Your Options When Advertising And Promoting A Local Australian Business
Even as little as 20 years ago, business owners in Australia had very limited options when it came to advertising a business. There were print ads (display, classified, yellow pages), radio and TV and direct mail. Basically, that was it.
Fast forward to today. Advertising possibilities from the past are still here. In addition to this there’s now Internet will all its possibilities and platforms. There’s Google and other search engines that offer free and paid advertising. There’s Facebook, Twitter, Instagram, Pinterest, Adwords, Yelp, LinkedIn and more.
It seems that there’s a new platform or Internet advertising medium being created every day. Every day you can read stories about people profiting from different platforms and encouraging you to use new ways of advertising.
How to Choose An Advertising Method That’s Right For You: Start With Your Goals
A lot of business owners often make decisions about an advertising medium or a platform based on a success story that they hear or a cold sales call. This is not how you want to be doing things in your business.
You advertise to get customers. This is why you need to figure out who your customers are. What do they have in common? How old are they? What are their incomes?
Next, find a platform that suits your needs. Below we explain the differences between the most popular ways of advertising on the Internet.
One of the most important things you need to understand about Facebook is the following: when on Facebook, people are not looking to make buying decisions.
The highest traffic on Facebook occurs between 1pm and 3pm on workdays. Knowing this, it doesn’t take much to figure out what is going on: people log into Facebook when they are at work. They are entertaining themselves and killing time.
This is why the question you need to ask yourself is: when are people looking for your products or services? Do you run a restaurant? If so, your prospects are more likely to check the reviews on Yelp or Google.
How much time do your prospects put in researching a purchase similar to what you sell? If the amount of time is significant, Facebook is probably not for you.
As of May 2016, Facebook has over 1.65 billion active monthly users. 1.09 billion people log in to their Facebook accounts daily, which is a 16% increase over 2015.
As of December 2015, there have been 14.3 million Facebook users in Australia. 53% of them were women, 47% were men. Here’s the breakdown of Facebook users in Australia by age:
13–17: 920,000 or 6.4%
18-24: 2,700,000 or 18.8%
25-34: 3,800,000 or 26.4%
35-44: 2,700,000 or 18.8%
45-54: 2,000,000 or 13.9%
55-64: 1,300,000 or 9.05%
65+: 940,000 or 6.5%
As you can see, the most common Facebook demographic is 25 to 34. It accounts for 29.7% of users worldwide and 26.4% of users in Australia. For older demographics the number of people using Facebook starts decreasing.
This means one very simple thing: the older your customers are, the less likely they are to be on Facebook.
Twitter is a social network that allows users to send and read short 140-characted messages called “tweets.” These messages pose a real challenge for both Twitter and businesses when it comes to advertising: how can you effectively advertise in 140 characters or less?
140 characters work just fine for sharing news and updates, but not for effective promotions of local businesses.
According to the annual Australian Sensis Social Media Report, Twitter’s number of users continues to decline. In 2016 Twitter is the fifth most popular social network in Australia after Facebook, Instagram, LinkedIn and Snapchat.
It is the platform that has lost the most users in the last year with 34% of its users stopping to use Twitter.
Google Adwords was first launched by Google in 2000. In 2014 AdWords platform was responsible for the majority of Google’s USD$66 billion of revenue.
One of the biggest benefits of Google AdWords is that it shows your ads to people who are actively looking for your products or services in the moment. Adwords doesn’t show ads to people hoping that they would be interested in what its ads have to offer. It knows people are interested, because the ads are related to keywords that users enter.
According to Google, click through rate for mobile ads on Google was 27.7% in the first position and 9.2% in the second position. This means that roughly one out of three people who are looking for your products or services will click on the first Google Ad that comes with their search results.
This is why Google provides advertisers with opportunities unsurpassed by other platforms: you can get your ads in front of your prospects and you can have your prospects see your ad before seeing anything else.
Google also offers incredible speed. This is why Google Adwords is great not just for attracting new customers, but also testing new ideas. Do you have a few headlines for your ads and aren’t sure which one is better? You can create ads with all the headlines on Google Adwords and see which one brings in more customers. That’s exactly what bestselling author Tim Ferris did with the title of his book “The 4 Hour Workweek.”
Google AdWords constantly evolves and keeps changing. Here are just a few of the things that you need to be able to do to be successful with AdWords:
- Group keywords in narrow segments
- Peel and stick your top keyword matches
- Split-test ads continuously
- Create a broad and extensive list of negative keywords
- Keep good quality scores
- Be savvy with geotargeting
- Set up conversion tracking.
This is why the best way to manage your Google Adwords account is to hire competent professionals who will help you get the results you want.
Contact us today for your FREE AdWords account audit and find out for yourself about our “NO WIN — NO PAY” Guarantee.