No matter its size, its age, its structure, or its industry, a robust and well-optimised digital marketing strategy should be a priority for any successful business. Global online advertising spending hit a staggering £434 billion in 2021, and the number is expected to reach £729.3 billion by 2026 – with numbers like these, it would be foolish not to invest in a good strategy!
However, for companies without in-house marketing teams, and those who lack digital advertising expertise, the field can seem intimidating, overwhelming, frustrating, and potentially fruitless – this is where an online advertising agency like The Bank can help!
If you’re looking for a digital marketing and online advertising agency that can provide expert strategies and results-driven solutions, look no further than The Bank. Our full-service marketing firm can help you achieve your business goals through PPC services, lead generation, increased brand awareness, website design, and much more.
Our online advertising and digital management services cover the full span of our clients’ digital presence, including:
Paid Media Services
- Paid search (Google Ads; Microsoft Advertising)
- Paid social (Facebook; Instagram; LinkedIn)
- Digital display (banner ads; video ads; audio ads)
- Online retail (Google Shopping; Amazon)
- Native advertising (suggested content; in-feed ads; promoted listings)
What’s more, our social marketing and PPC agency experts have unparalleled expertise across a range of advertising strategies and solutions:
Digital Advertising Strategies
- Pay-per-click (PPC)
- Cost-per-mile (CPM)
- Remarketing (retargeting)
- Programmatic advertising (real-time bidding)
At The Bank, our clients benefit from a data-driven approach to campaign development, a vast network of creative media talent, and our significant collective media buying power.
Arrange a callback today to talk to your new dedicated account manager, or keep reading for more info on our services.
Digital Advertising Strategies
At The Bank, our team of marketing experts have extensive experience in the management and development of campaigns that cover the widest possible range of paid media channels and services.
However, before we talk about whereyou might want to devote your ad spend, it’s important first to think about howyou will use it. Never before have there been so many online advertising models, so it’s important to get an idea of how they work before deciding which might best for you.
Pay-per-Click (PPC)
Often used synonymously – and incorrectly – with paid search, PPC is a form of online advertising through which businesses pay for ad space on search engines and other websites. Through PPC services, an advertiser’s content is displayed to a user based on their chosen keywords or phrases; a charge is levied once the user interacts directly with that ad (in most cases, when it is clicked).
Whilst most commonly associated with search engines (Google; Bing), PPC agencies and PPC management professionals use their expertise across a range of sites and social channels. The most successful PPC campaigns standardise advertising assets to ensure that they are as effective as possible, regardless of the channel.
Cost-per-Mile (CPM)
CPM is a pricing model whereby businesses pay for ad impressions (views) rather than clicks. Like PPC, with CPM, a user is given a choice whether to interact with an ad they are shown; however, unlike PPC, the advertiser pays whether they click or not.
Most commonly found on entertainment media platforms, such as YouTube and Spotify, CPM advertisers usually pay a set price for every 1,000 impressions. Like PPC, management of a CPM campaign should be undertaken by a professional, as ad spend can easily exceed ROI without the right level of expertise.
Remarketing
Remarketing refers to a type of online advertisement that is specifically designed to target individuals who have previously interacted with an advertiser’s website or product. This is frequently achieved through the use of cookies, placed on an individual’s device as they explore the web. As previous users are more likely to be interested in making a purchase, remarketing can drive a high rate of conversion at a comparatively low cost.
Similar to PPC in its pricing structure and its targeted nature, many PPC agencies are also suited to developing remarketing strategies. Remarketing is commonly found on platforms that gather a lot of data, such as Google, Facebook, and sites that employ native advertising.
Programmatic Advertising
Whilst remarketing and PPC management remain essential pillar stones of online marketing, programmatic advertising represents a huge opportunity for advertisers looking to break into new, more refined ways of running their campaigns.
Programmatic advertising – or real-time bidding (RTB) – allows for the placement of display advertising over a number of different platforms from a single hub (known as a demand-side platform). Programmatic techniques allow the advertiser to track customer behaviour across the web, and predict which products they may be interested in with an astonishing degree of accuracy.
To the end-user, programmatic ads look the same as the other online ads they are exposed to – the difference with programmatic ads lies in howthey choose who to target. Programmatic advertising sifts through an unimaginable amount of behavioural data, allowing it to develop a highly accurate target audience for your business – think of it like having a team of data scientists working for you round the clock!
Programmatic advertising is typically carried out on dedicated demand-side platforms such as PubMatic and MediaMath, though larger firms such as Google, Adobe, and Amazon are entering the space. However, for the time being, programmatic buying is a specialist field, which is why a dedicated online advertising or PPC agency can be extremely valuable.
One Pricing Model to Rule Them All..?
Whilst programmatic advertising might appear to be the ultimate solution to online advertising, the truth is that a well-rounded approach should be taken if an online advertising campaign is to be a success – the important thing is less about which advertising route you choose, and more how well you take it.
Ask any PPC agency and they’ll tell you the same: astute and insightful keyword analysis will result in more sales todaythan you could ever hope to achieve through programmatic buying. Conversely, as any proponent of programmatic ads will tell you: if you want to use business data to create more valuable leads for tomorrow, the new data-driven approach is the one to take.
The trick is to choose the right advertising tool for your particular business objectives, and defer to the experts when it comes to establishing your online ads campaign.
Paid Media Services
Now that we’ve had a brief look at some of the hows, it’s time to think about the wheres.
Paid Search
Paid search is a broad term, but most commonly it is used to refer to the online ads which appear in the search engine result pages (SERPs) of major search providers.
Google Ads (formerly: Google AdWords)
If the primary goal of your ad campaigns is to target the largest and most diverse audience possible, nothing beats the paid advertising services offered by Google. As of January 2022, Google accounts for 85.55% of global search traffic – with this level of reach, it’s difficult to ignore the search giant when developing your online marketing strategy.
Formerly known as Google AdWords, Google Ads is an incredibly cost-effective way for a business to get their products and services in front of a wide audience. Through Alphabet’s ad platform, businesses can target potential customers based on their interests and needs, as well as their previous online behaviour.
Microsoft Advertising (Bing Ads)
Microsoft ads are perfect for businesses seeking to explore the opportunities of Microsoft’s ever-growing search engine. With access to the Yahoo, Ecosia, and DuckDuckGo ecosystems, Microsoft Advertising offers businesses a comprehensive reach that is set up perfectly for optimised PPC campaigns that target the right audience.
Whilst it doesn’t offer nearly the same reach as Google – Bing accounts for only 7% of the global search market – Microsoft ads do outperform Google in targeting certain demographics. With its bundled access to the Windows platform, Bing’s audience typically skews more mature, more educated, and more affluent; if your brand caters to these types of consumers, Microsoft ads may offer greater value than Google.
Paid Social
The most effective paid ads and PPC campaigns don’t limit themselves to search, but take advantage of the possibility afforded to them by social media, and its meteoric growth.
At The Bank, we offer an extensive range of advertising services across all social channels. From Facebook and Instagram, to LinkedIn and TikTok, our client services are designed to reach a new target audience, while continuing to appeal to all your existing customers.
For more info, visit our dedicated paid social page.
Digital Display
Display ads are found all across the digital landscape. Designed to capture user attention, deliver meaningful brand messaging, and encourage engagement, display ads are a tried-and-tested method for reaching consumers online.
Banner Ads
Banner ads are a form of digital advertising that typically take the form of a graphic image, and which are usually placed on a web page. Banner ads are typically used to promote a product or service, and can be used to generate leads or drive new customers to a website.
Video Ads
Landing pages with video convert 800% more effectively than those without, so video marketing should be a prominent feature of any paid media campaign.
The most obvious target for your video PPC ad spend is going to be the Google-owned behemoth that is YouTube. YouTube receives over 13 billion views per month, and so by leveraging the data reporting and behaviour analytics gathered by its parent company advertisers have many intriguing options for reaching their target audience.
Visit our beginner’s guide to YouTube advertising for more info.
Audio Ads
With total revenue of £13.9 billion in 2021, the audio streaming industry is an exciting advertising avenue for small businesses and global brands alike. According to research by Nielsen Media Lab, audio advertisements have a 24% higher recall rate than traditional display-based marketing, so if your brand is one with a simple message, audio can be the perfect form of display advertising.
At The Bank, our media buying specialists have what it takes to get your audio campaign off the ground and in the air. See our dedicated Spotify advertising page for more info, or check out our radio advertising page if that’s more your thing.
Online Retail
Whilst a paid search PPC advertising can be extremely effective for stores and online retailers, it should not be relied upon as the sole focus of a paid advertising or digital marketing campaign.
Through retail advertising platforms like Google Shopping and Amazon Ads, brands who have already established a digital presence can leverage their positions within these platforms to generate significant revenue.
Google Shopping
Unlike most Google Ads platforms, which lean heavily on keyword targeting, the Google Shopping feed is informed by the data input of the product sellers themselves. Rather than looking for a particular keyword, the feed will look at your product and its attributes as a whole when deciding which paid content to display.
Consequently, to achieve successful consumer targeting, your brand’s product listings must be fully optimised and as accurate and informative as possible.
Unlike many PPC agencies, our team at The Bank can assist with listing formatting and copywriting, ensuring your items are being viewed by the people who are most likely to purchase them.
Amazon Ads
Amazon not only boasts a hugely successful online retail space, but also a thriving and fully-integrated digital marketplace for third-party sellers.
Brands whose products are available for purchase on Amazon can run advertising campaigns through the platform, targeting clients and consumers who are already in a buying mindset.
The primary online advertising options available to third-party sellers include:
- Sponsored Products / Sponsored Brands: appear in search results and serve to highlight a particular product or brand.
- Sponsored Display: banner and display adverts found across the site; guide customers to your products or storefront.
- Video / Audio: found in the Prime streaming and Amazon Music free-tier services.
Amazon also offers some of the most sophisticated tools for tracking business goals and measuring campaign success. This invaluable feedback allows for nimble changes to be made to bids, budgets, and targeting options on the fly, meaning that campaigns that may have previously underperformed can be quickly improved.
Native Advertising
Native advertising is a form of digital marketing in which marketers create content that appears as though it were produced ‘natively’ by the site itself.
Native advertising comes in many shapes and sizes, but some of the most common are:
Sponsored Content
You know those adverts which look like links to legimate news articles..? These adverts are a form of sponsored content.
Commonly displayed with a “Recommend for You” notice or similar, a sponsored content native ad is built to appear as though it is genuine curated content.
In-Feed Ads
Like sponsored content, in-feed native ads are designed to appear as though they are unsolicited material. The difference between these formats lies in where they appear, as this form of native advertising is shown on the timeline feeds of Facebook, Twitter, and other social network channels.
Promoted Listings
If you’ve ever sold an item on eBay, you might have used this form of native advertising already.
Promoted listings appear in search results – either on Google, Bing, or on closed retail platforms – and are designed to look like results that have appeared organically.
Warning: Tread Carefully…
Native advertising can be a tricky field to navigate. With ever-increasing regulation from the EU, the Federal Trade Commission, and others, you need to ensure that your native marketing is compliant.
Some PPC agencies will focus solely on revenue generation, but at The Bank we believe that a sustainable and ethical growth strategy is crucial for long-term success. Our media buyers liaise with a number of large digital ad networks – including Taboola and Outbrain – who can help ensure your native ads are fully EU- and FTC-compliant.
Online Advertising Campaign Development
Regardless of the medium you choose for your online advertising campaign, you want to collaborate with a marketing firm who can handle all phases of planning, implementation, optimisation, and maintenance.
The Bank’s team of certified professionals can develop targeted ad campaigns that are designed to achieve your specific business objectives. We’ll work with you to understand your target audience, craft engaging ad copy, and set up robust tracking mechanisms so that we can see how well your campaign is performing.
Take a look below for some of the services you can expect when you become a client:
Online Advertising Audit
As our newest client, your dedicated account manager will conduct a full audit of your current online advertising and paid media.
This will help us to identify any areas where we can make improvements, and also give us a baseline against which to measure future success.
Competitor Analysis
We need to understand what your competition is doing in order to develop a campaign that will result in the greatest ROI.
Our team will perform a complete competitor study, looking at the tactics they are employing, and attempting to find ways in which we may be able to help your brand stand out.
Targeting Market Research
Audience Analysis
One of the most important aspects of any online advertising campaign is understanding your target audience.
The Bank’s team of PPC agency professionals have extensive experience developing targeted ad campaigns that are designed to achieve the specific business objectives of our clients. We’ll work with you to understand the target audience of your company; what do they want, what do they need, and how can your business meet these requirements?
Keyword Analysis
Keyword analysis is the process of identifying relevant keywords and phrases for your business and then assessing the competition for those terms. This helps to determine which keywords are most worth targeting in your PPC campaigns.
By choosing to work closely with a marketing and PPC agency, you give your company the greatest chance of developing engaging and profitable advertising content for your business; content that not only sells, but reflects the values of your company.
Channel Management
At The Bank, we pride ourselves on being a one-stop shop. Whether for native advertising, email marketing, social media marketing or PPC, our agency marketing team will be on-hand to manage all aspects of all of your campaigns.
Don’t go for the first award-winning PPC agency you find – look for one whose expertise stretches beyond the world of pay-per-click.
Landing Page Optimisation
At The Bank, we believe that all great online brands start with a great online website.
That’s why, as part of our holistic approach to digital marketing, we also offer a range of website design and development services
Our team of certified web developers can create beautiful and effective landing pages that are optimised for conversion. We’ll work with you to understand your business goals, and then design and develop a website that will help you reach them.
Result Tracking
One of the most important aspects of any online advertising campaign is understanding how well it is performing.
The Bank’s team of certified professionals can help you set up robust tracking mechanisms so that you can see exactly how your ad campaigns are doing. We use the most advanced technology and software available, and our team is always up-to-date with the latest trends in online advertising
Expect More from Your Ad Spend with The Bank
When it comes to finding an agency to handle your online marketing and digital adverting, The Bank should be your first port of call.
Strategic Expertise
Our small but dedicated team of marketing experts have a wealth of experience in all aspects of online advertising, from site design and development to social media marketing, email marketing, and beyond.
We aim to develop a bespoke creative strategy for all our clients, no matter their size or their ad budget.
Power in Numbers
For those clients who do have limited funds, being a client of The Bank will grant you access to our significant media buying power and discounted ad rates.
Unbeatable Service
The Bank’s team of account managers are on-hand 24/7 to answer any questions you may have about your campaign or to offer advice on how you can improve your online advertising strategy.
We don’t outsource our customer service, so you can be sure that you’ll always be speaking to someone who is specifically knowledgeable about your account.
A Valuable Investment
We believe that retaining agency services represents an extremely valuable investment. When it comes to native advertising, programmatic advertising, paid social, or PPC, agency professionals will do everything to generate additional revenue from your campaign.
Give Us a Call!
To find out more about how The Bank can help you to achieve your digital marketing goals, get in touch with us today. We can’t wait to help!
