An effective marketing strategy and successful promotion of your business via the internet will expand your customer base while driving visitors to your website, ultimately building brand recognition.  Visits to your website help search engines identify traffic to keywords, which support building your brand.  When developing your company’s marketing plan consider utilizing paid search and paid social advertising together.  View the two internet marketing options as a complimentary plan establishing a broader digital marketing strategy.  Tiny Giant helps our customers achieve this without long term contracts or enormous advertising budgets.

Paid Search Advertising

Paid search focuses on keywords and the use of text-based advertisements.  Users pay for the potential to find new customers based on keywords and search terms entered into the search engine.

Search engine marketing (SEM) is the process of gaining traffic to your website by purchasing ads on search engines.   Pay-per-click (PPC) internet advertising is one of the most common.  Advertisers pay a small fee to the search engine when their ad is clicked, sending a visitor to the website.  Essentially, you are buying visits to your website as opposed to earning visits organically.  The most popular platform for PPC advertising is Google AdWords.  According to Wordstream.com, “AdWords” is so commonly used that it has become one and the same with the term “paid search” even though others, like Bing Ads and Yahoo Search Ads, work similarly.  No other platform offers Google’s audience as they process over 40,000 searches every second, as reported on internetlivestats.com.

Paid Social Advertising

Paid social is the practice of advertising on social networks.  Social ads allow companies to get closer to their ideal customer and blend in with user content in news feeds.  This type of marketing is affordable and attractive to small businesses with limited promotional budgets.

With paid social advertising you are paying to display advertisements to social network users based on their user profile.  The ad appears in a format that works for your company, whether it is an image, video, sponsored message, etc.  Facebook is one example of paid social advertising, and they are dubbed the pioneer in this arena.  Although there are other platforms, such as Twitter and LinkedIn, Facebook has a vast global audience and has been improving its advertising for years.  The social network had 1.86 billion monthly active users at the end of 2016, and they are closing in on two billion users today.

Both paid search and paid social advertising are effective marketing options, and they can be customized to any business sector.  The primary difference between these two platforms is that paid search helps you find new customers while paid social helps new customers find your company.  In essence, this is push and pull marketing, and a successful advertising plan should utilize the strengths of these two strategies to create an effective marketing tool for your business.

Tiny Giant Web Solutions is here to partner with you in order to create a successful advertising plan that will get your small business noticed.

Additional Resources:
http://www.wordstream.com/facebook-vs-google
http://www.internetlivestats.com/google-search-statistics/
http://money.cnn.com/2017/02/01/technology/facebook-earnings/

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