever-growing number of places online to find what they need. So here at Geek, we help vendors by helping them maximise their reach and meet more customers wherever they shop.
Shopping Ads allow merchants to display crucial information such as price, rating, condition and return policy to entice the user to your product as quickly as possible.
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Shopping Ads
Shopping Ads are perfect for online merchants wanting to promote their inventory. Today’s shoppers are tapping into an ever-growing number of places online to find what they need. So here at Geek, we help vendors by helping them maximise their reach and meet more customers wherever they shop.
Shopping Ads allow merchants to display crucial information such as price, rating, condition and return policy to entice the user to your product as quickly as possible.
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Display Ads
Display Ads are ideal for building brand awareness and capturing your audience’s attention. While Google and Microsoft Search Ads can reach people while they search for specific goods or services, Display Ads can help you capture someone’s attention earlier in the buying cycle. You can put your ads in front of people before they start searching for what you offer, which can be essential for your overall advertising strategy.
For example, if your business sells binoculars, ideal for twitchers, you can target them through their interests to “follow” them around the web on sites where they hang out. So those who engage with “Bird Identification” sites would trigger the ad to be displayed.
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LinkedIn Ads
LinkedIn is the dominant social media platform for people that are in a professional or a business mindset. It offers the perfect opportunity to target a business audience and your target demographic within that business audience, such as business owners or apprentices.
With LinkedIn, you’re pushing a message. Whereas, with Google and Microsoft, you’re pulling the consumer in. They can be a deadly duo when used in conjunction with one another. Discover more about multi-touchpoint marketing in our blog. LinkedIn offers Sniper Rifle-type targeting for audiences, you’re purchasing for visibility to your niche audience.
Plus, with LinkedIn being owned by Microsoft, we can utilise LinkedIn profile information to target highly relevant audiences to serve Search Ads and Shopping campaigns to customers based on their company, job function and industry.
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Meta Ads (Facebook & Instagram)
Meta has evolved into a formidable force in growing your brand awareness and engagement through ads. Therefore, if you are a business that wants to interpret your audience’s feed with your service or product, Meta Ads give you the perfect opportunity to do just that.
Let’s say your business is a gym, so 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 Facebook either-or Instagram users who are 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 to drive traffic to your website or engage with a product or service.
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Organic Marketing
SEO
Three little letters that can do so much, SEO is Search Engine Optimisation, and what is used in every single piece of written content, well we would say it is utilised for all of it; you may not notice it, but SEO is in every part of blogging and online copywriting.
SEO is our way of communicating to google what the themes of a piece of written content are and, ultimately, what your business provides to consumers. Effective SEO is about giving a solution for the people in front of the screen searching for answers; the more clarity you provide through your content while optimising SEO, the quicker the consumer will find you through a google search while leaving your competition on the doomed pages of 3 and 4.
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Email Marketing
Email marketing is still a powerful tool for businesses looking to reach and engage with their audience. If you’re looking to drive conversions, promote your products or services, or stay top-of-mind with your customers, email marketing might be the way to go.
From all your marketing efforts you accumulate an email marketing list by requiring your customers to offer their email — whether through offering them something in return, like a discount for a service/product — and once you have obtained your email list, you can begin to send emails to them. Email campaigns usually push promotions, services or relevant news about your business.
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Organic Vs Paid
Both organic and paid advertising have their benefits and can be very effective for businesses, depending on the goals of the company and the resources available. It is worth utilising both Organic Marketing and Paid Ads to maximise the reach and effectiveness of your advertising efforts.
Organic
- Are not directly paid for
- Less targeted than paid ads
- Less visible than paid ads, as they are not given priority placement
- It can still be effective in driving traffic and sales but may require more time and effort to achieve results
Paid
- Are directly paid for
- It can be highly targeted, as you have control over who sees the ad
- Are given priority placement and are more likely to be seen by the target audience
- It can be an effective way to drive traffic and sales quickly but can be more expensive than organic advertising
When considering which avenue to take, evaluating a holistic campaign plan is essential. We no longer see marketing platforms siloed; we see them as a combined effort that pulls together to reach your desired outcome. Therefore, your Google and Microsoft Shopping ads should be blended with other marketing efforts, such as Display Ads, Facebook and LinkedIn Ads, to create a multi-touchpoint strategy that keeps you constantly in the thought process of potential buyers.
Then, when your audience is in the consideration stage, you can gently remind them of who you are until they are ready for when they want to buy through email marketing.
But, if a potential customer wants to search for more information about your services, SEO means you dominate organically to answer their query.
