1 00:00:00,000 --> 00:00:04,640 While many SEO efforts focus on improving organic search results, 2 00:00:04,640 --> 00:00:10,330 companies can also use paid advertising to push their links in front of users-- 3 00:00:10,330 --> 00:00:12,790 all in the hopes of generating business. 4 00:00:12,790 --> 00:00:14,960 Now, these marketers need to create ads 5 00:00:14,960 --> 00:00:16,960 that are eye-catching, and relevant, 6 00:00:16,960 --> 00:00:19,090 and compel users to click through to a page 7 00:00:19,090 --> 00:00:21,480 where they can take action. 8 00:00:21,480 --> 00:00:23,850 Paid ads can come in the form of text, 9 00:00:23,850 --> 00:00:26,930 banners, and even on social media platforms, 10 00:00:26,930 --> 00:00:30,240 so it's important to understand how each one works. 11 00:00:30,240 --> 00:00:35,210 Google AdWords is the top pay-per-click system in use today. 12 00:00:35,210 --> 00:00:37,730 Pay-per-click advertisers bid on key words 13 00:00:37,730 --> 00:00:41,130 and can set budgets on how much they're willing to pay. 14 00:00:41,130 --> 00:00:45,490 If you go with this option, you'll be bidding for your ads to appear on search result pages 15 00:00:45,490 --> 00:00:48,770 when people search for the corresponding key word. 16 00:00:48,770 --> 00:00:51,830 Your ad may also appear from Google AdSense, 17 00:00:51,830 --> 00:00:57,550 the system that displays ads within websites relevant to the same key words. 18 00:00:57,550 --> 00:01:00,120 Display advertising is another option. 19 00:01:00,120 --> 00:01:03,250 Display ads--or banner ads as they've been known for years-- 20 00:01:03,250 --> 00:01:08,920 require the production of visual elements that appear on different websites. 21 00:01:08,920 --> 00:01:10,920 They come in many different shapes and sizes, 22 00:01:10,920 --> 00:01:16,590 and like text ads, they work best when targeted at the right audience. 23 00:01:16,590 --> 00:01:20,190 The social media advertising has increased in prominence 24 00:01:20,190 --> 00:01:23,450 as each platform has established itself. 25 00:01:23,450 --> 00:01:28,530 Facebook, Twitter--even LinkedIn--offer different advertising opportunities. 26 00:01:28,530 --> 00:01:31,290 What's especially nice about advertising on social networks 27 00:01:31,290 --> 00:01:36,420 is that they already possess personal information about its users. 28 00:01:36,420 --> 00:01:38,970 Facebook uses various demographic data 29 00:01:38,970 --> 00:01:41,550 such as age, gender, marital status-- 30 00:01:41,550 --> 00:01:44,210 even who they're connected to-- 31 00:01:44,210 --> 00:01:47,320 to display targeted ads for each person. 32 00:01:47,320 --> 00:01:51,190 LinkedIn is similar in that it pulls from personal data--in this case 33 00:01:51,190 --> 00:01:54,040 a person's job, company, and experience-- 34 00:01:54,040 --> 00:01:57,620 when displaying those relevant ads. 35 00:01:57,620 --> 00:02:01,530 And no matter what your ads look like or where they might appear, 36 00:02:01,530 --> 00:02:05,410 they need to link to a page that's compelling. 37 00:02:05,410 --> 00:02:07,430 If you get users to click through, 38 00:02:07,430 --> 00:02:11,450 don't waste the opportunity by simply sending them to your homepage. 39 00:02:11,450 --> 00:02:15,800 Creating a landing page should provide users with all the information they need 40 00:02:15,800 --> 00:02:20,270 to get started, or to sign up, or even to make a purchase; 41 00:02:20,270 --> 00:02:25,200 and they'll be effective as long as the content matches the ad that they saw. 42 00:02:25,200 --> 00:02:29,100 Think back to the ideas we discussed about information sent. 43 00:02:29,100 --> 00:02:32,130 If the destination doesn't match the link 44 00:02:32,130 --> 00:02:37,230 or their expected results, user confusion may result in failed conversions 45 00:02:37,230 --> 00:02:40,590 and users leaving the site. 46 00:02:40,590 --> 00:02:43,600 Keep in mind that paid ads have their drawbacks. 47 00:02:43,600 --> 00:02:46,970 In addition to costing advertisers money, 48 00:02:46,970 --> 00:02:50,990 research has shown that users do not trust paid ads nearly as much 49 00:02:50,990 --> 00:02:53,730 as personal recommendations. 50 00:02:53,730 --> 00:02:56,330 Users are especially wary of being mislead 51 00:02:56,330 --> 00:02:58,870 when money might be involved. 52 00:02:58,870 --> 00:03:01,890 Nevertheless, certain companies have found a way to make it work, 53 00:03:01,890 --> 00:03:05,740 and that explains why paid advertising is a billion-dollar industry. 54 00:03:05,740 --> 00:03:07,950 So if you're trying to attract new business 55 00:03:07,950 --> 00:03:11,170 be straightforward about your communications 56 00:03:11,170 --> 00:03:13,970 and concentrate on providing great content 57 00:03:13,970 --> 00:03:17,230 to influence them not mislead them. 58 00:03:17,230 --> 00:03:22,110 Success may vary depending on the products you market, the ads you use, 59 00:03:22,110 --> 00:03:24,880 even the search platform your ads appear on. 60 00:03:24,880 --> 00:03:26,930 In the end, if you do try it out 61 00:03:26,930 --> 00:03:29,740 do your research, monitor your results, 62 00:03:29,740 --> 00:03:33,000 and be prepared to make changes along the way.