PAID  ADVERTISING

Paid advertising is a digital marketing structure where businesses ask to showcase their business adverts to internet users. 

Anyone who owns a business and is ready to pay more has their business samples shown as they pay for each click on the ads. Paid ads are most times called pay-per-click (PPC) ads, Nevertheless not all paid advertising are PPC ads. 

 Furthermore, paid advertising includes; pay-per-click, programmatic advertising, google ads, google display, Facebook ads, Twitter ads, LinkedIn ads, google remarketing, Facebook remarketing, etc. 

PURPOSE OF web3 adtech

  Paid ads are commonly and mainly used in promoting a brand or business. It creates a business or brand awareness, helping your target or reached audience to become familiar with your products and services when placed on popular channels and it equally enables you to maintain your stand in the online competition. 

    BEST PAID ADS Format for web3 advertising platform:

 Let us take a long run on PPC and see its importance and value in promoting sales while minimizing the cost of adverts. 

 When a product is being advertised electronically or traditionally through written words, the owner doesn’t know how effective flopping the ads get to be, because there is no virtual assessment of the progress of the ad, and equally, there are no direct returns from their effort and finance spent on the ads but ppc keeps a trackable result that can be associated with the spending on the paid ads. 

The ads owners view the PPC platform metric to see if their ads are getting the returns expected or not as regards their spending, the most interesting part is that you only pay when your adverts have been clicked hence it is called pay-per-click

  The reason you should consider PPC

• It is measurable and trackable; you can at most check the progress of your ad while keeping in touch with the returns it makes, there is room for analysis of your spending and your return on investment (ROI) 

• It is flexible and powerful with target options; because your audience or target users are all scattered all over the areas, traditional means of advertising could either focus on one demographic or area thereby leaving some out of the scene but the PPC platform through its machine intelligence uses an audience interest based function in sampling your products as they are being shown directly to those whose behaviors are aligned with the product, 

no matter where they are, as long as they developed an interest in the product, the ad always gets to them. 

• PPC can be improved without exceeding your budget; using PPC you can make changes in your samples of ads, add more audience, and edit some features of your ads while remaining still within your budget. 

• PPC shows a high level of interest; when an audience searches for your product, it is clear that he/she wants to make a purchase, so when a product has been clicked on in the PPC platform there is over 85% of assistance that the product is sold. 

• PPC is advertiser based; as an advertiser, you can start up the campaign or shut it down anytime you feel like, there is no third-party license and when you feel like you don’t have the financial muscle to continue, you can decline the ads campaign and continue when you are able again.

SOME PPC PLATFORMS YOU NEED TO KNOW for web3 format

GOOGLE ADWORDS OR GOOGLE ADS:

This is the most widely used advertising platform because of its popularity. It runs excellent high-intent procedures, creating a very good point for beginners to develop an experience. Google ads center on a high click-through rate (CTR) and brings back conversion rate using a keyword advertising model. 

HOW IT RUNS

 Google ads function as a paid search platform that deals with keyword lists, it means that you show your ads to the audience based on what they searched or searched either on google searching networks or any site partnering with google.

 As a creator or marketer, you choose the keywords you want to target and your advert pops out user search, which exactly or closely looks like the one you typed. 

Because your audience has already created active shopping, researching, or considering protocols, you will inevitably get to them since google ads work with matching up effectively to keywords searched by users, google ads also suggest search to users based on their previous interests, so your ad can get to the audience based on their relative behavior and the machine determined intelligence. 

 Furthermore, google ads have 3 basic formats which include;

• SEARCH ADS: it shows up as a text and has a headline that can be clicked

• DISPLAY ADS: this is an image ad that might pop up in the margin, footers, or headers and can still show on display network websites

• VIDEO ADS: this is a short clip that can be skipped and it’s played when you enter a website, open an app, or scroll through youtube. 

Strategies for bidding on google ads

1. ECPC
2. MANUAL CPC
3. MAXIMIZE CLICKS
4. MAXIMIZE CONVERSION VALUE
5. CPM/ COST PER THOUSAND IMPRESSION
6. TCPM/ TARGET CPM
7. VCPM/ VIDEO CPM

FACEBOOK ADS/ META ADS

This is a platform that is audience based which deals mainly with audience behaviors, interests, actions are taken, and demographics. User followed, posts interacted with, pages followed or engaged with in the past are what gets a member added to the audience as a result of the signal they expressed. 

With Facebook ads users are reached when they are scrolling through their Facebook newsfeed, checking out some results, or shopping on Facebook marketplaces. 

Facebook ad format includes but is not limited to 

• SINGLE IMAGE ADS
• SINGLE VIDEO ADS

• STORIES ADS

• FACEBOOK MESSENGER ADS

• PLAYABLE ADS

• EVENT ADS

Strategies for bidding on Facebook ads

LOWEST COST

HIGHEST COST

MINIMUM ROAD

BID CAP

COST CAP

INSTAGRAM ADS:

Instagram is placed within Facebook ad manager and has almost the same features as Facebook ads as they are owned by Facebook

Instagram ads format are

• IMAGE ADS
• VIDEO ADS
• CAROUSEL ADS
• REEL ADS
• STORY ADS
• SHOP ADS

The similarity between Facebook and Instagram or the ownership of Facebook over Instagram made their bidding the same. 

Other platforms for paid adverts include

LINKEDIN ADS;

This platform is a social media majorly for the B2B guys, many web3 companies hang out here.

If you’re looking to meet a host of web3 companies, to offer your services to, it is easier to hook them up there.

LinkedIn Ads are a type of digital advertising that allows businesses to reach a targeted audience of professionals on the LinkedIn platform. LinkedIn Ads offers a variety of ad formats to help businesses achieve their advertising objectives, including sponsored content, sponsored InMail, display ads, and dynamic ads.

Sponsored content is the most common LinkedIn ad format, which appears as a promoted post in a user’s LinkedIn feed. Sponsored content can include text, images, and video, and can be targeted based on a range of criteria, including location, job title, industry, and more.

Sponsored InMail is a direct messaging ad format that allows businesses to send personalized messages to LinkedIn members. This ad format can be used to promote content, generate leads, and drive conversions.

Display ads are a type of banner ad that appears on the LinkedIn platform. These ads can include text, images, and video, and can be targeted based on a range of criteria, including job title, industry, and more.

Dynamic advertising are tailored display advertisements that feature a user’s profile image and other details like their job title and organization. These advertisements, which can be used to advertise job openings, content, and other offers, are made to be extremely targeted and compelling.

In general, LinkedIn Ads can be a useful tool for companies looking to connect with highly focused professional audiences, particularly those in the B2B sector. Businesses can use LinkedIn Advertising to create leads, build brand awareness, and increase conversions by producing great content and carefully targeting their ads.

TWITTER ADS:

With the help of Twitter Ads, businesses may advertise their content, goods, and services to a specific audience on the Twitter network. Promoted Tweets, Promoted Accounts, Promoted Trends, and In-Stream Video Advertising are just a few of the several kinds of Twitter advertisements.

Regular tweets are promoted by businesses in order to reach a larger audience. These advertisements may show up in users’ timelines, search results, and Twitter profiles and can be targeted based on interests, keywords, demographics, and other variables.

Promoted Accounts are made to assist companies in expanding their Twitter following. These advertisements, which may be found in Twitter’s “Who to Follow” area, are directed at individuals who are most likely to be interested in the company’s content or goods.

Promoted Trends allow businesses to promote a hashtag and appear at the top of the “Trends for You” section on Twitter. This ad format can be used to generate buzz around a particular event or campaign.

In-Stream Video Ads are pre-roll ads that appear before a user’s selected video content on Twitter. These ads can be up to 15 seconds long and can be targeted based on interests, demographics, and other factors.

Overall, Twitter Ads can be an effective way for businesses to reach a highly engaged audience on the platform, particularly those in the B2B space. By targeting their ads effectively and creating engaging content, businesses can use Twitter Ads to increase brand awareness, drive website traffic, and generate leads.

PINTEREST ADS:  

Pinterest ads are a type of digital advertising that allows businesses to promote their products, services, and content to Pinterest users. There are several types of Pinterest ads, including Promoted Pins, Promoted Video Pins, and Promoted Carousel Pins.

Promoted Pins are standard Pinterest pins that businesses pay to promote to a wider audience. These ads appear in users’ home feeds, search results, and related pins sections, and can be targeted based on interests, keywords, demographics, and other factors.

Promoted Video Pins are similar to Promoted Pins, but include a video element. These ads can be up to 15 seconds long, and can be used to showcase products, demonstrate how-to guides, or share other engaging content.

Promoted Carousel Pins allow businesses to include multiple images within a single pin, which users can swipe through to view. These ads can be used to showcase a range of products or tell a story about a brand or service.

Overall, Pinterest ads can be an effective way for businesses to reach a highly engaged and motivated audience, particularly those in the home decor, fashion, beauty, food, and lifestyle niches. By targeting their ads effectively and creating engaging content, businesses can use Pinterest to drive traffic, generate leads, and increase sales.

What metric should you use to track the  ads

There are lots of metrics to use which include

Average click-through rate (CTR), cost per mile (CPM), bounce rate,  a   page value. 

However, CTR deals with the number of times an audience clicks on your ad, divided by the number of times the advert was shown on the platform.

The conversion rate is a widely accepted metric for measuring the success of ads because it reveals the truth of how your ad and page worked together to get a user’s complete action. 

FAQs

Which Ad format is recommended for driving action?

1. Call-to-action (CTA) ads: These ads are designed to encourage users to take a specific action, such as making a purchase, signing up for a service, or downloading an app. They typically include a clear and concise CTA button that directs users to a landing page where they can complete the desired action.
2. Video ads: Video ads can be an effective way to drive action, particularly when they are used to showcase a product or service in action. They can be used to generate awareness and interest, as well as to encourage users to take a specific action.
3. Interactive ads: Interactive ads are designed to engage users and encourage them to interact with the ad. They can be used to generate awareness, drive engagement, and encourage users to take a specific action.
4. Social media ads: Social media ads can be an effective way to drive action, particularly when they are used to target a specific audience. They can be used to generate awareness, drive engagement, and encourage users to take a specific action, such as making a purchase or signing up for a service.
5. Search ads: Search ads are designed to appear when users search for specific keywords or phrases. They can be an effective way to drive action, particularly when they are used to target users who are actively searching for a specific product or service.

Which ad format is the easiest to create and edit , and has the widest reach on the display network?

Ultimately, the best ad format for driving action will depend on the specific action you want users to take, as well as the audience you are targeting. By understanding your audience and tailoring your ad format to their needs and preferences, you can increase the likelihood of driving action and achieving your marketing goals.

Which Ad format is recommended for building awareness?

Video advertisements: When utilized to demonstrate a product or service in use, video advertisements may be a powerful tool for generating action. They can be used to spread knowledge and interest, as well as to nudge users into a certain course of action.

Which display Ad format adjusts to available ad space?

Responsive display ads are designed to adjust to the available ad space on a website or app. These ads use machine learning to automatically adjust their size, format, and appearance to fit the ad space available on the device or platform where they are displayed.

Advertisers supply a variety of assets for the creation of responsive display ads, such as pictures, headlines, and descriptions. In order to produce a variety of possible ad combinations that will fit the available ad space, Google Ads employs these assets. This enables the ad to preserve its essential message and branding components while adjusting to the height and form of the ad area.

Advertisers who want to reach a large audience across a variety of platforms and devices frequently choose responsive display ads. They can assist marketers in reaching more users and more successfully achieving their marketing objectives by automatically adjusting to the available ad space.

Which Trueview ad format is billed on a CPM basis?

TrueView for Reach is the TrueView ad format that is billed on a CPM (cost per thousand impressions) basis. TrueView for Reach ads are skippable video ads that are designed to help advertisers maximize their reach and frequency across YouTube

With TrueView for Reach, advertisers pay for every thousand times their ad is shown, regardless of whether or not the viewer skips the ad. This ad format is particularly useful for advertisers who want to maximize their reach and brand awareness, since it allows them to deliver their message to a large audience in a cost-effective way.

It’s worth noting that other TrueView ad formats, such as TrueView for Action and TrueView for Shopping, are billed on a cost-per-action (CPA) basis, rather than on a CPM basis. These ad formats are designed to encourage specific actions, such as website visits or product purchases, rather than simply maximizing reach and frequency.

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