Download paid media - FreePressMedia

PAID MEDIA
One of the top four fastest growing
advertising solutions online.
DEMOCRAT & CHRONICLE MEDIA GROUP
Paid Media
So often we hear paid media referred to as PPC, but PPC is just one component in the overall paid media product mix. We’ve
decided to showcase the hottest and fastest growing paid media initiatives online.
PPC
Pay-per-click advertising is one of the oldest forms of online advertising, but remains one of the fastest growing and highly
used services. This Internet advertising model directs traffic to a website or landing page with display ads on mobile, social
media sites and websites. PPC campaigns can also be created on search engines, where
advertisers bid on keywords to target their advertisements and control the first page results
According to Google,
with links to their business.
PPC is still one of the most popular and fastest growing advertising initiatives online
because it can allow a business or brand to get in front of segmented and targeted
audiences quickly, effectively and affordably. According to Google, 89% of traffic generated
by search ads is new traffic.
89%
of traffic generated by
search ads is new traffic.
This digital product is one of the most transparent solutions for advertisers. It shows you
exactly what you are spending and what you are receiving for your advertising dollar.
Google’s Economic Impact Report said, “Businesses make an average of $2 in revenue for every $1 they spend on Adwords.”
Mobile
Paid media solutions on the mobile platform are considered to be one of the fastest growing industries for Internet advertising
and one of the best services for local businesses.
52%
70% of all mobile searches result
in action within 1 hour.
(Mobile Marketer, 2012)
9 out of 10 mobile searches lead to
action, over half leading to purchase.
(Search Engine Land, 2012)
61% of local searches on a mobile
phone result in a phone call.
(Google, 2012)
52% of all mobile ads
result in a phone call.
(xAd, 2012)
Mobile advertising is often referred to as “hyper-targeted” or “hyper-segmented” because it is focused at the ideal consumer
who is searching for that product, brand or business at that exact moment. Mobile is local. Businesses that optimize their
listings and websites for mobile users and deliver targeted mobile search ads will see results. This platform is blending the
online and offline worlds; consumers are in stores comparing prices, finding directions and contact information, using coupons,
leaving reviews, checking in to businesses and sharing their experiences—all on the go. Consumers are reaching out to local
business through smartphones and tablets, and they can be served an ad or information at all hours and all over the country.
This platform is growing and evolving at record pace, and it is crucial that local businesses take advantage of it.
Social Ad Targeting
Social ad targeting is not the same as social media advertising; this advertising solution is far more advanced, detailed and
segmented. Social ad targeting is the customized placement of ads that combines targeting options such as behavioral
targeting and geo-targeting to make detailed segmented groups. These advertisements match social network users to specific
targeted groups. The amount of information about individual users using social media sites such as Facebook and Twitter is
extremely detailed. This advertising solution is highly effective for brands and businesses because it directs campaigns at the
business’s ideal customer.
DEMOCRAT & CHRONICLE MEDIA GROUP
Since social media has risen to its current state of popularity, businesses, brands and marketers continue to try to monetize
this platform. We’ve seen successes and we’ve seen failures, but this segmented approach to online advertising is getting
around the “likes” and the “followers” by creating a strategic reach through social networks. The look and the feel of the ads
are smarter too. A popular and growing segment of these social media advertisements are called “native” ads. These native
ads blend directly into the user’s newsfeed becoming a part of the content and a part of the
social media experience. However, whether it is native ads, sponsored stories and tweets,
or banners on Facebook, these ads are not random, they are analyzed, intelligent solutions
that will continue to grow and evolve as more and more consumers use these platforms.
The most exciting part about social ad targeting is Gannett’s acquisition of BLiNQ Media
and our ability to now capitalize with Facebook Ad Exchange. We have never had the ability
to segment our data and strategically push ad campaigns through social networks for
clients like this before. Our partnership and knowledge of the platforms will help lead our
clients to new customers and grow their business through social media advertising.
77%
of B2C say they have acquired
a customer through Facebook.
Marketing Charts, 2012
Retargeting
Retargeting is the ability to serve ads to potential consumers who left a website without converting into a valuable customer.
Econsultancy, an online community of digital marketing professionals, states 98 percent of Internet users visit a website
without converting into a customer. That means just about every person who visits a business’s website leaves without
completing the action intended for them to do—become a long-time customer.
There are two approaches to retargeting: dynamic and static. Static retargeting ads are very basic; they often use banner ads
with basic messaging that follow a user online after they stumbled across a website or ad that dropped a cookie or “smart
pixel” on their browser. Static ads often alert users about a great deal a company is running that month or a service they
provide. They’re generally not very interactive or media-rich compared to dynamic ads, however, static retargeting ads are an
easy add-on to any online display campaign a client may already be running.
Dynamic is the intelligent, strategic and analytical approach to retargeting. A proper dynamic campaign serves Internet users an
interactive, eye-catching ad that not only reminds them about a great deal, but it also has the ability to up-sell them and deliver
new offers or deals on top of the ads they have already been served. Dynamic ads can send users new offers and learn about their
online traits. This is another segmented and targeted approach similar to the social targeted ad solutions.
Companies spend thousands of dollars driving people to their website and landing pages, but on average 98 percent of them
leave without becoming a customer. By adding a retargeting campaign to their online marketing and advertising goals, it will
significantly drop the bounce-rate and help their business stay in front of consumers as they navigate the web.
What’s next?
Although we’ve highlighted some of our more prominent paid solutions, we encourage you to continue learning about our
products and the additional parts of our Paid Media solutions.
DEMOCRAT & CHRONICLE MEDIA GROUP
Contact us today to learn
more about our paid media solutions.
DEMOCRAT & CHRONICLE MEDIA GROUP