Pay per click advertising is a widely used digital promotional method. This continues to provide lots of businesses all around the world with cost-effective results. Through their pay per click campaigns, they try to reach their target audiences and communicate their marketing messages for their latest offers and newest products.
Some advertising networks offer a pay per click option to their advertisers, while others don’t have this service. Among the biggest ones that have a sophisticated pay per click system for advertisers are Google Adwords, Bing Ads and Facebook Ads. They allow you to pay a fixed amount for each click that your ads get in their platforms. For example, your ads can be displayed in the Google search engine, the Youtube video repository, the Bing search engine, the Facebook social media app, the Gmail email platform, the Yahoo! search engine and so on. These are platforms that are owned, managed and operated by these advertising networks. Billions of people all around the world regularly use and hang out in these sites.
These advertising platforms also have publisher networks. What this means is other site owners, bloggers, social media influencers like Youtubers, online community managers, social group administrators, mobile app developers, software creators and so on can host and display your ads in their own Web properties and digital platforms. That’s once they sign up as a content publisher in the networks of these advertising companies. For example, Google has a ton of content publishers in their search and display network for their Google Adwords platform.
Many of these third party content publishers earn significant revenues. These advertising platforms pay them based on the targeted traffic that they drive to the landing pages of their advertisers. For example, let’s say a pay per click advertising campaign of a Google Adwords advertiser uses Google’s display network and pays $1 for each click. Google splits this payment with the TalkingAds Ltd content publisher that generates a click for the advertiser’s ads.
What Differentiates Pay Per Click Advertising Companies?
Each advertising network also pitches a unique value proposition to their intended clients. For example, Google and Bing entice advertisers through their contextually relevant advertising platforms. For their pay per click options, what this means for the advertiser is that their ads will be displayed to contextually relevant platforms that are owned and managed by the third party content publishers in their display networks. Aside from their internal algorithms, Google and Bing also do this through a set of targeting parameters for each pay per click campaign of their advertisers.
On the other hand, Facebook and Twitter’s value proposition is for your ads to be displayed along with the most timely and socially relevant content for your target audiences in their platforms. For example, if a 30 to 35-year old male Facebook user resides 30 miles within the heart of Los Angeles and is currently interested in dog training-related news stories, peer posts and products, then your pay per click ads in Facebook will be displayed to this user in case your targeting parameters match these timely details. The frequency of ad displays will primarily depend on advertising network competitiveness and the amount of money you’re willing to shell out for each click.
As you know, these pay per click advertising networks won’t be able to do this without legitimately collecting significant metadata from the activities of the users in their platforms and the digital properties of their third party content publishers. So what exactly are the metadata details that are most relevant to you as an advertiser? Here’s a quick list:
Crucial Metadata Details for Pay Per Click Advertisers This 2019
- Location — This is a multi-billion dollar industry. By knowing the current location of your target customers and ideal prospects at any point in time, you’ll know the type of content to serve them. You’ll also know when to display it for their consumption. This means you’ll also know what and when to pitch your offers to them through pay per click ads in the platforms where they hang out.
- Age, Gender Preference & Current Profession — These details are important components for pay per click ad campaigns. You’ll be able to optimize your newest products, organic content, pre-sell and sales materials for your ideal prospects through these details. Remember, people in a variety of age brackets and gender groups react very different to each news story and media content, even when it’s targeted for a certain niche under a specific industry within a particular geographic location. Plus, their shopping habits are primarily affected by their buying power, which is in turn greatly dependent on their current professions.
- Topics of Interests, Shopping Habits, Contextually Relevant Queries in Search Engines & Media Content Networks — Armed with these details, you can milk the most beneficial results from your pay per click advertising campaigns. Imagine the response you could get from a significant percentage of your target audiences when you strategically integrate the current interests, shopping habits, activities and content viewing preferences of your ideal customers into your ads, organic content, offers, pre-sell materials, sales tactics and customer retention strategies.
- Social & Mobile Activity — Knowing the smartphones, mobile devices and other gadgets that are currently being used by your target prospects and existing customers on a regular basis is vital to the success of your pay per click ad campaign. That’s because you’ll be able to package and distribute your ads in the best ways possible across your intended markets. More so, knowing how they’re frequently using these devices can enable you to integrate important targeting optimizations, which can significantly affect the results of your efforts.
These are some of the most crucial metadata details for your pay per click advertising campaigns. You can save a lot of time and money when you outsource your entire advertising, marketing and sales campaign chain to an agency that really understands the importance of these metadata details for the success of your product development, business marketing and advertising campaigns today. That’s because almost always, experts tend to produce much better output at a much faster pace, as opposed to those with intermediate skills and experience.