Many people would like to use paid advertising to achieve some purpose or goal, such as increasing sales or increasing the number of accesses.
When you think about starting to use paid advertising, the results will vary depending on which ads you use and how you use them.
This time, we will explain what you need to do and prepare before starting paid advertising.
The first thing you need to do when starting paid advertising
1. Clarify your purpose and goals
When running paid ads, the first thing to consider is what purpose/goal you want to achieve with your paid ads.
In the case of BtoB, it is common to want to increase inquiries to your company or increase the number of members.
In rare cases, conversion points (target values such as the number of inquiries) are not set, and they are used for the purpose of raising awareness or branding.
Furthermore, it is also important to decide what specific numbers to use as KPIs (numbers that indicate the status of goal achievement).
By consulting with agencies and media about how much cost and time it will take to achieve those numbers, you can select the measures and companies that best meet your needs.
2. Clarify your target
Additionally, in order to maximize the effect, we consider the target with a clearer focus.
When you use paid advertising, you realize how narrow your vision of the market and target audience was.
The more inquiries we receive, the more new discoveries we will make, such as “Did this product exist?” or “I didn’t know such a company or department existed.”
As your goals and objectives become clearer, it is best if you can narrow down your targets and distribute to your ideal audience before distribution.
How to choose and distribute paid advertisements
・How to choose
Once you have determined your targets and goals, think about how you will achieve them.
First of all, which paid advertisement to use, the options are
1. Yahoo! Major companies such as portals, search engines, and SNS such as Google, Facebook, etc.
2. Platforms with clearly targeted targets, such as DSP (platform for advertising distributors) and media advertisements for some fans and enthusiasts
can be mentioned.
Of course, it would be best if you could use both in parallel, but if your budget is limited,
・When submitting an ad to a major company, it takes time to verify and tune (adjust to improve performance)
・Platforms with clearly targeted targets have low potential (potential customers)
It is best to consider the disadvantages of each before making your selection.
・Distribution method
For large companies, there are two main distribution methods:
・Display (banner) advertising: A method of displaying advertising photos, images, etc. in a designated space.
・Search-linked advertisements: Advertisements that are displayed in conjunction with a search using a certain search term.
In the case of a clearly targeted platform, DSP can be launched in a variety of ways, such as display advertising, and in the case of some fan/mania media, display advertising to article tie-ups.
This will also be considered depending on the characteristics of the product you want to promote through paid advertising.
Things to prepare when running paid advertisements
・Display advertising…Display (banner, display image), etc. of the size specified by each paid advertising destination
・Search-linked advertising… Nothing in particular, but agencies and Yahoo! We recommend that you first contact customer support such as Google.
・Article tie-up…image information such as logos, etc. As for articles, I often get interviewed, so I think it’s a good idea to think about what you’re going to say on the day.
However, how you get your message out is important, and depending on the company, there are cases where you may be rejected after checking the publicity, so it’s best to think carefully before talking.
summary
◆When using paid advertising, first clarify the purpose, goal, and target.
◆Once the objectives, goals, and targets are clear, select the destination and distribution method for paid advertising that suits your company.
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What you need to prepare is a display (banner) of the specified size, search words first from an agency or Yahoo! , consult customer support such as Google. In the case of article tie-ups, image information and preparations for speaking during interviews, etc. The way you present your message is especially important, so think carefully beforehand.