In the news “Local SEO” we identified that the company/website can appear at the top of Google search through location, but this strategy may not be as effective alone, you will need to have a range of optimizations in place simultaneously to appear in Google’s rankings, namely paid ads, in Google Ads and/or Social Media.
Paid ads are sponsored links, advertising from companies that pay to highlight their products or services on digital channels. Nowadays companies pay to have a prominent position and relevance online, because this is the fastest way to achieve the goals, but it is a complement to SEO, because without it, no matter how much sites appear in the first places of search engines, customers may not stay on the site, so these complement each other, not compete with each other. Paid advertising is only for as long as you have the advertising on air, i.e. if you stop paying the ads will be deactivated.
Remarketing consists in mapping the navigation data of a user, knowing who has already been in contact with a certain brand and using this information in favor of the company that made the ads, to offer the customer the products/services that are of his interest. During a navigation through the internet there are banners with products similar to what was searched, or when, in an e-commerce, a product was selected that keeps appearing indefinitely in other places, with other prices, this is called paid advertising applied in conversion strategies.
The intention is to generate impact more than once, on someone who has already shown interest in the product. Remarketing can be used in emails, in the shopping cart of an e-commerce site, or in some promotion within the site. There are several types of Remarketing:
The advantages of paid ads are many, in addition to being quick to convert, you can generate more traffic on the site or social networks, thus getting more visibility, authority and relevance to Google. You can also create high segmentation with paid ads, according to the specific interests of the target audience, the results are more assertive, you don’t waste time and money showing ads to customers who are not interested. In addition, paid ads are accessible to all companies, large or small, because the values are flexible, it just depends on who wants to pay and how much.
There is no set value for this action, ads are paid depends on the investment of who makes them and the keyword chosen or even if the term is very sought after, however, the strategy can be adapted to the value of investment they have at the time. One advantage in paid ads is that you do not charge for each time the ad is displayed, but each time the ad is clicked on by a user and taken to where you want. There are two ways to make paid ads:
1 – Cost of the service of the professional who will design the campaign, whether by images, video or other;
2 – Cost of investment in advertising on the platform where you want to advertise (Google, Facebook, Linkedin, etc.).
We will outline everything you can create with Google Adwords, but it is worth knowing that you can also use Gmail, Google Maps, Google My Business or other platforms to create paid ads. In Google Ads you can run campaigns in these formats:
Google Ads can offer targeting by keywords, topics and channels, target audience: age or language, ad display location, schedule the ad by days, times and frequency, target by devices or get base lists of customer emails to display ads in Google search, Gmail or YouTube.
With this platform you also have investment control, you can set how much to spend per month, day or per campaign, you can only charge the ad when it receives clicks (cpc), every 1000 impressions (CPM) or when some conversion occurs on the site (CPA).
Using Google Ads you can also count impressions, clicks and conversions, know and track who was the user who interacted with your ad, check statistics/insights about the investment placed in it, such as click-through rates, cost per conversion, buying habits of the target audience and much more.
Google Ads has 3 levels in its structure, the account creation where you set the access permissions, password and billing information, the campaign level where you set the budget and the settings that determine where the ads are displayed, and the ad group level, where you create the ads and the keywords that will activate the display of these and their extensions.
To create a Google Ads account you can do it in two different ways: the Smart and the Expert version. Smart mode is the simplified version and expert mode is the version where you can access all the available features and campaign types. You can check if you are in Smart mode if the icon in the top right corner of the account displays – “Settings”. If the icon shows – “tools and settings”, you are in Expert mode. To learn more about this topic just go here: Google Ads.
To start creating the account, you need to add the company’s email and website, and/or associate other tools such as Google Analytics and Google Search Console. Then you need to create a campaign defined by the desired objectives: more registrations on the site; more sales of a certain product; increased visits to the establishment, among others. From here, the platform will indicate the types of campaigns that can be developed: Search Networks; Display; Video; Google shopping, etc.
You can add other details such as campaign start and end date, location, target audience, budget, maximum cost per conversion, click or impression, etc. Finally, you have access to a range of extensions that you can use in campaigns, additional information such as call buttons, store address, links to specific site pages, promotions, show product/service prices in the ad, you can put a tagline, or put structured snippets, lead forms, and more.
Every time a user performs a search on Google, Ads performs an auction for the searched keyword. The process thus determines which ads will be displayed for that search, and in what order they will be displayed. In practice, your ads will be classified by Ad Rank, determined according to your maximum CPC (cost per click) and by the Quality Index. Thanks to the Quality Score, even if your competitor’s ads are higher than yours, you can still achieve a higher position for a lower price, using the keyword of your choice and the landing page you created.
Since the auction process is repeated with every Google search, each auction can potentially have different results depending on the competition at the time. You can get a general idea of the quality of your Google Ads ads in the “Keyword Analysis” field (displayed on a scale of 1 to 10). To find that number, follow these steps:
Youtube was bought by Google and so, advertising on this platform will have to be through Google Ads, when you select the “video” method, the various formats that you can work with will appear. Today it is very important to invest in Youtube Ads because the target audience is always looking for more dynamic and interactive campaigns. This platform attracts people of all profiles, and young people consider this social network as the second best platform to watch videos.
Youtube Ads is the second largest search engine on the internet and the second most accessed platform in the world. Since Google bought Youtube, it displays its videos in a more privileged way. Today, the social network claims that 70% of plays on videos are on mobile devices. The video ad formats on YouTube are diverse:
To make the ads on the social networks Facebook, Instagram, Messenger and Aundience Network the most common tool is Facebook Ads. These ads can be linked in different media formats, and to various audiences from targeting interests, locations, gender, age, etc. You can also set different goals for your ads, such as page “likes”, website links, lead generation and/or event attendance confirmation. In Facebook Ads there are different types of ads:
To start using the Facebook Ads Manager, you must have a Facebook business page. After creating the page, you automatically log into the Ads Manager account:
LinkedIn Ads currently offers several different ad formats, and they work in the same way as ads in the Facebook feed: they break up the user’s timeline with your sponsored content. These ads appear in both the desktop and mobile feed. In Linkedin Ads you also have the possibility to get insights about your ads through your campaign statistics. The following ads exist in Linkedin Ads:
The first step is to create a company page on LinkedIn, these pages are free and you can create multiple ad accounts, as long as you create multiple company pages for each of them.
Next they have to put your goal, the action you want your target audience to take after viewing your ad.
Then you must create the target audience, you can segment it by professional characteristics such as job title, company name and industry type, or customize it with your own data using Matched Audiences. Select the ad format, which can be single image, document, video ads, etc. Set the budget for your marketing strategy. In linkedin Ads, the campaign manager immediately suggests a range of values based on the current bids that compete for your target audience. Finally, set up the ad content and save the campaign payment information.
You can track your ad conversions and your statistics at: LinkedIn Campaign Manager. You can see who downloaded content, signups, purchases, and even track conversions of people who viewed your ad, not just who clicked on it. With the updates, Linkedin Ads Campaign Manager can set the bid of your ads automatically, so you can reach more conversion users and access more accurate segmentation of demographic data about your target audience in 3 different ways:
To create the campaign on Twitter Ads you must create an account on twitter.com and go to ads.twitter.com. Then you must select the country with the respective currency value, for ad charges and time zone. You cannot change these values after creating the account. Next you will be directed to the campaign setup form or the Twitter promotion mode setup. To finish, simply enter your billing information for your campaign.
To create an ad in Twitter Ads you have two basic options: promote a content or promote a profile. When you choose to promote content, you pay to highlight it on users’ timeline or in Twitter’s search results. When promoting a profile, your web page is displayed as a suggestion in the “Who to follow” area.
After defining the ad format, you will need to choose the best segmentation for your action. You will have several variables that can be used as targeting tools, such as the preferences of the target audience: based on profiles they follow and subjects they interact with, location, device used for access, system (Android, iOS, Windows, Blackberry) and gender.
When creating the ad you can also choose some profiles similar to yours and determine that you want to reach an audience like that of those pages. In some countries, Twitter also allows companies to direct their actions, to users who have visited the site, and who are on an external list, used for the microblog network advertising service. In the actions to promote tweets, it is also possible to use keywords as segmentation criteria.
In the self-service advertising tool, you can choose between the “standard” and “promoted only” options. In standard the content is posted normally to your account, being displayed to all followers, while being promoted at the same time. In promoted only the tweet is hidden from your profile and displayed only as part of the paid campaign. Once these steps are completed, you just need to follow the campaign’s progress to evaluate its performance and measure the results. The tool itself provides a reporting area where you can see numbers and graphs of the action.
Paid ads are a great way to get into the top Google ranking positions and be seen by thousands of people on social media, all in a well-targeted way and with return statistics in your favor. It is important that you always keep up the practice of doing on-page and technical SEO, as this will give you users permanence on your site. Even more important is targeting these paid ads, to your target audience, by keywords. These make all the difference, don’t miss the following news about “keywords” and learn how to know your customers and target your ads to them.
Today, many companies need immediate results, but the truth is that they cannot afford to implement SEO internally while leveraging with the priority of their business focus. If you still can’t handle these steps or don’t have the time to put them in place, Bringlink SEO ensures you get the brand visibility and growth you deserve.
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Paulo Faustino – https://www.paulofaustino.com/pt/linkedin-ads/
Resultados Digitais – https://resultadosdigitais.com.br/marketing/
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