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Pay-Per-Click Advertising

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Pay-Per-Click Advertising

PPC advertising is another media buying technique that the digital world has brought forth. It involves placing ads in front of those who are searching for keywords based on intent.

When ads are placed in front of this audience, there is a better VP Facility Manager Email Lists chance of generating awareness and gaining leads. A media buyer can use this technique to give the people exactly what they are looking for.

The variables for PPC advertising may include the following:

  • Gender
  • Age
  • Marital status
  • Parental Status
  • Household income
  • Day of the week
  • Time of the week
  • Level of education
  • Homeownership status
  • Type of device used

Compared to other B2B digital marketing tactics, paid search campaigns will generate huge click-through rates. This is why media planners often include PPC advertising into a budget. Luckily, it’s a pretty affordable option as well.

There are three steps to a PPC campaign process:

  1. Create objectives, goals, and targeting metrics
  2. Use priority keywords and create ads with those words
  3. Run campaign to bring traffic to landing pages

Google AdWords is a great place to start searching for keywords. Bing is another search engine you may want to look into although Google is the most popular.

Search keywords are bought and use in the campaign. As the campaign continues, it will be monitore daily to up the conversion rate and decrease conversion cost.

Search Engine Optimization (SEO)

SEO is an important media buying tactic because of how heavily consumers rely on the internet. This technique allows a brand to increase its site position on search engine result pages, the most popular being Google, Bing, and Yahoo.

When SEO is incorporated into the media planning and buying strategy, brand pages will show up in search results and bring your message to your ideal audience.

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Social Media Buying

Social media has grown into more than just social platforms. Consumers can now make purchasing decisions straight from apps like Facebook, Instagram, Twitter, and even YouTube.

This means a lot of users are bypassing the online search to make a purchasing decision. So while you need SEO as a part of a ƒrategy, you also need to consider the users shopping directly from social media.

A media planner will find the right social media channels your brand needs to reach depending on who your target audiences are. There are various types of campaigns you can run on social media platforms.

Creating content on social media platforms remains free, but getting seerequires payment and a great digital marketing strategy. A buyer will find the right paid campaigns to execute on different social media channels.

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