I enjoyed the time I spent with Deborah Bowers, a seasoned marketing expert, to discuss the essentials of digital advertising for small businesses. Here are a few key points from our conversation:

Importance of Digital Advertising: Deborah emphasizes the necessity of incorporating paid advertising alongside organic marketing to reach a wider audience and drive more sales

Starting with Digital Advertising: For those new to digital advertising, Deborah suggests focusing on directional advertising, targeting people who already know they want a product or service. Spending more of your budget on people who are closer to the point of purchase is an effective way to stretch limited marketing funds.

Digital Search Ads: These ads appear to users based on their search behaviors across multiple platforms, allowing businesses to target potential customers without the need for a separate budget for each platform.

Targeting and Budget Management: Deborah explains the importance of targeting specific demographics and setting limits on how often ads are shown to avoid overspending and annoying potential customers. She emphasizes the need to capture leads effectively through well-designed landing pages.

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