ADVERTISING – TO ADVERTISE OR NOT TO ADVERTISE, THAT IS THE QUESTION…

We often get asked about advertising, not just whether we can organise some for our clients, but what we think about the various options available these days. It used to be a lot simpler: magazine or newspaper, maybe radio, posters, that was it. These days there’s Pay Per Click (PPC), Pay Per View (PPV), Facebook, Twitter, Instagram, Banner, YouTube, Google AdWords…

It’s a bit of a minefield if you don’t know what you’re doing, and you could end up wasting a hell of a lot of money with no return on investment (ROI). There are risks involved with spending money on any advertising of course. Are people going to see the ad? Are the right people going to see it? Are they going to do anything about it once they’ve seen it? Targeting your marketing is essential, especially since we are all so bombarded with adverts these days. Reach the right people in the right place at the right time, and your advertising campaign could pay off spectacularly.

Facebook advertising used to be simple and generated great results. These days it has come under fire with accusations of false follows and fake clicks. One client had spent several hundred pounds on Facebook advertising, and had many thousands of followers (yay! you might say, how wonderful), but most of the time had little interaction, zero post likes, shares or comments. Then he had a look at his Insights, that oh so informative and useful tool which Facebook provides for page owners, and found out that most of his followers were from Asia! Mostly India and Pakistan, even though his company was in the UK and only served the UK market. It was at that point that he contacted us and asked for help, because his investment had left with him zero return and he didn’t know why or where to go from there.

A successful advertising campaign must have a target market. That should be your first consideration when you are thinking about spending money to get your business in front of people. There is no point advertising in the wrong place, and generally speaking advertising to the masses is a waste unless you have unlimited funds. Focus on your niche, get to know your current customers. If you understand your customers well then you will know where to advertise, but it’s surprising how little many businesses actually know. What do your customers read, where do they shop, where do they spend their time, what are their ages, gender etc.  If you’re stumped, get to know your competitors. What are they doing which is making them so successful? 

If you have a small budget, a great place to start is Google AdWords. Just take a look at these figures:

  • 1.17 billion people use the Google search engine every month (source).
  • There are over 100 billion searches carried out on Google every month (source).
  • More than half of Google searches are now mobile (source).
  • 65% of all online searches are on Google (source).
  • 80% of search results now contain AdWords ad placements (source).
  • Google is believed to have more than 4 million active advertisers (though they don’t openly discuss this figure).

In comparison:

  • Facebook has 3 million active advertisers.
  • Twitter has 130,000 active advertisers.
  • Instagram recently announced they’ve hit 200,000 advertisers (owned by Facebook, it was only ever going to get bigger!) (source).

Google AdWords is simple to set up, can be tailored to your target market and you can easily manage your budget so that you don’t spend more than you want. So what are you waiting for? If you don’t know where to begin, drop us a message and we can set this up for you, manage your advertising campaign and give you comprehensive data which will better serve you in the future.

WHY FACEBOOK? BECAUSE… FACEBOOK!

Facebook has been the undisputed ‘king of social’ ever since it launched in 2004. Take a look at last year’s growth figures and you’ll be astounded at just how big its reach really is.

Daily active users (DAUs) reached 1.04 billion on average for December 2015, an increase of 17% year-over-year. An even bigger increase was seen in active mobile users. Mobile DAUs were 934 million on average for December 2015, an increase of 25% year-over-year. That’s over 90% of all Facebook users!

Similarly, Monthly active users (MAUs) reached 1.59 billion in December 2015, an increase of 14% year-over-year. Again a huge percentage of those were mobile users – 1.44 billion, an increase of 21% year-over-year.

‘2015 was a great year for Facebook. Our community continued to grow and our business is thriving,’ said Mark Zuckerberg, Facebook founder and CEO. ‘We continue to invest in better serving our community, building our business, and connecting the world.’ Take a look at their report here.

While those figures are pretty incredible, the real jaw-dropping happens when you look at Facebook’s annual turnover. Revenue for 2015 was $17.93 billion… yes you read that correctly, that’s $17,928,000,000 (or approximately £12,400,000,000). Phew, that’s a lot of zeros! Mobile advertising revenue represented approximately 80% of that, up from 69% in 2014. 

Zuckerberg also announced recently that Facebook users are now watching over 100 million hours of video per day. Should YouTube be worried? Unlikely, since most of the videos are links to YouTube videos in any case!

Is there any end to Facebook’s dominance of the social media market? Many new networks have come and gone, but some have stood the test of time (and some like Google+ still haven’t even started!). Yet even the likes of Twitter, which has 320 million MAUs, isn’t happy with its own platform. Recent changes have included dropping the ‘favourite’ in favour of the Facebook-aligned ‘like’ button. Rumours abound that it will soon be dropping its 140-character limit too. Everyone it seems wants in on the Facebook magic.

The conclusion? Facebook isn’t going anywhere! Last week Mark Zuckerberg announced his objective to reach 5 billion Facebook users by 2030. Will it happen? If he says he can do it, we certainly believe he can!