At our data insights agency, we understand that performance marketing is the key to growth for any brand.

That’s why we focus exclusively on paid media performance campaigns. We use the latest data tools and techniques to help our clients achieve their desired results.

Whether you’re looking to increase website traffic, boost sales, or better understand your customers, we can help. Contact us today to learn more about how we can help you grow your organization!

Let’s start with the basics…

Data insight agency

We believe that data should be the driving force behind all decisions. As an agency, our job is to help you find ways of unlocking its power and making it work for your benefit both now and in future endeavours.

We use proprietary technology and a process-driven system that relies on big data to gain a deep understanding of your target audience.

Understanding the customer journey is key to success in an online world.

Data is essential to understand where your traffic, leads and sales come from and what the different journeys are for each platform customers use. All of this allows us to optimize to take actionable insights on how we spend marketing budgets with media partners/platforms so that you get the best possible ROI. 

Actionable Insights

Reams of data can be hard to understand and even harder to put into meaningful insights.

For larger organizations, it’s tough figuring out which arm is impacting the company. Our agency‘s involvement can help add clarity by helping you make sense of the data that will have an impact on your business growth. We help you avoid data overload so you can focus on your day-to-day tasks.

This skill and knowledge in handling data are what separates us as a growth marketing agency from other agencies. 

Analytics

One way our agency team helps you to better understand the impact of performance campaigns is through our market-leading real-time reporting dashboards. 

Through hundreds of advertising campaigns over more than seven years, Advant Technology has first-hand data on what clients need in their campaign reports.

We’ve learnt that by being able to visualize relevant information in a clear, cohesive way, brands can use the data properly for value creation in a quick, efficient manner. 

This helps marketers spend less time reporting so they can focus on their product/service. It’s just one way we create value as a growth marketing agency.

Access Integrated Platform Data

GA4 implementation

Google Tag manager

Facebook Ads reporting

Google Data Studio Data Visualisation

Supermetrics

Google DV360

Demand Side platform reporting – Display, video, native

Pinterest Ads reporting

Twitter Analytics

Quora Ads reporting

TikTok Ads reporting

Google Ads reporting

Campaign manager

Floodlight reporting

Search console reporting

Data Insight Intelligence

Buyer Persona research

User journey behaviour analysis

Measure ad effectiveness

Creative concept testing

Develop attribution modelling

Develop customer segmentation

Multivariate testing

Data-Driven Solutions Agency

Paid Media performance campaigns

Media Buying

Programmatic ad serving

Ad tech consultancy

Tracking & data integration

Bid management automation

Audience development

Marketing strategy development

Analyze site conversion rate optimization

If your brand needs an agency to help you grow rapidly and scale your digital marketing with fact-based decision-making, drop us a line only. Our services can help brands prepare to invest in a data-driven approach.

Looking for a digital marketing agency that can help you with PPC, social media and programmatic advertising?

Look no further! At our agency Advant Technology, we specialise in helping clients achieve their paid media goals.

We understand the importance of building awareness and driving sales, and we are dedicated to helping our clients achieve these objectives.

What Makes Us Different From Other Digital Marketing Agencies?

A successful digital marketing agency needs to have a strong understanding of its client’s business, and this is why we develop a deep understanding before spending any digital budget.

Our digital marketing agency processes start with the

• Goals and objectives are the starts of everything we do, and our advertising services are tailored to meet those.
• Once we have the goals and objectives, we look at audience insights, a time when we can research and educate ourselves about your business.
• Next comes the overarching strategy, which is a high-level plan that will help us allocate the correct resources to each activity.
• This sets a framework for developing an efficient channel strategy where we look at which advertising platform will be best.
• In some cases, we may need to look at a partner strategy, perhaps specific publishers whom we need to partner with in order to get special access to inventory or data.
• Next comes the content production and media plan, which will outline all the content we will produce and where it will be placed.
• Each platform is different, so we need to adapt creativity to the channel.
• Next, we launch, and the program optimisation begins.
• Continuous reporting is a big focus for our clients and us, giving them transparency about how their digital agency is spending its budget.
• Finally, the program is reviewed, and further opportunities are identified for additional effective marketing solutions.

We’re committed not just to providing services but also to going above and beyond by offering dedicated support throughout all stages.

Our Digital Marketing Services

International Pay-Per-Click advertising (PPC)

The power of pay-per-click advertising lies in the fact that behind every search, there is some form or intent resulting in a channel which can deliver high conversion rates.

With our digital agency partner network, we can run PPC in virtually any language in any country more than translation we do transcreation. 

Advant Technology is able to improve your campaigns by carefully selecting keywords and target markets that will generate the most relevant high-converting traffic. 

We have a team of highly experienced professionals who specialise in setting up and managing international PPC campaigns. As a data-led team, we look at key performance indicators which we set at the start of the marketing strategy. Our expert team then report back with any changes needed to the digital strategy in order to deliver more effective marketing results.

For PPC marketing efforts, we use a combination of Google Ads and Bing.

Social media performance marketing

Social media is an integral part of any digital marketing strategy.

The goal of social media marketing is to build relationships with customers and followers across social media platforms such as Facebook, Instagram, Snapchat, LinkedIn, Pinterest and the ever-growing TikTok platform.

Paid social, on the other hand, needs to connect with customers on an emotional level, build brand awareness and ultimately drive more sales. A strong marketing agency worth their salt will choose the right social platform based on your goals, your industry, your market and your target audience.

The right social media agency is one that helps you understand your audience and their needs, not merely what they’re interested in. We know that each social media user interacts with the platform differently. That’s why we develop comprehensive buyer personas to inform our testing and optimisations, ultimately helping you grow your business.

So, what makes us one of the best social and digital marketing agencies? It’s our data-led approach.

Data lies at the heart of every industry-leading social media marketing strategy, and we have the team with the skill set to analyse data, find insights and use it to make decisions about developing a media plan that drives efficiency beyond other digital agencies.

Social Media Digital Strategists

Our team of digital strategists is always testing new ways to grow clients’ businesses. We have systems set up where we can run hundreds of tests and analyse results through visual dashboards to make the necessary optimisations and get the most out of our client’s online advertising budgets.

To get better results, our marketing agency tests audiences obsessively and experiments extensively with ad-creative. We utilise data-based campaign optimisations that are built out across multiple channels for growth.

Maintaining growth requires strategic planning, which our experts do every week on behalf of our clients, and we do this across many international markets.

To most, when you say social advertising, they think of Facebook, but there is more to social media advertising than just Facebook Ads.

You might think that once you start seeing results on your paid social campaigns, you should only focus only Facebook, but we like getting creative with the way in which we think about digital platforms to reach customers. We work together towards increasing touch-points across all major networks to increase scale & efficiency.

Programmatic advertising agency services

Beyond the major digital marketing solutions such as Google Ads and Facebook Ads lies programmatic advertising.

Most of the digital marketing campaigns we run for clients include some form of programmatic advertising, and it’s what separates us as a leading international digital marketing agency used by some of the world’s biggest brands as well as start-up/challengers.

Even some of the top digital marketing, creative and PR agencies outsource their programmatic but not Advant Technology. Our own account management and ad operations team run programmatic in-house. In fact, programmatic advertising is part of our DNA.

The truth is programmatic advertising is complex, and that’s why we are a white-label solution for some of the best award-winning agencies across the globe.

If you’re looking for a digital marketing company, make sure they offer programmatic advertising because programmatic advertising has many benefits, and it’s not just for big businesses. We’ve proven programmatic can also work for start-ups and smaller businesses too.

Programmatic works for B2B advertising as well as B2C.

Our programmatic advertising services include:

– Programmatic buying

– Programmatic media planning

– Programmatic creative

– Programmatic campaign execution

Some of the benefits of working with us for programmatic advertising include:

– Reach: Our programmatic advertising campaigns help you target specific audiences more efficiently and at a lower cost than traditional media buying.

– Transparency: We show you exactly how much you’re spending, where your ads are running, and who’s seeing them.

– Efficiency: Our automated buying means less wasted ad spending. AI and machine learning are used to improve efficiency further.

– Accountability: Because you can track your results, you can see what’s working and adjust your campaigns accordingly.

• Retargeting: One of the unique benefits of programmatic advertising is that you can target previous website visitors with ads as they browse other websites.

Our approach in programmatic is the same as our other digital services, centred around our clients’ needs and always data-led.

Flexible, collaborative relationships

Marketing is constantly evolving, and so are the needs of both clients and agencies.

Clients need a partner who will keep them up-to-date with what’s happening in their industry while also providing guidance on how best to navigate it; our agency acts as this counsel.

The goal should always be identifying opportunities where you can expand your reach – whether through new strategies or reevaluating old ones.

Marketing campaigns are living, breathing organisms. They need constant supervision and attention if you want them to succeed!

One responsibility our agency takes on when working with clients is providing proactive, engaging account management throughout all stages, including planning/strategy development, execution and optimisation. It’s what we do for our clients. We think of ourselves very much as an extension of your team, and this is something our clients say to us.

Digital marketing services for any industry

Some of the industries we’ve worked in are Travel, Finance, Automotive, E-commerce, Technology etc.

Sector experience helps but at the heart of any effective marketing strategy lies a deep understanding of people, data and technology, and this is something Advant Technology excels in. We’ve probably got a bunch of case studies in your industry. Drop us a line if you’d like to learn more.

Global Digital Marketing Agency

Advant Technology is a global company. We originally were based in London but have now grown to include the United States and Andorra. What truly makes us global, though, is our remote team, who works across several continents and has the capacity to reach audiences across the globe with just a few clicks.

The world of advertising is changing. And in some ways, it’s becoming more complicated for advertisers and marketers to navigate.

So how are online ads priced? Read on, and we’ll explain the top 4 advertising models. You’ll learn that you don’t always need to buy on a CPC or CPM. 

By understanding the advertising pricing models better, you are able to negotiate with agencies and publishers to drive better advertising outcomes or apply new bidding strategies if you choose a self-serve ad tech platform such as Google Ads or Facebook Ads. 

Today, there are many online platforms, and with that come many digital advertising pricing models in buying advertising. 

Online advertising pricing models that you choose will depend on many factors, including your goals and objectives, the advertising platform, campaign objectives and your advertising budget.

Let’s begin with a quick introduction to various online advertising technologies. We start with formats and types of ads because different cost methods apply to different platforms/technologies. 

An introduction to the various types of online advertising:

As you’ll see later on, each model has its own benefits and drawbacks depending on the purpose for buying ads – be it traffic generation or branding. Here are a few channels you might need in your marketing mix.

Search Engine Marketing (SEM)

What is SEM? 

SEM refers to ads bought through search engine ad networks such as Google Adwords, Bing Ads, Yandex etc. These PPC (Pay Per Click) ads appear when users do specific keyword searches related to your business or products/services. 

For instance, if your company sells running shoes, you could bid on keywords like “running shoes” on Google.

When someone does a Google search for these keywords, your ad will appear along with other results. SEM ads are managed through the advertiser’s Google Adwords account.

Display Advertising

Display Ads are placed on dynamically-created web pages based via data-driven machine learning algorithms, mostly on publishers’ websites through programmatic ad exchanges, which are purchased via a DSP. The main difference between search engine marketing (SEM) and display advertising is that display advertisements are purchased on a CPM pricing model basis – cost per thousand views of your ad.

Programmatic display advertising is bought through real-time bidding across the open exchange and negotiated deals which are called private market places and programmatic guaranteed.

On the other hand, SEM campaigns are typically purchased on a CPC pricing model or PPC basis. There are several types of programmatic campaigns that fall within display ads, including banner ads, rich media ads, video pre-rolls, sliders etc. 

Most advertisers implement both SEM & Display strategies to achieve different goals like branding vs direct response goals.

Native Advertising

What is Native Advertising? 

Native advertising refers to a type of paid media where the ad experience follows the natural form and function of the user’s environment. 

In other words, native ads are designed and placed in a way that they blend in with their surroundings – much like how you’d expect regular content to appear on any given website or social media newsfeed.

You’ve probably seen examples of this in the form of promoted content on social media platforms like Facebook, Instagram or Twitter. Native ads are often paid for using a CPM pricing model in the programmatic world, but across social media and Google Ads, they are typically purchased on a CPC, Cost Per Click bidding model. 

Affiliate marketing

What is affiliate marketing? 

Affiliate marketing refers to an arrangement where one company (the publisher) promotes a product/service of another company (the advertiser) and receives a commission based on referrals or sales made by your audience. For example, you own a blog about gadgets selling cameras.

You could join the Amazon Associates affiliate network and promote Canon cameras on your site with links that track user behaviour through cookies. If someone buys something after clicking the link, you get paid for sending them to Amazon’s customer checkout page – like a percentage of their total purchase or a specific amount per item.

Mobile app campaigns

What is an app campaign? 

Similar to other forms of online advertising, app ads can be purchased through either search or display ad networks. One way to do this is through the Google Adwords and Apple Search Ads platforms (formerly known as iAD).

App campaigns are set up much like PPC (pay per click) ads, where you bid on keywords your target audience might use during a search query – such as “ios games”.

Advertising pricing models – Quick Look

Now that we understand a few formats and types of advertising campaigns, let’s take a look at the various advertising pricing models, which will really vary depending on the channel you are using. Given there are so many platforms, we’re focusing on the main social platforms and their respective bidding models.

1. Google Adwords – pay per click (PPC) common in search ads
2. Facebook Ads – CPM (cost per thousand or cost per mille), CPV Cost Per View model & CPC model
3. YouTube Ads – CPM model & CPV
4. LinkedIn Ads – CPM & CPC
5. Twitter Ads – CPM, CPC
6. Programmatic Display/video and native advertising – CPM
7. Google’s Display Network – CPM
8. TikTok – CPM & CPC
9. Snapchat – CPM & CPC

Deep Dive – Online Ads Pricing

The main models can be broken down into

1. Flat fee
2. Cost per Click (CPC)
3. Cost per Mille (CPM)
4. Cost Per Action (CPA)
5. Cost Per Acquisition (CPA)
6. Cost Per Lead (CPL)
7. Cost Per Download (CPI)
8. Cost Per Install (CPI)

Flat Fee (FF)

The flat fee is a time-based model and one of the most basic. Relating solely to the time the ad is active, whether that’s a day, week, or month, the advertiser is charged a flat rate for this period.

Deeper info on the user, such as statistics, impressions, or general user actions, is not included. This makes it one of the cheaper options but also less thorough. 

The benefit is that if you’re concerned about budget, all the costs are known upfront, so you don’t risk running over. 

You would only ever use a flat-fee pricing model based on time if you are working directly with a very small publisher, this type of business model was prevalent in the early days of advertising, and we have moved to different pricing models today.

 Cost-Per-Click (CPC)

Cost-per-click (CPC) is a quantity-based model that is common with sponsored social media and display ads on web pages and Google ads. It’s regarded as one of the most popular and cost-effective forms of advertising. 

With this format, the advertiser is only charged per click, which saves money being wasted on showing ads to an uninterested audience. Also, clicks can be a useful measure of ad yield as they can reveal the number of potentially interested users. 

The drawbacks for advertisers are that keywords are becoming more expensive, and clicks do not guarantee action. A click might have been accidental, or the user might have left the ad in seconds and not interacted how you wanted them to.

Unlike FF ads, the costs can fluctuate depending on the number of clicks generated, so the upfront price won’t be as predictable. And depending on the average cost, ads will only be shown to users that are expected to click.

The average CPC will vary based on many factors, such as target audience location and industry. But one of the main factors is the quality score that Google Adwords and Facebook give to all advertisers, and it affects how much you’ll be charged for your clicks.  

Cost-Per-Thousand/Mile (CPM)

Cost-per-thousand (CPM) is most common for video and display advertising, especially in programmatic advertising. A flat rate is set for every 1000 views, which is often effective for direct sales, as well as brand and product awareness campaigns. 

Like with the FF model, the cost is known upfront and can be set within a budget relative to the cost per 1000 views.

The bad thing for advertisers is that it’s not based on clicks, so there’s no guarantee any action was taken from the ad as this user behaviour is not measured. This means you’re paying for impressions over clicks, which might not be for everyone. 

How do you calculate the cost of CPM ads?

CPM = 1000 * cost / impressions or try this handy calculator.

Cost-Per-Action (CPA)

Cost-per-action (CPA) is a performance-based model that is the safest for the advertiser, with the cost only coming when an action is taken, meaning no bad leads. These are more specific than CPL and can be reliant on things like a purchase or service sign-up. 

CPA is great for those looking for quick purchases, in particular, helping industries such as financial services, insurance, and professional services that have a high purchase barrier. 

Like the other models, which look at user behaviour, the price is not set beforehand, so a more open budget would be needed. 

CPA can be broken down into further categories, which we’ll jump into now. The top 3 include:

Cost-Per-Lead (CPL)

The price is based on the user filling out online forms, usually with personal data. The cost of this can increase depending on the complexity of the form. This is a very common approach in B2B advertising.

Cost-Per-Sale (CPS)

This type often has the highest prices as it’s used by large online retailers and requires the purchase of a product or service. This is common in affiliate advertising.

Cost-per-Download (CPD)

The cost is based on a user downloading specific material or downloading an app.

Cost-per-Install (CPI)

The cost is based on a user downloading an app and installing it, and then opening it.

Hybrid pricing models:

Hybrid models offer an even more tailored model. With so many models to choose from, the above models are not set in stone, and you have the choice to blend them if you can. 

Great stuff! 

You’re starting to learn a little more about the process by which ads are priced.

Marketing / Advertising Agency

 If you are reading this article, it’s likely because you are still learning about digital advertising. 

If that’s the case, you perhaps should consider working with an agency.

If you decide to work with a digital marketing/programmatic agency, you should expect that they will guide you as to the best way of buying online advertising and which pricing model you should use to lower advertising costs and increase your return on investment (ROI). 

A programmatic agency will take on the full management of this process, so you, the advertiser, can focus on other aspects of their business while the agency does its job to ensure that adverts are shown to potential customers at the right time and you don’t get bogged down in a million different ad formats furthermore trying to figure out which pricing model is best for you. 

So, what’s the best model of online advertising for me and my campaign?

Depending on which site, audience, and style of campaign you’re looking for, each model has its pros and cons.

If you’re still not sure which one is for you, Advant Technology can help.

We’ve run hundreds of video and display campaigns on various pricing models to get our clients more bang for their buck. So. if you want to run a campaign with any of the common pricing models discussed in this blog post, reach out!