Do you invest heavily in digital advertising but fail to reach the desired results? Stop wasting money. Choose a multichannel marketing strategy instead.
Your potential customers leap from one platform to another on a daily basis. The only way to attract their attention is by displaying your content in the right place at the right time.
Follow the sales process on a variety of digital channels, guide your customers along different stages of the purchase funnel, and tailor your communication to their interests.
Easy as pie, in theory. Just as easy in practice. All you need to do is entrust your digital advertising to Optiweb’s experienced advertising team.
The benefits of a multichannel advertising strategy:
Better reach of the target audience
Following potential customers across a variety of channels expands our insight into their habits. It also increases our chances of connecting with new leads in the digital platform network.
A clearer picture of the sales process
We tailor our advertising campaigns to customer intent which makes it easier to identify the triggers that lead to purchase and eliminate any bottlenecks responsible for losing customers to our competitors.
Capitalizing on the particular advantages of a channel
We adapt content for different formats and redistribute advertising costs based on results, thus meeting all of your customers’ expectations.
Multichannel marketing improves ad visibility and relevance and provides creative opportunities for communicating different types of content. In short, multichannel marketing generates the greatest profitability.
Which digital advertising platform to choose?
The most common advertising platforms are Meta (Facebook and Instagram), Google, and LinkedIn.
Selecting a particular advertising channel essentially depends on:
• your company size,
• the type of sales you’re conducting (B2B or B2C),
• your sales targets,
• the advertising campaigns of your industry rivals.
The type of advertising must also take into account the target audience, your advertising budget, and the product or service offered.
E-commerce companies are advised to use Facebook, Instagram and Google advertising services.
B2B companies will attain the best results on LinkedIn and Google, boosted by automated email marketing.
Furthermore, sales are significantly impacted by SEO (search engine optimization). No matter how persuasive an advert may be, leading to an unoptimized website will considerably lower its chances of securing a sale.
Attaining a high ROAS is within reach
We have increased our clients’ ROAS by a whopping 200%.
ROAS (return on ad spend) refers to the ratio between the advertising budget spent and the revenue from the advertisement.
It is used in e-commerce campaigns and campaigns with a set conversion value. If we spend 20€ on a campaign which generates a revenue of 100€, then the ROAS rate is 5. There are several factors which determine whether your ROAS is good or bad, but it must exceed the value of 1 in order for the campaign to be profitable.
How to maximize your ROAS? By improving your ad relevance.
This entails providing users with the content that they want at a given point in the sales process and ensuring that they click on the ad.
Some general strategies for increasing your ROAS as recommended by Optiweb’s digital workshop:
Attractive ads stand out in the deluge of online content. They are displayed to prospective customers across a range of platforms in different versions and formats, all adhering to the same campaign guidelines. Our creative team excels at designing them.
Our advertising texts are enriched with keywords related to the advertised product that have the highest search volume.
Optimizing budget spend based on product price and offer –
If you’re advertising low-cost products, your daily ad spend should be lower than in campaigns for high-cost products.
Optimizing campaigns by tailoring them to the consumer’s sales process mindset
A consumer requires less time (and less convincing) to purchase cheap or well-known products. Selling brand new and costlier products, however, requires increased ad exposure and a more carefully allocated budget.
How soon will the effects of digital advertising appear?
You can expect to see the first results within 2 weeks of launching the campaign. The number of clicks, likes and page visits will increase, its effects on sales, however, will depend on the industry, brand recognition, your offer, and your budgeting strategy.
A higher budget does not guarantee better results. A more carefully balanced budget, however, does.
Mastering the algorithm may take longer if the sale of your product is governed by advertising regulations (health care, insurance industry etc.). Advertising these products calls for greater caution as platforms are more likely to reject the ads. Keywords are of key importance – researching them is crucial to get the campaigns approved and achieve the best results.
A holistic approach
Have we mentioned that we are a one-stop shop for advertising, SEO and creative digital solutions? Have we?
Digital advertising is based on the concept of PPC (pay-per-click). You pay a fee each time one of your ads is clicked and a user is directed to the site you are promoting – a webstore, a landing page, or an app.
Every advertising campaign strives to keep the CPC (cost-per-click) to a minimum. A number of tricks may be used to secure a negligibly low CPC rate. While we can’t reveal every single one, we can promise you that our targeting efforts will convert leads visiting your website into customers in no time.
Types of PPC ads
The purchase funnel is a set of solutions for segmenting leads by their likelihood to purchase. The lower a lead is in the purchase funnel, the more likely a successful sale is.
We can use ads to target leads based on their position in the purchase funnel.
• Leads that are furthest removed from purchase are interested in informative content. We show them ads with basic product descriptions and your company’s branding content.
• As leads get closer to purchase they become interested in specific information about the product and the company. We let them know about the benefits of completing the purchase (describing product efficiency, communicating promo codes, promising free shipping).
Our advertising experts will examine all aspects of the purchase funnel and work together with your team to determine the best types of ads for targeting leads.
Search engine (Google) ads ▾
Search engine ads are displayed whenever a browser is used to look for content or products related to your business. They appear as text above the top-ranked organic search results (at the top of the search engine results page).
These types of ads are suitable for businesses with shorter sales cycles and for one-off promotional campaigns. They normally generate strong and reliable leads.
Banners (Google display ads) ▾
Banners are displayed on Google partner websites and target users searching for content and products related to your business.
Display ads consist of text and impressive visuals designed to attract the users’ attention and nudge them into visiting your website.
We recommend the use of banners to businesses with longer sales cycles, offering niche and luxury products.
Social media ads ▾
Social media ads are displayed on platforms like Facebook, Instagram, LinkedIn and Twitter. They target leads based on their interests, hobbies, and social network.
On social media, ads promoting established brands and products get the best results.
YouTube ads ▾
YouTube ads appear on the eponymous streaming platform. They aim to introduce your brand in a unique and memorable way.
Remarketing ads ▾
Remarketing ads remind website visitors that they have visited a particular website before and invite them back to complete the purchase.
Less competition makes remarketing cheaper than search engine ads.
E-mail marketing ▾
E-mail marketing keeps your database of prospective customers informed about any new developments and special offers.
Let’s create and manage ads that generate results.
Our cooperation with Optiweb is based on really good foundations. Everything from mind-set, agility, to communication and trust. Taking all this into account, we can say that we really work as a team and achieve good results.
Digital Marketing Specialist
Which PPC marketing services does Optiweb offer?
Advertising audits ▾
Have you tried your hand at digital advertising but don’t know whether your ads perform well and reach the right target audience?
Our PPC specialists can check and analyze ad performance metrics and prepare suggestions for improving your advertising. This will guarantee the optimal use of your advertising budget and an increase in sales.
PPC management ▾
How can we attain the best advertising budget to campaign results ratio?
Our team of skillful and experienced advertising specialists can handle everything from keyword analysis and campaign strategies for a variety of digital channels to launching PPC campaigns, monitoring the results, optimizing and testing.
A/B testing ▾
Ad A or ad B – would you like to know which is better?
To guarantee ad efficiency, we test our campaigns constantly. We create different versions of the ad, rearranging its elements, images, titles, CTAs etc. We then test which version produces the best results.
Bing and Google ads management ▾
Would you like to engage prospective clients on search engines?
We can set up Google and Bing campaigns for you to boost website traffic and nudge users into filling their shopping carts with your products.
Social media advertising ▾
Are you considering investing in PPC advertising on social media?
Our advertising specialists can identify your target audience on Facebook, Instagram, LinkedIn and TikTok, analyze their web behavior, and utilize texts and visuals that will improve your reach and increase the number of reactions to your ad.
Are you interested in YouTube targeting options? Would you like to manage video remarketing campaigns and include elements of surprise into your in-stream ads?
Our PPC specialists explore and apply these advanced advertising options. We work as a team to create YouTube ads that tell your company’s unique story and resonate with your target audience.
Automated email marketing▾
Have you experienced all the benefits of automated email marketing?
Automation creates a personalized shopping experience. We use a number of tools to set up a variety of flows that regulate the order and conditions under which the emails are sent. Optiweb is the official partner of Klaviyo and HubSpot.
Multichannel advertising ▾
How to get the best advertising results?
By using multiple platforms, we can reach almost all internet users. Regardless of your industry and advertising goals, a comprehensive approach can target even the largest base of prospective customers successfully. Using HubSpot tools allows us to optimize advertising strategies further and improve your digital performance.
Lead generation and e-commerce ads ▾
Are you an online retailer? Experience the benefits of e-commerce ads.
E-commerce ads are suitable for direct selling. Knowing the advertising cost and the products’ sale value, their profitability can be easily measured.
Lead generation ads are best for advertising complex products and products that are not sold online.
We are well-versed in handling these multilayered advertising processes and know how to tailor them to your needs.
Advertising workshops and courses ▾
We know that expanding our knowledge will also expand yours.
If you see the potential in your marketing team to manage your digital advertising independently, we can support them through the process. Optiweb’s advertising specialists are excellent digital coaches.
How can Optiweb help you allocate your advertising budget?
We consider each and every one of our customers our partner. We undertake the challenge of fulfilling your wishes gladly and make it our mission to reach your goals. This has been the driving force behind our many achievements and the secret to our success. We have ample experience working with both small and large B2C and B2B companies.
Our work is founded upon four basic principles:
1. A dedicated team of advertising specialists
2. Industry know-how and client care
3. Data-driven advertising and long-term growth
4. Multichannel approach and multiple markets
A dedicated team of advertising specialists
Our team of certified experts will look for new ways to maximize your campaign results on every step of the way – from the early stages of planning the campaign and setting up its structure to the moment it goes live. We approach each project in a strategic and analytical fashion and endeavor to stay flexible in its execution, always looking for opportunities to boost our clients’ business with innovative strategies and the introduction of new advertising platforms.
Industry know-how and client care
We begin every collaboration by evaluating the potential of digital advertising for the client. Our top priority is securing a high return on investment. We value transparency and base our partnerships on honesty and open communication.
Data-driven advertising and long-term growth
All our decisions are informed by data. It is your needs and goals that guide our approach and strategies. No matter the platform, algorithms and market changes, we can ensure long-term growth by constantly optimizing campaigns and monitoring results and updates.
Multichannel approach and multiple markets
Our experience goes beyond one tool and one market. We work with multiple platforms and run successful campaigns regardless of the advertising budget. We are well acquainted with the trends and developments on foreign markets. Additionally, partnering with HubSpot has helped us improve and automate our multichannel approach.
3 strategies for reaching the best leads:
Determining the characteristics of potential leads
Who are your leads, what do they do, and what is their web behavior?
Identifying customer touchpoints
Lead characteristics help us determine the points at which we can target users with ads from first contact to sale. We tailor the advertising timeline to the industry, its type (B2B or B2C), and the product or service value.
Maintaining ad relevance
Relevance increases clickability. For an ad to be efficient, it has to communicate to the users how their problems will be resolved by the product, and adapt its content to their likelihood to purchase.
3 strategies for the year-round
advertising ofseasonal businesses
If your business is seasonal in nature, you must be wondering whether investing in off-season advertising is profitable. Off-season advertising with Optiweb’s advertising team will yield quick results. In the off season, we focus on branding campaigns and boosting company credibility. Sales campaigns are run at the start of the season, during it, and at its end.
Increasing your prospective customers base
We can use the off season to create campaigns for targeting users who have not yet interacted with your business and to test new advertising channels.
Identifying opportunities to promote off-season sales
Analyzing your product line and your competitors allows us to determine how your profit could be increased by selling specific products in the off season.
What is CPC, why must it be monitored, and what is it affected by?
CPC (cost-per-click) refers to the price the advertiser has to pay for every click on an ad. You can measure the cost and efficiency of your ads by monitoring your CPC and determine which types of ads are worth investing in.
Your CPC depends on industry competitiveness (the more your competition invests in advertising the higher the CPC is), your advertising budget, and content quality.
Optiweb reduces CPC in 3 ways:
• by creating texts and designs that attract the most likes, comments and clicks,
• by setting up efficient campaigns with high ad relevance ensured by proper targeting,,
• by providing a good user experience on the advertised website (if the landing page is slow and the content not structured, the CPC is higher).
What is CTR? How do we calculate it and what constitutes a good rate?
CTR (clickthrough rate) is the ratio of clicks to impressions. It tells us what percentage of users who see an ad interact with it. If an ad has 5 clicks per 500 impressions, the CTR is 1%. The closer a user is to completing a purchase, the higher the CTR is. Top of the funnel campaigns normally have a lower CTR than bottom of the funnel campaigns.
What is ad quality score and what does it depend on?
Quality score is a metric that estimates the quality of ads compared with the competition. It is measured on a scale from 1 to 10. It is determined by ad relevance, landing page quality, and expected CTR.
Will the number of sales or inquiries double if the advertising budget is doubled?
Probably not, at least not straight away. While increasing your budget will lead to an increase in conversions, the relationship between the two variables is not directly proportional. The advertising algorithm has to accommodate the increased budget as well.
Why is there a discrepancy between the number of sales and the number of conversions?
Google registers a number of activities, besides sales, as conversions (e. g. adding products to the shopping cart, sharing contact information, sending out emails). We can resolve the discrepancy between the number of sales and the number of conversions with:
• a well-structured webstore (our team swears by the benefits offered by Shopware),
• automation (reminding users who’ve abandoned their shopping carts to complete the purchase).
Where do ads created in Facebook Ads Manager appear?
Facebook Ads Manager is a tool for managing Meta ads. It allows us to create and modify advertising campaigns and monitor their success. An ad designed in Ads Manager may appear on:
• Facebook (profile homepages, video feed, stories, Facebook Marketplace, Facebook Messenger) and
• Instagram (feed, stories, reels).
Where do display ads appear?
Display ads are shown on a wide network of sites and apps that support digital advertising. We can either control the displaying ourselves (by adding websites, topics and interests) or create Smart Campaigns run by Google’s algorithm.
What do we have to do before we can start advertising with Optiweb?
Before we begin advertising, we examine the current state of affairs, assess where and how to advertise, and determine which accounts we need to access in order to set up the campaigns. If you don’t have your analytics or advertising account set up yet, we can help you arrange it.
It is also important that you add any information that is crucial to advertising to your product landing pages (price, dimensions, colors etc.). And, yes, you’re right in thinking that we can help you add content to your websites as well.
What can we do to guarantee optimal advertising performance?
Even though we take over the advertising completely, the end result depends on your input as well. You will have to keep us informed about any current and upcoming special offers. To ensure that the appropriate tone of voice is set, any materials we prepare will be submitted to you for approval (at least at the beginning).
Why do we need the Facebook/Meta pixel? How do we set it up?
Facebook/Meta Pixel is used to track visitor activity on a website.
The process of setting it up begins with generating a code within Facebook Ads Manager and sending it to your website or Google Tag Manager (a tag management system) administrator. Our team can provide helpful instructions to guide you through the rest of the process.