Getting Started with Online Advertising

A lot of businesses shy away from advertising, thinking it’s costly and has low Return on Investment. If not done strategically, advertising can prove to be an expensive undertaking. But times are changing. Online advertising is becoming easier and more cost effective than ever. Today, I’m going to provide some practical advice on how to get started if you’re considering changing up your marketing tactics this year.

Start With Strategy
Like anything in the marketing world, you must start with your strategy. What do you want to achieve with your advertising strategy? More sales? More awareness? Write down your business goals, then think about how online ads might help you to achieve them.

Facebook or Google?
There are lots of ways to advertise online, but two of the most popular are Facebook Ads and Google AdWords, partly because they are relatively low cost options, and partly because they are simple to use, but mostly because they work. What I like about these tools is that you can just dip your foot in a little bit at first, without spending much money. I’ve run Facebook Ad campaigns for $20 that have increased engagement on my page and driven traffic to my web site. Google can be a bit more expensive before you start to see a return, but again, you can just try a little to start and see how it goes.

Target Target Target
The most powerful thing with Facebook and Google ads is the ability to target your audience. In Google AdWords you can target to specific keywords, so your ads show up when people search on those keywords. Of course, depending on how much you spend, your ads may show up less or more often. You can also target by location.

With Facebook Ads, you can target based on demographics, location, and interests, so if you’re looking to target dog lovers in the Ottawa region, you can do that. Then, your ad gets shown to people in that area who talk about dogs on Facebook. Targeting is a wonderful thing, and one of the main reasons why online advertising works so well.

This just scratches the surface of what online advertising can do for you. There are plenty of articles and videos out there to help you find out more, and Google and Facebook’s help pages can be of great use too. Dip your toe into online advertising and see where it takes you!

Susan Murphy

Susan Murphy has been working in media and communications for 25 years. She is an award winning television producer with hundreds of shows to her credit. Susan is a partner and digital storyteller at Jester Creative Inc., where she helps people find compelling ways to connect with their audience through video, web design, social media, and training. - See more at:

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