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The State Of Digital Marketing Pillar 2: Online Ads


Episode #1261

In this episode, Erik shares what an ad should consist of to be effective and how you can retarget these ads.

June 29, 2022

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Episode Transcript

Erik J. Olson (00:02):

Next we’re gonna move into online ads. Here is an example of an online ad that we think does fairly well. So you could see it’s grayed out, but there was a Google query and up pop the ad. This was in the number one position. Now we actually recommend that you don’t aim for number one all the time number. One’s great. Right? You love being a number one, but it’s expensive. So if you could afford it great. Top three, right? So you wanna be in the, if you’re gonna run Google ads, you wanna be in the top three, but what’s great about Google ads and I’m sure this is no breaking news to you. Google ads are very efficient. They’ve been around for a long time, but there’s an intent, right? So at the moment that the person has the intent to find a solution, you can be right there with an ad.

Erik J. Olson (01:00):

These ads do get clicked on. There’s a couple components here to point out, so you can see we have the hyperlink underneath, right? So the site links, you can kind of tweak your website so that the appropriate site link shows up or doesn’t show up. There’s also a phone number there. If you set it up correctly, they can actually click on that phone number right there, right in the ad. And the phone starts ringing pretty cool stuff. Also think about the titles of your ads. That’s the what’s in the blue, the big text, and then also the description. But again, you wanna be super clear about your messaging, right? Don’t get fancy, but also the closer that you can get to the actual search term, the better usually that means having a lot of different ads, Facebook ads, Facebook ads are very, very powerful. And a lot of people think that they’re a better bargain right now than Google ads.

Erik J. Olson (02:00):

Here is two examples from an organization that we help. And which of these ads do you think perform better? So just shout out left or right. Real quick. Well, actually let’s do this left, left, left, left, right, right, right, right. I don’t know which one won the thing is it doesn’t matter because they both performed well, but only for a period of time. So what we’ve noticed through ad campaigns like this one and others, when there is creative involved in particular, when there’s images or video is these ads suffer from what’s called ad fatigue. And what that means is, and you probably experience this TV, commercial radio, commercial print commercial. You probably experience it in Facebook. You see the same ad over and over again. After a couple of times you ignore it, it’s like it doesn’t exist. So the one on the left was actually one that we got from a different chapter of this professional organization.

Erik J. Olson (02:58):

And they said, this one does amazing. And we tried it and they were right. It did amazing. It outperformed all the other ads. We probably had a dozen running at the time. It did great for a while. And then it started to do not so great. And the cost per click went up. And so we decided to create more versions of it. And now the version on the right outperforms, the version on the left so much that we turned the best one before we turned it off. So when it comes to things like Facebook advertising, you have to think about a fatigue and what it, what it cost in time, energy, or money to refresh those ads. You cannot just put an ad in place and forget about it. If you do that, you’re going to notice if you pay attention, your costs go way up. And the effectiveness goes way down over time.

Erik J. Olson (03:53):

Something really cool that we can do is what’s called retargeting. So as an example, if you went to our website in the last two months or so, and especially if you went to the right webpage, then we retargeted you in Facebook with an ad like this for state of digital marketing address. So you can get a little snippet of code from Facebook. You can put it on your website. And when someone goes to your website, Facebook puts like a little, little crumble cookie, right on that computer. And then when that person comes back into Facebook, Facebook knows that you were there. And if you advertise, then you can show a relevant add to the person.

Erik J. Olson (04:40):

Ideally, it’s something that says you were looking at this product, or you were looking at our service and you didn’t pull the trigger. And here’s what you missed out on. Or here’s what you’re about to miss out on. This has high intent, not quite as high as Google ads, cuz the person is searching at that moment in Google. But you know that this person is somewhat interested in what you’re offering because they went to your website. So retargeting is very powerful. It’s money well spent because you already spent money or effort to get them to your website. And you, you can compound the benefit of all that work by retargeting them. You can also retarget in places like YouTube. So Google has the exact same functionality. If you put in a query on the left, then we could retarget you with a pre-roll or mid-roll basically a video ad in places like YouTube. We could also do this throughout the internet if we want, but YouTube is very effective. So this is another way that you can retarget there’s other ways beyond this, but these are two very effective ways to retarget. So again, just like with websites, I wish

Erik J. Olson (05:56):

I could super deep and super nerdy, but we wanna get you outta here at a decent time. So takeaways, search ads, search ads are perfect. When you want to get in from, in front of someone at the moment that they have the intent they’ve been around for a while. So they are getting a little on the expenses side, but they’re highly effective social media ads. You could really slice and dice the population for things like demographics, age, sex educational level. And what’s called psychographics, which I didn’t go into. But psychographics are things like what they’re interested in, are they a fan, a football fan? And that would be probably a decent example of a psychographic. And then you can retarget with these ads, whether it’s in a place like YouTube or a place like Facebook or a place like Instagram. These are all techniques that we recommend very, very highly. This works.

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About The Hosts


  • Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups.

  • Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is the also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups.

Website Design, Search Engine Optimization (SEO), Online Advertising, Social Media & Digital Marketing.
© Array Digital LLC

Website Design, Online Advertising, SEO, Social Media & Digital Marketing.
© Array Digital LLC