The internet is all about exposure. Because there are so many different online marketing choices, the most successful campaigns are those that include a variety of approaches – some of which are not free, but do deliver stellar results. Paid advertising is one of the many programs that can help you reach your company’s goals. As a stand-alone program or a piece of a larger strategy, paid advertising includes tried-and-true tactics such as display ads, remarketing ads, and pay per click ads, as well as emerging tactics including geo-fencing, IP targeting, and in-market and affinity audiences. New tactics like these are arriving to the party every day. Some are lasting and some are fleeting. Here are some of the newer paid advertising tactics that are gaining momentum and that you must consider as part of your online strategy.
Defining The Opportunity
Terminology in the digital world changes so quickly. What we once called articles are now known as blogs, refreshed content is referred to as evergreen content, and online shopping is now called ecommerce. To make sure we’re all on the same page, let’s pause to define paid advertising. Before search engine optimization, content marketing, and social media marketing there was online advertising. In 1993 online advertising included tactics such as pay per click and banner advertising. It was the first form of paid advertising on the internet that generated revenue for websites.
As the internet grew in popularity and more businesses started implementing programs to grow their brand and increase revenue, the term “online advertising” became more of an umbrella phrase and less of a specific tactic. Today, there are different forms of paid online advertising. The most common forms are search engine marketing (SEM), mobile advertising, and paid social media advertising.
Welcome To The Party
The beautiful thing about digital marketing is the endless possibilities and new opportunities that surface every day. Smart businesses are keeping their ear to the ground and their eye on the ball so as not to let the next big thing pass them by.
- Geo-fencing: Most popularly used in mobile advertising, geo-fencing is a location-based service that lets marketers send messages to smartphone users when they enter a defined geographic area. The tactic can also be just as effective via desktops. Geo-fencing is a form of push notification marketing where the business pushes the message out to the consumer at the most opportune time. Consumers are increasingly using location-based services. eMarketer estimates the number of smartphone users will increase by 8.7% this year, and the number of those who use location-based services is expected to rise at a near-equal pace. Geo-fencing is a paid advertising strategy that you will want to embrace and start implementing as a tactic today.
- IP Targeting: With IP Targeting, businesses have greater success in getting the right message to the right person at the right time. This tactic takes a database of names and physical addresses, matches those to the IP address of individual household or business, and shows your display or video ads to those particular households that you want to reach. What’s even better is that this is not a onetime splash. You can target your potential customer repeatedly and show them your ads more than once.
- In-Market Audiences and Affinity Audiences: Within the Google AdWords Display Network comes two new tactics. In-Market audiences and affinity audiences both take into account a user’s search history, social activity, content consumption patterns, and other online signals. People who are actively searching for a specific product or service are considered to be In-Market audiences. This tactic examines only their short-term search behavior. The buyer only shows interest in the industry while they are actively considering a purchase. Affinity audiences, on the other hand, analyze someone’s long-term browsing history to identify their habits and gain a better sense of their identity. They may not have searched for your product or service category specifically, but they have shown a natural attraction to the industry. For example, someone who searches for ski’s and reads reviews on different brands would be considered an In-Market audience whereas someone who reads Powder Magazine online falls more into the affinity audience category. Either way, Google AdWords now offers options for businesses to target and market to both of these audiences.
Keep Pace With the World of Paid Search Placement
Your chosen paid model depends on your site’s nature, niche, audience type, and strategy.
The world of paid search advertising is ever changing. This new world of online media buys and strategic placement has the potential to deliver a huge cash flow to your business, if done with forethought and precision.
Success in digital advertising lies in the experience of the team optimizing your landing pages, making decisions about your online media spend, monitoring results, and making the needed course corrections to keep you on track. If you’re not sure where to get started or which tactic is right for you, we can help. At GlobalDirective we work hard to deliver results! We are an agency that specializes in helping you set up and optimize your paid advertising program for maximum value and are proud to say that Google ranks us at over 95% of all Google Partners.
This is a guest blog written by Michelle Keyser, Director of Content and Social Media Marketing, at GlobalDirective, a digital marketing agency, where she is a strategist and blog contributor. Contact GlobalDirective today for more information by calling 1.866.925.9524.