By now you should have understood: online advertising is an essential activity for any business. Relying on flyers and 6×3s may still make sense, but don’t expect to make significant figures from it.
Today the world of advertising has almost completely shifted to internet marketing. And, between social media, blogs and websites, there are also “classic” advertising methods, that is, based on the purchase of space on the web.
Surely you have seen a banner on a site you were browsing; but today we want to focus on the advertising that is before entering a site, that is, the one that appears on search engines. One above all, Google Ads (for many still known as Google Adwords ).
Online Advertising: Discover the Right Keywords for You and Your Online Business
Let’s say you just went to the optician and he recommended you some new glasses. What’s the first thing you’ll do when you get home?
Obviously you will go and search on the internet where to buy them. On Google, specifically. And this will be, more or less, what will appear.
As you can see, in the first results you can see a small box with the word “ad.”, that is, ad, before the relative link. This is because Google will show you the sponsored results first, that is, those companies that have invested in online advertising.
Only after that, the most relevant organic results will appear on the search page, and therefore those best positioned on an SEO level.
Haven’t fixed your site in SEO?
This tells us something very important. No matter how well you have built your website, if someone has published a sponsored ad on your keyword, you will never be the first result.
But let’s take a step back and try to understand what online advertising is and why it is so important.
What is online advertising?
With this term we mean any form of advertising that has the web as its means of transmission. Therefore, all those strategies that include the payment of a fee for the “broadcasting” of content are included, as.
Of course, unlike a TV or radio spot, with the web you can select the best context for displaying the ad. This is precisely the power of the web: a 6×3 in the center, in fact, will have a fixed cost that will be independent of the number of people who watch it. Furthermore, you will never know how many of these people were actually interested and which took the next step in the conversion process.
With the web, however, and in particular with Google Ads, there is an algorithm that regulates all of this. The user will therefore see your ad only if he is performing a search that corresponds to your business, and therefore only if potentially interested.
Google Ads
As we have said, for online advertising there is nothing better than Google Ads, because it hits at the most favorable moment, that is, when the user is interested in your business, but has not yet looked at any of your competitors.
What better occasion to show your site to a user?
It is clear that the system works, since it is now Google’s main source of income, with revenues of $95.375 billion last year.
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How does it work in practice?
Very simple: the basis of this type of online advertising is precisely the appearance of outputs relevant to your search on the results page.
It all starts from your Google account: book your list here you can access the online advertising functions, where you can create ad hoc advertising campaigns, determining content, target and many other variables.
There are two main types of placement complete guide and effective strategies 2024 you can choose from: search engine results pages, as we saw before, or within other websites, through Adsense.
With this platform, you can “sell” a space on your site to an advertiser, and get 68% of the amount paid by the advertiser. Obviously, just like for search results, it will be graphic or textual content related to the topic discussed on that page. The common thread of online advertising is in fact to maximize results, and this is only possible by increasing the possibility of interest of the user (=let’s give them what they are looking for).
Why does Google Ads care so much about your ad working? To answer this question, we need to turn to payment methods.
Pay per click
The system on which Google Ads is based, and so much of online advertising, is pay per click. Essentially, if you publish an ad, you will only have to pay for users who have actually clicked on it.
There is also another modality, which is the cost per thousand. In this case you will pay a single amount for a thousand views, regardless of the number of clicks.
The keywords
Google Ads is a type of online advertising that is based on the keyword system. In essence, what you buy is not so much space, but a keyword. When the user searches for that word, the ad will activate showing your content.
Over the years, the system has evolved and in some ways become more complex, so much so that today it is possible to choose between 5 different criteria, or rather types of correspondence:
- Generic
- Generic modified
- In sentence
- Exactly.
- Inverse
Generic
Broad match is the strategy that aims to acquire the greatest number of views, sometimes at the expense of quality and relevance.
This means that, to return to the example above, using the keyword “glasses” will also include all synonyms, plurals, misspellings, similar words and words with a common root. This can be very useful for starting a campaign and building a keyword database.
Generic modified
With this variant, words are taken individually, and spelling mistakes, abbreviations, acronyms, singular and plural forms are considered.
It is essentially a small restriction compared to the generic option.
In sentence
In this case the criterion is the exact word and the variants of the exact word, accompanied by other words before or after. A further restriction compared to the modified generic, but which still includes acronyms, spelling errors, singulars and plurals and accents.
Exactly.
This search is limit to the exact word and its variants, which you should have understood by now. By choosing this option, you actually have the highest possible precision: fewer views but more interest.
Inverse
We conclude with this variant that instead aims to exclude some keywords, which have nothing to do with your business but which users could still search for.
For example, let’s talk about misunderstandings due to words that are us in multiple fields (pesca fruit and pesca verb of the verb pescare; colleague of work and colleague verb of the verb collega…).
In any case, the most important thing to do is to put yourself in the customer’s shoes, and try to understand what he or she might be looking for.
Only in this way is it possible to intercept the right keyword that, together with the choice of target, as well as all the organic work to be done on the site and on social mia, can help bring your brand to the forefront.
