Marketing

Google Ads’ reputation as a marketing channel has taken a hit over the last couple of years. It went from being the darling of marketers to being massively expensive.

It is easy to get started with Google Ads, but it’s not so easy to run those ads. If you are not selling the right products, generating sales with Google Ads could be close to impossible. One reason could be the conversion rate; since you’re paying similar cost-per-clicks to your competitors, your conversion rate also needs to be in the sale ballpark. If not, these competitors can easily outspend you.

Google Ads is hypercompetitive and has been around for more than 18 years, and during that time, the cost of advertising has gone up dramatically. Because of the price, you need to be smart about your advertising.

Advertisers often put a lot of thought into the keywords with which they want to show their ads. Imagine their surprise when Google Ads actually show their ads with very different keywords. This is due to something called “keyword match types.” A match type is something that’s added to a keyword, and it decides how close Google will stick to that keyword. The biggest problem is Google’s default option: “broad match.” Ads may appear on searches that include misspellings, synonyms, related searches, and other relevant variations.

Most online advice about Google Ads will tell you spend more time or money to make it work. But Google Ads is so complicated, wrapped in an illusion of data and control, that it takes a long time to realize that you’re lost.

Another problem is that Google sells only “clicks.” It doesn’t sell fans, engagement, leads, or customers. So if you do achieve some success with it, you need to keep paying to sustain it.

Choose other marketing tactics to combine with your Google efforts

Marketers do need to keep a close eye on the landscape and adopt new strategies and trends where it makes sense for their business. In 2019, we’ll see rapid growth in a number of different strategies.

There are a range of marketing solutions that will build a loyal audience of fans and subscribers with remarkable content. These include content marketing, inbound marketing, video marketing, native marketing, social media marketing, and more.

Air Age Media has the solution

Air Age Media is a full-service enthusiast multimedia agency. As a leader in this field, we reach more than six million enthusiasts monthly and are producing a seamless content experience for the world’s most influential audiences. We deliver exclusive access to connect and influence real enthusiasts at every touch point.

We have developed our social media and digital/print platforms to nurture our audience with premium targeted content. We have access to detailed consumer insights and data in the enthusiast markets. Air Age Media helps clients build stronger and more meaningful customer.

“Getting the news” in our multichannel world has gotten easier than ever—we carry access to just about any source with us at all times. At the same time, this ease has confused consumers about what sources we can trust and rely on. Only 39% believe the news they get on social media is trustworthy, according to the Ofcom Communications Market Report 2018.

Only 39% believe the news they get on social media is trustworthy, according to the Ofcom Communications Market Report 2018. Consumer trust of Facebook advertising has waned over fake news and the company’s negligence in protecting users’ personal information, leading to lower traffic.

Yet there’s one channel that consistently rises to the top when it comes to consumer trust. It’s magazines—80% rank magazine media as the most trusted source for news.

That trust comes, in part, from the perception of quality and the depth of reporting and analysis possible in magazine media. Consumers naturally recognize it and appreciate it, and this trust deepens their engagement with the experience. This is now known as the “trust bump” of print magazines.

“Advertising campaigns which include print magazines amongst their mix of media channels have a 22% increase in brand trust,” explains Zoe Samios on the website Mumbrella.

Samios is referring to a study in Magnetic Media that states “print magazines combined with out of home advertising, were found to drive brand interest and purchase intent, with consumers 3.2 times more likely to identify the brand and find out more about it.”

The study notes what they call “the multiplier effect.” Brands that advertise in print not only are more trusted but also see great brand favorability and purchase intent.

What Does This Mean for Brands?
“Magazine environments offer advertisers a quality context underpinned by engaged and passionate audiences who trust the content and find it relevant,” the Magnetic Media article continues. “We know from our Matter of Trust study that this has a rub effect on the advertising placed there resulting in increases in key brand metrics.”

If brands are trying to reach consumers where they are most engaged and most trusting of the message, advertising in print magazines is a win-win situation.

The age of multichannel consumerism is here, but what is becoming obsolete is a blind obedience to chasing eyeballs. Savvy brands are turning again to print to find the deep connection that only a trusted medium can deliver.

Air Age Media Advertising
Air Age Media is a leading enthusiast multimedia company producing the highest-quality content for the world’s most influential audiences. We engage more than six million monthly global consumers across digital, print, and video brands. The top brands in the drone, RC, aviation history, and die cast industry all partner with Air Age Media and utilize their highly engaged audiences.

Our trusted brands:

Advertising in industry third-party e-newsletters is one of the most effective and least expensive forms of advertising. Here are five benefits of email newsletter advertising programs:

1. You get more precise targeting than almost any other advertising option. Many consumers subscribe to e-newsletters to keep up to date with the latest news on their passion. When the audience of an e-newsletter closely aligns with your target market, you have a much greater chance of generating business leads.

2. Effective e-Newsletters are informational, not sales driven. Consumers are overwhelmed with offers and sales. Consumers want to open and read an e-newsletter because the content is genuinely interesting. Users are more likely to open an email meant to educate or entertain them; this is accomplished in the subject line.

3. Industry third-party e-Newsletters give businesses an opportunity to demonstrate authority and expertise on the subject of their products. e-Newsletters allow your brand to advertise in a native way that tells a story about your brand or products. This gives readers a reason to trust you, and a narrative adds more personality to your brand. Customers with a strong attachment to a particular company spend 23% more than average consumers, and an e-newsletter is a prime candidate to distinguish a brand from the competition.

4. e-Newsletter ads are an inexpensive way to reach your niche market. If you place your ads in well-targeted e-newsletters, then you increase your visibility without the expense of building a list, maintaining that list, and creating content. The return on investment for e-mail marketing continues, by far, to surpass other channels.

5. e-Newsletter ads generate quality leads. E-mail and e-newsletter marketing are an effective tool for generating conversions. A conversion occurs when an ad responder takes the action you want (e.g., purchasing a product or supplying contact information).

Air Age Media e-Newsletter Advertising
Air Age Media is a leading enthusiast multimedia company producing the highest-quality content for the world’s most influential audiences. We engage more than six million monthly global consumers across digital, print, and video brands. Air Age offers e-newsletter platforms to its advertising partners that consist of a pure opt-in enthusiast audience who will engage with your brand.

What Is Programmatic Advertising?

If you haven’t yet heard of programmatic advertising or you don’t know how it works, now is the time.

Programmatic advertising is changing the way online display advertising—and even some more “traditional” advertising—works.

Programmatic advertising brings data into the ad-buying equation and makes the process both automated and programmable through algorithms and software platforms. This cuts out the key element of the old ad-buying interaction that required a salesperson, and it makes the whole process more efficient.

People are still involved, of course. Programmatic advertising requires monitoring by highly skilled people who understand marketing data and trends and who can nudge the technology in the right direction when needed.

The Importance of Programmatic Advertising

Why is programmatic advertising so important? There are four main reasons.

1. Scale. The power of programmatic advertising allows you to reach a vast number of people across the Internet wherever they go through the power of retargeting. With Air Age Ignite, you have server-to-server integration with 76 video, native, private marketplace, and standard rich media exchanges.
2. Real-time flexibility. Programmatic advertising allows you to make changes in real time, based on the impressions that you’re getting. With Air Age Ignite, you have access to industry-leading media-buying expertise and in-house solution and campaign specialists.
3. Targeting. With programmatic advertising, you can layer in more targeting criteria inexpensively to reach exactly the audiences you want on a huge scale. Air Age Ignite offers sophisticated targeting, including audience targeting, website targeting, behavioral targeting, retargeting, geofencing, look-alike targeting, hyper-local targeting, and more. Layering in all targeting criteria through one platform is one of the biggest benefits of programmatic advertising.
4. Efficiency. You can layer your current marketing objectives and specific targeting criteria with Air Age Ignite. Because programmatic advertising is so cost-efficient, even a small budget can go a long way, and your brand will make back four to five times what you’ve spent.

How Air Age Media and the ADP Can Help

The audience development platform (ADP) is a comprehensive community ecosystem of highly engaged enthusiasts ingesting content simultaneously across our digital and other non-ad blocking channels. We create custom ad campaigns to meet any budget. Layering your integrated campaigns with programmatic advertising will create the ultimate impact. For more information about Air Age Ignite, visit Here.

Please provide comments and feedback to this newsletter at MyROI@airage.com or contact your account executive for a free needs analysis on how you can start or further benefit from advertising with Air Age Media.

Opt-In email marketing is very important to marketing campaigns because it allows brands to reach consumers that want your content and create a highly targeted audience.
Opt-in email is a term used when someone is given the option to receive emails because they enjoy the content. Affiliate marketing is difficult without the use of an opt-in list.

Reasons opt-in marketing is important to your brand:

1. Build Trust
There is a huge importance of having trust in your selling. When you have an opt-in email list you have the ability to email them without it being spam. The consumer trusts your brand and wants to read your content, which makes this a powerful marketing tool. A brand can benefit when they working with other brands in native advertising that have a large base of consumers who trust their and want content.

2. Build a Loyal Customer Base
Having an opt-in form on your site means that after a while you will have a built-in customer base whom you can continually market your products to. This is very valuable because these customers are asking to hear from you and to learn more about your products. When working with another brand in native advertising this loyal customer base is what will help your brand sell more.

3. Measure Your Success
Another great aspect of opt-in marketing is a brand’s ability to measure success. You can track opens, clicks, and shares. This gives brands a chance to customize marketing campaigns based on what worked before, such as what creative worked and what did not.

4. It Works
The biggest reason to use targeted opt-in email marketing in your digital marketing efforts is that it works. Not only do the consumers on an opt-in list trust and want the content being sent to them but they are highly targeted. This highly target audience allows your brand to send its messaging to just the right consumers.

5. Creates a highly targeted audience
As your brand delivers content to your opt-in audience you have a chance to learn more about them and gives your brand a chance to segment your lists and create highly targeted audiences. Once you have a highly targeted audience your brand now has the chance to create more loyalty and sell more product.

How Air Age Media and the ADP Can Help

The audience development platform (ADP) is a comprehensive community ecosystem of highly engaged enthusiasts ingesting content simultaneously across our digital and other non-ad blocking channels. We create custom ad campaigns to meet any budget.

Our digital advertising options such as dedicated emails, newsletter banner ads, and digital native advertising, play a vital role in these campaigns.

Please provide comments and feedback to this newsletter at MyROI@airage.com or contact your account executive for a free needs analysis on how you can start or further benefit from advertising with Air Age Media.

Source:
https://prchecker.net/the-importance-of-opt-in-email-marketing.html
http://smallbusiness.chron.com/basic-theory-target-audience-76780.html

Moves by big advertisers to pause spending on Google, audit media buying, and demand greater accountability will at least dent the rise of digital ad spending and hasten what Forrester is calling “The End of Advertising As We Know It” in a report the company released on May 2. Forrester is projecting big advertisers will pull around $2.9 billion out of digital advertising over the next year.

“Display advertising never worked like we pretended,” Forrester’s report says. “CMOs know this already, but nobody wants to talk about it.” Forrester cites the familiar problems of poor-quality ad placements, barely existent click-through rates, non-viewable impressions, and rising ad blocking.

Big digital spenders, such as Procter & Gamble Co., are looking to reinvest digital spending in emerging alternatives. James McQuivey, lead analyst on the report, says, “Consumers are ready for deeper relationships with the companies that matter to them. There are clear steps to take today, including embedding personality in your brand’s current conversation.” For marketers, the key requirement for true influence is trust. Finding companies who have built up trust with their audience is important when reevaluating ad spending.

Communities who have opted in and who are engaging with the content is key to having true click-through rates and impressions. All this doesn’t mean advertisers are “going to turn away totally” from digital advertising, McQuivey says. But they could see a pause-that-refreshes strategy or depress long-term spending growth.

How Air Age Media and the ADP can help

The audience development platform (ADP) is a comprehensive community ecosystem of highly engaged enthusiasts ingesting content simultaneously across our digital and other non-ad blocking channels. As an industry influencer, we create custom ad campaigns to meet any budget designed to leverage the ADP’s strategic, multichannel approach to consumers, thereby maximizing your ROI. Please provide comments and feedback to this newsletter at Myroi@airage.com or contact your account executive for a free needs analysis on how you can start or further benefit from advertising with Air Age Media.

Sources:
http://adage.com/article/digital/forrester-sees-advertiser-revolt-beginning-end/308886/

Here is a quick look into why social media marketing can improve your business. It increases brand recognition, improves brand loyalty, offers more opportunities to convert, and yields higher conversion rates. You probably know that word of mouth is one of the most valuable forms of marketing out there: It’s been shown to influence 20 to 50 percent of all purchasing decisions. After all, potential customers are much more likely to be receptive to recommendations from a person or brand they respect and trust than to ads or other corporate messaging.

What is a social media influencer?
An influencer is quite simply someone who carries influence over others. A social media influencer is someone who wields that influence through social media. The form of influence can vary. They can be editors of publications, corporate leaders, and even celebrities with powerfully engaged social media followings, especially in certain market segments.

How to incorporate influencer marketing in your social media strategy
Think of influencer marketing as simply another arrow in your quiver of marketing efforts. While it’s a different approach to brand messaging, your influencer campaigns should still align with your larger content strategy and brand image so that they enhance your overall brand reputation.

Extend your reach through influencer channels
In many cases, you will use influencer marketing to extend the reach of your brand messaging by working with social media influencers to create or support content they post on their own social media channels. This allows you to piggyback on someone else’s follower base, either to reach a broader audience or to segment your efforts in ways that would never be possible through your own branded social media accounts.

How to find the right social media influencer for your campaign

Pay attention to the three Rs:

• Relevance: The sharing of content and development of a following relevant to your business and the particular market segment you want to target
• Reach: The number of people you could potentially connect with through the influencer’s follower base that would bring value to your business
• Resonance: The potential level of engagement the influencer can create with an audience that’s valuable and relevant to your brand

When determining whether an influencer is a good match, you’ll need to ask yourself an important question.

Who do your customers, prospects, and community trust?

For marketers, the key requirement for true influence is trust. Your audience must trust and respect the opinion of the influencers you partner with. Without the trust component, any lift in results will be superficial and you’ll struggle to see a tangible business impact from your efforts.

Working from a clear idea of the audience you’re trying to influence, take the extra step to find key opinion and thought leaders that your audience already looks to as sources of meaningful information. These people are already influencers—and partnerships with them can drive real impact.

How Air Age Media and the ADP can help

The audience development platform (ADP) is a comprehensive community ecosystem of highly engaged enthusiasts ingesting content simultaneously across our digital and other channels. As an industry influencer, we create custom ad campaigns to meet any budget designed to leverage the ADP’s strategic, multichannel approach to consumers, thereby maximizing your ROI.

Please provide comments and feedback to this newsletter at Myroi@airage.com or contact your account executive for a free needs analysis on how you can start or further benefit from advertising with Air Age Media.

The native advertising market, which includes digital display ads, video advertorials, and print and online branded content, is slated to make up more than half of all digital display ad spending in the United States this year, with recent estimates stating it will grow 36.2 percent this year to reach $22.09 billion and 27.8 percent in 2018 to reach $28.24 billion. At that level, it will make up more than 54 percent of all display ad spending in the United States.

“Growth of native digital display is being driven by publishers’ pursuit of higher-value and more mobile-friendly inventory, as well as by advertisers’ demands for more engaging, less intrusive ads,” says Lauren Fisher, principal analyst at eMarketer and author of a new report that highlights the forecasts.

What Is Native Advertising, and Is Your Budget Allocated Correctly?

Native advertising is a well-proven and effective way for consumers to discover a new business, product, or service. It is a less intrusive, highly successful advertising strategy. By leveraging media outlets that are characteristically loyal, trusted advisers of the consumer community, advertisers significantly increase their return on investment.

Here are ways that your business can benefit from incorporating native ads into its marketing strategy:

It captures consumer attention

In marketing and advertising, performance metrics are important—they guide marketing—and native advertising offers higher visibility. If your company uses native ads to share content, the engagement with your audience can be significantly higher than with any other form of advertising.

It becomes a subset of content marketing

The content in native ads should offer useful information or advice on a specific product or service, and not function as just a vehicle for the sponsored message. The sponsored post should blend into the site without distracting the reader, and should entice a click-through with a powerful yet attractive message.

It improves the performance of ad campaigns

Compared to banner advertising, the performance of native ads is impressive. Based on findings from the United States, where native advertising has grown substantially in the past two years, you can expect results in improved response rates, ranging from 5 to 20 times the normal response rate; a deep level of engagement, averaging about 45 seconds per interaction; and a 40 percent brand lift and 50 percent increase in purchase intent. When integrated into a multichannel campaign, the results can again significantly increase, maximizing the ad spend ROI.

The content is shareable

Because native advertising can be disguised as valuable content, the consumer is more likely to share that content with their friends or followers on social networks or via email, amplifying a brand’s content and special offers.

It builds relationships

Better engagement and higher share-ability create opportunities for businesses to build relationships with consumers through interaction. When businesses connect their native advertising with the media outlet and its target audience, they improve their chances of their content being shared.

It works on mobile devices

Native advertising works well on mobile devices as text links, promoted videos, or editorial content. Sponsored posts are hosted on a website’s main content area, and consumers experience it the same way as any other content being viewed. It can be deployed across any technological platform: desktop, tablet, or smartphone.

It is innovative

Businesses are not constrained by small text requirements and limited graphics; native advertising allows for a deeper and richer level of engagement and innovation. With native advertising, there is more opportunity to cover all the areas of a specific campaign, brand, or product launch. Native ads work best when used inside campaigns specifically designed to take advantage of multiple channels during a specified period of time. Businesses must be innovative and different to attract inquisitive consumers to a brand message.

How Air Age Media and the ADP Can Help

Our Audience Development Platform (ADP) is a comprehensive community ecosystem of hypertargeted enthusiasts ingesting content simultaneously across our digital and other channels. We create innovative and custom native ad campaigns to meet any budget designed to leverage the ADP’s strategic, multichannel approach for targeting the right consumers, thereby maximizing your ROI.

Please contact your ROI advocate or account executive for a free needs analysis on how you can start or further benefit from advertising with Air Age Media. Provide comments and feedback to this newsletter at myroi@airage.com.

Defining ROI and ROAS
Return on investment (ROI) optimizes to a strategy while return on advertising spending (ROAS) optimizes to a tactic, yet some marketers use these terms interchangeably. ROI measures the profit generated by ads relative to the cost of those ads. It’s a business-centric metric that is most effective at measuring how ads contribute to an organization’s bottom line.

Source: https://adexchanger.com/data-driven-thinking/roi-vs-roas-which-is-the-better-metric-for-digital-advertisers/