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Paid ads. Part 2. How they work and why they are important in the digital age.

Updated: 4 days ago


In this article we would like to introduce you to Google Ads, Instagram Ads, and TikTok Ads. If you would like to learn more about Facebook, YouTube and LinkedIn paid ads, you need to read Part 1. We will tell you how these ads work and what kind of advertising is better to use in your business.


Paid advertising became a good option for all kinds of business, from small shops, which can pay up to 100-200$ per month for paid advertising and finishing with big brands like Louis Vuitton, that spend thousands of dollars to attract new clients. Paid advertising is a tool for promoting a brand, product or service on social networks. It is designed to attract advertising traffic to the landing page, grow the audience or motivate people to buy. Thanks to such a reference point as personal information about people on the network, ads are shown selectively, only to those people who are interested in the product. Thus, paid advertising can increase efficiency, and consequently increase sales.


When paid ads were created and implemented, it was a breakthrough, nowadays, it’s a typical thing in our lives. Billions of people were using the Internet, searching for news, information, or answers on questions. That’s why colorful pictures and videos were added to these pages Women, who are interested in buying sandals will see the ad from Ecco, men, who are interested in polo shirts will see the ad from Ralph Lauren. At first, it wasn’t so noticeable and annoying but now we have 10-15 ads per page, and if you don’t want to see it, you must pay.


 
"Don't use social media to impress people; use it to impact people" - Dave Willis.
 

1. Google ads.


Google was among the first companies that created and started using target advertising because people saw the opportunity. Companies understood that they don’t need to rent huge banners or pay a lot of money for advertising on TV. Google Ads is a fast way to get customers from the network. With the help of properly adjusted advertising, the website gets to the top. The basis of any business is sales, so the use of Google Ads is one of the best ways to promote a product and get new orders. This is not just advertising on the network, it is an opportunity to get a client, to offer the client what he is looking for now.


Google Ads covers up to 90% of search network users. It is seen by the target audience, potential customers who are interested in the product. The data is collected based on user requests that are looking for a specific product/service. It takes a minimum of time to launch an advertising campaign. In a couple of hours, you can set up ads for any site. Users are also attracted by the post-payment or payment for the result. The advertiser pays only for transitions to the site, impressions are carried out free of charge. You can increase not only sales, but traffic to the site and brand awareness as well.

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2. Instagram ads.


Instagram is actively developing and growing in all directions. The number of users, the coverage of age and gender, the geography of subscribers – these indicators are continue growing dynamically. This means that this platform is a great place to find customers. If you want to find the most active and ready to buy customers– it's time to start actively using advertising on Instagram. Instagram advertising is a powerful tool that allows you to reach the target audience for both large brands and anyone who wants to.


More than a billion accounts are registered on Instagram, which is 1/7 of the entire population of the planet. This means that about a billion people was gathered in one place, with whom you can interact. Instagram users are loyal to advertising, actively click on it and interact, so you can collaborate with them in different ways. Instagram also has cheap traffic. If you have worked with paid ads, but have not achieved good results, you can try Instagram Ads. With the right setup, everything will turn out differently, and it will be cheaper. Moreover, you can sell in different ways, such as posts, influencers, stories, and reels, the choice is yours.


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3. TikTok ads.


The most popular app of the last two years is TikTok. If you still think that TikTok is only for teenagers and people under 30, you are wrong, as this platform became a place where people of all ages from all over the world share stories, give advice, have fun, and so on. On TikTok you can find investors, HR managers, programmers, who are more than 30. As there are not as many advertisers on TikTok as on other popular social networks, TikTok advertising is growing. Although the competition is already slightly higher now than in 2020, there is still an opportunity to start moving forward on TikTok under favorable conditions.


About 10% of TikTok users generate content, and the other 90% just watch what others are doing. And these 90% are people, who are most likely to make purchases. Firstly, TikTok is worth for promoting goods and services of wide demand on the social network — those that can be advertised throughout the country or the world: clothing, accessories, gift sets, cosmetics.


Moreover, keyword targeting is available in TikTok. The system matches the keywords in the campaign with the tags in the posts and thus searches for the target audience for advertising. TikTok is also targeting people by location, gender, age, interests and behavior as other social networks. But if you plan to advertise on TikTok, be ready to shoot creative videos in which there is a script, a stylish character, actions, and emotions. In general, the video should catch, and preferably from the first seconds.

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We hope that now you know more about PPC and options that it offers, and now can choose the best one for you. Don’t forget to check the first part if you didn’t do this, because there we have information about Linkedin, Facebook and YouTube ads. Don’t underestimate paid advertising as it’s direct way to the increase in sales and getting ne customers.