IT Advertising: Examples of Google and Facebook Ads

July 16, 2020
July 16, 2020 Tara Thompson

IT Advertising

There are 557,00 businesses in the United States’ information technology industry. In 2019 alone, an estimated 13,400 startups and new business ventures were launched within the industry.

As the owner of a small information technology company, you know how competitive this budding industry can be. As the industry continues to grow, your company will face new challenges when looking to attract new clients.

That’s why you’re here—to learn more about IT advertising so you can create a flexible advertising campaign for your business.

Before getting started, there are two factors you must consider.

First, let’s look at Google’s ad policies. There are numerous policies that Google uses to ensure users have an enjoyable experience online. Some policies that might impact your advertising campaign are ones that prohibit the promotion of dishonest behavior. Examples of ads that violate this policy are ads that offer hacking software. Violation of these policies will result in your ad being disabled due to a policy violation.

Next, let’s examine the advertising costs. As the tech industry grows, consumers have an increasing number of choices when choosing a product. Due to the number of options a consumer has, advertising costs aren’t cheap.

The average price your business will pay $12-$15 per click for an IT keyword. Let’s assume that your average conversion rate is 2%. This means that you gain 2 new customers out of every 100 people who visit your website. In the end, you end up paying around $600-$750 to gain one new customer.

Are you hankering for some advertising alternatives for your IT ad campaign? Feel free to skip to that section below or head over to our Tech & IT SEO page. Otherwise, keep reading to see examples of IT ads on Google and Facebook, learn about advertising costs, and top IT keywords to target.

Examples of Information Technology Google Ads

In your ad campaign, you’ll want to prioritize ads that result in higher conversions. Most of the time, successful conversions can be traced back to Google Ads.

What makes Google Ads work so well for IT companies?

The reason is this: Google Ads puts your company in front of a user at the exact moment they want your services the most.

Below, we take a look at several examples of IT Google Ads and explain what makes them work.

it advertising

Why it works: This ad copy mentions that NexusTek has been operating since 1996. The longevity in this ad tells a customer that NexusTek knows what they’re doing because they’ve had years of experience.

Why it works: Cybersecurity is a growing trend in the IT industry. As more consumers learn about this trend, they’ll start searching for how to protect their devices. This ad copy is written with that in mind, so it presents a consumer with a helpful solution.

Why it works: This ad copy features site links below the copy’s text. This allows an interested customer to easily navigate from the ad to pages on the company’s website.

How much do Information Technology keywords cost on Google Ads?

Here are some of the top keywords and their average cost per click on Google for IT companies:

  • top cybersecurity companies – $20.00 / click
  • android virus – $1.30 / click
  • information technology – $14.00 / click
  • what is health information technology – $8.00 / click
  • information technology news – $3.50 / click
  • cybersecurity tips – $16.00 / click
  • information technology infrastructure – $50.00 / click
  • future of information technology – $2.50 / click
  • malware removal – $6.00 / click
  • tech consulting – $14.00 / click

While some IT advertising keywords can cost as little as $3.50 per click, many IT keywords can cost as much as $50.00. Overall, many IT keywords cost around $10-$15 per click.

What does this cost mean for your advertising campaign?

Every time someone clicks on your ad, you’ll end up paying the cost of the ad’s keyword to Google. For some keywords, this may not like a lot, but these costs can add up over time.

Examples of Facebook Ads for IT Companies

What other channels can your IT company use paid advertising to promote your brand?

Facebook ads! What makes Facebook ads a bit different from Google is their format. Facebook ads allow multimedia ad campaigns, including featured images and videos.

The first Facebook ad campaign example, we examine focuses on the needs of a data center:

Why it works: Because of the focus these ads have, they provide a consumer with a unique solution. So, a potential customer viewing these ads will know that these are specialized products for data centers.

Our next example looks at an ad campaign from Intel that showcases a new Samsung device:

Why it works: What works so well for this campaign is the use of a reoccurring figure in each ad—Marty Martinez. Through Marty, a consumer learns the different ways this product can meet their personal and professional needs.

Why it works: These ads might attract a consumer who’s recently lost important data files. Plus, these ads can also help inform consumers that in the case of data loss, there are solutions they can use.

IT Advertising Alternatives: Search Engine Optimization

Why might your business engage in a search engine optimization (SEO) ad campaign? There are three reasons, and they all start with the letter C: Costs, Conversions, and Clicks.

When looking at clicks, you want to look at traffic. Essentially, what kind of results get the most clicks—or traffic—for a certain topic?

The example below shows estimated search traffic for the keyword “top cybersecurity companies.”

it advertising

For this search, 97% of traffic went to organic search results. This means that only 3% of the remaining traffic went to sponsored results.

Why is there such a large gap between organic and paid results? Users tend to prefer organic search content over paid results. This preference also results in lower advertising costs and higher conversions.

Another reason that this gap in traffic exists is a result of how Google shows ads for certain searches. For the search “best IT support companies in Phoenix, Google doesn’t show ads as the first results.

it advertising

As the above example shows, Google’s first results are a list of locations near me. These types of search results are known as Local SEO.

In the end, users and Google tend to prefer organic results over sponsored content.

Want to see how well your IT company’s website is optimized for SEO? Run a free SEO audit to find out.

Another Alternative: IT Company Directories

Another IT advertising alternative to consider is local directories.

You can sponsor a listing in a directory, such as the Kompass, to attract customers who are doing some extra research. A featured listing in an IT directory can also help boost your company’s overall brand awareness.

The Big Question: How Do IT Companies Engage With More Customers?

While your ad campaign will contain numerous advertising efforts, the main goal remains the same: attracting new customers. First, you must determine the best method for achieving this goal.

Should I focus on a Google Ad campaign? What about the multimedia ad campaigns I could create for Facebook? Or would an SEO focused campaign be better for my company?

We might be biased. After all, if we were in your shoes, we’d want to invest in an SEO campaign for our IT company.

Regardless, we firmly believe that an SEO ad campaign is the best way for companies to grow their customer base sustainably. This is especially true for small businesses.

If you’d like to lower your advertising costs while engaging with more customers, contact us at Markitors to schedule a consultation.

First, we’ll schedule a 15-minute call with you to learn more about your business. Our next step involves running a free SEO audit of your website, relevant keywords, and any major competitors.

Once we’ve analyzed this data, and it makes sense to work together, we’ll propose one of our SEO solutions.

Tara Thompson

Tara Thompson is an SEO Content Manager at Markitors, a digital marketing company in Old Town Scottsdale that connects small businesses with customers. In her free time, she can be found working towards her Master in Library and Information Science or browsing record stores for vintage cassette tapes.