Carousel ads made its debut to the advertising world in February 2015, Instagram the following month and Twitter in June 2016. As of June 2018, Carousel ads have finally become an offering on LinkedIn.
At MoreVisibility, we work with many business-to-business (B2B) clients who recognize the importance of internet marketing. They know their products and services intimately and understand their target customer base. But many B2B clients we work with are not educated on how to leverage the search engine marketing space effectively to reach their potential customers. Knowing when to display your ads can be as important as the ad copy itself and the amount of money you allocate to advertise online.
An excellent way to maximize your company’s exposure online and stretch your advertising dollar is through Ad Scheduling. It is powerful because you get to choose what days of the week and what times during the day your ads will run in the search engines. While you have this flexibility with some forms of traditional advertising, such as TV and radio, other forms do not provide this opportunity. Billboards, magazines and newspapers come to mind in that regard.
Purchasing agents, company buyers, and those in charge of making purchases for their company use the internet to research and find suppliers. And while more and more people extend their hours of work, they are still primarily doing their research and making decisions on what to buy and where to buy while they are at the office. Targeting your Pay per Click ads, for example, to run Monday — Friday from 8am EST through 9pm EST (accounting for west cost business opportunities) in Google, Yahoo, or MSN gives B2B advertisers the flexibility to display their ads when they know their potential customers are in the “prime time” of making purchases and doing their research. Having your ads paused during the weekend, when most of your B2B buyers are not at work, keeps you in control of when your advertising dollars are being spent.
So, think about when your customers are most likely to research your product or service online and get in front of them when they do! Schedule your online ads accordingly and you can be confident you are getting the most out of your advertising dollar.
Today, I spoke to a prospect that told me his only way of attracting new clients was through word of mouth. It’s tough to believe that in this day and age, business-to-business companies are still trying to downplay the importance of Search in their transactions. At the end of the conversation, this prospect added: “My website is only a brochure to show clients that my business is legit.” I decided to stay on the phone, debate this and proceed to explain to him how wrong I felt he was.
There is a lot of ground yet to be covered in the Internet world. In general, it seems the B2B industry is a late bloomer when internet is concerned and some executives have a problem understanding why Search has such a huge impact on the buying or decision process of their clients.