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Effective advertising as a complement to positioning

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When entering the web, it is not difficult to come across advertisements. It is an inseparable element of websites and social media. They are also often displayed in web and mobile applications. For this reason, the recipients of this type of content are becoming more and more demanding. For advertising to be effective in the community, it must be really good and stand out from the rest. Boring promotional materials just disappeared in the thicket of others and no one will remember them.

What are the types of advertising?

Advertising has many names. They can be published to increase website traffic, increase sales or build brand awareness on the web. These types of materials can be self-published as the main element of your marketing strategy. However, it should be mentioned that it is also a great complement to positioning .

Image ads on websites and web applications

The most popular form of online promotion is the use of image ads on websites and in web applications that belong to the Google advertising network. These types of websites provide a small fragment of space to display sponsored materials in this place. The advantage of this type of advertising is matching to the user. What exactly the recipient sees depends on his preferences and previous online behavior.

Search engine advertising

For effective ads are also displayed in the search engines. Of course, Google is very popular, which is why it is the basic and most popular place of this kind. Promotional material may appear on the search list in the form of text or image (product ad). Let’s also not forget about the Bing Ads system and advertising on auction portals, for example Allegro Ads.

Sponsored articles on the web

Positioning may be supplemented by sponsored articles published on thematic portals, blogs and websites. They should be written in an attractive way – content distribution is also an important element, because the content must reach the right audience. These are extremely effective ads , especially if the texts are properly prepared.

Social media advertising

Positioning is also complemented by the publication of advertisements in social media. Use portals such as Facebook, Instagram and LinkedIn. YouTube also has a large pool of recipients. Select social media in such a way as to match your audience. Not everyone uses LinkedIn and Instagram will not work for all industries.

Email advertising

Equally high efficiency stand out advertising sent via e-mail. Usually they are targeted at a narrow group of recipients, for example newsletter subscribers. It is worth mentioning that for some time ads published on Gmail via the Google advertising network were also very popular. However, official announcements show that this solution will be removed in favor of the so-called “Discovery campaign”.

Effective advertising as a complement to positioning

When is it worth helping with online advertising?

If you have a great idea to implement effective online advertising , there is nothing to prevent you from implementing them. Additional website promotion is always beneficial, so you can implement this type of strategy whenever you want. Remember that a very important part of developing an online business is properly prepared marketing. Therefore, effective advertisements can be published independently or in the form of positioning supplement .

Positioning and effective advertising – what is the effect?

The simultaneous implementation of a positioning strategy and publication of online advertisements allows for multi-channel customer acquisition. In addition, this solution contributes to building brand awareness on the web. SEO (or positioning), like advertising, works phenomenally in virtually every industry. The combination of both of these marketing strategies allows you to effectively promote your own online business. The following indicators are used to measure efficiency:

  • ROAS – (Return On Advertising Spend) is a return that has been achieved through paid advertising spending.
  • ROI – (Return On Investment) indicator that determines the rate of return of a given investment, in this case advertising. The difference between ROAS is that in this case, the analysis should use all investment data related to a given advertising campaign, and not just the cost of publishing promotional materials.
  • CTR – (Click Through Rate) is the click-through rate, which determines how often the recipient clicks on the displayed ad.

What makes the best marketing campaign?

You probably won’t find the perfect model for a perfect marketing campaign. However, there is a certain pattern in which the ads will be effective and their publication will bring the expected effect. Just think about these points:

Matching to the audience – at every stage of the implementation of the marketing campaign, try to be as close to the community as possible. For Google Ads, it’s a good idea to use RLSA remarketing lists. However, in SEO, the priority will be to create substantive content that engages recipients and encourages them to buy.

UX – the page to which the ads or links from the organic list of Google searches lead, must be properly optimized. Pay attention to the website loading time, possible errors, shortcomings and faults. Each, even the smallest element of the website should work properly. If possible, initiate A / B tests. If you do not have practical knowledge about user experience, outsource a UX audit to professionals.

Act multichannel – a good marketing campaign is one that is based on several different channels. This can be, for example, SEO, social media and paid advertising. In this way, you will manage to generate traffic to your website using a variety of mediums.

Analytics – use Google Analytics and Google Search Console to analyze the available data. This way you will measure the effectiveness of your actions. In the case of SEO, Senuto or SEMrush will be a useful tool. If you are active in social media, it’s worth considering the Brand24 software.

Effective advertising as a complement to positioning

In what order to choose the types of company promotions?

Each business requires an individual strategy, so online marketing agencies prepare a personalized plan for each website. It is no different in the case of advertising campaigns and SEO. What to choose first to be successful online? First of all, you must remember that positioning brings results over time – usually for a few months. On the other hand, your ads in Google Ads can be displayed literally immediately, if you have the right budget. If you want to effectively promote your own business, you should think about a marketing campaign that will be both SEO and PPC advertising based. Additionally, you can think about publishing sponsored materials on social media, especially if your recipients actively use social media.


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How does SEO work?

Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

When can positioning effects be expected?

Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.

Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.


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