Digital Advertising – The truth

Digital Advertising seems pretty straightforward right? Pay for ads, get results.

And yet the handful of times you’ve clicked the ‘boost post’ button or even set up a full campaign in Google Ads your results have been…fine.

It’s disheartening and confusing. You’re left torn between thinking it’s all a bit of a scam and wondering if you need to just give it a little more attention. Stronger creative perhaps? A slightly higher budget?

Hugely successful digital ad campaigns with high ROI’s are possible, we’ve all seen them in action, probably even fallen victim to one. Unfortunately for those new to digital advertising, getting these kinds of results isn’t as straightforward as it looks.

As in most aspects of business the ‘iron triangle’ principle is highly applicable to digital advertising. We’d all love to get results that are high quality, fast and cheap but in the real world you can only have two of those things.

 

Tin Can Digital Advertising triangle results diagram

For example, if you want results that are:
• High quality and Fast, they will cost you money.
• Fast and Cheap, they won’t be high quality.
• Cheap and High quality, they will take some time.

So what do I do?

In digital marketing it is absolutely possible to achieve high quality results, in time with strong, consistent content, a good website and clever SEO. But you need to be prepared to put in the work and be patient in seeing these results.

Dodgy ‘marketing gurus’ may tell you otherwise but logically, not everyone can follow these 5 tricks to get results fast! The numbers just don’t add up.

The Fast and Cheap route in digital marketing often equates to spammy marketing techniques (see our guru friend above). Pumping out huge amounts of content to gain leads through sheer numbers.

This may feel successful because you see some immediate successes, be it an increase in followers or more website clicks. But these tactics are damaging in the long run as those new followers are often unmotivated, hollow leads that won’t convert into sales.

“ Your best bet for getting quality results in your digital advertising is not to try and beat the algorithm but to lean into it. “

When it comes to online marketing, gaining high-quality results fast, means you have to pay. Social media platforms are free to use because their users are the product, eyeballs with credit cards sold to advertisers.

Therefore, the more you can pay as an advertiser the better your results are likely to be.

That brand you’re always seeing on your feed but have never bought from, they’re likely spending up to $10,000 per DAY on digital ads. And that’s not including the additional cost of their off-line or influencer marketing.

So, what does this mean? Is the only way to get results with digital advertising paying the big bucks?

Certainly not.

Most digital platforms want two things:
1. To provide a curated user experience, personalising content for each individual.
2. Deliver results to advertisers to ensure they keep buying ads.

They achieve both of these things with their powerful, mysterious algorithms. Programs specifically designed to match ads to users.

Often the exact details of how these algorithms work is a tightly kept secret. Certain groups or individuals will occasionally ‘crack the algorithm’ and figure out a set of actions that can greatly improve performance, but with how quickly these programs are changed and updated this approach is more art than science.

Your best bet for getting quality results in your digital advertising is not to try and beat the algorithm but to lean into it. Taking a consistent, goal driven approach to your digital ads is the only proven way to maximise your return on investment.

That’s where we can help.

If you’re looking to get real results from your digital advertising, lets chat.

Tin Can Admin

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