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Paid search ads: Pay-per-click (PPC) campaigns offer a direct way to connect with customers actively searching for information or solutions related to your business. Paid search advertising allows you to boost your visibility on search engine results pages (SERPs), ensuring your business is seen by those seeking what you offer.
Paid search ads increase brand awareness by as much as 80%! When optimizing for conversions, focus is on user intent. Consumers are more likely to click on paid ads that directly answer their questions. Therefore, ensure paid ads include a clear and relevant call to action that aligns with the searcher's intent.
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Paid social ads: To succeed, it's crucial to understand your audience's online presence and how they interact with your content.
Most digital companies need a strong online presence to build their brand. This involves engaging directly with online communities on platforms like LinkedIn, Twitter, and Instagram. Social media advertising lets you reach your target audience and similar users, and drive them to your landing pages.
Beyond driving traffic, paid social ads offer valuable insights into which content formats resonate best on each platform, informing your content creation strategy.
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Display advertising: Display ads keep your product top-of-mind, even for those who aren't actively looking for it. These are the visual banners you see on web pages or the pop-up ads that appear before articles. Display ads are effective because they communicate your message quickly and clearly in a familiar format.
Adding diverse assets like logos, images, and videos to your PPC campaign improves Google's distribution capabilities. Machine learning optimizes your campaign's reach by dynamically resizing and formatting your ads for different platforms and available ad space.
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Retargeting ads: Retargeting is a powerful PPC strategy that uses browser data to show personalized ads to users who have previously interacted with your content, recapturing potential lost leads and turning bounces into conversions. Retargeting ads provide insights into the customer journey and encourage specific users to return to your website.
Retargeting also allows you to target specific customer segments, encouraging repeat business, and leverage lookalike audiences (a segment of users who share characteristics like their age or hobbies, with people who've already engaged with you, meaning they're much more likely to be interested in your business) to expand your reach within their networks.
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Responsive Display Ads: Google's approach to display advertising has evolved in recent years, with a move away from text ads on the Google Display Network toward a more visually driven format: Responsive Ads.
These units contain both a text and image component and serve almost as a bridge between the text and banner ad types. Google’s shift to Responsive Ads has helped increase click through rates (CTRs) for Google Display Network ads.
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Newsletter sponsorships: Newsletter sponsorships offer a way for companies to advertise by embedding their message within an email newsletter. This approach differs from traditional online ads like banners or pop-ups, as sponsored content is typically woven into the newsletter itself, creating a more integrated and less intrusive experience for the reader. More than 77% of B2B marketers use email newsletters in their content marketing strategy to nurture leads.
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Podcast sponsorships: Even with the focus on video, audio remains a valuable channel for building brand awareness and driving traffic. The surge in popularity of audio platforms, particularly podcasts, continues. In fact, over 50% of podcast listeners report being more likely to consider purchasing from a brand they heard advertised on a podcast.