Gone are the days when it took a multimillion-dollar marketing budget to get ahead of your competitors in online advertising. Digital marketing offers a return on investment whether you invest in outsourced work or run it yourself, investing your own time.
In addition to the potential for great returns on a small budget, digital marketing tools can take some of the workload off your shoulders. These tools are especially valuable for small businesses that don’t have the resources to dedicate a team to in-house marketing or the budget to outsource the work to a marketing agency.
Two of the most effective tools we’ll look at are Google Analytics and Google Ads. These digital marketing tools will help you get the most out of your investment and ensure you are investing wisely: automating, collecting data to analyze and optimize your campaigns, and helping you organize and plan your marketing activities.
Google Analytics
Google Analytics is a completely free solution that gives you valuable information about the users who visit your website and insight into how they interact with it.
It’s best used in tandem with Google Search Console, another free digital marketing tool that can help you identify any problems on your site and optimize it for traffic.
The data Google Analytics provides includes:
- The number of visitors to your site by day, week, month or any time period you choose.
- Information about where these visitors are coming from: conversions from another website,
- regular search, advertising, social media, or direct access.
- The keywords people use to find your site.
- Demographics and user interests.
- What are the most popular sections of the site.
- How much time each user spends on your site and what pages they visit.
- Tracking of targeted actions.
- For online stores, keep track of transactions, revenue, and other metrics that allow you to calculate ROI or, for example, return on investment in advertising.
Use your Analytics data to make smart decisions. You will know how best to structure your Web site or how to analyze your online promotion based on reports. For example, you can redesign your site to make it easier to visit the most popular pages or know that a higher transaction rate corresponds to certain sources in your marketing strategy With this information, you can make changes and spend your advertising budgets more wisely.
Google Ads
We recommend that you start advertising your business with Google Ads.
So why Google Ads? It’s simple – it’s a huge reach and when people have a query, their first stop is usually a Google search. Globally, the search engine processes over 2 trillion queries a year. That’s more than 5 billion queries a day. Among the inquirers are users looking for solutions to their problems, and after all, your business can help with the solution.
Cases where a small business needs to use contextual advertising:
- There is a demand for the product or service you provide. The offer must meet the customer’s demand.
- There are no major competitors in your subject area. Large competitors with large budgets can inflate rates and at the expense of this will not allow you to take advantageous positions in search results.
- At a margin of 15 to 25%. You need to calculate whether you will have enough budget for the advertising campaign.
- The first and main tool is a search engine advertising Google Ads.
- This tool will help to attract the target audience to the site, which is most interested in the product or ready to buy it.
Branded search ads are a must, especially if your SEO is not good or if you are at the top, but your queries are shown by clever competitors to lure your customers. Pick all the necessary keywords, from those written in Russian to those in Latin that mention your brand. Brand campaigns carry one of the most important “missions” – if a customer wants to come back to your site again, the first thing they will do is enter your brand name into the search bar. Also, in the case of “word-of-mouth radio,” the first thing entered is a memorable brand name.