Paid Online Advertising • Burt Systems Uganda

Paid Online Advertising For Small Businesses

Paid Online Advertising For Small Businesses in Uganda

The word advertising is derived from the Latin 'advetere', which means to draw attention to something (literally, to turn towards).

We believe that if you are going to invite yourself into someone’s living room you have a duty not to shout at them or bore them or insult their intelligence. On the other hand, if you are a charming guest and you entertain them or amuse them or tell them something interesting, then they may like you a bit better and then they may be more inclined to buy your brand.

Martin Boase — Storied London advertising agency Boase Massimi Pollitt (BMP), 1970s.

"A couple of years ago, when I got into advertising, I decided that I would prefer it if, and therefore I would work towards the idea that, advertising can be a force for good. I mean, who wants to do something for a living that is considered to be an annoyance or indeed a cultural blight? We, as an industry, have the chance, and I would argue the responsibility, to guide our clients to commercial solutions that might also have a beneficial impact on the world." Adds Burt Baguma — Founder Burt Systems & Smart Marketing Agency.

Pay Per Click Advertising (PPC)

Pay per click and particularly Google AdWords have become essential tools for businesses wanting to increase the traffic to their website in order to generate new sales or leads. Many small businesses do not understand the technology; finding PPC jargon and the account set-up increasingly complicated


Small businesses that don’t want to invest in PPC training, should consider employing a specialist PPC agency to set-up and manage their account(s) professionally.

Why Small Businesses Should Consider Using a PPC Agency

Google is there to make Google money, so if you do not fully understand principles and techniques such as “Quality Score”, bid management, targeting, conversion optimisation, remarketing etc, you may find that you are paying more than twice the price for each click, and what’s more, each conversion, sale or lead, could be costing you more than you are actually making!

To make things more complicated, you should also be considering other pay-per-click platforms as part of your online marketing strategy, such as programmatic display, Bing and paid social advertising, including Facebook, LinkedIn and Twitter!

We have two main types of PPC management service available to small businesses:

  • Managed account with separate ad spend and monthly management fee (often with a set-up cost): The managed account pay-per-click service is where the we charge a separate monthly management fee from the cost of the clicks, which are itemised and charged separately. In this case, you will be asked to pay the ad spend cost directly, so you will be charged by direct debit or credit card for the amount you spend.
  • Fixed price packages, with all-inclusive clicks and management fees (Free set-up cost): The all-inclusive packages is aimed at smaller companies that want to spend less than $1,000 per month for everything. You'll be able to determine how much of your budget is spent on clicks and how much is being spent on the management fee through our transparent reporting or a set minimum number of clicks per month.

In addition, you can be offered other more specialised models, such as pay for conversions or percentage of sales.

Remarketing & Retargeting

One of the most effective tools at our disposal is Remarketing, which allows us to display your ads to people who have previously visited your site. This has helped us vastly improve conversion rates for our clients by using a range of remarketing techniques t our disposal

For some of our clients remarketing offers a second chance to reach customers that did not convert. For others, remarketing services may be used to up sell more products based on the ones already purchased. You are able to decide who you want to target, when and where, all based on a huge variety of actions they made on your site. You might want to target customers that have items in their basket but not completed checkout, or customers that have not logged in in the last 30 days. You might even want to segment your remarketing by demographic, showing specific ads to specific groups of people. All this and others like this are possible using remarketing.

Facebook dynamic retargeting

Facebook exchange is similar to both Googles remarketing and dynamic remarketing, except adverts are shown specifically on Facebooks pages. Facebook dynamic retargeting allows you the ability to create static or dynamic ads to customers who have visited your site, whilst they browse Facebook.

Dynamic, ecommerce remarketing

If you have an ecommerce site and a product feed, you will have the potential to harness remarketing in an even more powerful way; dynamic remarketing. By linking your feed to your remarketing “list” (a list of visitors that have visited your site) you will be able to remind the customer about specific products they have been interested in, or upsell new products a specific amount of time after purchase. All of this works dynamically with a little set up help from an expert. When combined with special offers and discounts you might want to offer those customers, you are reducing your risk of losing that sale to competitors.

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Managing Your Social Media Accounts - Social Media Management in Uganda

Social Media Advertising (SMA)

Whether you are targeting business or consumers there will be a social media platform where you can advertise to your target audience. Our social media team can advise you on the best techniques for using Paid Social advertising to achieve your objectives.

If you are not yet convinced about the power of social media advertising, let us throw some stats eyo gyooli!

50% of millennials use the internet to research products before purchasing a product. Last year we saw ad spend on social media set a new pace that would outgrow TV ad spend for the first time. There are now over 2 million businesses advertising on Facebook. 73.4% of users that follow a brand on social media is because they’re interested in the product or service. In 2012, the average internet user had three social media accounts–now the average is closer to seven accounts.

Social media has well and truly changed the world of online marketing, and paid social media is at the very heart of that change. Organic activity will only get you so far. To compete for attention, social media advertising must be a key tactic in your social media strategy.

Our experienced social media advertising team currently works on paid campaigns across a variety of different social media networks, including:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
  • Pinterest

Our specialist social media team have an in-depth, working knowledge of every platform’s advertising options and strategies – so can develop intelligent, robust and effective paid social media strategies for your business.

Our SMA Approach

Although our bespoke paid social media campaigns are designed with the objectives of each individual business in mind, our approach is always the same – a fully consultative process using reliable data to inform decisions.

The general outline of our process is as follows:

Strategy and Planning - we will work with you to better understand your brand and your product/service. We can help identity your audience to make sure your brand message is in front of the right people at the right time.

Full Campaign Management - we can provide planning, targeting and budget management to help your campaign meet its goals and provide a return on your investment.

On-going Optimisation - we know it is imperative that any campaign is tested and optimised on an on-going basis. We do this with not only your strategy in mind, but also the performance of different advert copy, audience targeting, and bid management.

Throughout the process we will work in partnership with your business, and always aim to create a mutually beneficial relationship with our clients. We want your campaigns to succeed just as much as you do, and will never recommend anything that we don’t believe will work for you, your brand or your business objectives.

Talk to a consultant right away to get more information.

Get Started Now!

We wrote a viral post "SEO Alone No Enough" a few months back. In that post we stress out that relying on organic traffic alone can be dangerous to your starting or growing small business because it can. Paid online advertising can be a great complimentary to your organic traffic strategies putting your product right where your customer is at the time they're looking for it.

Contact our advertising team team today and get a free 30 minute consult, No obligations, NO fees.


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Social Media Marketing FAQs

1What is Social Media Management?
Social media management is the process of creating content and engagements with your brand throughout your social platforms. Whether you’re maintaining consistency with your organic posts or turning paid advertisements into leads for your business, maintaining your social platforms is crucial to your brand visibility. Your customers want to interact with you and keeping up with those interactions is vital to the success of your company.
2Can Social Media Increase My Sales?
Yes, depending on how you are managing your social profiles. If you are just reposting excerpts of blog posts, probably not. If you are interacting with customers, keeping them informed of specials that you are running, and/or are running ads to a targeted prospective customer demographic, then there is a high likelihood that these activities will increase your sales.
3How much does the management of social posts cost?
It is a reasonable monthly fixed cost based on how many platforms and how often we will be posting on your behalf. We have several packages to choose from and we can also customize a package based on your specific needs.
4What social management tool do you use?
We use a blend of proprietary and third-party tools to obtain optimal campaign performance.
1Can Social Media Improve My Business?
Yes, and there are many ways that improvement can be realized. Staying engaged with your current customers, such as keeping them informed of special promotions or new services, is the most common usage for businesses. Many businesses however also run paid campaigns to attract potential customers that fit a targeted demographic or profile.
2How Much Does Social Advertising Cost?
While we can make recommendations, ultimately the ad spend budget is determined by the client. We wouldn’t recommend a monthly spend of less than $100 for a local business or $1,000 for national reach. Our fees are based on a percentage of ad spend, with a minimum retainer.
3Which social platforms should I be focused on?
That depends on your specific campaign goals. If you are looking to generate sales, Facebook & Instagram is usually our first choice. For clients with larger budgets, Linkedin is also a good option for generating leads. If your goal is to engage your current customer base, Facebook and Twitter would be appropriate.
4What should the goals be for our social strategy?
That would depend on the business. If you are a newer organization without much of a client base, using social advertising to generate new customers should probably be your primary goal. If you are more established, we would typically recommend a two-pronged approach of using engaging posts to interact with your current clients and social ads to bring in new customers.
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