Sorry, business owners and managers, social media platforms are not ever again going to be much help in getting your message out organically.
Here’s an excerpt from a Hootsuite blog that sums it up:
On Facebook, organic reach has been on the decline for some time. The world’s largest social media platform is opting to give users more content from friends and family in their newsfeeds. At the same time, it’s showing less from publishers and pages.
“You’ll see less public content like posts from businesses, brands, and media,” Mark Zuckerberg said at the start of 2018. “And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
If it’s happening at Facebook, it’s happening on other social platforms too. This means your social media posts aren’t reaching as many people as before.
The only questions are how much will you spend? and how effectively can you make your ads work in your favor?
What Are Display Ads?
Wikipedia defines display ads as: …advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio. An example of one of our recent display ads is shown by the red arrow below.
Banner ads have gotten a bum rap for being intrusive, annoying, and ineffective. Many people see them in the same way they do TV ads – how can we get rid of them? I would agree that aggressive marketers have made the internet a pain to browse, even causing many web users to install ad blockers.
But despite ad blockers and complaints, when they’re done correctly, display ads can actually be helpful for people interested in certain brands, products, and services and at the same time, create a return for the advertiser. The graph of display ad growth shown below is evidence of its usefulness.
Why Your Business Should Get Really Good At Using Online Display Ads
Because of the recent social media platform changes, every marketing strategy needs to include paid advertising outside of (but not excluding) Facebook and other social media platforms.
Of all the forms of paid advertising we run for our clients, we’re beginning to spend more effort creating display ad campaigns on Google, and other ad platforms. We’re not the only ones either. In 2017, display ad spending in the US was a whopping, and still growing $40B, and it exceeded search ad spending.
For best results, a combination of display ads, search ads, and social media ads provide the widest range of benefits. To do this well, you’ll need to carefully manage ad budgets, and optimize ads through split testing to make sure you’re getting the best results for your ad spend. We’re learning how to exceed the industry average click-through rates, and bringing down ad costs.
There’s no substitute for the ability of search ads to connect with people at the very moment that they’re looking for your products and services. But display ads bring their own unique power to your advertising mix and are a nice complement to search ads. Display ads are effective because they can:
- Expand your reach beyond just people searching for your products
- Build brand awareness with constant display of logo and messages in the ad itself
- Be changed easily to avoid “ad blindness”
- Utilize more engaging media than text ads – images that tap into buyer emotions
- Target people with interests in your products and services
- Place ads on relevant, authority websites, targeted to your products and services
- In addition to an eye-catching image, display a testimonial, or offer
- Be effective when used for either cold traffic, and retargeting
Make sure you’re building display ad capabilities and skills – they’re a good investment in your marketing future.
Photo By happy via