Online Advertising
“If you build it, they will come,” is not an effective marketing strategy. Although we can build you a beautiful, navigable, search-optimized, mobile-friendly website, if you don’t broadcast that it exists, no one will know about it.
At Hummingbird Marketing Services, we use the power of digital advertising to spread the word about your products, services, promotions, and business in general. Our goal is to test, optimize, and enhance your campaigns so that you learn more about your target audience over time and can better market to those potential customers. To do so, we primarily use two different methods: Google Ads and social media advertising.
Google Ads
Launched in 2000, Google Ads (formerly Google AdWords) now makes up about 95% of Google’s annual revenue. This powerful tool enables you to reach the potential customers who are searching for the products and services that you offer—and with the right targeting and spend, your ad can be at the top of page 1 on Google.
How does it work? At a very high level, we load up a Google Ads campaign with the keyword phrases related to your business so that when someone searches those phrases, your ad will surface. More specifically, we start by researching top geographic areas and other relevant demographic details to hone in on the best target audience for your campaign. Then, we create a variety of individual ads within your campaign with different wording, callouts, and links.
Financing an ad campaign is definitely a concern for most small businesses, so we provide recommendations to get the most effective and efficient use of your budget. Google Ads use a cost-per-click (CPC) method, so you’ll only pay when someone clicks on your ad. The rest of the time, your ad is surfacing and generating awareness—for free.
For the duration of your campaign, we monitor and optimize on a regular basis to improve the performance at every turn—bidding strategy, enhanced keywords, sitelinks, and more.
Social Media Advertising
Whereas Google surfaces your ad to customers who are searching for the products and services you offer, social media advertising works in the opposite direction. We determine your target audience and then surface the ad to these potential customers.
Advertising on Facebook, Instagram, Pinterest, and LinkedIn starts with refining the audience you want to reach, from age, location, gender, and primary language to interests, employer, purchase behavior, and housing type. And so much more! Then, we create a handful of ads using videos, images, and engaging text.
Social media advertising uses both the CPC model as well as the cost-per-impression (CPM) model, and we can provide budgetary recommendations so that you’re getting the most out of the campaign.