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Organic search engine optimization and content marketing can get the word out about your business, but growth takes investment, too. 

Online paid advertising is a rewarding method for bringing in traffic to your website and rallying leads. To put online paid advertising into action, check out this explanation and guide through paid advertising basics.

What Is Online Paid Advertising?

In contrast to earned and owned advertising, online paid advertising requires the purchase of ad spots to attract internet traffic. The featured ads show up on designated websites, and marketers or companies bid against their competition for keywords that pertain to their services or products. The bidding is dependent on a certain amount of responses or there’s a fixed price for impressions.

Things Every Future Advertiser Should Know About Paid Online Advertising

1. Bidding Strategies

Paying for online advertising is more complex than typical transactions because customer actions play a role in the price. The two predominant bidding avenues are PPC and CPM.

Search Ads

Search or text ads show up on search engine results pages, and most blend into the search results, distinguishing themselves by a small message that reads “ad” or “sponsored.” Because text ads are linked to search queries and keywords, they normally fill a need.

Display Ads

Display ads appear around content on a variety of website pages rather than on search results pages. To fit into ad spaces, they come in several sizes and orientations. As a worthwhile brand awareness tool, display ads offer exposure, and their images and text are customizable.

3. Available Ad Networks

To get the most out of ads, they need a substantial presence on widely used websites. The most popular locations for your search and display ads are Google, Bing, and social media platforms.

Google Ads

As the leading search engine, Google is a lucrative place for both display and search ads. The Google Display Network distributes your display ads across their partner websites like YouTube and Google-related apps. Google also includes search ad bidding, but the keyword auctions are generally competitive.

Bing Ads

Although Bing isn’t as sought-after as Google, it still has a following. Your search ads can line organic searches — plus Bing partners with Yahoo and AOL to exhibit ads.

Social Media Ads

Facebook is the primary social media platform for paid ads, as they have a thorough targeting system. Your display ads can turn up in columns, on newsfeeds, and in stories. Instagram is under Facebook, so they function similarly, but with an emphasis on images. Also, Twitter and LinkedIn have their own ad platforms.

Amazon Ads

Companies can also use online paid advertising on the world’s biggest ecommerce platform: You can even advertise off and on Amazon-owned websites and devices, like and Amazon Kindles.

Don’t sell on Not a problem, Amazon offers advertising options for companies like yours.

If Amazon Advertising sounds exciting to your business, see about working with our Amazon ad agency!

4. Head vs. Long-Tail Keywords

Uncovering useful keywords for your company is a major component of online paid advertising. Relevant keywords have separate lengths that affect their desirability.

When you type in a search, you tend to enter more words if you’re looking for something specific. For instance, looking up “search engine optimization tutorial for beginners” is more precise than “search engine optimization.” A drawn-out search phrase — referred to as long-tail keywords — can pinpoint the specialized group that you’re trying to pull in.

While head keywords generate a broad range of viewers, they also have many people trying to attach their ad to them. A chain of concentrated terms can decrease the chance that other companies are contending in the auction. Long-tail keywords have less competition, are more affordable, and extremely effective.

5. Targeting

Understanding your target audience is important, especially for platforms that offer multiple demographic options as you create ads. Reaching the individuals that are likely to want your services means you have to examine what groups your potential audience fits into.

For instance, Facebook allows you to target by users’ location, age, gender, language, interests, and behaviors. If you’re setting up ads for children’s clothing as a retailer, you might choose females between 22 and 40 to zero in on mothers. You can isolate the demographic that can profit your company from the start.

Online paid advertising can bypass the people who don’t typically respond to your product and deliver your message to prospective customers. Selecting appropriate groups to target can increase the click-through rate and improve your revenue.

6. Landing Pages

Your online paid advertising needs to lead to clear progress for your company, and arranging your landing pages for optimal conversion is essential. Landing pages capture the attention of incoming visitors and connect them to your website. Rather than your ads directing them to your main website page, their first-time experience is set apart with a landing page.

Prime landing pages contain a headline that can hook visitors, a simple layout, and a call to action.

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