The Value of Advertising on Connected TVs

Usage of Connected TV (CTV) is booming at the moment, with its US audience predicted to grow from 180 million in 2018 to over 200 million by 2021. This huge surge in popularity is also supported by figures from Cisco, which predicts that 82% of all consumer internet IP traffic by 2021 will be video traffic. So, advertising on Connected TVs is understandably becoming a topic of major importance for businesses and marketers alike.

This is especially true considering the massive wave of ‘cord-cutting’ which is redefining how Americans watch TV. By the end of 2019, more than a third of American households won’t have a traditional television subscription, yet the number with ‘over the top’ streaming subscriptions is over 45% and growing year after year. 

Considering the growing importance of advertising on Connected TVs, we felt it was time for a run-down of what value is out there and what prospective advertisers need to know about the shift to CTV.

Connected Television vs. Traditional Television

First up, it’s probably good to give a rough outline of exactly what CTV is. Connected televisions are basically any sets that are connected to the internet by any means, which could be:

  • Games console (Playstation, X-Box, etc.)
  • Online Media Players (Roku, Amazon Fire, Google Chromecast)
  • Smart TVs

As the TV set is online, it then becomes possible for it to show what are known as ‘over the top’ (OTT) video platforms, which describes all video content that’s transmitted outside of the regular cable and satellite methods. Examples of some of the most popular OTT streaming providers are:

  • Netflix
  • Hulu
  • Amazon Prime
  • Sling TV

The terms connected TV and OTT are generally used interchangeably as, along with other devices such as laptops, tablets, and smartphones, OTT subscribers view their video content over their TV set, thus replacing the traditional TV delivery mechanism.

The Benefits of Advertising on Connected TV

Greater engagement

The data coming from digital advertising on connected TVs has been pretty outstanding, with ads showing a 97% completion rate, with the main reason being that they are unskippable. This means that video advertising can afford to be longer form without having to worry about viewers switching channels or skipping ahead as soon as they can. 

The result is that the 30-second video ad dominates the scene, accounting for nearly 70% of all connected TV ads. Longer ads mean greater story-telling ability and an opportunity to connect more with your target audience.

Picking the right audience

One of the greatest advantages of digital advertising is the ability to target exactly who you want with your ads. Rather than the approach of traditional television, where shows were made to fit slots that were meant to be watched by certain demographics, with advertising on connected TVs you can be far more certain of who is actually watching your ads. OTT providers and CTV, for example, could allow slots on all crime shows or for everything watched by 50+ retirees, without wasting spend on outliers or having to compete for primetime audiences to reach a niche.

This has been heralded as the “holy grail” of TV advertising by a consortium of some of the biggest names in entertainment (including Disney, NBCUniversal and Comcast) who are establishing a standard for addressable advertising.

Greater metric control

Though there is not currently the level of feedback and data that is possible with other digital advertising, due to the lack of third-party cookies on connected TV ads, like anything online, the level of metric control still outstrips traditional television. As users will more than likely be signing on through their social media or Google accounts, there is a huge amount of consumer information that can still be gained at a basic level, even before getting into the preferred-level access likely to be offered by all OTT providers to their partners.

Consumers growing more accustomed to ads

Consumers are getting more used to the idea that piracy is bad, not just because it’s illegal but because it also affects the quality of their experience. Viewers are therefore increasingly coming around to the idea that watching ads is a fair price to pay for having high-quality TV on tap. Many consumers also find that connected TV ads are “less annoying”.

Programmatic delivery

As the market for advertising on connected TVs is still relatively young, inventory has yet to get near the levels of traditional TV. However, this is changing quickly with several ad tech companies getting in on the act, which promises to improve the availability and ease with which connected TV ads can be bought and delivered to the right target audience as part of a campaign.

At Bloom Ads we’ve built our reputation on finding the best blend of advertising for every customer and each campaign, no matter what the platform. Reach out to us today.

A Beginner’s Guide to Paid Search Campaigns

Being online is now as unremarkable a part of life as watching TV or driving around town. On average, people will spend hours every day on all of those things, and the actual event isn’t worth mentioning. This is what makes digital marketing such a fantastic opportunity for brands who want to get closer to their audience. With digital marketing, they’ll get to share the same online space as their community without it ever seeming like they’re trying to force things. 

This is what digital marketing is all about, and it encompasses everything that organizations do to connect with current and potential customers. Here, we’re going to look at the largest element of digital marketing: paid search. 

What is paid search?

Paid search has a number of different elements but can ultimately be boiled down to paying a search engine to put you at the top of the list for a certain word or phrase related to your business. 

For example:

Billy’s Sportswear specializes in selling hiking boots in the busy nature-trail town of Madeupville, Colorado. Their marketing department recognizes that as most potential customers are not from the area (they already have appropriate footwear), their shop needs to be getting in front of the eyeballs of people who are visiting, which they’ve heard from the local tourist office is about 50,000 people a year.

They set up a Google Ads account and start a campaign using the keywords “hiking boots” and focusing on their geographical area. Now, when someone in the Madeupville metro area enters “hiking boots” into Google, Billy’s Sportswear comes up at the top of the page. When someone clicks through to their website from the ad, Google is paid a pre-agreed amount, which is known as the Cost Per Click (CPC).

As can be seen from this basic example, paid search advertising has the power to massively transform a business’ success, which is why it has also become the most significant area of marketing spend in the world. Paid search accounted for over 1/5 of all advertising spending in 2018, coming in at around $100 billion with that number growing about 10% per year

What you need to know before starting a paid search campaign

As there’s a lot of terminology, targeting, and metrics to understand, getting a paid search campaign underway can be a bit daunting. Apart from enlisting help from some experts in the field, there are many other tips that can make your campaign a success.

Understand what you want

The simple answer might be obvious (more customers), but the reality is that paid search advertising can perform a wide variety of marketing roles so “more customers” might not necessarily be right for you. For example, with a Google campaign, you can set the goals as being Leads, Sales, or Website traffic. It’s worth taking the time to evaluate and plan what’s the best use of your marketing dollars and what you want to achieve with the campaign.

Set your bar for success

Once you know what you are looking to achieve with your paid search campaign, it’s important to establish what will be viewed as a success. For example, if your site gets 10,000 visitors a month, then higher click through rates of 1,000 or 1,500 will represent a 10% – 15% increase in visitors. 

Aligning your business goals with your marketing plans is a sensible plan in any situation, but with digital marketing, it can also help to track progress and understand what can actually be achieved.

Take time to understand keywords

One of the most common words in paid search and all Search Engine Marketing (SEM) is “keywords.” These are the words that people type into their search bar. In the example above, it was “hiking boots” but it can be any and all words related to your business. 

The goal of Search Engine Optimization (SEO) is to rank highly for the keywords on the first page of results (which 90% of people never look beyond), but with paid search you skip the hassle of having to optimize your page and can rank on Page 1 right away in the ads section. 

When starting your campaign, Google Ads will give you information on the keywords related to your business, such as how often they are searched for, how much it costs per click to claim a paid search spot, or what the level of competition is like for that word.

Implement a holistic approach

While it is possible to just pay to be displayed on the top of Google’s results page and leave it at that, it is obviously also a good plan to back this up with efforts based around the campaign. 

For Billy’s Sportswear this might include a landing page (i.e. where the user goes after they click the paid search ad) dedicated to “hiking boots” or making sure that there are plenty of quality blogs and content related to the subject on their website. It is also important to utilize Ad Extensions, which are opportunities that Google provides to offer more information about your business which can improve your click through rates.

Keep user experience in mind

Not only does this thinking make sense from a marketing perspective, e.g. people searching for “hiking boots” being sent directly to the page that sells them, but Google also rates the user experience of ads with a Quality Score

Watch your quality score 

Google’s goal is to constantly improve the chances of users finding exactly what they are looking for with as much ease as possible. The Quality Score that they advertisers thus measures their users’ experience through metrics like expected click through rates, the quality of your landing page, and how relevant your ads and pages are to users. The better this score, the more favorably Google will treat your ads, including through lower prices and better positions.

Paid search advertising is a huge area with many niches, metrics, and strategies for achieving the best for your business, all of which can be a bit overwhelming. Yet, it’s also absolutely unavoidable for basically any organization. That’s why, when it comes to planning and executing campaigns, a good place to start is with a team of experts in the field, who know exactly how to walk you through a new campaign. Bloom Ads is full of just those type of people, who know precisely what you need to maximize your ROI on your marketing spend.  Get in touch with us here.

Six Tips for Writing Social Media Ad Copy That Converts

As many a business owner has discovered, writing ad copy for social media is more complicated than it initially seems. Throwing up a pretty picture and a few words off the top of your head is unlikely to convert into traffic and sales. There is a real art to writing good social media ad copy, but it’s something you can learn with some knowledge and a little practice. 

Here are some tips you can use to transform your flat copy into social media copy that packs a punch.

Be A Problem Solver

They say that the best products are invented when someone sees a need and creates a product to fill the gap. The same goes for social media ads. Life is full of challenges, and people are always on the lookout for ways to make their day-to-day happenings easier. You can grab the attention of existing and prospective customers in your social media ad copy by explaining how your product/service solves a problem for them. For instance, you can lead with a question about how the problem affects them and then briefly explain how your product/service eliminates the issue.

Be Real and Know Your Audience

Everyone’s seen their share of cheesy ads on social media. When you’re brainstorming ad copy for social media platforms, think about the kind of ads that capture your interest and make you want to click. Customers appreciate honesty in advertising. Remain genuine in your message. You also need to have a clear understanding in mind of the audience you’re speaking to so you know how to approach your pitch. 

Pique Their Curiosity

Your social media ad copy should clearly grab your audience’s attention with why they’d need your product/service and then state what you’re offering. Starting with a question is a good way to approach writing this type of ad. For example, ‘Struggling to write your own ad copy? Discover the trade secrets to simplify the process.’

Give Some Direction

You may not like to be bossy in your everyday life, but in your social media ads, you need to give a little direction. Once you’ve caught their attention, you need a call to action (or CTA) to let them know what you want them to do. Phrases such as ‘call now’, ‘click here to shop’, or ‘learn more’ let potential customers know how to get to you. You don’t need added details here about the product/service itself. Copy on social media platforms is meant to be attention grabbing to entice browsers to click. Once you get potential customers to your landing page you can be descriptive because now they’ve asked for the extra information.

Be Succinct

There are times in life when you want to be flowery and descriptive. Writing effective social media ad copy is not one of those times. Most people on social media aren’t interested in wading through a ton of description before they get to the intended message. The goal is to catch their eye so that they’ll want to click to find out more. 

Test and Test Again

Often Facebook ad copy and copy for other social media platforms needs some revising to really produce the conversions you’re looking for. This is where split testing comes in. The term refers to testing two different versions of social media ad copy to determine which performs better (more ‘likes’, ‘shares’, ‘comments’, etc.). Ideally, you would only adjust one element of the ad copy at a time to properly determine which change makes the difference. 

For example, you could adjust the headline, the call to action, or any other facet and test it against the original to see which version performs the best. In this way you’ll refine the copy down to the absolute best performing combination. That said, you may not have time to tweak your ad a little bit at a time. If you’re under a time crunch then coming up with two completely different sets of copy and split testing them against one another to see which converts the most is probably the best course of action.

Bonus Tip: Trust the Professionals

Still questioning where to go with your social media ad copy? At Bloom Ads we live and breathe marketing. The marketing game is ever-changing and we make it our job to stay on top of those fluctuations. Check out our website to learn more about our services.

How to Measure Your Digital Marketing ROI

As we’ve discussed before, marketers are shifting their focus away from rigid (and sometimes misleading) ad metrics and towards measuring business outcomes. This amounts to a more holistic approach, a way of zooming out and asking simply – did the business make more money during a particular time period or not? In this way, marketers avoid getting mired in data, instead focusing on the big picture.

So how does this translate to the overwhelming number of digital marketing metrics at our fingertips, available on web analytics platforms like Google Analytics? In this blog, we hope to clear the air and make measuring the success of your digital campaigns a little easier (and more accurate).

Digital Marketing ROI: Setting Up Your Strategy

No matter what type of campaign you’re running – whether paid, organic, or social media – monitoring your success requires planning up front. Prior to launching into a campaign, make sure to set goals, then determine KPI’s to measure them.

1. Set specific, measurable goals.

In other words, decide what you want your campaign to accomplish. What do you want users to do? Sign up for a mailing list or free demo? Share your social media posts? Make a purchase? Get specific – maybe you want to get a certain number of mailing list sign-ups in a given timeframe or hit a particular conversion rate by a certain date.

Determining if and how the goals of a particular marketing campaign align with your business objectives will help you determine what kind of campaign you should be driving, and what kinds of KPI’s to set up in order to figure out whether you’re doing what you set out to do. For example, if your goal is increased sales, a lead generation campaign based on blog content won’t get you very far.

2. Set up relevant KPI’s.

Once you’ve established your goals, determine which KPI’s will help you see how you’re doing. We’ll go into more detail about which KPI’s best fit which kinds of campaigns. But as a general rule, you can ask yourself the following questions from Hootsuite to help narrow down the most appropriate metrics:

  • Does it align with my goals?
  • Does it help me make decisions about the future of my strategy?
  • Do I have the ability to actually measure it?

If your goal is conversions, for example, focus on metrics like conversion rates or cost per conversion. Define conversion – maybe it’s landing on a “Thank You” page after signing up for a free trial – and then track that behavior. At Bloom Ads, we use tags and pixels – bits of code strategically embedded into your site – to generate 1st party data you can use to track target actions so you have a fully hands-on approach to performance monitoring.

How to Calculate ROI: Revenue / Cost

Your digital marketing ROI is simply the amount of revenue your business gains for every dollar spent on marketing. As such, the specific variables will differ slightly depending on whether you’re calculating ROI for paid search, content marketing, or social media.

The most common way to calculate ROI for a marketing campaign is to divide the total revenue gained by your total marketing costs for that campaign. If the resulting number is greater than 1, you have a positive ROI – a net profit. If not, you probably need to tweak your strategy.

Choosing Metrics for Digital Marketing ROI

Paid Search

If you’re investing in paid search, you need to be able to track conversions with precision. First, that means clearly defining what conversion means to your campaign – again, do you want leads, sales/purchases, or something else? Then, set up metrics that will track that behavior.

At the very least, consider tracking the following key paid search metrics:

  • Quality Score – Quality Score determines your ad ranking and, importantly, how much you pay per click (PPC). If your keyword relevance is too low, your quality score will decrease and your PPC rate will increase, hurting your pocket.
  • Click-Through-Rate (CTR) CTR measures how many people are actually clicking on the ad and going through to your landing page. It’s an important measure because it affects your quality score.
  • Conversion Rate – The rate at which users actually fulfil the conversion action you want them to take tells you a lot about the intent of the users who are being exposed to your ads.
  • Cost-Per-Conversion – Cost-per-conversion gives you an idea of how much you’re actually spending on each lead or sale. If it costs you more to get the conversion than you make from the lead or sale, you’ve lost money on the customer.

By aggregating these metrics, you get an idea of what you’re spending on each ad vs. the effectiveness of those ads on your target audience.

SEO and Content Marketing

Organic search is a long-term form of marketing that can often take lots of time and calibration to bear fruit. In some ways, measuring content and SEO performance can be less scientific than with paid search – but it can absolutely be done. Again, the idea is to set measurable goals that are aligned with business objectives.

We’ll go over a few useful KPI’s for SEO and different types of content below.

  • SEO Metrics – SEO is about ranking as high as possible on organic search engine results pages. Some things you’ll want to measure are keyword rankings for particular pages or page types (like your blog), website visits, page speed, and bounce rates.
  • Blog Content – Many of the same metrics apply, such as website visits and bounce rates. Blogs have notoriously high bounce rates, so if this is the case for your blog, it may not be a red flag. It can be useful to focus instead on something like time spent on page, which gives you an idea of whether users are actually reading your blogs through to the end (i.e. engaging with your content). You’ll also want to look at specific web traffic analytics to see how people are finding your page.
  • Case Studies and White Papers – In addition to web traffic analytics and time spent on page, consider looking at shares and engagement and brand mentions (are other people linking to your case study or featuring you in the media)?
  • Podcasts – Look at new subscribers, downloads, and listening lengths to see how many people are finding and engaging with you vs. when and where people are losing interest.
  • Webinars – Like with podcasts, you need to see how many people are making first contact vs. staying engaged. Measure registrations against actual attendees, then measure drop-offs to see where you’re losing people.

Social Media

Just like with Google Ads and Google Analytics, social media analytics platforms offer a staggering number of metrics that can all seem equally mystifying. It can be difficult to interpret how post shares and brand mentions relate to your actual revenue.

People often talk about the “vanity” metrics of social media monitoring – basically, any metrics that don’t actually align with your objectives. For a sales campaign, for example, a high click-through rate might not be very valuable, since it shows that you have lots of traffic but not necessarily lots of purchases.

To avoid relying on vanity metrics, first note that social media might be contributing to business outcomes in an indirect way, rather than straight into your pocket. After all, most users aren’t logging onto Facebook to go shopping. Once again, it’s crucial to determine what you want to get out of your social media presence and then measure that.

Hootsuite breaks down social media metrics roughly into four types of campaigns:

Results-Driven Digital Marketing

At Bloom Ads, we’re not just obsessed with media – we’re obsessed with results. Contact us today to learn more about how we build monitoring into our strategy from the beginning.

Quick Advertising Ideas for Your Summer Ads

Summer is a great time for advertisers to capitalize on travel and large public events.
Summer is the season of soaking up rays and being outside. Children are out of school, vacations are underway, and everyone is always on the go.

Summertime can be a challenging time for many businesses, though. The habits that make summer so much fun also change shopping and spending habits. However, if you adapt your summer ads and marketing strategy,  you can capitalize on their summertime spending.

We’ve put together some quick advertising ideas that will help you do just that. Learn more below.

Quick Advertising Ideas for Summer

Weather-Triggered Marketing

The summer weather can play a big part in people’s day-to-day activities. You can take advantage of these micro-moments with summer ads specifically ready for weather situations, like extreme heat or rain. When consumers see that you are in tune with what is happening at any given moment, they will be inclined to connect more with your brand.

This strategy is especially advantageous for companies offering products and services that align with the weather. A perfect example of this might be advertising a light-weight rain jacket on a rainy day. Having an arsenal of ads and emails geared toward specific weather is a quick advertising idea that can show great rewards down the line.

Utilize Outdoor Marketing

On those beautiful sunny days, throw a sidewalk sale. Foot traffic is essential, and having your products on display as consumers walk by is a quick advertising idea that’s likely free.

If you’re a small or digital native brand with the right budget, you may even consider investing in a pop-up. Today’s consumers want memorable experiences, and there’s no better time for those experiences than the summer.

Even if your area has restrictions on sidewalk sales or pop-ups, a simple street sign, billboard, or bus wrap with a catchy value proposition will get your brand noticed in no time. It’s all about having summer ads where people are most likely to see them – and during the warm months, that’s outdoors.

Take Part in Outdoor Events

While you’re at it, another quick advertising idea is to reach out to other organizations in your community and collaborate on events. Align your business locally with sporting events, street fairs, block parties, and festivals throughout the summer. You’ll be able to get your brand, products, and services in front of new customers just by affiliation. Sponsoring these events is a way to ensure even higher visibility, with your logo present on all of the event collateral.

Local event involvement will build credibility and trust for your brand. Customers will start to think of your business as a pillar of the community and will want to support that. That word of mouth support is invaluable.

A bonus to getting involved with local events is your business showing up in search engines, like Google or Bing, for local searches, like “things to do near me.”

Messaging and Imagery

We all know that advertising is about reaching your target market for new and existing customers in the right place at the right time. One of the most unfortunate marketing mishaps, even when you are reaching the right people, is to have messaging and images out of sync with the season.

Try drawing your summer target audience in with summer ads and displays that are new and exciting. Highlight what summer is all about with summer ad verbiage – think “Sizzlin’ Summer Deals” or “Summertime Special Offers.” Capture interest with quality content photos and images that appeal to the active, recreational nature of summer.

Take Advantage of Summer Holidays

There are great opportunities to align PR and summer ads with holidays or summer-themed days. Of course, there are the standard holidays that most businesses capitalize on, like Memorial Day and Independence Day. However, you can also try posting interactive polls and contests for lesser known things, like National Hot Dog Day or National Parks Week.

This light-hearted strategy can be a fun way to get your customers to post their favorite unique hot dog recipes, for example, on Facebook, Twitter, and your other social media platforms. This quick advertising idea can generate viral brand engagement if done right.

Summer Gifts and Giveaways

A great way to grab attention and draw customers in is with a free giveaway. Everyone loves something for nothing. What can your business offer that shoppers would appreciate? It could be something as simple as a branded frisbee or beach bag.

Try to make these marketing ideas relevant to your company. Do you offer a service that would allow someone more free time to enjoy summer activities? Focus on what your customers might value most, don’t just make swag for the sake of making swag.

Market to Last-Minute Customers

As summer starts to draw to a close, business owners or marketers should change their messaging and strategy again. Focus on an end-of-summer blowout sale or some other message that aligns your brand with the season. This seasonal message shift will signal to returning and potential customers that your brand is plugged in and ready to cater to their needs.

The closing of the summer season is the time to play on urgency and push those last-minute deals. Do a countdown, making the deals more and more desirable by offering inexpensive 2-day shipping or discounts on summer-related items. This will grab the attention of those who waited until the last minute and make you the easy and quick choice.

Got Questions?

If you have any questions about any of these quick advertising ideas or the services that we offer, do not hesitate to reach out or call 818-703-0218. You can also visit our website to learn more about our media buying and planning services.

Don’t forget to follow us on social media for more tips!

SEM vs. SEO: What’s the Difference?

SEM and SEO are different branches of search marketing that can work together.

We know – search engine marketing (SEM) and search engine optimization (SEO) sound almost identical. It is true that they both describe digital marketing strategies that harness the power of search engine results to increase traffic and conversions.

However, SEM and SEO describe two different (but complementary) branches of what’s now called “search marketing.” Search marketing can be contrasted with other types of digital advertising, such as display ads, video ads, and retargeting or remarketing campaigns, which do not rely on keyword searches to gain traffic.

While some industry insiders still use “SEM” as an umbrella term to describe all search-based digital marketing (including SEO), we define SEM as a separate branch alongside SEO.

SEM vs. SEO

In a nutshell, the difference between SEM and SEO comes down to where the money goes. While all advertising comes at some cost to your business, SEM and SEO use resources in very different ways to achieve the same goal: increased traffic and conversions online.

Below, we’ll go into more detail about SEM vs. SEO – plus how they work together for a well-coordinated digital strategy.

What is SEM?

If SEM doesn’t sound terribly descriptive, its other common name – “paid search” – should give you a clue as to how it works. In an SEM campaign, a business aims to increase traffic by bidding on paid search listings. Those Google results marked “Ad” at the top of search engine results pages? Those are the products of SEM. The most popular SEM platform is Google AdWords, followed by Bing Ads and Yahoo Search Ads.

The most important thing to know about SEM ads is that they work through keywords. When bidding on ad placements, your business will bid on well-researched keywords relevant to both your target audience and your product or service.

Common Paid Search Methods

  • Pay-per-click (PPC) – In this model, your business pays the advertising platform for every click the ad receives. This model is sometimes referred to as cost-per-click (CPC) advertising.
  • Cost-per-thousand-impressions (CPM) – Some ads charge per thousand impressions, or times an ad delivers online.

What is SEO?

Unlike SEM, search engine optimization (SEO) does not involve the purchase of ads. Instead, it aims to increase traffic and conversions with high-quality, relevant web content targeted at keywords your audience is likely to search for. This is sometimes referred to as “organic” search marketing.

Because rankings on search results pages are not bought, but rather earned with content, SEO can be an inexpensive and thus profitable marketing tool for businesses of all shapes and sizes.

SEO Fundamentals

Like SEM, the practice of SEO revolves around keywords. SEO content such as blogs, on-site copy, and social media posts aim to incorporate relevant keywords their audience is likely to search.

Ideally, SEO marketers should place keywords in ways that simultaneously communicate the page’s relevance to search engines and readers alike. The key to striking this balance is good writing and technical knowledge that keeps up with constantly-changing Google algorithms.

Below are some of the basics:

  • “Content is King” – You can’t talk about SEO without talking about content. This term describes any piece of writing or media – from blog articles to Facebook posts – that can demonstrate your relevance to search engines and your value to customers through keyword placement. Content can incorporate informative or entertaining writing, images, videos, or a mix of those elements, but should first and foremost be high-quality, credible, and authoritative.
  • On-Page vs. Off-Page SEO – While it’s easy to assume that on-page SEO refers to tactics you can actually see on the page, this is only a small part of the puzzle. On-page SEO includes any tactic that helps your page rank higher on search results, whether it’s “seen” by the reader or by Google. Good keyword usage in text, but also good site navigation, quality internal links, image descriptions, and even fast page load times all contribute to on-page SEO. Off-page SEO, on the other hand, refers to SEO tactics that do not relate to webpage design, such as promotional campaigns.
  • Linkbuilding – Linkbuilding is another tenet of SEO that centers on credibility and authority. Google rewards sites that offer genuine, valuable, and relevant information. This is why simply “stuffing” keywords as many times as possible into a page won’t help your rankings. One way to build credibility for your sight is to make sure plenty of other, ideally well-ranking, sites are linking back to your site. This is another example of off-page SEO.

One important note on SEO: It’s a dynamic process that can take a long time to show results. For this reason, some recommend that newer sites prioritize SEM while revamping their site’s SEO.

To Pay or Not to Pay?

Let’s recap the similarities between SEM and SEO.

  • Both rely on keywords.
  • Both focus on increasing online traffic.
  • Both help users find what they’re looking for online.

So when it comes to SEM vs. SEO, what’s right for you? Most evidence says, both! SEM campaigns are more likely to succeed if your site already has good SEO, because good SEO contributes to your site’s credibility and authority online.

Got questions about SEM, SEO, or digital marketing in general? The advertising experts at Bloom Ads would be happy to help.

Advertising vs. Sponsorship: Which is Right for You?

Advertising and sponsorship have some important differences.

When it comes to advertising, there are many different avenues to explore. However, it is important to understand the differences of each as well as the pros and cons before deciding which is right for you.

Advertising and sponsorship are typically used interchangeably, yet they are in fact different from one another. Advertising implies that a payment has been made to place an ad with specific messaging in place. A sponsorship, on the other hand, implies a much deeper, often ongoing relationship between two parties.

Still confused? Don’t worry. Allow us to further explain.

What is Sponsorship Advertising?

Sponsorship advertising occurs when one party agrees to support the other in exchange for a predetermined amount of exposure. Let’s suppose Brand A offers to sponsor Brand B’s upcoming event. In exchange for support, Brand B would then allow Brand A to run advertisements about their products or services during the event implying a much stronger relationship.

Common Types of Sponsorship Events

Typical sponsorship arrangements guarantee that a specific amount of ad placements or mentions will occur during an event. Brands will typically sponsor the following types of events:

  • Sporting Events
  • Cultural Events
  • Fine Arts Events

Given the limited number of relevant sponsorships, one may start to wonder which opportunity is best for them – traditional or sponsorship advertising. Let’s take a look at the pros and cons of traditional advertising as it compares to sponsorships.

Advertising Pros

Traditional advertising offers specific advantages that allow a brand to reach as many people as possible whenever they want or need to. Obviously, this allows for more control over the form of advertising, tone of voice and ad cadence. But, more importantly, advertising educates your audience, so they have the information they need to make a buying decision.

Advertising is also a great way to get ahead of your competitors. If you buy ads in places your competitors are not present, you essentially intercept an opportunity to convert listeners into customers.

Advertising Cons

Of course, advertising is not without its cons. The downsides to traditional advertising are that it’s pay-to-play. Neither performance nor ROI is guaranteed, and things can go south very quickly if brand messaging is ill received. As Business Insider wrote, the worst ads of 2018 were inadvertently offensive, causing an uncomfortable amount of fallout for clients and agencies.

It doesn’t matter the form of advertising – a miss is a miss, and negative impacts can be monetary, brand-tarnishing, or both.

The bottom line: Make sure your brand’s creative is not only strong, authentic, and sincere, but grounded in sensitivity. The last thing you want is to offend an audience with the wrong ad.

Which is Better?

The reality is that it’s easy to avoid the pitfalls of advertising through popular platforms. You just need the proper direction to get there safely. Sponsorship advertising is less risky if the events you choose to work with are carefully aligned with your business objectives or values. For example, a sporting event sponsored by a sport drink like Gatorade makes sense from a brand and messaging perspective, allowing for mutual value to be captured from the relationship. Sponsorships also imply a longer, on-going relationship that will continually help to share your brand’s messaging with a relevant audience.

On the flip side, traditional advertising results can be more immediate, while rate, time, and duration of served ads can more closely be monitored to positively impact performance.

Whether it’s event sponsorship, corporate sponsorship, or anything in between, the opportunities to build brand awareness through sponsorship may be limited. In that case, it might make sense to wait for the right sponsorship opportunity. In the meantime, launching ad campaigns can help improve a brand’s positioning sooner rather than later.

Got a question about advertising or sponsorships? Bloom Ads can help. Give our experts a call today at (818) 703-0218.

Franchise Marketing

We understand that managing a franchise or multi-unit system requires a sound strategy, well-designed brand and effective franchisee and consumer communications. When it comes to marketing a franchise brand, we’ve done it all. The key to our success is our collaborative approach navigating between franchisees, key stakeholders and corporate leadership.

We ask good questions, listen and build a strong case for our plans and recommendations, then we deliver solutions such as:

Strategic marketing plans that are founded on in-depth market and customer analysis and corporate objectives.

Marketing systems, co-op and advisory committee formation and bylaws.

Centrally coordinated, locally delivered, integrated marketing programs including digital, traditional and social media solutions.

Digital presence optimization and management including organic and paid search.

Customer relationship and loyalty programs.

Franchisee recruitment materials and websites.

Each location has unique qualities that help it stand out locally.
By communicating with the Zee’s individually, we are able to develop locally focused ad campaigns that support all corporate objectives.

Start growing your franchise today!

Call us today at (818) 703-0218 or Contact Us Here and turn our obsession into your success.


A few franchises we’ve helped:

Some creative shown on this website is not the sole property of Bloom Ads, Inc. and is in partnership with other agencies.

Advertising Services

Innovative Mixed Media Plans For Your Budget

You get out of the box thinking, within budget, and on schedule

When you want your message to stand out from the crowd and be seen by your audience wherever they are, we’re your team.  Think of us as an extension of your marketing department, obsessed with designing your media campaign for maximum impact across every medium.

Your customers will see your message everywhere, and you’ll see it reflected in your bottom line.

Your message delivered to the right person, at the right time and in the right place:

TV – Broadcast, Cable, Alternative Delivery Systems (ADS) and syndication

Radio – Network, Local and Digital

Digital – Display, Social and Search

Outdoor – Billboards, Movie Theatres, Mobile, Graffiti

Print – Newspapers, Magazines and Yellow Pages

Sponsorships – Sports and Celebrity Endorsements

Mobile – Smartphones and other mobile devices are ad platforms that we carry in our pockets.
Through programmatic buying, marketers can reach premium audiences in real-time,and target
potential customers according to location and context.

Plus sweepstakes, guerilla marketing, niche ad campaigns – whatever it takes to get your message in front of your audience.

Ready to take your marketing to the next level? Our experts will put together a winning strategy for your brand. Reach out to us at (818) 703-0218 or Contact Us Here

Jessica LaHabra
Jessica LaHabra
17:57 29 Nov 13
can't be happier with our relationship with bloom ads, they are responsive, creative and amazing group of people who helped us launch many successful ad campaigns ranging from Tv to Print ads. If you want amazing quality at a fair price, check them outread more
Rams Hay
Rams Hay
01:16 27 May 13
great ad agency to work with, our project involved TV and Radio production and from start to finish bloomads took care of us and we are grateful. read more
See All Reviews

Outdoor Advertising

Outdoor Advertising Services

From national billboard placements to hyper-local community campaigns, we’re obsessed with getting your message out of the home and into the lives of your customers.  With outdoor advertising you get maximum exposure and 24/7 brand recognition – reaching the largest number of people in the smallest amount of time.

We make sure you make a big impact:

Billboards

30 Sheets

Bus wraps

Transit shelters

City flags

Mall kiosks

Digital displays

The sky’s the limit when it comes to your outdoor advertising, and we’ll get you there.

Call us today at (818) 703-0218 or Contact Us Here and turn our obsession into your success.


Some creative shown on this website is not the sole property of Bloom Ads Inc. and is in partnership with other agencies.

Bloom Ads Global Media Group | 818.703.0218 | info@bloomads.com
20720 Ventura Blvd. Suite 140 Woodland Hills, CA 91364