Why Spreading the Love in Online Advertising is a Must
Google AdWords Video Ads: If you have video assets, or the resources to create them, don't overlook Google's Video Advertising options. Through GDN partners and YouTube, Google has several video advertising options available to marketers. In particular, Promoted Videos on YouTube and click-to-play ads on GDN are both served up using a PPC model.
A recent case study from GfK Group revealed a return on investment greater than three to one for the Promoted Video portion of an integrated campaign it ran for Cadbury. While 30-second TV spots can be repurposed on the web, as GfK did, marketers should also consider ads that take advantage of the interactive nature of the web. Take for example Hell Pizza's Interactive Zombie Movie Adventure or TipEx's Hunter Shoots a Bear.
Bing/Yahoo: As a starting point for expanding outside of Google, marketers can leverage the campaigns they've already set up on Google by replicating them on Microsoft adCenter (which powers Yahoo and Bing) to take advantage of the newfound combined market share — reported at 30 percent. While the click volume typically isn't as high, adCenter campaigns often outperform Google in terms of conversion rate. Note that it's important to manage and optimize adCenter independently of Google AdWords, since keywords and ads that work well on Google may not perform the exact same way on Bing or Yahoo.
LinkedIn: For B-to-B companies, there's a significant opportunity to leverage PPC advertising on business-oriented platforms. While it isn't the only platform, LinkedIn is by far the best for such situations. The main advantage of LinkedIn Ads is that the platform enables very granular targeting. For as little as $10 per day, marketers can use LinkedIn's self-serve platform to serve PPC ads to individuals by job title, function, industry, geography, company size, company name, seniority and group membership. For B-to-B marketers who are interested, LinkedIn provides a great set of best practices for advertising on its site.