Online
Advertising

Online advertising is almost the only type of advertising where the campaign result can be predicted even before it starts. For this purpose, there are many different real-time mechanisms—both for forecasting and for tracking results.

The setup mechanisms for online advertising are not overly complex, so placing an ad on the Internet is not very difficult. At the same time, a high-quality advertising campaign requires constant checks, testing, and optimization to increase its effectiveness; otherwise, it will simply be a "waste of money." All of this, of course, happens in real time, which is impossible, for example, with advertising in print media, TV, or billboards.

There are a great number of online advertising tools. The most common include: search ads, social media marketing and social media advertising, video marketing, display placements, email marketing and messenger campaigns, mobile marketing, and many other customer acquisition channels. All of them can be used separately or combined depending on the task set by the advertiser and the desired ultimate goal. The emergence of new online advertising tools is a continuous process, as the "high technologies" of the advertising business are constantly evolving, and advertisers show great interest in new effective ways to attract customers.

Depending on the goal of the advertising campaign, the advertiser can choose the most effective strategy for utilizing the advertising budget. For instance, to introduce a new product or brand to the largest number of users, a strategy with pay-per-impression (CPM) is chosen. In this case, clicking on the ad is not of great importance; the main task is to inform the user about the product. If the advertiser needs to attract visitors to the website to perform a target action (e.g., generating a lead or order), choosing a strategy with pay-per-click (CPC) or pay-per-action (CPA/conversion) will help. Thus, the advertiser's money is spent only when a potential customer clicks on the link and goes to the advertised site or performs the target action.

Placing ads on the Internet, when carefully managed by a marketer, ensures a stable flow of potential customers ready to make an inquiry or purchase. This happens due to the precision of hitting the target audience. In online advertising, there are numerous ways to segment the audience.

For example, you can almost always set up geotargeting—displaying ads only in specific cities and countries (or within a radius of specific geographical coordinates), set restrictions by gender, age, or ad display time.

Any business should start with the questions: "What consumer problem does my product solve?" and "Who is my customer?"

While the consumer's problem is usually quite simple and clear, not knowing the answer to the second question causes many to "waste" a lot of advertising money without getting the desired results. In order to run an effective advertising campaign, you need to create a profile of your target customer—understand what problems this person has, what they want to achieve, how they currently solve the problem, etc.

In search (contextual) advertising, you reach a "warm" audience that is already interested in your product or service, and you display your ad to them at that exact moment. In targeted social media advertising, you reach a "cold" audience that might not show interest in making a purchase at the current moment. However, we identify their interests and needs, and based on this data, we make a compelling offer. As a result, the person becomes interested and makes a purchase or takes another target action.

Another important distinguishing factor is the volume of people that can be attracted from search versus targeted ads. In search advertising, the number of users is limited to those who are showing interest in this topic right now. For some businesses, such an audience might not exist at all, as people may simply not know about the existence of the product or service. In targeted advertising, the audience size is limited by their behavioral factors on the network. In other words, we choose who will see our ad ourselves.

The cost per click (CPC) is determined by many factors: the competitive situation, the CTR (click-through rate) of the ad, the specified keywords, the quality and relevance of the landing page the ad leads to, etc.

Bids (the price for 1 click) are constantly changing because Google Ads operates on a bidding auction system. Additionally, different queries cost differently. To help you roughly calculate your advertising budget, we provide forecasts that estimate a 30-day budget and the average cost per click. This is exactly where our main work lies—we constantly strive to ensure that your advertisements cost less and work with maximum efficiency.

You have probably already noticed that after visiting a certain website, an ad for that same website soon appears to you. The ad seems to follow you everywhere.

1) Install Google Analytics code on all pages of the website;
2) Set up goals;
3) Complete all configurations similarly to thematic ad campaigns;
4) Define remarketing conditions (for example, for users who visited the site but did not add items to the shopping cart).

Such ads are capable of bringing buyers back to the website. It is considered that the remarketing audience is the most targeted.

Remarketing is suitable for almost all business sectors. It is not needed only for advertising products and services where the purchase decision is made instantly (ordering a taxi, calling a plumber, etc.).

1) Users who do not distinguish between organic search results and paid ads;
2) Users who trust ad listings more because they believe that a company with a budget for advertising is more reliable;
3) Users who saw a more accurate answer to their query in the ad.

The best way is to contact our managers—they will professionally calculate the campaign cost, select keywords, write ad copy, and set up an efficiency tracking system. This way, your potential customers will definitely find out about you and visit your website.

To do this, you need to use an ad campaign performance measurement system. At Mas Agency, we use Google Analytics and Google Tag Manager, which provide comprehensive information on how many visitors the ad campaign brought to your site and what they did on it.

This is one of the most common questions, as it is important for an advertiser to see their company in the search results to know that the ads are working. BUT IT IS BETTER to check ad impressions inside your advertising account rather than directly on Google, so as not to lower the ad's CTR (rating). More importantly, do not click on your own ad to avoid wasting your own advertising budget. However, if you really want to see yourself in Google results, make sure that:

• The advertising campaigns have passed moderation.
• You are located in the exact region targeted by the ads.
• The time of your search matches the set schedule targeting.
• You belong to the specific target audience the displays are configured for.
• The search query you are typing is explicitly included in your ad campaign.
• Budgets and bids allow your ad to appear in the results at this given moment.

High-quality setup of effective targeted advertising cannot be done quickly; it is a process involving at least 3 specialists, including a marketer, a designer, and a targetologist (paid social specialist).

The price for setting up a Facebook ad campaign consists of: the monthly ad budget (expenses for showing products/services to a potential buyer) and the fee for specialists to set up and manage the ad campaign.

The price for setting up an Instagram ad campaign consists of identical cost items: the monthly ad budget (expenses for showing products or services to potential buyers) and the fee for specialists to set up and manage the ad campaign.