Online Advertising: Paid Search
When you think of online advertising, the chances are pretty good that you are thinking of paid search advertising. Paid search a also known as pay-per-click advertising, or PPC is one of the most common and effective types of online advertising.
Paid search allows you to bid on relevant terms and phrases that may cause text-based ads to be displayed to users when they enter specific search queries into Google or Bing. These terms and phrases are known as keywords, and they form the basis of PPC advertising. Advertisers bid on keywords as part of an ad auction. This ensures that all advertisers have a fair chance of their ads being displayed to users, rather than those with the biggest advertising budgets.
Keywords should be highly relevant to your business, organized and structured into logical ad groups separated by campaign type, and aligned with the correct match type in order to be displayed to the right visitors, at the right time, for the right campaign.
Online Advertising: Paid Social
While paid search may have transformed Internet advertising, paid social is transforming the web of tomorrow.
Social networking remains the most popular online pastime for adults all over the world, and advertisers have evolved their strategies to target consumers where they spend their time, namely on social networks such as Facebook and Twitter. Paid social advertising functions similarly to paid search, with the notable exception that advertisers, not users, take the initiative a advertisers must a search for users, rather than the other way around.
One of the greatest strengths of paid social advertising is the granularity with which advertisers can target prospective customers, and this principle underpins many social advertising platforms and products. Advertisers can target users with hundreds of parameters, from demographic data (such as age, gender, income, level of education, and marital status) to browsing preferences and social behavior.
Online Advertising: Campaign Elements
There is much more to online advertising than simply placing an ad on the Internet and hoping for the best. The most effective advertising campaigns combine numerous interconnected elements, all of which perform unique functions to maximize the campaign as potential. Not every online advertising campaign will have every element, but the following components of a digital marketing initiative will be common to many campaigns.
Text and Visual Ads
Google AdWords and Bing Ads offer advertisers the choice of either text-based ads or more visual advertisements, such as banners. Text-based ads are often referred to simply as PPC ads, whereas banners and similar ad formats are commonly referred to as display ads. In addition, social media platforms such as Facebook offer highly visual advertising formats that include some ad copy, which can be thought of as a combination of both. There are dozens of advertising formats available to today's advertisers, allowing you to choose the format and advertising network that best suits the needs of your campaigns.
Landing pages are specialized, optimized web pages that visitors are taken to upon clicking an ad. Landing pages can feature specific products featured in the advertisements themselves, or they may include prompts for users to provide the advertiser with more information, such as web forms. Landing pages can be used to convince prospects to complete an action, such as making a purchase, or function as another step in a longer a funnel, a such as requesting additional information or downloading a piece of content for lead generation purposes.
To many advertisers, phone calls are the most valuable source of leads. For this reason, advertisers can choose to track phone calls generated from online advertising campaigns. CELCOM Advisor, our comprehensive PPC and paid social management platform, offers fully integrated call tracking functionality, allowing you to determine the precise ad and keyword that prompted a prospective customer to call your business.
Many advertisers choose to utilize sponsored content as an element of their online advertising campaigns. Sponsored content can take many forms, from advertorial-style editorial content featured on websites (commonly known as native advertising), to sponsored updates on social media platforms. Both Facebook and Twitter offer advertisers this feature, with both platforms boasting a wide range of sponsored update options, such as Facebook as Promoted Posts and Twitter as Sponsored Tweets.
Advertisers do not simply publish ads to the web and hope for the best they must know exactly how well their ads are performing, and from where their traffic is coming. This is why analytics is a crucial component of any online advertising strategy. Analytics tools such as those found within CELCOM Advisor offer a wealth of information about an advertising campaign, from impression share and click-through rate to cost-per-conversion and trends over time. Analytics tools are also invaluable in determining how consumers discover and ultimately interact with your website, a process known as attribution modeling.
PPC and Paid Social The perfect Combination
Combining the reach of paid search and the granularity of paid so social is the most effective way to maximize your return on investment, reach new customers, and grow your business.