When does it become necessary to splash some money in online ads? Can brick and mortar businesses thrive without?
The straightforward answer would be when your target buyers or clients are buying or transacting online. This applies even if your business doesn’t buy or service online. The other part of the answer would be when you have the right strategy for your goals and budget. Don’t spend on online ads for the sake of doing online ads. You’ll end up wasting money, getting burnt and then incorrectly assume that online ads are not for your business.
First, you need to understand the different type of online advertising, how each platform works, the costs, audience’s demographics, and typical behaviour. It’s also advisable to see how your competitors or other businesses in the same industry are using online ads. And where you invest money will also depend on whether your business is local, national or global. The entire online advertising campaign must also be seamlessly integrated for the best customer experience. For example, where do your customers go after seeing your online ad? Where can they leave feedback and reviews?
Small businesses should definitely consider online advertising as it is a low-cost alternative when done right and it hits the right spot to where your potential buyers are at. If you’re lost or not making decent returns on investment, please consult an advertising or marketing expert. It will save you money and time.
Roughly how much does it cost to hire an advertising agency for a small business in Australia?
How much does online advertising cost in Australia?
As an Australian business owner, creating an online advertising budget can prove to be quite tricky at the start. There are many guides online, but they're usually in American currency, not Australian. This could lead to over or under budgeting when it comes to advertising spend.
According to WordStream, Australia's average cost per click is 5% less than the U.S average.
So, how much does online advertising cost in Australia? Well, that depends; which platform are you talking about?
Online advertising costs vary for a variety of reason:
What platform are you using?
What is their pricing model?
What is your maximum bid?
How good is the quality of your ad?
How high is your website's site authority?
What are your campaign objectives?
What industry are you in?
These factors will all significantly affect and vary the cost of your advertising. Before we get into specifics, let's talk averages (remember all figures are in Australian Dollars):
Google Advertising Cost
The average cost per click for Google AdWords in Australia is $2.83 on the search network and $0.70 on the display network.
The average cost per action (CPA) on a Google advertising search campaign is $72.45.
The most competitive keywords on Google and Bing cost over $60 per click.
Overall, the average Australian small business consistently using Google spends between $8,000 and $12,000 per month on their online advertising campaigns.
Facebook and Instagram Advertising Cost
Australia is the most expensive country for Facebook advertising.
Facebook advertising in Australia is nearly 4x's the global average, according to Socialbakers.
The average CPM (cost per a thousand impressions or millie) on Facebook Ads is around $6.
The average cost per click for Facebook in Australia is $2.10, and the average price per action on Facebook is
.The average cost per action on Facebook Ads is $22.80.
The typical CPM for an Instagram ad is around $6, but rapidly growing with its popularity.
I'm very interested to know other business owners' opinion and experience on this: How much do paid Facebook promotions cost your business? What is your budget for paid advertising on social media...
Basically, as much as you're willing to pay for advertising on Facebook. Generally, all the digital marketing tools have the same logic: they provide you the audience according to your budget. Of course, there are other options when you pay for each link click. Using this tool you need to know that the priority is given to the ad with the highest click-through rate. Long story short, Facebook advertising and Facebook promotion costs depend on your budget and your goal.
When it comes to PPC advertising (Facebook ads, Twitter ads, Google Adwords, Remarketing); what's quickest ways to gain rapid cost-effective exposure for your business, whether you're a sole trader...
A publicity 'stunt' [stunt is not a dirty word!]Most businesses spend a lot of time and money devising great marketing activities based around a staple diet of SEO, Pay-per-click (Google Adwords, Remarketing, Facebook Ads, Twitter Ads, etc...), maybe some direct mail, email marketing, even radio if you have enough money. But these are all pretty much directly proportional in effectiveness to the amount of money you can throw at them.If you're wanting rapid, low-cost (or cost-effective) exposure, the best way to achieve that is to get everyone else talking about you for free. If you can devise something that's quirky, cute, different, or newsworthy, then you can rapidly get exposure to a massive audience for very little cost. This is what we call "earned media" as opposed to "paid advertising". If something you do, have, say can earn you some free 'airtime' (radio, TV, Twitter, Facebook, etc..) and it genuinely captures the interest of the masses, you'll achieve thousands of times more for very little cost than any form of paid promotion you can think of.If you can't think of something that's newsworthy and generates a lot of free exposure, the second best thing you may be able to do is form a partnership with another business/company/brand that also services the same target market. They are already working with your clients/customers, and if there's a reason for them to collaborate with you, they may help do the marketing of your product or service to their clients. An example may be a law firm that partners with an accounting or bookkeeping firm. Or a retail store that agrees to stock your products. Or a tradesman that strikes up a partnership with a real estate agency or property developer.BUT, if we really have to stick to the parameters of this question (Pay-per-click advertising), it's much harder to give a one-size-fits-all response. Perhaps the greatest value PPC advertising to actually multiply the effectiveness of any other paid advertising is Google Remarketing. Google Remarketing keeps reminding your audience of your brand for days, weeks, and months after they've visited your website. And you pay very little for it (in relative terms). One of the weaknesses of a lot of online advertising is that we frequently try to secure a client after a single 'impression' (view) of our advertising. But what if they're not ready to buy then? There's a good chance we've wasted our money, because we don't get another opportunity to remind them who we are and reinforce the message. With Google Remarketing, we can keep putting our message in them (embedded on hundreds of thousands of websites that are part of the Google Display Network) for months after they visit our site. This helps to reinforce our message and dramatically increase brand recall and goal conversion rates.
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