How Does Paid Online Advertising Work?

TRY PAID ADVERTISING TO HELP YOUR WEBSITE SHOW UP IN SEARCH RESULTS

Many businesses have great websites but find that their online visibility leaves a lot to be desired. For example, let's say you type some keywords related to your business in Google Search. Much to your dismay, your website doesn't pop up until page 21. Even when you search for the specific name of your business, your website is still buried in the results. Why are other websites listed on the first page? The answer is simple - they paid for it.

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The internet is brimming with creative ways to drive customers to your business’ website:

• Search ads
• Display ads
• Remarketing ads
• Product listings
• Targeted local ads
• Mobile ads
• Social media ads

SEARCH ADS

With PPC (pay-per-click) ads, you bid on keywords, or the search terms that your customers use. If you win the bid, you get a high placement for your ads. Of course, Google doesn’t only care about the highest bidder. It also analyzes your campaigns and landing pages to determine how relevant and useful they are to your target audience. All of these factors impact how much Google charges your business when your ads are clicked.

DISPLAY ADS

Display ads are the ads that appear at the top of web pages or in the areas devoted to paid advertising. They can include text, interactive features, videos, and images.

REMARKETING ADS

Remarketing ads help you reconnect with people who previously interacted with your business via your website, mobile app, or YouTube videos. The advertising can be designed for a targeted audience, such as specific users who haven’t yet purchased items in their cart. Or you could take a large-scale approach by advertising to your remarketing list of customers as they browse countless other websites and mobile apps. Your goals are to heighten brand awareness, increase registrations, and drive sales.

PRODUCT LISTINGS

These ads provide more detailed information about your products, such as the product name, your company name, an image, and the price. When people search for a product, your listings will show up on Google results and even on the potential customer’s shopping portal. These ads are an excellent choice for e-commerce businesses.

TARGETED LOCAL ADS

Local ads only appear in certain geographic locations to people who are potential customers. After all, why pay for advertising in areas where you don’t sell your product?

MOBILE ADS

Mobile ads appear on smartphones and tablets. People are now using mobile devices significantly more than desktops, so your business cannot afford to lose out on this market!

SOCIAL MEDIA ADS

There are a wide variety of platforms to choose from, including YouTube, LinkedIn, and Facebook. Demographics drive the placement of ads to reach your target audience.