What does a digital ad agency do?
With so many digital marketing services out there, it’s hard to determine what kind of agency you need to help you reach your business goals. Before we give you some tips on how to choose the best digital ad agency, let’s talk about what a digital ad agency can do for you and your business!
A digital ad agency offers strategies that help your company successfully advertise your business online. There are many strategies to use for advertising, along with the various platforms available to advertise with.
The best digital ad agencies will offer many different digital strategies that can be applied to different platforms to increase the effectiveness of your campaign.
Just think, as your products and services appear on more and more platforms, your business is bound to be top of mind when a customer is in the market for what you have to offer.
Let’s talk about some of the different online advertising strategies that the best digital ad agencies offer.
Search engine optimization (SEO)
SEO is one of the most popular digital advertising strategies out there, and if you want interested customers to be able to find your business easily, it’s the strategy for you.
Although SEO is considered a strategy in itself, it’s made up of many other sub-strategies that work together to make your business more visible online.
The main goal of SEO is to improve your ranking in search engine results pages (SERPs). Your placement on these pages is crucial for lead acquisition.
Over 95 percent of clicks go to websites that show up on the first page to search results. This means that if you show up on pages two, three, or so on, there’s only a five percent chance that users will see your website. And that percentage decreases with each passing results page.
Here are some of the most important sub-strategies that make SEO a successful strategy:
1. Keyword research and targeting: Keyword research is one of the first steps any digital ad agency takes when you decide to work with them. It gives them a ton of valuable information about your industry and helps them understand what kind of content to create to rank at the top of SERPs.
Information that digital ad agencies pay most attention to include competition and search volume:
Competition gives your agency an idea of what they’re up against if they were to target this keyword. It tells them how difficult it will be to rank for that specific keyword.
Search volume is exactly what you might think — the amount of times users search for a specific keyword.
These two key pieces of information help your digital ad agency decide on the keywords that are most beneficial to your campaign, and not just with SEO. Keyword research is also crucial to strategies like content marketing and pay-per-click advertising (PPC).
Your digital ad agency will research two different kinds of keywords, general and long-tail:
General keywords are short and to the point and aren’t detailed. General keyword examples include terms like “pasta,” “keyboards,” or “decor.” When your digital ad agency researches these kinds of keywords, they’ll likely find that the competition level and search volume is extremely high.
This commonly makes general keywords extremely hard to rank highly for, which is why digital ad agencies also research long-tail keywords.
Long-tail keywords refer to keywords that are more like phrases than terms. They are longer and more detailed than general keywords and can be extremely beneficial to your digital ad campaign. Examples of long-tail keywords might include “baked ziti pasta recipe,” “backlit ergonomic keyboard,” or “décor for a yellow living space.”
When digital ad agencies do keyword research for these terms, they’ll likely find some differences in competition and search volume numbers in comparison to general terms. Long-tail keywords typically have a low competition level, and a low-to-average search volume.
Long-tail keywords are much easier to rank for but don’t get as much search traffic since they’re so detailed. Not everyone searches for “décor for a yellow living space,” however, the benefit of long-tail keywords is that when a person does search for that specific term, they’re usually ready to buy.
2. Content creation: After your digital advertising agency performs keyword research and comes up with a list of useful keywords for your campaign, they’ll likely start a content creation initiative. The purpose of keyword research is to find keywords to build pages around, which is where content creation comes in.
Different keywords lend themselves to different kinds of content, which is something that your digital ad manager will sort out when they plan your content strategy.
For example, there is blog content, long-form content, and service page content. All are different and serve their important purpose.
Blogs create a constant flow of new, informative information, which search engines like Google love.
Long-form content which is typically longer than 2,000 words, usually ranks highly in Google since it shows that a business is extremely knowledgeable on the topic.
Service page content is also extremely important because it serves as explanatory text for your products and services. Someone could find your service pages based on what they use as a search query, which means these pages can entice potential customers to convert.
3. User experience testing: When it comes to your website, Google pays attention to every single detail. If you want your content to rank highly in SERPs, the information on your site pages isn’t the only thing you have to worry about.
Google’s job is to provide the best information to search engine users. They want to ensure that the results they provide offer the best, most high-quality information on any given topic, but they also want to make sure that the website hosting the content is easy and enjoyable to use.
That’s where user experience testing comes in.
Website user analysis allows a digital ad agency to get into the minds of your site visitors. Through user experience testing, they’ll be able to determine how easy it is for site visitors to use and navigate your website and make tweaks accordingly.
The way users interact with your website can determine things like dwell time, which is how long users spend on your website, and bounce rate, which is the percentage of site visitors that leave your website after only visiting one page.
Google’s algorithm considers both metrics when ranking your website, which is why it’s so important to get a low dwell time or a high bounce rate cleared up immediately. A digital ad agency can help you do so!
4. Page speed optimization: Page speed is another factor that Google considers when ranking your website.
If your page takes longer than three seconds to load, users will likely bounce away which — you guessed it, increases your bounce rate. A low page speed can affect your ranking page position, which is why digital ad agencies that provide SEO will likely recommend page speed optimization services.
WebFX offers page speed optimization services that can work with your content and user experience to ensure that users enjoy their time spent on your website.
Pay-per-click advertising (PPC)
When most people hear the term digital advertising, they likely think about online ads. As you can see, ads aren’t the only strategy that digital advertising agencies offer, but it is one of the most popular ones.
Pay-per-click (PPC) is a cost-effective strategy for targeting your most-qualified customers with paid ads. These ads appear above organic results on SERPs, which means they’re the first results searchers see.
If you want one of the top spots in search, you’ll have to bid against your competitors for the keyword you want to rank for. If you’re among the top bids, your ad will show up at the top of search results.
Your digital ad agency will use keyword research, much like SEO, to ensure that your ads target the perfect audience, as well as create ad copy and design landing pages formulated to entice users to convert.
Social media marketing
Social media marketing is another popular service that your digital ad agency likely offers.
Social media platforms like Facebook, Instagram, Twitter, and LinkedIn create great opportunities to connect and interact with your target audience. Not only that, but you’ll also be able to boost your brand awareness since your posts reach far more people than just your friends and followers.
For example, when one of your friends shares something that you post on Facebook, their friends can now see your content, too. Similar on Twitter, if one of your followers retweets your content, their friends can now see your content as well.
The bottom line? Users don’t have to follow you to see your content, so it reaches much farther than you think! That makes it an excellent platform for advertising.
Not only can you share links from your website, links to your blog, or exciting information about your business, but you can also use ad features on social platforms to produce ads for your company.
Facebook, Instagram, and Twitter all have ad platforms that are incredibly similar to Google ads in that they run on a bidding system.
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