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Digital Marketing

The Three Biggest Mistakes SMEs Make When Using Online Advertising

By 29 March 2018No Comments

Last week we gave you our top tips for how beginners can get to grips with Google Adwords. Although we gave you a swift explanation of the basics we didn’t drill down into what makes online advertising successful or unsuccessful. When using online advertising many SMEs can become overwhelmed due to time and resources which ultimately ends up with mistakes being made. We’ve all been there. That’s why to make your first online advertising venture a little easier we’ve created a list of the biggest mistakes you can make when it comes to web adverts.

Using online ads for the wrong reasons

Many different businesses use online ads for many different reasons. Some of the most common are: boosted brand awareness, more web traffic and increased leads. However, one of the biggest mistakes you can make when it comes to online advertising is doing it for the wrong reasons. While creating some online ads because your competitors are may seem like a good idea. It’s probably best to actually research your market a bit more and see if this marketing channel will work for you. Similarly just because a marketing blog says that online adverts can increase your, insert ridiculous metric here, in two weeks – it doesn’t mean you should do it. Only employ an online advertising strategy if you’ve done your research and know that it’s the right way to reach your business goals.

Not getting budgets right

This is a bit of a tricky one. Sometimes it can be difficult to determine how much or how little budget you should delegate to online advertising, especially when you’re just getting started. To avoid over or under spending when preparing your advertising strategy you should first do some research into where you want your advertisements to appear. If you are going down the Google Adwords route, make sure you research case studies within your industry and relevant articles to mark out expectations. Alternatively, if you’re thinking of hosting your ads on a website who you will directly work with, make sure you ask for a media kit. This will basically give you an idea of how much traffic that website gets and a rough estimate of how many users could see your ad. If the website is a reputable advertising platform they should also have some case studies of how hosting clients ads on their website impacted on that clients business.

Not measuring results

This is probably one of the worst mistakes you can make. You’ve put in all this effort to create some compelling adverts, you’ve sourced the best place to host them and you’re spending money to get them out there but you’re not measuring your progress! You may as well throw budget away. After all, if we don’t know whether a marketing activity was successful or not how do we know if we’re getting a positive return on investment? Additionally measuring how well your ads are performing gives you time to analyse the data and really dig into how your ads are performing. This way you can evaluate what could possibly be improved in your advertising strategy and therefore get more out of your online advertising.

So those are our tips on how SMEs can avoid some of the biggest mistakes when using online advertising. Of course, remember that these are just general tips and that how you should use marketing strategies is very dependent on what industry you are in as well as your target audience.

As always, if you need any further assistance with any of your digital marketing projects then please don’t hesitate to contact us either here or on LinkedIn or Twitter. Until then, happy marketing!

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