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How to Create Effective Online Advertising Online advertising is one of the Internet advertising effective ways for businesses of all sizes to expand their reach, find new customers, and diversify their revenue streams. Paid search — also known as pay-per-click advertisingor PPC — is one of the most common and effective types of online advertising.
Image via Google Paid search allows you to bid Internet advertising 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 Internet advertising phrases are known as keywordsand 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.
Paid Social While paid search may have transformed Internet advertising, paid social is transforming the web of tomorrow. Image via Facebook 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.
One of the greatest strengths of paid social advertising is the granularity with which advertisers can target prospective customersand 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. Facebook allows advertisers to target users based on their level of educational attainment, and even specific schools attended.
Advertisers can also target users based on the types of pages and profiles they follow, the things they buy, and the news they read. Read this blog post to learn just how specific advertisers can be when it comes to custom audiences — you may be surprised by how deep you can dig.
This is where buyer personas come into play. Creating detailed buyer personas for your ideal customers allows you to go beyond surface-level information about your most loyal customers and delve into targeting options that allow you to target your prospective customers with a high degree of granularity.
Campaign Elements There is much more to online advertising than simply placing an ad on the Internet and hoping for the best.
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.
An example of a display ad on the Google Display Network. Image via Google Landing Pages 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.
Call Tracking 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. WordStream 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.
Sponsored Content 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 advertisingto sponsored updates on social media platforms.
Example of a Promoted Post on Facebook. Image via Facebook Analytics 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 WordStream 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.Home» Blog» Paid Ads» 5 Things You Must Do Before Jumping Into Paid Internet Advertising Paid advertising is a great way to guide more traffic to your site and increase business, but it can become expensive quickly if you aren’t careful.
Online marketing is the process of advertising any kind of good or service to potential consumers via digital strategies. From articles and videos to podcasts and infographics, online marketers figure out the most strategic ways to reach their target audience while focusing on delivering quality information.
We all know that the internet is filled with all types of shady and dark corners intent on “playing the system” rather than partaking in it, and it’s best to avoid these when it comes to ad networks too.
Understanding a few of the key concepts of online advertising is key to creating a strategy that will suit your business. Online advertising has evolved since its humble beginnings as a static image that pops up at the top of a website. Now, there are a wide variety of advertising types you could use – we’ve listed the seven top types here (and tried to give you the quick definition for it).
Internet Advertising: Theory and Research (Advertising and Consumer Psychology) 2nd Edition by Shelly Rodgers (Editor), Esther Thorson (Editor). The Internet was supposed to tell us which ads work and which ads don't.
But instead it's flooded consumers' brains with reviews, comments, and .