The Google Ads panel in conjunction with Google Analytics and YouTube Analytics gives you wide possibilities of measuring campaign data. When running a video campaign on YouTube, the advertiser can monitor, among others:

– number of views,
– average cost of watching the advertisement,
– daily (or generated in another, selected time period) advertising cost,
– the number and type of conversions,
– cost of conversion,
– video playback percentage,
– activity earned, i.e. likes, shares, subscriptions, etc.

In the case of television, viewership is determined by telemetry. Telemetry surveys are statistical surveys carried out on the basis of a panel, i.e. a group of recipients representing e.g. the entire population of a given country. In order for the panel to be reliable, it must properly reflect the structure of the society it presents, and must also have the appropriate amount of data. According to Paraphrase-Online.com, telemetry tests in the world are carried out on a group of 2,000-10,000 households.

A tycoon on the television research market on its website informs that it is able to obtain data on viewers, the channels they watch, as well as on the time of watching television. As part of the available viewing rates, it provides information on:

– television audience behavior,
– demographic characteristics of recipients,
– programs watched by individual members of the household,
– programs watched jointly by all family members,
– family attributes, e.g. possession of pets, income, education and their correlation with television preferences.

Certainly, telemetry data are a very valuable source of knowledge about recipients of TV programs and commercials. However, they are statistical data, obtained on the basis of a small group of recipients, and in addition they do not present such specific details that can be obtained from online advertising. For TV ads, it’s difficult to get data on the cost of a single interaction or the number of conversions that an ad generated. By promoting their products or services on YouTube, advertisers, however, have significantly more access to data on the effectiveness of promo videos and the behavior of viewers watching videos.

Advertising on television – costs

Online advertising fees are usually based on views (CPV) or per thousand impressions (CPM), not on broadcast time (as with TV advertising). The unit costs of online advertising usually range from a few to several cents per interaction, thanks to which, even with a very limited budget, the advertiser can display their promotional video on the web.

With a limited budget, the additional advantage is the ability to target specific, small audiences and the fact that you can choose specific periods of video display.

In the case of online advertising, the viewing rates are not so dependent on the duration of the spots, and even if they increased at a certain point in time, the advertiser always has access to such data. Thanks to statistics, the advertiser has full control over the daily budget of the campaign, which allows him to decide how much exactly he wants to invest in the promotion. Additionally, it can track expenses on an ongoing basis and decide at any time whether to continue or suspend the display of its campaign.

Targeting TV and Youtube ads

Google Ads offers many types of ad targeting. Audience groups can be created based on:
– demographics
– interests,
– life plans and events,
– destinations visited by internet users,
– topics of pages, channels, mobile applications,
– keywords related to the content of pages, channels and mobile applications,
– devices used by network users.

and combine the above mentioned options.

Television advertising – due to the fact that it is tested telemetrically based on a specific panel of recipients – will never be as well tailored to a specific recipient as online advertising. Unfortunately, television does not allow to narrow down the target audience as precisely as Google Ads allows. Equally important, the television does not have the remarketing option – therefore, it will not be possible to return there with a re-advertising message only to those recipients who were thinking about buying, but resigned from it at the last moment (e.g. they left the shopping cart).

Building engagement & impact on recipients

Online advertising allows Internet users to easily and quickly interact when they are interested in a product or service being promoted. When watching an advertising spot on the web, an Internet user has several different options at their disposal:

– watching the entire advertising film,
– clicking on the call to action to go to the advertiser’s website and get more information or to convert directly,
– movie likes
– entering the advertiser’s channel and watching other available materials,
– subscribing to the advertiser’s channel,
– making the advertising film available to other people,
– temporarily pausing the ad,
– as a last resort and if you are not interested in advertising – skip it.

In the vast majority of cases, interaction with online advertising does not require the use of a device other than that on which the ad is played. Thanks to this option, at the moment of interest in a given product or service, an Internet user can immediately explore the secrets of the offer without wasting neither time nor enthusiasm to reach for a computer or telephone, turn it on and look for the page or name of the product, which in the meantime may have unintentionally disappeared from memory.

In the case of TV ads, it is not possible to interact directly on the advertising medium. To learn more, you need to use a laptop or telephone. Many of you will say that during ads they grab the phone, and therefore at any time can tap the name of the thing that he saw on the glass screen. Truth. But…

According to research carried out by Paraphrase-Online.com during television advertising blocks, 33% of people using smartphones browse social networking applications, 21% of these consumers play games, 8% of people use messengers or have traditional telephone conversations, while 6% use them from online shopping applications.

In the case of TV commercials, it is common to distract the viewer and draw his eyes away from the TV screen. Social networking, phone calls and games often win with a glass screen.

Equally important, TV commercials – in view of the fact that they are most often displayed in the form of blocks of several or several minutes, and appear in between programs or during the break of the series – often serve as a moment to move away from the receiver. I guess each of us has happened to wait for an advertisement to brew tea, quickly prepare a sandwich or go to the toilet and not lose a fragment of an interesting film.

And how many of us at the time of the advertising break “jumps” on other channels and checks whether something interesting is going on there, or what is the result of the match that did not interest us enough to watch it in its entirety?

Simple configuration and optimization

Online advertising campaigns can be built and run by virtually any user who has access to the Internet and has created free Google Ads and YouTube accounts. In addition, there are a lot of guides on the network on how to create and optimize campaigns. The surest source of knowledge, i.e. Google support is in itself a mine of knowledge, good practices and news in the field of online campaigns.

An advertiser wanting to work on his campaign is not dependent on external viewership data providers (as in the case of TV). At any time, he can log into the advertising account and check the effects of the campaign and make necessary changes to it. All statistics are visible in the account, so if there were any anomalies, it can easily catch them.

In addition, all you need to create an online video campaign is a good-quality video on your YouTube channel. In the era of such intense technological development, an advertising spot can be recorded even with a smartphone. Once you have your video ready, simply paste it into the previously created ad group and add the destination URL or ad headline and description depending on the campaign type you choose.

In the case of television advertising, only a professional film is involved, recorded at a significantly higher cost and using a film crew or computer graphic designer. The advertiser cannot optimize the advertising campaign alone, as he has no access to any tools or current data.

Ad Reach

Only a few years ago television was the leading carrier of video materials. Due to the intensive development of the Internet and YouTube, the ways of consuming all kinds of film materials are changing rapidly.

According to YouTube analyzes, the viewership of video posted online has been growing not only on mobile devices, but also TV sets. According to statistics, YouTube has a wider range among young users than traditional television. The overall reach of Google’s video service is constantly growing, and the number of website and application users is increasing from year to year. Same as watching time of available materials. Equally important, many lovers of the glass screen are moving to the online world, because there they can watch programs of their interest at the time they choose, and not when ordered by the schedule.

Accordingly, the online advertising market itself is growing at the expense of the press and television. According to analysts, in 2019 television advertising expenditure was to increase by only 0.6 percent compared to 2018, while expenditure on online advertising was to increase by as much as 11.8 percent (mainly due to the development of video advertising). What’s more, in 2020 the share of television in the global advertising market is to reach 32.6%, which means that the highest place on the podium in this field will fall to the web and its 41.8%. So, does television advertising have a future? Certainly yes, but it appears in increasingly darker colors.

Google Ads – search engine internet campaigns

If you want to increase your visibility in the search engine, you should bet on a Google Ads campaign. It’s a great solution for those who do not want to wait months for positioning effects. Thanks to paid advertising, your website will appear in search results for specific keywords.

What does it look like from the user’s point of view?
Enters a specific keyword into Google search engine, e.g. cross-country skis. Ads appear at the very top of the search results – they have a green label ‘advertisement’. By clicking, you are directed to the website. For users, Google Ads look exactly the same as organic results. However, they display above organic results, making them more visible.

It is worth noting that thanks to Google Ads you can use other forms of advertising – both in Google search engine and YouTube.

Text ad for mobile devices
It allows the user to call the searched company by phone. Thanks to this, you can make quick contact, e.g. if you want to order a pizza, make some extra keys, rent a car.

Dynamic ad
It’s also a type of text ad, but the way it is created is slightly different from standard ads. In this case, the advertiser indicates only one description line, while the headline, landing page and keywords are chosen by Google.

Advertising on YouTube
This is an offer for companies that have video material at their disposal. You can choose from: 6-second non-negligible movies, longer commercials appearing as “cutscenes”, films appearing as suggestions for further video materials.

Advertising in Gmail
Advertising messages can go directly to the user’s mailbox. By clicking on them, the recipient is redirected to a specific website.

Advantages of Google Ads

In Google Ads, although it is a paid advertising campaign, it is worth investing. This option has many benefits and is extremely effective.

Long range
The ad reaches a very wide group of users, including potential customers. All they have to do is enter certain keywords in the search engine and your ad will appear.

Quick effects
Google Ads allows you to achieve quick results – unlike for positioning. In this case, the website appears at the very top of the search results even the next day after creating the campaign. So you don’t have to wait many months for the site to appear in TOP10. It’s a great solution for companies that are just starting to implement an online campaign.

The campaign can be adapted to the budget
Keyword Planner is a tool that allows you to estimate the cost of advertising using a specific phrase. Thanks to this, you can plan your campaign without exceeding your budget.

Convenient effects monitoring
Ads displayed as part of Google Ads can be constantly monitored and analyzed. This allows you to estimate the profitability of the campaign and make modifications if necessary.

You can use Google Ads yourself. However, if you are taking the first steps in this field, it is better to ask a specialist for support. You can apply to a certified agency that will carry out an effective campaign for you – in line with your goal.

Content marketing

Content marketing is an alternative to traditional forms of advertising. It allows you to expand your customer base through valuable content published in many places on the Internet. It has long been known that direct advertising messages are no longer valid. Nobody wants to be “attacked” by intrusive ads, which is why they are immediately rejected by the recipients. It is completely different in the case of content marketing – here valuable content is intertwined with a subtle incentive to take advantage of the company’s offer.

As statistics show:
– up to 95% of buyers gain confidence in the company after having familiarized themselves with the content available on the web,
– as much as 96% of users search for information on products / services from industry leaders.

Therefore, it is worth taking advantage of the opportunities hidden in content marketing and strive to become an expert in the eyes of recipients.

Types of content marketing tools
Content provided to users may take various forms. You don’t have to limit yourself to one thing – it’s worth carrying out on several levels at the same time.

Company blog
You can share your knowledge through blog articles. Good if they have a guide form – it increases the chance of being interested in entries. Choose relevant topics from the point of view of potential customers.

Webinars
They are an alternative to stationary conferences and seminars because they are conducted online. The advantage is the ability to conduct a dialogue with a potential customer, which increases his involvement.

Thematic articles on external websites
Thematic articles published on external portals (also as sponsored articles) increase brand awareness and at the same time build the image of an expert.

E-Books
E-books are the content of presenting in the form of guides, reports and many other publications – longer than standard articles. Shared on the web, e.g. in exchange for providing an email address, provide a lot of interesting industry information. Publishing e-books on the Internet helps in: generating leads, building the image of an expert, promoting the company. All this will translate into increased sales.

Advantages of content marketing
Content marketing has many advantages, thanks to which the conducted Internet campaign will achieve the assumed business goals.

You increase communication range
You can expect an increase in website traffic. If the messages are really good, the content has a chance to spread virally, reaching a very wide audience.

You are strengthening your position on Google
Google loves valuable content that is useful to users. That is why published articles – on blogs or external websites – can contribute to an increase in position in search results.

You inspire consumer confidence
Providing useful content that helps solve a specific problem helps build consumer confidence. By becoming loyal recipients, sooner or later they will transform into active clients.

You will become an industry expert
By publishing high-quality content – on a blog, external sites, etc. – you appear as a specialist in the industry. In this way, you not only build brand awareness, but also inspire trust. This translates into an increase in orders – shopping with an expert is a guarantee of safety and good choice.

Do not think about this form of online campaign. Content marketing allows you to get up to three times more potential customers than paid search engine advertising. Develop a strategy (alone or with a content marketing agency), and then start acting.

Facebook

Most of the users are active in social media, with Facebook leading the way. So it’s worth running an online campaign there to reach a wide range of potential customers.

The basis of any actions is the creation of Fanpage (FP) – a website through which regular and potential customers will communicate with the company. However, it will be useful not only for establishing relationships with recipients and engaging them in activities. It is also invaluable when you intend to use paid advertising displayed as sponsored.

A Facebook campaign may include:
– systematic conducting of FP – among others adding entries about your offer, what is happening in the company, etc.,
– paid advertising – can be displayed on the user’s board as a sponsored offer or in the box on the right.

Types of campaigns on FB
If you want to make the most of Facebook, set your goal first. Depending on whether you want to convert, build brand awareness or post related activities, for example, different types of campaigns will work.

You can choose:
– website promotion,
– promotion of posts,
– clicks.

Advantages of an internet campaign on Facebook
The presence of the company on Facebook and running an advertising campaign brings many benefits.

Real-time interaction
Facebook allows you to interact with users in real time. This has a positive effect on the image and at the same time allows for quick matching of products / services according to the clients’ needs.

The opportunity to increase brand awareness
You increase brand awareness thanks to posts and paid advertising. The company becomes recognizable, which increases the chance of gaining new customers. It is worth remembering to provide recipients with quick answers, place interesting content, etc. Positive experiences will help to achieve the set goals.

Access to analytical tools
By running a Facebook campaign, you gain access to practical analytical tools. Thanks to this, you can evaluate user behavior, post reach, number of likes, shares, etc. This allows you to modify campaigns to ensure their highest efficiency.

Campaigns in other social media

You can also be active in other social media. Being on Instagram is a great solution if, for example, you run a restaurant, clothing boutique, jewelry store, etc.

It is also worth to mark your presence in LinkedIn – especially if you make B2B offers with your offer. The internet campaign on this website allows for high precision targeting, which translates into the possibility of reaching even a very narrow group of specialists. You can run the internet campaigns presented above at the same time. Such multifaceted action will help achieve business goals in a much shorter time.