February 20, 2017
While SEO is not considered to be online advertising as there is no money exchange for the specific placement, it certainly lies in the same place where online advertising is worth discussing.
SEO and online advertising when goes together works well. While SEO efforts gain traction slowly, online advertising can generate immediate results i.e. clicks, to a website and increase brand exposure and awareness.
There are many different types of online ads, such as search engine pay per click ads, display ads, banner ads, social ads, etc. and they each have different recommended budgets.Though some options are not very cheap but they can certainly be effective if implemented properly. But there are a lot of issues here. Companies are paying a premium for online ads that just aren’t cutting it. One of the most common mistakes that companies make is taking a set it and forget it approach their online advertising. After the initial set-up work, they just let the ads run, which means that they are just wasting money.
According to the professionals providing SEO services in Dallas, here are the 4 reasons why set it and forget it is the wrong approach.
Creative Becomes Outdated
The shelf life of an ad’s creative differs depending on the ad, but they all become outdated eventually. For example, if you are promoting blog posts in social media they should not be more than a few weeks old if the date is in the post. While if the date is not on the post or the URL you may get away with promoting it for a longer period of time, but your content should be evergreen. It is wasteful to continue to put money behind content that is ‘old news’
Platforms change the rules
The rules on Advertising platform can be changed on a whim. With the internal algorithm changes, advertising spends, impressions, and clicks can easily be affected. An ad that was previously running consistently at a few hundred dollars a month can jump up to thousands of dollars if you are not actively monitoring it and don’t have a spend check on it.
Target audience changes
While your target audience might not change all that much, yet ways to accurately target them in the online world can change regularly. As your company and your competition grow over time, you will be able to narrow in on more specific target segments and more efficiently target them by criteria such as age, interests, location, and more.
Spend can fluctuate
It’s critical to make the most of your online advertising budget. Keep an eye on spend and if you notice one day, week, month, etc. that it doesn’t hit the spend budget, consider investing that money in other ways to make sure that it doesn’t go unused. Or, on the other hand, if you notice that spend ran high during any particular time frame, you can quickly make adjustments to make sure that the overall budget doesn’t go over.
Taking a set it and forget it approach to online advertising will get you nowhere. It results in missed opportunities and can even potentially destruct your budget. So, if you are running online ads, pay close attention to them.
Working with Best Seo Company In Las Vegas will help you achieve most out of your online advertising efforts.