If you want to find out about, well, pretty much anything, what do you do? You probably fire up the laptop, tablet or mobile and head for Google – it handles billions of daily searches!
At the very top and on the right of Google’s results pages are paid for text advertisements – known as Google Adwords. These ads dominate what you see on your search results pages and offer marketers’ the holy grail of advertising – to deliver their message to the right person just at the moment they are looking. For example, if you are an AV installer of home entertainment systems, you can set up your Google Adwords account so that your ad appears when someone searches for ‘home cinema installation’. Google Adwords works on an auction system – you set the amount you are willing to pay each time someone clicks on your ad. The value of the bid is the key factor in determining how high your ad displays on the search results page.
Have you ever noticed how online adverts for brands whose website you’ve previously visited follow you around the Internet? This is called remarketing. It is a very powerful and highly targeted form of advertising that displays an advert or promotional offer to visitors who have previously visited your site.
These can be either text or display ads and, as with all Adwords ads, they are charged on a cost-per-click basis. Bid rates are often considerably less than Adwords text auctions but can deliver a higher number of impressions (the number of times the ads are displayed).
Digital advertising gives us the opportunity to target the right people at the right time using the most popular social media channels such as Facebook, Twitter, LinkedIn, YouTube, Instagram and Pinterest. Given the billions of active profiled users, social media platforms offer advertisers incredibly detailed targeting features.
Google Display Network
Working on the same cost-per-click auction basis as Google Adwords’, the display network enables you to run display ads across Google’s network.
Google owns ad inventory on millions of third party websites including national newspapers and consumer magazines. There are a host of targeting options available, enabling your ads to run on specific websites, categories of websites or based on your Adwords keyword list.
Social media ads
Social media advertising platforms predominately work on the same cost-per-click auction basis as Google Adwords, with various targeting options according to the platform.
On Twitter you can display a Promoted Tweet within timelines of users that follow accounts you specify or have searched/ interacted with Tweets containing specified keywords. LinkedIn enables you to display ads on the profile pages of members that work in a specific industry. You can also specify job titles and seniority.
Video ads can be targeted to specific YouTube videos, as well as channels, categories of channels and keywords. You are billed per view (not per click) for YouTube ads and a user must view your ad for a minimum period before you are charged.
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