Digital Marketing

Attract new audiences with tailored digital marketing

EXPERTS IN:

EXPERIENCED WITH:

  • Opportunity Research
  • Google Text Ads
  • Google Display Ads
  • Retargeting
  • Google Video Ads
  • Social Ads
  • Programmatic Ads
  • Campaign Strategy / Management
  • Live Reporting

We find the opportunities for your business to achieve your goals online.

Digital marketing is an effective way to get your messaging in front of potential customers.

Whether your primary goal is brand awareness, demand/lead generation or sales, we work with you to develop an appropriate strategy to achieve your goals.

We have experience across new & emerging platforms, and we tailor campaigns to generate results for a wide range of domestic and international businesses.

SEO - CreativeQ

Your Definitive Guide To Digital Marketing

Even though our online ads team is based in Tauranga, we provide online advertising services for clients all over New Zealand, and attract clients/customers for our clients from all over the world. Each country is a little different, but the online ads principals are the same.

Frequently Asked Questions about Digital Marketing

Q: “What’s the difference between digital marketing and online advertising?”

The phrases “digital marketing”, “online advertising” and “internet marketing” do seem similar but there are some differences.

Digital marketing is much broader and includes any type of messaging that can be delivered digitally such as text, image, audio or video on websites, in apps, in emails and in ads.

Whereas “online advertising” is paid advertising to providers so you can reach audiences outside of the platforms you already control.

For example, email is a form of digital marketing, because its a method of communication with your customers, but if you were to purchase an email list it becomes online advertising because you are paying for access to that new audience.

We commonly think of our access to the internet through our desktops, laptops, tablets and smart phones, but these days this can include media that has recently become digital such as digital billboards.

More devices are becoming “smart” and joining the internet, so the number of devices (and surfaces) that are online is increasing exponentially. The next fridge you buy may be smart, so you can expect to see ads on your fridge door (this fridge might even be discounted to compensate you for the ads you’ll see).

Q: “What are 16 different digital marketing methods?”

  1. Websites
    • The content you choose for your own website
    • Content components: text, images, video, downloadable documents and forms
    • Content topics: products, services, information and contact details
    • Webpage types: static pages and blog articles / posts
    • Find out more about our website development service
  2. Search Engine Optimisation (SEO)
    • Onsite: Creating and structuring your website content in the hope that Google will send you free web traffic from the Google search results pages
    • Offsite: Creating links back to your site in the form of links from related (but non-competing websites), listings on business directories, and article content on other peoples sites that link back to you (also called “guest posts” or “guest blogging”)
    • Find out more about our SEO service
  3. Search engine ads
  4. Small format text-based ads
    • In smaller spaces where display ads don’t fit, or are not available, small text-based ads can be inserted
    • Commonly seen on Googles Display Network which includes sites such as Gmail, Google Maps, Youtube, Google Play etc
    • (A specialty of ours here at CreativeQ)
  5. Display ads
    • Also known as “banner ads”
    • Can be static or animated, with messages, branding, colour, images, shapes and buttons
    • (A specialty of ours here at CreativeQ)
  6. Video
    • Video content on video sharing platforms such as YouTube, Vimeo, Tiktok, Vine
    • Video ads to play before, after and during other related video content
    • (Here at CreativeQ we can’t help with video creation, but placement of your video ads is a specialty of ours)
  7. Social media
    • Creating and maintaining a profile on various individual social media platforms
    • Creating ads native to these social media platforms such as Facebook ads, Instagram ads, Twitter ads, LinkedIn ads, Pinterest ads, Snapchat ads etc
    • (Here at CreativeQ we can’t help with creating or maintaining your social media presence, but servicing ads onto social media platforms is a specialty of ours)
  8. Email marketing
    • Messages to personal contacts
    • Maintaining and growing email lists in your accounts on email software providers such as MailChimp
    • Purchasing or renting third-party email lists
    • (Here at CreativeQ we advise clients on how best to grow email lists over time with web forms and downloads, but we can’t help with other aspects of email marketing)
  9. Digital signage
    • Also known as “in-window screens” or “digital screens” or just “screens”
    • Example 1: digital screens in the front window of travel agents promoting current travel & accommodation deals
    • Example 2: digital menus at fast food restaurants above the counter which can change according to the time of day and special offers
    • Example 3: digital screens built into the walls of bus shelters on busy roads
  10. Digital billboards
    • Large format (6m+) digital signage with static ads or short animated video ads
  11. In-app ads
    • Text ads, display ads and video ads pushed into apps during usage (so that the apps can be downloaded for free)
  12. Affiliate marketing
    • Also known as “affiliate advertising”
    • Its where you pay a commission on each sale to a network of affiliate marketers who write blog articles, social media posts, make videos and send emails to their audiences
  13. Media releases
    • Also known as “Press releases” or “News releases”
    • Writing stories in media / news style in the hope that media companies and publications publish the story
  14. Public Relations
    • Also known as “PR” is the practice of managing the release and spread of information about your organisation to the public
    • This information can be non-paid or paid and can include:
      • Articles and interviews for publications and media channels
      • Content on your website and in emails
      • Speech writing for the organisations leadership
      • Internal communication with employees and stakeholders
      • Event management
  15. Podcasting
    • Creating audio content to demonstrate thought leadership on a particular topic
  16. Webinars
    • Also known as “online seminar”
    • Holding live or pre-recorded webinars teaching either strategy or best practice in your industry

Here at CreativeQ we focus our attention on digital marketing methods numbered #1 – #7 in the list above.

If you need help with the other methods in the list, reach out to us anyway, we may know someone who can help.

Q: “What’s the difference between Search Engine Marketing (SEM) and Search Engine Optimisation (SEO)?

Search Engine Marketing (SEM) is paid advertising on Google’s search engine results page. This is also often called Cost-Per-Click Advertising (or CPC  ads for short).

Search Engine Optimisation is the deliberate configuration of your websites text and structure to ensure Googlebot understands your content and can match users searching Google with specific content on your website. This flow of visitors to your website is free and is often called “organic traffic” to hint at the idea that this traffic is natural.

Q: “Why was Google Adwords renamed to be Google Ads”?

Google Adwords is the old name for Google Ads. Google changed the name because their advertising platform is now vast and having “words” in the product name limited the scope of the types of ads they now run so they rebranded their product.

Q: “What online advertising platforms shall we use?”

It depends on your goals/objectives and budget, but there are 3 major ad platforms:

  1. Google Ads
    • Text ads, display ads, video ads
    • Placed on the Google Search results pages, Google properties such as Google Maps, The Display Network of thousands of websites that provide space for ads in exchange for a share of the advertising revenue
  2. Social Ads
    • Text ads, display ads, video ads
    • Placed onto social media platforms such as Facebook, Instagram, LinkedIn, Twitter, Pinterest and hundreds of others
  3. Programmatic Ads
    • Display ads based on demographics and behaviour
    • Placed onto any and all internet properties such as websites, apps, and devices

Q: “What are the 10 types of Facebook ads?”

  1. Native Facebook Image Ad
    • The most simple Facebook Ad which features a single image with accompanying text and a button
  2. Facebook Dynamic Ad
    • Provide a small library of headlines, descriptions, images and buttons, and Facebook will test combinations to find the most effective
  3. Facebook Video Ad
    • Adds eye-catching movement to your ad by replacing the image with a short video
  4. Facebook Slideshow Ad
    • A combination of between 3 and 10 images or videos, to accompany your ad text
  5. Facebook Carousel Ad
    • Like a slideshow, but this time, each image or video can have it’s own link
  6. Facebook Messenger Ad
    • A text message served into your target audiences Messenger feed to start a conversation with them
  7. Facebook Lead Ad
    • Provides a short form where you can collect details like name, email address, phone number, city
  8. Facebook Instant Experience
    • Is a mini webpage with 2 large paragraphs of text, 2 large photos and 2 large buttons going to destinations you choose
    • (Formerly called “Facebook Canvas Ads”)
  9. Facebook Collection Ad
    • Includes a Instant Experience plus you can feature multiple products
  10. Boosted Facebook Page Posts
    • Inserts your Facebook posts into the newsfeed of those that already like your page, to their friends, or to a wider audience

Q: “What are the 6 major formats of online advertising?”

There are 6 main formats:

  1. Text based ads
    • Very easy to setup
    • Very easy to change
  2. Static image ads
    • No animation but are inexpensive to produce and still have messaging, colour, and imagery
  3. Display ads
    • Also known as “banner ads”, these have colour, imagery, animation/movement and clickable elements
    • Are more expensive to get professionally designed but there is software available now such as BannerSnack.com that makes it easier to create. Many advertising platforms also provide their own ad builders
  4. Video ads
    • Much more engaging than most other formats. They hold attention and immerse the viewer into your message and brand
  5. Interactive ads
    • More than just a passive display or video ad, this format allows the viewer to click and play with elements. Popular with game ads to provide a teaser of actual game play
  6. Native ads
    • These ads adapt their colours, style and format to better suit the website, platform or app on which they appear, to look more like regular content
    • Often a combination of text, images, video and buttons

Q: “What are the 9 different ad campaign types in Google Ads?”

  1. Google Search Campaigns
    • Also known as “Search Engine Marketing”
    • Text based ads displayed above, below and to the side of Google search results pages
    • Includes brand name search, competitor brand name search, product specific search, service specific search and more
    • Extensions available include:
      • Sitelink extensions (links straight to your deeper webpages)
      • Call extensions (one click to call you)
      • Location extensions (showing locations closest to the searcher)
      • Offer extensions (show casing your limited time offers)
      • App extensions (links directly to the Google Play store so searches can download your app immediately)
  2. Google Display Campaign
    • Also known as “banner ads”, these have colour, imagery, animation/movement and clickable elements
  3. Google Text Ad Campaign
    • Small text ads on the Google ad network (such as Google Maps, YouTube, Gmail, Google Play, Blogger and others) when available space is limited
  4. Google Dynamic Campaign
    • Inserts the actual phrases users are searching Google for directly into your ad to increase relevance
  5. Google Responsive Campaign
    • Provide a small library of headlines, descriptions, images and call-to-actions, and Google will choose a combination to fit the available space and test combinations to find the most effective
  6. Google Retargeting Campaign
    • Also known as “Remarketing” (technically remarketing involves email marketing but the terms are often used interchangeably)
    • Place special code on your website to add every visitor to a retargeting list so your ads will follow them around the internet encouraging them to come back to your website for 30 days or more
  7. Google Video Campaign for YouTube
    • Much more engaging than most other formats. They hold attention and immerse the viewer into your message and brand
    • Either pre-video or mid-video
  8. Shopping Campaign
    • Appear above Google Search results with products straight from your ecommerce website relevant to their search terms
  9. Mobile App Campaigns
    • To promote your IOS or Android app in Google Search, YouTube, Google Play and more

Q: “Where can we place our ads?”

There are 4 main places where it would be appropriate to put your ads:

1. On the Google Search Results page with “Google Text Ads”

  • Format: Text-based ads, shopping/product ads
  • Locations: Above, below and to the side of the search results page
  • Set Up: Very easy to set up
  • Costs: $1 – $50 per click depending on your industry and how much competition there is (for example industry’s like finance or tourism are highly competitive so cost more per click)
  • Targeting: Excellent
    • Searchers are actively looking for solutions/products/services like yours, so this is your chance to be considered
    • You can specify a geographic target so your ads are only shown to the audience you care about
  • Effectiveness: Excellent
    • Provides high quality data so you can evolve your ads to lower your cost-per-click over time

2. On websites or apps selling space for display advertising

  • Format: Text-based ads, responsive ads, display ads, video ads
  • Locations: On websites or apps that have dedicated space to supplement their revenue with ad revenue
  • Set Up: Easy to set up
  • Costs: Very low CPM (Cost-Per-Thousand Impressions) because the inventory available is almost unlimited
  • Targeting: Poor to excellent depending on your settings
  • Effectiveness: Good reach
    • Your ads could be popping up on both high quality and random websites all over the internet – good for cheap brand recognition but traditionally not as good as Google search ads in terms of generating specific actions

3. On Social Media platforms such as Facebook

  • Format: May formats available such as static image ads, video ads, lead generation forms and more
  • Locations: In the newsfeed, side bar and messenger
  • Set Up: Ads manager interface can be difficult and time consuming to use
  • Costs: Low
  • Targeting: Excellent
    • You can specify exactly who your demographic is Eg certain age groups, in specific geographic locations with particular interests
  • Effectiveness: Excellent

4. Huge media websites with their own advertising systems

  • Format: display ads (interactive costs extra & video is not usually available)
  • Locations: Eg TradeMe, NZHerald etc.
    • They do their best to sell advertising direct for a premium and then provide any unsold inventory back to the major platforms (such as Google Ads) for a share of the ad revenue
  • Set Up: Difficult
    • Often have contracts/agreements to sign and difficult payment terms
  • Costs
    • The CPM (Cost-Per-Thousand Impressions) is usually very high and uncompetitive to a discerning advertiser (because they put a very high value on their own audience and there is large overhead to pay for)
  • Targeting: Poor. Often only provide choice of section that may loosely follow interests
  • Effectiveness: Low
    • Slowly phasing out as the technology of the bigger platforms increase their superiority

Q: “What do we need to know before we get started with digital marketing?”

  1. Be very clear what your objective is
    • If it’s new customers: What are you offering them? Why should they join? What’s in it for them? What should your landing page say?
  2. Set a value on that new customer
    • Eg if you can expect every new customer to stick with you for 5 years and you will earn $100 from that relationship, then the value of a new customer is $100. If 50% of them will stick with you, the value is $50
    • This is your maximum allowable “Cost of Acquisition”
  3. Set a target
    • Eg “1000 new customers”
    • And decide upfront how you will measure the results (eg install tracking code on the website)
  4. Set a budget
    • Multiple your target by your Cost of Acquisition
    • If the number is unacceptable, re-adjust any of the numbers accordingly
  5. Hand over the project to someone who knows what they are doing

Q: “Why is CreativeQ the best team to choose to manage our digital marketing?”

We manage tens of thousands of dollars of media spend and generate hundreds of enquiries every day and have the technical team to improve the conversion of your website.

Contact.

Get in touch
+64 2041 712 040
hello@creativeq.co.nz

Office
46a Devonport Road
Tauranga

We collaborate with ambitious brands and agencies;
we’d love to build something great together.

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