Advertisers can target users with hundreds of parameters, from demographic data (such as age, gender, income, level of education, and marital status) to browsing preferences and social behavior.Īn example of Facebook’s targeting options based on purchasing behavior One of the greatest strengths of paid social advertising is the granularity with which advertisers can target prospective customers, and this principle underpins many social advertising platforms and products. Paid social advertising functions similarly to paid search, with the notable exception that advertisers, not users, take the initiative – advertisers must “search” for users, rather than the other way around. Social networking remains the most popular online pastime for adults all over the world, and advertisers have evolved their strategies to target consumers where they spend their time, namely on social networks such as Facebook and Twitter. While paid search may have transformed Internet advertising, paid social is transforming the web of tomorrow. Keywords should be highly relevant to your business, organized and structured into logical ad groups separated by campaign type, and aligned with the correct match type in order to be displayed to the right visitors, at the right time, for the right campaign. This ensures that all advertisers have a fair chance of their ads being displayed to users, rather than those with the biggest advertising budgets. Advertisers bid on keywords as part of an ad auction. These terms and phrases are known as keywords, and they form the basis of PPC advertising. Paid search allows you to bid on relevant terms and phrases that may cause text-based ads to be displayed to users when they enter specific search queries into Google or Bing.
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