The Importance of Ad Placement
Implementing PPC advertisements into your Internet marketing efforts can give your business quick, profitable results. If your business is planning on launching a PPC campaign, it’s extremely important to consider how and where to place your PPC ads for optimal business results. The placement of your ads can make or break your PPC campaign, so be sure to carefully place your ads and monitor that they are appropriately directed to your specific target audience. Turning to an Internet marketing company to run your next PPC campaign can ensure your ads are being optimally placed so your business spends its advertising budget efficiently.
Ad Placement Factors
The most advantageous placement of your PPC ad is completely centered on your business’s clientele. Pick your ad placement based on where your customers go when they’re online in order to ensure that your PPC campaign is getting across to the right audience that is most likely to want or need the product or service you have to offer them. For example, if your business is trying to market a product that is most likely used by a younger consumer demographic, Facebook is probably one of the places you want your PPC ad to appear since young consumers are heavily active on Facebook and go there for information. However, if you’re a business that offers retirement solutions, Facebook may not be the most efficient place to direct your PPC ads as the campaign may be reaching an audience with different needs.
Placing Ads on the Search Network
A crucial aspect of managing where your PPC ads are being placed is deciding whether or not to have your ads appear on the display network, the search network, or both. These two approaches to PPC advertising are very different. Either approach can be profitable as long as your business understands the difference between the two and properly monitors the performance of ads on either network. Google AdSense makes it easy for you to control your campaign and make adjustments to whether your ad is being placed on Google’s display network or not.
The search network refers to the properties owned by Google where a person enters a search term or keyword. These results that show up are from the search network. The search network is far more specific and lets your advertisement be more tailored to a targeted audience since those people are already searching your specific keywords and seeking your type of products or services.
Placing Ads on the Display Network
On the other hand, the display network refers to the ads sponsored by Google you may see on other related websites that are wrapped around the tops or sides of pages. The display network is more of a broadcast environment. If you place your ad on the display network, it’s important to remember that the website visitor is on that page for maybe an article, blog, or other product or service, not for your ad or to hear about your latest business opportunity.
Because of this, it’s crucial to have attention-grabbing ads on the display network so site visitors’ eyes are drawn to your ad and they can’t help but click on it. Ads on the display network need to be compelling since the website visitor did not specifically seek out your business or keywords to begin with.
Advertising on the display network gives significantly more impressions and more clicks to your website. However, it’s important to manage this traffic wisely and track conversion rates so you are not wasting money by advertising on domain sites that are making you lose money and waste precious ad investment. You can adjust settings on your Google AdSense account to control what websites your ads appear on in the display network.
Choosing a Direction
If your particular business needs to market to a very narrow target audience, perhaps your Internet advertising plan should be focused solely on the search network. If your business is looking for a great branding campaign to promote your product or service by broadcasting to potential future customers who have interests and needs similar to what you can offer, the display network may be a valuable investment of your advertising budget. Other times successful PPC campaigns blend the two. To help you decide what’s best for your business based on the goals and results you’re after, turn to an Internet marketing agency for knowledgeable assistance.
Here is just one example of a PPC success story.