Located in Perth, offering expert digital marketing services to customers throughout Australia, including but not limited to Adelaide, Brisbane, Canberra, Melbourne, Perth, Sydney.
Why Choose Us?
We are a specialist digital marketing agency and not a compramise. At Scott Shorter, your account is managed and reported on by dedicated, professional and experienced analysts. To us, you’re not just another customer that is placed into an automated system. We specialise in hands-on management, education and partnership with our clients for results that are truly a level above the rest.
At Scott Shorter, you can expect:
Scott Shorter specialises in digital marketing services for medium / large companies. Delivering positive growth and results for some of Australia’s largest companies. We fill the gap between consultant and large agency. We are a boutique agency with all the capacity fo a large one but because we work with a smaller number of customers we like to think you are more than just a number to our company.
Every marketing campaign is carefully estimated and analysed for viability before a dollar is spent. We call this responsible selling and if it’s not viable we won’t sell it. With this approach, our results are almost always extremely positive.
Arguably customers love the results we deliver but we also firmly believe customers appreciate our company’s philosophy which commits us to always be demystifying, partnering and only ever act with ethical behaviour. To expand on these buzz words it means we report accurately, speak English and explain concepts so that our customers understand them and have input into decisions.
What is internet advertising?
Internet advertising refers to paid ads placed on the internet, as opposed to SEO which attempts to improve a website’s placement in the non-paid sections of search results. Internet advertising is also referred to as SEM, however, this name is misleading as ads are available across not only just such search engines but a vast array of publishers and networks.
The two most common forms of internet advertising search and display network.
Search advertising places ads alongside result pages of search engines, such as Google, Yahoo and Bing. These text-based ads appear in front of people who are actively searching for your product or service. Search advertising is an effective way to reach new customers. Ads are typically triggered by non-branded key phrases such ‘mechanic Perth,’ and therefore attract new customers who are not otherwise familiar with a brand’s name.
Display network advertising
Display network advertising places ads across content-based websites, such as news.com.au. Ads can be placed on these websites in either text or graphic format. The positions of the ads on the page, often referred to as ‘ad blocks’, are booked through a number of different networks.
Google, Yahoo and Bing have partnerships with literally thousands of publishers and, beyond the major search engines, specialist media buying agencies can reach additional and premium ad-block positions on news.com.au and other websites. These display networks are often used to increase branding efforts. Ads are often displayed between 0-10,000 times per click, which offers great exposure for advertisers and reinforces branding.
Display networks are also popular for their behavioural targeting and remarketing options. These techniques allow advertisements to follow potential customers across a display network based on their previous interaction with a website or the content network itself. Remarketing is a great way to reinforce brand awareness and entice a previous customer back to your website with a custom offer or message.
How do you pay for internet advertising?
The primary method for advertising on search engines and networks is cost-per-click (CPC), however, cost-per-thousand-impressions (CPM) is another option.
CPC is a model of advertising costs nothing for an advertisement to appear in front of people searching for your product or services. The only charge to the advertiser occurs when someone clicks on your advertisement. With CPC advertising it possible to guarantee traffic to your website for any given budget, as if nobody clicks on your ad there is simply nothing to pay.
Before you begin a CPC campaign it’s important to understand your potential ROI. This is because not all search vertical/industries are priced equally. Competitive industries will have a higher CPC value. This can be estimated ahead of time.
Which network should I advertise on?
The differences between the various CPC networks is immense. The visitor quality, demographic, and mindset of the traffic available differs greatly between the available networks. Yahoo and Bing, for example, offer an older demographic suited to larger, high-value purchases, while Google represents a more tech-savvy, younger audience with a high volume sales opportunity. LinkedIn presents a business-focused demographic where it is possible to target decision-makers.
Choosing the right network will have a significant effect on your websites conversion rate.
Understanding your potential ROI
Paid internet advertisements are the fastest way to get your business to the top of search engines like Google or networks like Facebook, however, unlike SEO, internet advertising has a cost-per visitor. This cost varies wildly between search engines and display networks.
Understanding if you have a profitable ROI is critical before considering this method. An experienced analyst can determine within a few minutes if an internet advertising strategy is right for your business.
Our most requested services include but are not limited to