At Harvest, we compare digital marketing to the cultivation of a field. Digital advertising is like irrigation and fertilization, which supports the SEO strategy and brings growth more quickly.

Businesses must be highly strategic in their digital advertising efforts to ensure a strong return on investment (ROI). Effective campaigns require clear goals, targeted approaches, and constant measurement to maximize impact.

Define Success Before You Start

Before launching an ad campaign, determine your measure of success. Ask yourself: What is a lead or sale worth to your business? Will the campaign be profitable if the average cost of a solid lead is $100 or even $500? Be careful if your average cost-per-sale is relatively low, as ad costs and management can easily exceed the revenue received.

Business Search Advertising

Search ads are a powerful way to connect with individuals actively searching for what your business offers. Let’s explore how you can effectively target keywords, using the example of a company that provides point-of-sale (POS) systems—tools that handle customer payments and track sales.

• Target Only the Most Relevant Searches: Focus your advertising efforts on a precise set of keywords that directly align with your offerings. Instead of casting a wide net for general terms like "POS systems," prioritize highly specific keywords that match your core product. For example, if your primary focus is selling “self-service POS kiosks,” only target keywords like this.

• Tailor Ads to Your Audience: Different industries have unique needs. Create dedicated campaigns and landing pages tailored to the types of businesses that benefit from your solution. For example, demonstrate that you have a robust solution for retailers, supermarkets, hotels, restaurants, bars, and food trucks.

• Focus on High-Value Clients: If your goal is to attract enterprise-level clients with larger budgets, target high-value keywords like “enterprise POS system.” Ensure these ads direct potential clients to landing pages that clearly outline the benefits of your premium solutions, such as scalability, advanced reporting, and dedicated support.

• Showcase Key Features: People often search for solutions with specific features. If your POS system integrates with QuickBooks, offers inventory tracking, or runs seamlessly on iPads, create ads and landing pages dedicated to these capabilities. This approach addresses the specific needs of searchers and builds trust in your expertise.

• Target Local Audiences: If you want to focus on businesses in a particular area, use location-based targeting. For instance, if you want to target restaurants in New York City, restrict ad visibility to that region.

Measure Success by Completed Actions

Every campaign should be tied to a measurable goal, such as:

• Leads

• Purchases

• Scheduled Service

• Call

This ensures you’re not just driving traffic but achieving meaningful outcomes.

Align Advertising with SEO

Search engine optimization (SEO) can amplify the impact of your advertising. If you have already optimized new and existing pages for search engines, these can double as ad landing pages. Learn more about business SEO and how people may search Google for you.