Online Advertising – 4 Useful Formats

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The particularity of these ads is that they are activated by words chosen by the advertisers themselves whenever these words are searched for by users on Google. For example, if you have a used car dealership, you can choose words such as “used cars” and “pre-owned cars”, among others, taking care to exclude words that are not appropriate for your business (e.g. “new”) in order to maximize effectiveness and increase the return on investment.

The secret to a good Adwords campaign is to create ads with good copy , activated by an appropriate selection of keywords , make use of the available ad extensions and make the right choices in terms of payment methods and bids (amount to pay per click).

The obvious advantage of Adwords ads is that research has become a step in the purchasing process and they are only shown to those who are already looking for a product or service that your company can provide, so the ads appear as a response to users' searches, a relevant help that they appreciate .

Learn more about Google Adwords ads .

2. REMARKETING OR RETARGETING
Have you ever seen an advertisement for a particular product/service bank data all over the Internet after having seen it on a company's website? That's remarketing!

This is an advertising format whose objective is to bring potential customers back to the website and thus obtain one (or several) new opportunities to do business . It is often used, for example, in online stores, when users visit a product page but do not complete the purchase. If you regularly shop online, you will certainly know what we are talking about.

A huge advantage of remarketing/retargeting is that ads are shown to a group of people who have already shown interest by visiting your website or store, and this even allows you to personalize ads, for example by offering last-minute discounts that could be the incentive needed to complete a purchase.

A word of warning: remarketing is an extraordinary advertising format, but you need to be careful when using it. No one likes to feel like they are being stalked by an ad, so campaigns should be set up in such a way that the user does not feel like they are being stalked and are tempted to file a restraining order against your company.

Discover our remarketing/retargeting service .

3. FACEBOOK ADS
Facebook has over 1 billion users worldwide and around 5 million in Portugal alone. According to Marktest, 66% of users follow brands on this social network and 17% consider that this fact has “a lot of influence” on their purchasing choices.

Advertising on Facebook gives you the opportunity to reach a large audience or recipients selected based on age, location and interests in a very affordable way . And, as with remarketing, you can also advertise only to people who have already visited your website or even create specific audiences by importing contacts from external databases.

Facebook ads are useful at various stages of the purchasing process , from capturing attention to building customer loyalty, while simultaneously helping to promote awareness, sales and branding for your company.

Advertising on Facebook is cheap and easy, but to increase effectiveness and maximize returns, it is important to know how to build the right audiences , select the most appropriate payment methods and follow best practices when creating ads .