Adwords Help – Charlotte NC
Google Adwords, Facebook Advertising, Retargeting
Advertising and retargeting are two mutually complementary techniques for use in digital marketing. They pair extremely well with a strong search engine optimization strategy. They work to provide strong short-term boosts to the Web traffic that reaches your online presence. They also work to improve your conversion rate, and to boost your retention: retargeting, in particular, is focused upon convincing former customers to return to your website over and over again. If handled carefully, these strategies can earn you a great many new customers in short order, while simultaneously providing a significant retention boost. They create an elevated traffic “platform” as well, off of which a dedicated search engine optimization campaign can launch itself to greater heights than what it would be able to achieve on its own.
What is Paid Search Advertising?
Paid search advertising, or PSA, is one of several components inherent to search engine marketing (SEM). Distinct from SEO, but having similar effects, PSA achieves dramatic but short term boosts to your Web traffic. This is accomplished by paying for ad placement at the head of relevant search results. Any time you make a Google search, you can see the advertisements (Google Adwords) which appear before your search results; these are paid ads, purchased as part of a SEM strategy. Once purchased, paid advertisements can take effect immediately; they are the most fast-acting of all digital marketing tools in existence. Their effects can often be seen in minutes; they are far and away the most expensive forms of digital marketing – on average – but their effectiveness is hard to downplay. There is nothing else which fills the occasional niche for which they are genuinely needed.
Pay-per-click advertising is sometimes known as cost-per-click advertising. Honestly, we know that’s not all that interesting, but what is interesting is the level of effectiveness that PPC enjoys. With pay-per-click ads, you bid for keywords on ads that are displayed across the internet, throughout their providers’ networks (naturally, Google and Amazon are big PPC marketers). Assuming you win the bid on a desired keyword, your ad is shown; you pay your bid every time somebody clicks on it. You’re literally buying traffic, but it works, and it works well. Out of everything that might be called inclusive within the overall strategy of search engine marketing, PPC is by far the most fast-acting. It takes effect more quickly than other forms of paid advertisement; its impact on your Web traffic can generally be seen, using Web analysis tools, within a few minutes of your launching a new PPC campaign. The major issue with PPC advertisement is that it must be carefully controlled and closely monitored; otherwise, its cost can spiral out of control in a big way – and quickly.
What is Retargeting?
Retargeting involves the display of targeted advertisements, banner ads, and other online marketing initiatives towards users who have previously visited your site, browsed your content, or made a purchase. It takes advantage of data employed through the methodology involved in Google analytics, by which it looks at past visitors’ behavior – specifically, where their attention was most heavily focused. This might be reflected in the purchases they made, or else in what pages they tended to linger on the longest within your site. Once a previous user’s interests have been ascertained, they are shown advertisements based upon those interests – via banners, and other ads, on other websites and apps that they use online. This kind of targeted advertisement can be used to make individuals who have already demonstrated an interest in your website aware of new products, special deals, and related or associated purchases. Amazon.com will, for instance, display retargeted ads for products purchased by other buyers, who also bought what the customer being shown the ad purchased for themselves.
Media buying is the collective term in advertisement for the purchase of media property. This refers to either physical space, such as a highway billboard, or time, such as with TV advertisements. Internet advertisements are built upon the same concept of temporarily leasing media property as all advertisements have been for decades. With possibilities such as retargeted ads in play, however, they function on an entirely different level of receptiveness. Because retargeted ads are based specifically on the viewer’s already-demonstrated interests, they’re still considered to be extremely viable. Imagine how effective highway billboards might be, if everybody saw ads that were specifically directed towards their current needs, their interests, and their hobbies. Billboards would be much more common, and people would be far less jaded by them than they are widely believed to be today.
Consider Possible Web for Your Paid Advertising Needs
There are no two ways about it. You can’t have something like a PPC advertisement running all the time; the expense would quickly become prohibitive. However, as an occasional boost, most authorities would agree that pay-per-click – and other forms of paid search engine marketing – are all but essential. They provide much-needed traffic boosts which, while temporary, can lead to a substantial body of new customers. They also further boost the effectiveness of SEO, and of other slower, passive means towards increasing your Web traffic.
If you have additional questions about advertising and retargeting or are looking for expert Adwords help, please don’t hesitate to call us at Possible Web – your local advertising agency Charlotte, NC – and speak to one of our professional marketing staff. We’re available at (704) 594-5796 M-F 9-5. If you think you’re ready to launch a new marketing campaign now, and request a free cost evaluation. You might be surprised by just how affordable our services can be!