The Basics of Digital Advertising & SEO

The Basics of Digital Advertising & SEO

When you first begin digital marketing for yourself, a job, or a client, there are bound to be uncertainties, and it’s often overwhelming to know where to begin. You are not the only one. Youtube videos and articles about the digital advertising world frequently throw out these large terms that give little to no context for application. More importantly, they neglect to tell you why. Well, doubt no more! Let our team here at Klu help start you out from square one.


Digital marketers have a lot of options when it comes to the ads they create. Beyond just the types of advertisements and placements, there are also many alternatives for targeting potential buyers. For example, a digital marketer has to decide where they want to run their ads. No, locational targeting is not something limited to print marketers. 

Why does the digital world require locational targeting when the web is worldwide? 

Say you work for a small digital marketing agency in Spokane. The vast majority of your clients are going to be local companies, not national companies. When you run an ad for a local company, who cares to see that ad? People in the area! Someone from Phoenix is not going to care about a small cupcake shop in Spokane. Even though the ad is online, you want to make sure Google only serves those ads to people that will potentially be a conversion.

Search Ads

Search Ads are the ads that pop up when someone uses a search engine. Digital marketers have to be very intentional with their research before writing these ads in order to get the best ad performance. First, marketers need to know what terms people are searching on Google. These terms help the marketing agency to write ads that look directly like what was searched. Essentially, you have to know who your customers are and what they want to see before you can give it to them. For example, if someone goes to a restaurant looking for a cheeseburger, but you only sell tacos, they’re less likely to buy your food. So you want to find people looking for tacos and let them know that you have tacos!

You choose who sees your ad through keywords. When creating a search ad, you tell Google when to show the ad. The first filter is the location. Location targeting is a good start but not enough. For example, you may say, “show this ad to people in Spokane,” but without more information, Google will have no idea who in Spokane cares to see it. With keywords, you can attach words and phrases to your ad; tell Google to show your “Best Tacos in Spokane” ad to people searching for “Spokane tacos.”

Notice in that example that the words “Spokane” and “taco” both show up in the headline. Putting keywords in headlines is important when creating ads because it shows the consumer that the ad is relevant to their search without the need to think about it.

Display Ads

Display Ads are ads that can appear all over the internet on lots of different websites. Google uses these ads on many of its Google properties, including YouTube and Gmail. However, they can also appear in other ad spots. 

If you are new to digital advertising or used to search ads, it is easy to be concerned with the performance results of display ads. When marketing with display ads, it is not as critical to be paying attention to metrics like clicks and CTR (click-through rate). New digital marketers often forget to think about themselves as a user. How often do you click on an ad on a website? Rarely. How often do you look at the display ad, even without trying to? Almost always! With display ads, clicks do not equal conversions. A significant number of clicks are potentially accidental and thus not an actual conversion. On the other hand, real conversions from display ads cannot be attributed to any metric.

Think of display ads as billboards with more targeted traffic and the ability to reach a broader area than Spokane county. When advertising with display ads, the goal is to get your business/product/service into the minds of potential customers. You want to remind them that you exist. Digital marketing works by getting inside the head of your consumer. You want to try to get the magic number of 3 impressions to change a person's perception of your brand. Display ads can be one of those impressions without a click. Digital marketers tap into the “oh yeah, those guys!” effect by display ads.

Note: It is important to not spread yourself too thin by running all kinds of ads right away! Make sure you have the budget and time to stay up to date on a few ads at a time. For ads to perform their best, you have to keep refining them. Ads also need enough budget for Google to display them and have a chance of getting clicked. Figure out the best kind of ad for any given campaign before you begin.

digital marketing basics klu digital spokane


Digital marketers like to think that digital ads are the heart of digital marketing. While that may be somewhat true, SEO is an effective way to increase your site’s visibility, thus awareness, of your brand. SEO stands for Search Engine Optimization. Essentially, it’s making sure search engines understand your site and users have a pleasant experience. The more their algorithms accept your site, the higher the ranking you will get with organic searches deemed relevant.

Why Do Search Engines Rank Us?

Google wants users to have a good experience. Bad experiences reflect poorly on them as a search engine. If they began to recommend spammy sites or sites irrelevant to the users' searches, users would stop using them.

Proactive companies will approach SEO holistically and focus on user experience and content. The best websites are those with the most traffic that keep users there for an extended amount of time, have a lot of content, and are updated frequently.

Here are a few questions to ask yourself:

Does your site display correctly on mobile and tablets?
Is it easy for visitors to find information, products, or services?
Can you efficiently manage and update content on the site in-house?
Is the design, photography, or video outdated?
Are people able to find your website using common search terms?
Are you able to track the number of site visitors?
What are the top pages on your site?
Do you know how much time visitors spend on your website?
Are site visitors converting to customers?
Do you know the last change or update made on your website?
If you answered “no” or “I don’t know” to any of these questions, you may want to show your site’s SEO some extra time and TLC.

If it takes time, is it worth it?

Yes! There are so many benefits to SEO in addition to getting a better ranking in search results. First, online advertising will often get a higher quality score because of the quality traffic and users going to the linked site, bringing down the cost of clicks and online advertising for a business. Second, the algorithm forces website owners to have relevant, fresh content on their site or slip in ranking. The risk of dropping in your organic search ranking is a great incentive to keep everything up-to-date for the customer. In fact, it becomes a necessity.


With SEO and Digital Ads alike, digital marketing requires consistent updates and constant monitoring. This monitoring ranges from adding new content, changing keywords, and honing your reporting to make even better judgments and adjustments later. A digital advertiser that sets up ads and walks away is not taking advantage of the vast digital marketing business that’s accessible today.

At Klü, you won’t get “launch it and forget it” campaigns. Klü’s creative, data-driven digital campaigns receive hands-on review, where we make hundreds of adjustments each week to push your campaigns to work harder and be more effective. We provide transparent reporting and tell it like it is, making us your trusted ally in promoting your brand, product, or service to your customers.

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