Paid Online Advertising


Online AdsOnline advertising covers several different marketing methods – both paid and free. In this section, we will discuss some of the paid advertising options that will help you connect with local consumers.
As you know, the Internet is all about “exposure.” Since there are so many different online avenues when it comes to marketing, the most successful campaigns are those that contain a variety of methods.
In other words, don’t use just one online marketing method… use several in order to get the best results.

The best part is that even paid online advertising methods are less expensive than traditional advertising methods.  So not only do they cost less, but they provide better results.

Pay-Per-Click Advertising

One of the most popular forms of paid online advertising is Pay-Per-Click (PPC).
If you go to any major search engine – such as Google, Yahoo, or Bing – and enter a search phrase into the box, it will return results.
The Pay-Per-Click ads are the ones in the “Sponsored Listings” section that shows up at the very top and to the right side of the results page.
This form of advertising involves creating ads based on keywords that your target market would type into the search engines when looking for your type of product or service.
Each keyword costs a certain amount of money for each “click.” The costs usually vary from a few cents to several dollars.
So every time someone clicks on your ad, that keyword price is deducted from your budget for the day.
You set a specific budget and once all of your clicks are gone, your campaign is over.
The best part is that you can target your PPC ads to only show up for users who live in certain geographical areas.
For instance, if your business only operates locally, you can set your ads up to only show up for local searchers.
Not only is this the best way to connect with your local customers, but local search terms have a much lower cost-per-click.
The first step to any successful PPC campaign is research.
The very first thing you should do is create a list of terms that describes your product or service.  
For instance, if you own a day spa in Memphis, TN, one keyword may be: “day spas memphis tn”… another could be “day spa memphis.”

You can use the Google Adwords keyword tool to research keywords in your industry. It will tell you how many searches each phrase gets per month as well as the level of competition when it comes to ranking each keyword.

Facebook Ads
We talked about Facebook earlier, but there’s a “paid” marketing tool within Facebook as well… It’s called Facebook Ads.

Similar to PPC advertising, business owners only pay when someone clicks on their Facebook ads.
However, PPC ads are shown based on the keywords that people enter into the search box while Facebook Ads are displayed based on specific demographics that you select when setting up your ad.
Since Facebook contains a complete profile on their users – such as age, gender, education level, etc., you can set your ads up to target your exact ideal audience.
This makes it easy to setup multiple ads that drive traffic to the same offer. Each ad can be written to specifically appeal to a particular group.


SEO/SEM Specialist

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Posted on by MATFlawless Posted in Search Engine Marketing
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