Lake One's paid media glossary : MARKETING

Paid advertising is often a great way to increase traffic and revenue as you grow and maintain your online presence. However, the jargon can be a little confusing if you are not used to hearing it every day. To help you, here's the glossary of paid media from Lake One, including a breakdown of the basic types of paid media to find out which ones might be suitable for you.

Glossary on paid media

Types of paid media

1) Retargeting of ads

Retargeting is a form of paid media that delivers ads to users who have already worked on your website or social media page. The goal of retargeting is to get users back for your brand.

Because retargeting works through cookie tracking, you can target your ads to a specific behavior. For example, you can redirect an ad to people who have left their online shopping carts or visited a specific webpage.

Advantages for Retargeting: Great for keeping your brand informed and moving users along the funnel.

Disadvantages of retargeting: No strategy to attract new visitors.

2) Display indications

Display ads, sometimes called banner ads, are static image ads. These are the ads you see when you surf the Internet, outside social media, or Google. Display ads can be switched as a retargeting function. For this reason, you may see an ad for the recently visited ecommerce website on your favorite news site. Display ads may also be interest-related, i. H. Receive an ad for after browsing several different Thanksgiving dinner planning sites.

Google display ads are all served through the Google Display Network. That's a distance Network of over 2 million websites who are connected to Google and can place your ad. Google estimates that this network can reach up to 90% of the Internet.

Here are some examples of display ads that are not based on retargeting.

Glossary on paid media

Benefits of viewing ads: Retargeting via display displays can be particularly effective during retargeting.

Disadvantages of viewing ads: Display ads typically have low click-through rates and are typically used for awareness-raising campaigns.

3) Pay Per Click Ads

Pay per click (PPC) calls the industry advertising in search engine results. These are the paid results that you see on Google (or Yahoo, or Bing, etc.) before the organic search results are displayed. You pay an ad only if it is clicked. The amount you pay depends heavily on your orientation.

Glossary on paid media

Advantages of PPC: Effective way to get to the top of search engine results and generate traffic.

Disadvantages to PPC: Depending on your chosen keywords, can be expensive and often requires a higher level of expertise to be effective.

4) Social Ads

Glossary on paid media

Social media ads show on every social media platform. Facebook and Instagram ads can be managed together, while Twitter and LinkedIn must be served directly through their ad serving platforms. (Here are some tips on LinkedIn advertising.) Depending on your audience's ability to use social media, advertising on these platforms can be extremely successful.

Here's an example of a retargeting ad. These shoes and the phone case are specific products that I recently reviewed.

Benefits for Social Ads: Platforms cost a lot of money, but are generally cheaper than other options and offer the opportunity to address very niche groups, especially if LinkedIn is used for B2B purposes.

Disadvantages for social ads: The focus is usually on visual representations of ads, and some platforms like Instagram have high expectations of aesthetics. When getting started, this can be associated with trial and error.

Targeting options

1) Mobile

Ads will run only for mobile users, not desktops.

2) native

Ads that blend into the environment and do not look like ads. usually on social media.

3) Geofencing

Targeting an ad to a specific geographic area may be restricted to specific postcodes.

4) Dayparting

Only display an ad at specific times of the day (eg, during office hours) to improve targeting based on the person's search habits.

5) Exact match

In PPC ads, matches with exact matches only appear when searching for your exact keywords (for example, exact match with Best St. Paul Moving Company). habit Place an ad for "Best Rated St. Paul Moving Company".

6) Phrase match

PPC ads show ads with phrase matches if your keywords have a context match. (eg phrase match for "Best St. Paul Moving Company") become Place an ad for "Best Rated St. Paul Moving Company".

7) Bidding

The budget you want to pay to run your ad. Bids can be set by click, impression, and / or daily / monthly.

How to choose the best digital marketing agency for your business

Paid media KPIs

1) Impressions

How many people have seen your ad? "Unique impressions" are the individuals who viewed your ad compared to "Total impressions." Each individual view is counted independently, even if a person viewed your ad more than once.

2) Click or click through

The total number of clicks on your ad.

3) CTR

The percentage of impressions that received a click.

4) Cost per click

How much do you pay on average to get a click on your ad?

5) Acquisition costs

The average cost you pay to complete a goal (a goal can be a purchase, a submitted form, etc.).

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