When your website is equipped with a tag management solution, your pages are crawled and indexed on natural search and your site performs reasonably well on site speed, you are ready to start with digital advertising (Disclosure – author works at Google).
Digital advertising has become one of the most efficient ways to create Marketing ROI. There are a few reasons for digital advertisings consistent growth over the last decade or two. First of all, you can easily create huge reach, as media consumption rapidly moves online. Or you could choose to for either one or a combination of the following targeting options. You can laser target on specific intend (Search) or professions (LinkedIn), and/or restrict your efforts on certain geographical, demographical or behavioral targeting.
I would start with targeting intend, as intend is the strongest signal to base your advertising on. This is the order in which I would go about things:
- Adwords Conversion Tracking & Bidding
- Marketing Attribution
- Search Attribution
- Cross device attribution
- Multi Channel Marketing
- Digital Branding
- Measure incrementality
Please proceed by clicking on the number 1 below or any of the direct links above.