How To Get Paid For Advertising On Your Car – *This article was originally published on August 7, 2017 and has been updated to reflect the changing landscape of paid advertising.
There’s a saying in digital marketing: “The best place to hide a dead body is page two of a Google search.” There’s some truth to this.
How To Get Paid For Advertising On Your Car
According to Search Engine Journal, the click-through rate (CTR) for page 2 of Google Search results is less than 1%. It’s crucial to have a paid digital advertising strategy — one that keeps you in front of your customers (and keeps your customers away from dead bodies).
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Source: SISTRIX 2020 study of over 80 million keywords and billions of search results, analyzing different click-through rates (CTR)
Paid digital advertising strategies are not just about getting your ad to appear on the first page of a search engine. You can now advertise on social media and on many websites, platforms and mediums (even podcasts).
Adding paid digital advertising to the mix can be a boost if you’re looking to develop and implement an effective digital marketing strategy.
Read on to learn why you should consider a paid advertising strategy for your business and what your modern options are.
Social Media Paid Advertising In Professional Services: Which Platform Is Worthwhile?
Paid digital advertising is a type of marketing in which a company pays a publisher (such as a search engine or website owner) every time someone clicks or views their ad on a search result, website, social media, or other digital platform .
With this approach, you’re essentially buying attention rather than a (often long-term) method of earning it organically.
Imagine a digital auction room: different companies bid for their ads to appear in a particular space.
For a space that is really competitive, it can be a bit expensive to bid before it sells. Or, bids may be kept extremely low for spaces that the company doesn’t think are worth its time.
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Once all the bids are in, the auctioneer awards the best—that is, the best pages and ads—the best prizes (high online visibility).
This is how the internet monetized advertising, and is still how many ad platforms sell their ad space. The best performing ads get the best viewability.
Instead of blind auctions, most platforms offer a lot of transparency around the maximum bid, which can give you insight into whether you’re willing to compete for a particular ad placement.
Assuming you decide to bid, and nail the creative, copywriting, and audience targeting to create an ad that performs well, you’ll see these ad platforms reward your hard work with increased visibility.
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Eyeball. Whether someone does something based on your ad doesn’t affect the cost structure. The size of their audience is a key consideration when it comes to ad placement pricing.
Another way you can pay is based on action – when a user clicks on your ad and you are charged a “cost-per-click,” or a price determined by the publisher taking into account other bidders. Hence the term
CPM (impression) channels are usually more focused on awareness or views (display, programmatic, OTT, etc.). CPC channels are generally more focused on driving traffic (more intent-based, i.e. most Facebook campaigns or Google Ads campaigns).
Just because a particular digital advertising platform or publisher charges you per impression doesn’t mean it won’t trigger an action (click, download, visit, etc.). The main disadvantage is that you have no guarantee of the outcome of your payout.
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Let’s say you spend $10,000 on an impression-only campaign. For example, let’s say this is a video ad on a streaming platform. Spend the whole $10,000 and you might see a boom in business. You could even put a promo code on it and be able to directly tie some sales to the person who saw that video ad.
If it’s a really effective channel, one your audience loves, and the only pricing model available is impressions, then it might still be worth advertising there (think Hulu ads for insurance companies, for example).
The downside is that you could spend the entire $10,000 on this ad and not notice any change in your earnings. Unfortunately, this doesn’t matter. You get the “impression” you paid for, just without a clue.
Now, let’s say you spend that $10,000 on a Google Ads campaign. The bright side is that whatever portion of your budget is spent on actions — people who are interested in your ad and decide to click on it.
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The downside of PPC is that you only spend what gets clicked – meaning, maybe you decide to do a search-based campaign with a $10,000 budget, but the lack of search volume for the terms you choose means only 10 people click on your ad, every The cost per click is $10.
So when you’re looking to get a ton of new marketing-qualified leads, you only get 10 leads and spend $100 during the entire campaign.
Getting the audience parameters right is just as important, if not more important, than crafting the perfect ad.
It’s a growing list as we all spend more time interacting, engaging, buying and sharing across devices and online platforms. As your list grows, the likelihood of dialing in the right audience for your message increases — and so does the work required to get it right.
Combining Paid Search Advertising With Your Google Ad Grant
Different platforms have different parameters, so having a strong marketing persona can help you spend less time and money on trial and error and directly drive clicks and earned qualified leads.
You can explore many different types of paid advertising for lead generation or brand awareness. We list some of the more common categories that often lead to results, and we provide some introductory context on how to navigate each category:
(It’s worth noting that while Google is the most popular search engine, others, like Bing and Yahoo, also exist and get traffic).
Paid search advertising is simple. Let’s say you’re an e-commerce site that’s ordered a lot of warm jackets ahead of a winter storm and wants to advertise your inventory on Google.
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When someone searches for the keyword you’re bidding on, such as “fluffy winter coats,” their search term will trigger your text ad. Your ad will appear in the sponsored section of the search results page.
It’s a cost-effective way to gain visibility quickly. And, if a searcher clicks on your compelling ad, visits your website, and makes a purchase — voila! You’re trying to solve the whole PPC problem!
You can also geo-target searchers with your search ad, so it only shows to people in your area. This is a great way to compete in your industry and target a local audience and those who are already looking for you!
Summary: In Google, search engine marketing (or SEM) targets users based on what they search for. Ads appear at the top of the SERP (Search Engine Results Page), above organic results and featured snippets.
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If you win the bidding and performance battle, your ad will appear high on the page, and your
Most social media platforms now have proprietary advertising platforms. We typically run pay-per-click ads on Facebook and Instagram, YouTube, LinkedIn, and sometimes even Twitter.
Social media pay-per-click differs from search advertising in that instead of targeting users based on search terms, you target users based on interests. Social media platforms, especially Facebook and Instagram, have well-curated audience segmentation tools based on user data.
Similar to search ads, the CPC for social media ads depends on your competition and goals (such as whether you’re optimizing for clicks or impressions).
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Instagram and Facebook use a cost-per-action strategy (pay-per-click). With pay-per-impression, the company pays for exposure, and with pay-per-click, the company pays for the action.
Facebook owns Instagram, and you can use the same setup to advertise on both. LinkedIn is increasingly an interesting B2B advertising channel, but it’s generally a more expensive investment.
Twitter Ads includes Promoted Tweets, Promoted Accounts, and Promoted Trends. Promoted Tweets can cost anywhere from less than a dollar to a few dollars per action. It costs a few dollars per follow to promote an account. Promoting a trend can cost hundreds of thousands of dollars per day.
We typically leverage Facebook, Instagram, LinkedIn, and consider Twitter as a paid advertising channel in the B2C social paid marketing mix. SnapChat also offers paid opportunities for B2C marketers to consider.
Cost Per Click (cpc) Explained, With Formula And Alternatives
Summary: Depending on the social media platform you want to advertise on, you can use a PPC or an impression-based model. You can target based on interests and demographics rather than search terms or “search intent.”
Display advertising is a way to increase brand awareness online and is targeted based on user activity. Display ads (usually banner ads) are shown to target audiences as they browse the Internet. Display ads are usually pay-per-click.
Think about the time you spend online. Is it always focused on searching for what you want to buy? sometimes. But it’s also spent shopping online and searching for your
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