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At Nucleus Nest, we specialize in empowering businesses through our comprehensive digital marketing solutions. Our paid advertising service stands at the forefront of our offerings, driving targeted traffic and maximizing ROI for our clients. With a deep understanding of the digital landscape, we craft strategic campaigns tailored to your unique goals, ensuring maximum impact and visibility.
What is Paid Advertising?
Paid advertising, also known as pay-per-click (PPC) advertising, is a marketing strategy where businesses pay a fee each time their ad is clicked. It’s a way of buying visits to your site rather than attempting to “earn” those visits organically through techniques like SEO (search engine optimization).Paid advertising encompasses various platforms, including search engines like Google, social media platforms like Facebook, Instagram, LinkedIn Ads, as well as display networks and other online advertising channels.
There are many targeting options to choose from but most of them fit into two main categories:
Search ads – triggered by someone actively searching for specific keywords; the ads usually show on a Search Engine Results Page (SERP) and answer a specific question.
Display ads – triggered by someone fitting specific targeting criteria such as demographics or interests; the ads usually show when someone is browsing the web or an app and can be regarded as disruptive.
Platforms for Paid Advertising
Google is known for Google Search Ads, by far the largest part of its paid advertising offering. However, the Google suite of ad products includes Display, YouTube ads (another type of display advertising that includes video ads), and Gmail ads. This suite is complemented by Google’s measurement tools, including Google Analytics and Google Tag Manager, which allow you to track your advertisements’ ROI.
Social Media is the market leader in social ads. Its platforms include both Facebook and Instagram, which, combined, have more than two billion daily active users across the world. Its campaigns are informed by their proprietary tracking cookie, the Meta pixel, and you can manage them with a Meta Ads Manager account. You can build video, photo, and carousel ads, which are slideshows.
The Business Benefits of Paid Advertising
Paid advertising is a great way to increase traffic – and in turn conversions – quickly. In comparison, investment in Search Engine Optimisation (SEO) tactics takes longer and you’ll usually see results months after you’ve made changes to your site.
This doesn’t mean that PPC advertising is easier to set up and run than SEO or that you should only focus on PPC. Paid advertising is a great short-term tactic whereas SEO should be seen as a long-term investment for a business with exponential growth. Therefore, you should keep budget for both channels if you can. It’s like investing in the stock market, you need to vary your options to get the return you’re after.
Online starters
Paid Advertising can be a great ally to a business that is starting online and isn’t ranking very well organically for relevant terms. You can set up a campaign targeting the terms you want to show for and start seeing results pretty fast. In the meantime, you should invest on SEO for these same terms to build their organic strength. Then, you can shift your PPC budget towards other terms where you might be lacking organic presence.
Competitive search results
Paid media can also complement your SEO strategy for terms where the search engine results are very competitive which is bringing organic results down the page. This usually happens for highly commercial terms which can be key to your business. Showing ads for these terms means you’re multiplying your chances of getting clicks as you’re appearing twice in the search results.
Expanding your reach
Biddable media is a great way to expand your reach towards people who don’t know you. With so many targeting options, you can reach new audiences that might not have heard about you otherwise and pique their interest.
Retarget existing visitors
Retargeting means showing ads to visitors who have previously interacted with your ads or website, days or even months after they searched. Many online advertising platforms allow you to retarget people based on different criteria. This is great to move people down the buying funnel by showing them ads that correspond to what they need. You can retarget people who visited your site, people in your CRM, people who engaged with an ad without clicking on it, etc.
4 Types of Paid Advertising
1. Search engine
When someone searches on a search engine like Google or Bing, they see a combination of organic results (in an order determined by the search engine’s proprietary algorithm) and paid search ads (determined by an ad auction). This is a powerful type of advertising because it allows for specific intent targeting. If a searcher enters “mountain bikes for sale,” they are likely motivated to make a purchase.
2. Social media
Ads on social media networks like Instagram and Facebook are social media ads. These ads are interspersed with non-ad content in the user experience. Social media advertising is powered by audience data; the networks track their users’ activity on the platform to understand their interests and serve them relevant ads. For example, if you like a post on Instagram about mountain bikes, you are more likely to get served a mountain bike ad.
3. Display
These ads take a variety of formats, from small, static boxes to large videos. When advertisers run display ad campaigns, they aren’t usually on a single site. Instead, display ads run across a network of sites.
For example, if an advertiser were to use the Google Display Network to run a campaign on people interested in mountain bikes, their ad could be shown on hundreds of different mountain bike-related websites across the web that have opted into showing ads from Google’s advertisers.
4. Hybrid
Hybrid ad campaigns don’t fit cleanly into search, social, or display categories. The most prominent examples are Google’s Shopping ads. These campaigns take in information about your product or offering and turn them into responsive ads, showing them in a variety of formats across search, social, and display ad placements. They use their algorithms to reformat the ad to meet the context of where it’s shown.
