Online branding for small & medium sized business

Branding is a fascinating concept coined in the golden age of advertising. Since then, it’s become a fundamental element of marketing and the hallmark of large companies, mostly to sell fast-moving consumer goods.

Despite the eruption of online advertising in recent years, many business owners still believe that branding is a technique reserved exclusively for big budgets. But this is far from the truth. Online branding has never been so affordable. What's the key? Segmentation. You don't need to target an entire region or even country. You can focus on a specific segment of people based on:

• Accurate geographical location (a neighborhood, a small village, all towns with fewer than X inhabitants, you name it!)
• Demographics
• Interests
• Devices
• If they've visted you before
• If they've visited your competitors before

Plus: Online Branding isn’t expensive

Let's see the case of the ads in the Google Display Network, formed by millions of websites where you can place banners, videos and text ads to bring big traffic volumes to your website.

With an average Cost per Click (avg CPC) of between £0.03p and £0.08p in Google Ads Display, you get one visit to your website and 100 to 150 banner advert impressions (an impression is when your banner advert appears to a single user).

CPC = £0.08p you get 1 visit and 100 impressions

So if you spend, let's say £100 on a CPC campaign, you’ll get between 1,250 and 3,333 visits to your website and your banner ad (which can feature animation and an explanation of your products and services) gets seen between 125,000 and 500,000 times!

£100 investment you get 1.250 visits and 125.000 impressions

On the other hand, if we use the example of Google Video Ads campaigns (Youtube advertising), the branding effect is incredible. This is due to the usage of audiovisual material that allows to explain complex concepts and have a more focused attention of each user. The Youtube in-stream skippable ads detect when a person is not interested in your video, allowing this person to skip the ad and you simply don't pay it. Even though the person was hit with an effective impression of 5 seconds or more! The user must "view" your video for 30 seconds, or the total duration of the video, or click on it, so that you pay on average only € 0.01.
Going back to our calculations:

£100 investment you get 10.000 views, 100 web visits y 50.000 impressions

And remember, these marketing efforts are not just targeting anyone, but a specific audience (via segmentation) that’s more likely to be interested in your products and services.

We also manage Facebook campaigns, which, thanks to its vast platform, gives you a more accurate demographic segmentation than Google Ads. Branding on Facebook is also not very expensive and we can use emails from your existing contact base for the targeting. Besides, it is always recommended to integrate online branding actions on Facebook with a Social Media strategy, which we can also provide.

Last but not least, we know exactly how to measure the impact of your campaigns and therefore how best to adjust them to get the greatest impact. If you need to present reports with reach, frequency, impressions or engagement figures, we’ll take care of that, too.