Advantages of Online Advertising
Comes to how you advertise your website – it pays to spend the extra bit of time finding all those little niches to advertise. With some platforms such as Facebook or the Google Display Network – you don’t bid on keywords as much as your audiences, but the same principle applies – targeting the niches leads to a more effective advertising campaign.
CPM vs. CPC vs. CPA
These are the three ways of paying for your advertisement. With CPM (i.e., cost per thousand impressions) – you pay a set rate every time your ad is shown. With CPC (i.e., cost per click) – you pay a set rate every time your ad is clicked. And with CPA (i.e., cost per action) – you pay every time someone who clicks your ad does something on your website. By far and away the most common is going to be CPC. You only want to use CPM or CPA if you know what you’re doing, but it’s good to know that they are out there.
Do Your Research According to Each Platform
Those are the two big concepts in online advertising, be sure to do your research and ask questions whenever you see something you don’t understand – otherwise you’ll be spending money you don’t have. For example, Facebook has several types of CPM/CPC. They also allow you to advertise according to “objective.” These are different from Google or Twitter. Don’t assume that each ad network has the same terminology among them.
Know Your Advertising Options
Advertising your website in the digital world. There is a lot of advertising options online, but they all fall into 3 main categories which can be found on a wide range of platforms. Here’s the main options and platform for how to advertise your website online.
Text ads are the most basic type of ad on the Internet. Nearly every type of ad platform runs them, most famously Google. It usually allows a headline, some text, and a call to action with a URL.
Banner ads have been around since the dawn of Internet time, basically like text ads – except that they use pictures and rich media to get the point across and not available on many platforms – and some, like Facebook, use a hybrid Banner ad. Are you looking to advertise your website on other websites via an ad network – it will probably be with a banner ad. They come in standard sizes, and most networks (such as the Google Display Network) make it very easy to execute professional ad campaigns for your website.
Native ads are basically advertisements that appear within the content, paid placements – but aren’t meant to distract, just meant to appear like content – or at least appear within your content feed and native advertisers should always be disclosing their relationships, but there are plenty of ad platforms that make this method easy – such as Facebook. Lots of media companies are jumping on this bandwagon and making it easier and easier to execute. It can be part of you plan on how to advertise your website – but for now let’s dive into actual platforms.
Google is the advertising master of the Internet. Looking to advertise your website online…you start with Google Search Network.
Google has the largest search network in the world – which you can use to place ads on targeted keywords. Google is worth billions because pay per click ads in search results are that powerful and get in front of people exactly when they are actively looking for your exact products and services. It’s the place to test messaging, pricing, demand, and return on investment before expanding to other options.
Google also owns the largest display ad network in the world – and allows you to advertise to 85% of all Internet users everywhere. Yes you can advertise on a targeted niche blog, or on any website that your target customer visits. Get started with Google’s Display Network use it to stay in front of people who have already visited & expressed interest in your website.
And Google also owns the world’s 2nd largest search engine – YouTube – which also happens to be the largest video platform in the world. It offers a plethora of ad options, and just like in Google Search or Google Display – YouTube allows you to advertise as broadly or as specifically as you want. Get started with Google AdWords.
Bing and Yahoo
Bing and Yahoo together make up about 30% of the search market. Google’s only real direct search competitors. They offer very similar products (with fewer options though). Worth trying out after you have experimented with Google and want to expand your search reach (and get lower costs on some ads).
Facebook allows for some hyper-targeted audience advertising in any group among its 1 Billion+ users. The magic of Facebook is that everyone on the network self-defines themselves into neat little marketing packages. They tell you exactly what they like. Someone says that they Like fashion…they will probably find your fashion store interesting as well. Know the audience that you are trying to target – Facebook is a great network to try. It’s the place to build awareness of your store and get in front of your target audience. Like Google, you can set your budget to as high or as low as you’d like.
Is a social network for professionals. It’s not actively used by many people (except when job-hunting) – but it is hyper-targeted, and is used heavily by the people who do use it (recruiters, sales, etc.). Ads are paid for by cost per click and has a very similar targeting functionality to Facebook, though not nearly as specific. Have a website that relates to professionals or sales, promoting your website on LinkedIn can be a great option. LinkedIn is typically an expensive option though.
Has recently really stepped up its advertising options – and has created some amazing products. Either promote your account, promote tweets, or promote hashtags. The selling point about Twitter is that you get to advertise to people who are already talking about your niche. There’s still a lot of experimentation happening around Twitter ads, but it does offer a unique offering beyond Facebook targeting.
The secret is that Stumble Upon is still big. It’s not hot like Pinterest or Instagram, but it’s still a big part of millions of people’s Internet habits. And it can drive a lot of interested traffic to your site for cheap and fast. They don’t have a typical advertising model – it’s native advertising. You basically set a budget to spend – and Stumble Upon guarantees that they will send visitors to your site at $0.10 a person for as long as your budget lasts.
Outbrain / Taboola
Cheap and can drive a lot of traffic. The catch is that you can’t advertise a product or service. Instead, you must promote a piece of content, which can promote your product or service within the content.
Pinterest has an ad platform which is the most anticipated ad product since Facebook.
Thanks to google analytic anyone with a website has access to analytic. Know where to look in analytic to make sense of your visitor. Check out their performance in the Traffic Sources column, and either under the referrals tab or under Paid Search, or if you have linked your AdWords and analytic then you’ll get even more detailed and amazing data.
Create Landing Pages
Basic rule of running an ad campaign unless you have a very good reason, you don’t send visitor to your homepage. Send your visitor to a page specifically crafted to match whatever was being advertised
Are you using WordPress and if not you should, by using WordPress it’s super-easy to set up new pages. You should set up specific landing pages for every single type of ad you’re running. Setting up unique landing pages with keywords matching your ads also helps lower your costs on Google by increasing your Quality Score. Look at landing pages as part of building your ad campaign.
And this extends to blog promotion as well. Don’t send people to your home page or main feed. Promote specific posts and send those ads directly to those posts.
Watch and Test
You learn new ad concepts and different keyword strategies by using different ad platforms and watching your analytic like a hawk. Improve the effectiveness of your landing pages by watching your best performing ads can improve the performance of your ads whether it’s a landing page, blog post, or product page. The point is that you can’t just set a campaign and forget it. Learning how to advertise your website online is all about starting and getting data, and adjusting.