Category Archives for "Google Ads Guide"

The Cold Traffic Playbook For Direct Response Marketers

The Cold Traffic Playbook For Direct Response Marketers

by Justin Brooke

Do you need thousands of low cost, highly targeted, cheap clicks?

Our cold traffic playbook will give you an action plan to scale your monthly visitors and leverage new cutting edge digital advertising options. The best part is most of this will get you clicks below $0.20 CPC!

If you’ve ever thought to yourself, “Man, I just wish I knew what works,” then this blog post is going to be the best blog post you read all year. 

It starts with Google Display Network [GDN], Yahoo Gemini [AB], And then Taboola [TB].

These three networks are commonly used by top media buyers because they provide massive traffic at a great CPC with precise targeting. 

These 3 Networks Are Used By Top Ad Buyers Because Of Their Cheap Clicks Combined With Massive Scale

Next, is the hottest new trend in retargeting, video retargeting. 

By using Google Remarketing lists and Facebook’s website custom audiences you can use Youtube ads and Facebook video ads to retarget your landing page visitors with short videos. 

We’re seeing double the conversion rates with video ads. 

Even when sending clicks to the same pages that other ads are driving visitors to. Use video retargeting as a way to recycle those bulk clicks into even more traffic. 

Finally, just like you would use email follow up sequences to push people through your sales funnel, you can use retargeting ads to help push your visitors through your sales funnel. 

Just like email follow up, you can use retargeting ads to help push your visitors through your sales funnel

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We discovered these best practices while working with 25 of the top direct response marketing companies. 

We also use competitive intelligence tools AdBeat, SEMRush, SimilarWeb (etc) to analyze your trends and competitors. 

Based on all of our experience and the data that we saw last year, we believe this playbook is the strongest media plan for modern direct response marketers. 

To make sure you don’t think we’re just making this up, below we’ve included screenshots showing ad spend by network for a few of the world’s largest digital advertisers… Ad Spend by Network Ad Spend by Network Ad Spend by Network


Did you notice that Google and AdBlade are the only two that all 3 companies had in common?

Listen, we’re not making this shit up. We have access to an overwhelming amount of data that shows this strategy is a collection of “cream of the crop” digital ad strategies. The best part is, it doesn’t matter if you’re a one man shop or you have a team of internal media buyers, anyone can drive millions of clicks profitably with this strategy (providing you have a decent sales funnel).

Obviously, some customization might be needed based on individual needs, but we felt this is a good template for companies to start with.

What You Need To Know About
Google Display Network To Get Started

[GDN]: Google Display Network

With Google Display Network you can use aggressive style direct response banner ads while targeting your ideal audience. For example, if you’re selling muscle building supplements you can target pages by keyword (Benchpress, Deadlift, Powerlifting, etc) then also layer demographic data on top to ensure it’s highly targeted traffic. Your landing page will still have to be Google compliant, but they tend to be more lax on their display side than with their search ads.

Examples of Google compliant landing pages…


These were all running on Google at the time of writing this article. Things may change over time, the Internet is good at that. You should always read the Google advertising guidelines yourself and frequently as they do tend to change.

[GEM]: Yahoo Gemini

Gemini is friendly to aggressive direct response marketers. All the top CPA offers are using Gemini because their ad units look great and get high CTR’s. They used to be a 2nd tier ad network mostly used by rookie CPA marketers looking for cheap clicks, but recent changes in their ad unit design (NewsBullets) and inventory is quickly making them a 1st tier for those in the know. Gemini is a high volume network with great targeting options including geographic, psychographic, and of course demographic.

EDIT: I’ve swapped out AdBlade for Yahoo Gemini. The two are very similar, but Yahoo has much higher quality traffic. My clients are also seeing FAR more conversions with Yahoo Gemini, than they were with AdBlade.

[TB]: Taboola

Taboola is a native advertising network and is the new dog in an aggressive direct response marketers yard. They allow you to put teaser ads for your advertorial/editorial content on their vast publisher network of sites like Forbes, Time, TMZ, and many other 2nd tier media sites. The CTR’s these ad units get are much higher than the CTR’s of banners or text ads and CPC’s below $0.50., a leading native advertising data source, says that native ads are showing an 18% lift in purchase intent. Also, very little compliance issues. You can read their guidelines here.

What You Need To Know About
Video Retargeting To Get Started

2012 – 2014 everyone was buzzing about retargeting. Which for the first time in history gave advertisers the ability to follow the eyeballs after they left the site (without needing to opt-in for anything). In 2015 the hot new twist on retargeting is video retargeting. Following those eyeballs into Facebook and Youtube with short teaser videos or testimonial videos for your products.

[YT]: Youtube Ads

By using Google’s remarketing lists feature you can target your Youtube ads to visitors who landed on your landing page from other means. This is POWERFUL!  

Visitors to your landing page will be shown a short video teasing the benefits of your product when they log onto Youtube. This re-engages them and we’ve seen conversions double after clicking to the page from video ads. Same compliance issues as Google Display, light, but strict. Not nearly as bad as Facebook.

Here’s how to set it up…

  1. Put Google Analytics code on all your pages.
  2. Link your Google Analytics account to Adwords.
  3. Create a Google remarketing list for all website visitors.
  4. Create a 30 – 90 second video. Make sure the first 5 seconds set the hook so they don’t click “skip ad.”
  5. Upload the video to your Youtube account.
  6. Link your Youtube account to Adwords.
  7. Now create a Youtube “instream ad” from your video and set the target to the Remarketing list you made.

Side Note: If you’re looking for a really good course on Youtube ads, I highly recommend InstreamTrafficSystem [aff link] by Tommie Powers. When it comes to video advertising, he’s the top dude right now. I also wouldn’t be a great marketer if I didn’t mention that I have one also here: Bulletproof Youtube Ads

[FB]: Facebook Video Ads

While Facebook is not friendly to aggressive direct response marketing, they do have arguably the best traffic retargeting options with their custom and lookalike audiences. 

By using their website custom audience pixel you can create an audience from all your landing page visitors and then serve them short video ads later on while they are on Facebook. Use one of your Google compliant pages here, try not to attract too much attention to yourself, and you should be fine.

Imagine a visitor who was on the fence about your product all of a sudden seeing video testimonials, product demonstrations, or short teasers for days after they leave your site. Surely, you see how this is way more powerful than simple banner retargeting.

What You Need To Know About
Curing Cart Abandonment

[FB]: Facebook Website Custom Audience

You may have noticed we didn’t include Facebook as a primary source of traffic. That’s because over the last year they have proven to be very unstable and unfriendly to direct response marketers. Almost anyone doing $1,000/day or more has had repeated trouble with ad account shut downs. However, I believe using them for smaller ultra targeted campaigns using their website custom audience and lookalike audience features is a sure bet. With website custom audiences you can create an audience of people who landed on your landing page AND also clicked through to your sales page.

These are highly qualified visitors that makes a lot of sense to retarget them with soon-to-expire discounts via FB newsfeed ads. For example, visitor clicks landing page, then clicks through for the product, for some reason doesn’t buy right away, but then see’s a 10% off (expires midnight) newsfeed ad for your product later that night on Facebook. BOOM! Conversion.

You can also create another website custom audience of people who land on your order page but don’t complete their order. These visitors were excited enough to click the order button, but just couldn’t pull the trigger yet. You’d be surprised how much this happens. There are horror stories all over the net of marketers discovering 50% – 80% of their order page traffic abandoning the cart before ordering. Now, you can bring those orders back using Facebook website custom audiences and newsfeed ads which are arguably the most effective ad unit in the world right now.

After you’ve built up a sizeable custom audience for each of these examples, now you can create a lookalike audience and expand your campaign to people that Facebook believes are similar to your visitors. Every Facebook advertiser I know has said that custom and lookalike audiences are the highest ROI campaigns they’ve ever run. With some reports as high as 900% ROI.

[RMG]: Google Remarketing Lists

Using the Google Analytics code that is likely already installed on all your pages you can create remarketing lists based on pages your visitors visit, just like with Facebook website custom audiences. So everything I just described above that you can do with Facebook you can also do with Google. Allowing you to follow your visitors all over the rest of the web instead of just inside Facebook. Plus, Google just released a competitor to lookalike audiences called “similar audiences.” This means you can also create campaigns targeting people who Google believes are similar to the visitors from your remarketing lists.

The trick with Google remarketing and Facebook website custom audiences is ONLY targeting highly qualified visitors. You do not want to just target any visitor, because a majority of web visitors are bounces that were never interested. However, someone who visited your landing page and your sales page is a qualified candidate. Same goes for someone who has visited your sales page and your order page. With Google remarketing lists you can ever create a list of visitors who were on your page for a specified amount of time. This is great if you have a VSL and want to remarket to people who watched more than half of your VSL, but not all the people who left in the first minute.

Wrap Up:

The best part about the roll out strategy is that it works for a one man shop, or a company with their own team of internal media buyers. It’s simple enough for the amatuer and strong enough for the veteran.

However, if this looks overwhelming to you, or if you don’t have accounts in these networks, or if you don’t have the time to learn how to use each of these networks, then you should let us make it hands-free for you.

Our AdSkills Media Buyers specialize in direct response ad campaigns. We can guide you through the compliance rules and help you scale the campaigns.

What we need from you…

  1. Proven/tested sales funnel that is capable of converting the highly targeted clicks we send into sales. (Note: we do not work with newly built sales funnels)
  2. Tracking Already set up – we work with all cookie-based tracking solutions, however other solutions (like Infusionsoft) are not acceptable tracking solutions for our services.
  3. 1 day of your time to plan and build your digital marketing strategy.

If this is you, fill out our matchmaker form and we’ll pair you with an AdSkills certified media buyer that fits your budget. For everyone else, I read every comment so if you have questions leave a comment below.  Also, if you found the information in this article useful, sharing it on Facebook or Twitter really helps us keep producing more content like this. Without the shares, we just couldn’t afford to keep producing free content like this.

Thanks for reading.


We searched 50 companies that made millions online with digital ads. Then packaged all their landing pages and ads in a neat file for you. Download it now and have an instant swipe file for your own inspiration. 

The Ultimate Guide To Google Tag Manager

The Ultimate Guide To Google Tag Manager


Does your website have lots of tracking/retargeting/conversion codes these days?

In recent years, tags and tag management have transformed the way marketers controlled their analytics tags.

To help make things even easier and simpler for marketers, Google launched their own tag management system in 2012 called Google Tag Manager (GTM) with the goal of freeing marketers from waiting for days for site codes to be updated, allowing them to launch new tags with just a few clicks, and letting them focus on marketing instead of coding.

Despite the fact that there are some marketers who are now enjoying the benefits of being able to own, collect, and act on their data in real time, there are still those who are new to this idea. With that in mind, this article will talk about tags, tag management, and most especially Google Tag Manager to help you get started on reaping the rewards of incorporating these in your marketing toolbox.

Tags Defined

First things first, what are tags? To the uninitiated, it can be deceptively easy to associate tags with keywords and blog posts. However, in the realm of digital marketing, tags take on a different meaning.

A tag, in this context, is a snippet of website code that

lets you measure traffic and visitor behavior, understand the impact of online advertising and social channels, use remarketing and audience targeting, test and improve your site, and more.



A tag can be a 1×1 transparent pixel (image tag) loaded onto a webpage or it can also be a form of JavaScript code for more advanced data collection.

Typically, tags are added to the source code of a website and are designed to send information from a website to a third party. Tags fire or execute when a page loads or in response to user interaction on a page.

Generally, tags can perform a number of tasks which can help facilitate digital marketing and analytics including instructing web browsers to collect data; setting cookies; extending audiences between multiple websites; integrating third-party content like social media widgets, video players, and ads into a website; and  run things like Google Analytics and other digital marketing services.

Tags can gather different kinds of data including user context (information like the IP address od a mobile phone, the type of mobile browser being used by a site visitor, and how a visitor was referred to the site); user profile (data stored in cookies like unique Profile IDs or targeting criteria); and user behavior (the products, content, or ads viewed by a visitor, links clicked, time spent on a page, and more).

Tags and Its Pain Points

Despite the apparent practicality of using tags to aid the digital marketing process, there are still concerns and issues that arise from using these pieces of code. A few of these pain points include:

  • It slows down website performance. Often, there are at least 50 tags installed on a website and this number can grow by the hundreds depending in the needs of a marketer. Installing hundreds of tags can introduce additional latency which degrades customer experience.
  • Manually adding tags to a website’s source code can take a while and needs the involvement of a webmaster. This can delay campaigns and result in lost revenue opportunities.
  • Tags can sometimes fail to fire resulting in data loss.
  • Implementing tags can be error-prone. Again, when tags are manually added to a site’s source code, there is always a possibility that errors will occur and fixing this will take away precious time that could otherwise be used for more meaningful work.
  • Changes on a page can break a tag’s functionality. In other words if a site’s design is tweaked then some tags might lose their connection with previous data and may not complete its function.

Tag Management as a Solution for Tag Blunders

The good news is that there is a way to address these problems related to using tags in the form of tag management.

Tag management allows marketers to address issues pertaining to agile marketing measurement and accuracy of tracking. There are systems available that allows for third-party tracking, analysis, reporting, remarketing, conversion tracking, optimization, and more.

In a study conducted by EConsultancy, 73 percent of content management system users reported tag management expense and 45 percent of users described it as significantly less expensive than manually updating tags.

The Rise of Google Tag Manager

Google released its own free tag management system (TMS) on October 1, 2012 called Google Tag Manager (GTM). As a TMS, it promised marketers the capacity to launch new tags with just a few clicks. This results in faster and tighter control over digital marketing and analytics programs. Since its release, is regarded as one of the most widely used systems in the market.

GTM uses a container tag or a small snippet of code that allows marketers to insert tags into their websites. This container tag acts as a bucket to hold other types of tags that a marketer might need to install on a website including Google AdWords tags, Google Analytics tags, DoubleClick Floodlight tags and many non-Google third-party tags

The best part about GTM is that marketers no longer need to edit their website’s source code. Instead, tags are added using a simple web interface thereby reducing errors, eliminating the need to involve a webmaster, and quickly deploying tags on a site.

Moreover, GTM keeps track of a set of tags and tag-firing triggers that define when those tags should be made available on your site. When a user visits the site, the most up-to-date tag configuration is sent over to the end-user’s browser with instructions for which tags should fire.

Users can use one GTM account to administer tags from one or more websites or mobile apps. Although you can set up multiple accounts from a single Google account, you’ll typically only need one GTM account per company or organization.

GTM comes in a wide variety of features that will help marketers at the enterprise level. These features ensure the best experience for users without compromising the integrity of a website. Among its long list of attributes include:

  • Asynchronous tag loading. Google Tag Manager fires all tags asynchronously. This means tags load as they’re ready to load, in parallel with other page elements. So slow tags won’t hobble your site or prevent other tags from firing. This can lead to faster page loads and more data collection.
  • Define reusable variables. Google Tag Manager lets you select important data elements on your site pages and collect them easily. For example, you only need to define once where “total price” is found on your page, and then Google Tag Manager can pass that value through to all of your tags.
  • Smart caching. Google Tag Manager minimizes the number of requests made to our servers through the use of intelligent caching, allowing bandwidth to be spent on firing all your other tags.
  • Tag Blacklist. Tag Blacklist lets administrators define specific tags or tag types that can never be added to the site. This helps keep your site safe from malicious software.
  • Preview mode and Debug Console. Want to see how the changes you’ve made actually work before deploying live to your site? Preview Mode gives you a glimpse into how a new tagging configuration would work before you publish it. As part of their Preview Mode, Google Tag Manager provides an additional tool to help you understand how your tags are functioning. Rather than wading through lots of extra detail in standard web-developer tools, you can use our specialized Debug Console to self-check which tags are firing.
  • Site tag overview. The overview lets you see all tags within your container—and any associated triggers—at a glance. You can easily select a particular tag if you need to make changes or remove it, or you can add new tags at any time.
  • Version history. Thanks to its versioning feature, you keep a history of what’s been published on your site. If changes are made and you’d like to go back to a prior version, it’s easy to flip back.
  • Multi-account and multi-user support. Agencies that manage multiple accounts for different clients can see all of their accounts in one place, and can switch between them seamlessly. Moreover, multiple users can access the same account, making it easy to work with different members of your team.
  • User level permissions. When making a tagging change, there are often two sets of users: a non-technical user who knows the business needs around tagging and a technical user who understands website technical needs. Their user-permissions system allows you to select the level of access for different users; so, for example, marketers can specify what changes they want made, and trusted members of the IT or webmaster team can actually push changes live to the site.
  • Custom macros. Design your own custom macros to fire a tag based on the value of an element or data in the page, such as if a user buys an item worth more than a certain amount.
  • Tag templates Tag Manager comes with built-in templates for Google AdWords Conversion Tracking, AdWords Remarketing, Google Analytics, and DoubleClick Floodlight.
  • Custom image tags, HTML tags, and JavaScript. Users can add image tags, HTML tags, and JavaScript that’s not yet included as a template. For custom JavaScript, don’t forget to wrap it with <script> </script>.

Google Tag Manager also offers its users benefits that will make digital marketing that much easier. This includes:

  • Marketing Agility – Users are able to update tags in their own with just a few clicks. This means that conversion tracking, site analytics, remarketing, and more can be done almost instantaneously eliminating the need to wait for weeks or even months for website code updates.
  • Dependable Data – Google Tag Manager boasts of its easy-to-use error checking and speedy tag loading. This means marketers will always know that every tag works so they can rely on collecting the right data at the right time.
  • Quick And Easy – Google Tag Manager is designed to let marketers add or change tags whenever they want, while giving IT and webmasters confidence that the site is running smoothly and quickly.

Getting Started with Google Tag Manager

Setup and installation of Google Tag Manager is nothing but simple. To get started managing your tags using Google Tag Manager:

  1. Go to google.comto create a Google Tag Manager account (or to access an existing account).
  2. Create a container for your site or app.
  3. For websites:Add the container snippet to your site while removing any existing tags.  For mobile apps: Implement   the Google Tag Manager SDK for Android or iOS.

You’re then ready to add tags (such as Google Analytics and AdWords Conversion Tracking tags) to your site via the Google Tag Manager user interface.

Many tag management operations can be achieved by just doing the basic code installation, but if you’d like to have finer grain control over tag events or data, you may want to use some customization using our asynchronous methods.

Take note that the Google Tag Manager snippet must be placed directly in the page that you intend on tracking. Placing it in a hidden iframe or deploying it within another tag management system will prevent certain tags from accurately tracking the parent page.

Adding, Updating and Publishing Tags

You’ll need to add tags to your new container. Begin by replacing any tags you removed from the site in the previous step. For example, if you deleted an AdWords Conversion Tracking tag, add it back in Google Tag Manager. Once a container has been created and the container tag has been added to the site, you’re ready to add and update all tags from the Tags page.

  1. In Google Tag Manager, select an account. The Containers page appears.
  2. Click your site’s container in the list. The Tags page appears.To add a tag: Click New Tag from the Container screen. Select the tag type (for example, Google Analytics) and specify triggers for when the tag should fire.
    1. trigger is a condition that evaluates to either true or false at runtime. It does this by comparing the value in a variable with the value that you specified when you defined the trigger.

A Tag Manager variable is a configured name-value pair for which the value is populated during runtime. Tag Manager has many built-in variables, and you may configure custom variables as well.

For example, the predefined variable “url” always contains the URL of the currently loaded page. If you want a tag to fire only on the page, you would define a trigger that looks like this:

  • Event:Page View
  • Trigger Type:Page View
  • Fire On:Some Page Views
  • Fire the tag when these conditions are true:
    Page URL matches

You can define variables to suit your needs, each containing some piece of information that needs to be available at runtime. You can then use these variables in trigger conditions, or to pass information to tags. For example, you might define a variable that contains the price of an item that the user is viewing. Or, you might define a variable to contain a constant value such as your Google Analytics account id string.

    • To edit a tag: (for example, update the triggers for when the tag should fire) Click the tag in the list. Make changes on the Edit Tag page.
    • To delete a tag: In the left navigation bar, click Tags. Click the tag in the list. On the Edit Tag page, click the Delete button in the lower right corner of the screen.
  1. Preview your site. Previewing gives you an opportunity to perform quality assurance (QA) on your site. You can make sure the site looks and behaves as you expect and, using the debugging option, see which tags fire as you browse and interact with the site.
    • From any page in a container with unpublished changes, click the Publish button in the upper right corner of the screen, then click Preview and Debug.
  2. Publish the changes live to your site. When you are ready to make your changes live on your website, click the Publish button in the upper right corner of the screen, then click Publish Now.

Excellent Uses for GTM Tag Templates

As previously explained, GTM supports tag templates that makes digital marketer simple and practically fuss-free for its users.

  • Display Ad Tracking templates include DoubleClick Floodlight Counter, DoubleClick Floodlight Sales, Mediaplex – IFRAME MCT Tag, Mediaplex – Standard IMG ROI Tag, and Turn Conversion Tracking.
  • Remarketing templates include AdRoll Smart Pixel, AdWords Remarketing, Turn Conversion Tracking, and Turn Data Collection.
  • Analytics templates include ClickTale Standard Tracking, comScore Unified Digital MeasurementGoogle Analytics, and Universal Analytics (beta).
  • Search templates includes AdWords Conversion Tracking only for the time being.
  • Audience templates include AdAdvisor, Bizo Insight, comScore Unified Digital Measurement, and Media6Degrees Universal Pixel

These tags can be added to the tag container by following the steps indicated above.

Tags are excellent tools for digital marketing campaigns and Google Tag Manager helps marketers focus more on their work rather than fidgeting with site codes or waiting for webmasters to finish updating website tags.

GTM allows for easy testing, it plays well with Google and non-Google measurement and marketing tags, it is IT-friendly, it is rule-driven, and it has a robust feature list that takes the pain out of tags and tag management.

7 Types Of Online Advertising

7 Types of Online Advertising


Online advertising has evolved since its humble beginnings as a static image that pops up at the top of a website. Now, there are a wide variety of advertising types you could use – we’ve listed the seven top types here (and tried to give you the quick definition for it).

1. Display Ads

The original form of online advertising, these are visual ads that appear on third party websites (usually ones that are related to your content or service in some way).

Display ads have evolved from the basic form of banner ads. Nowadays, display ads come as:

  • Static images – these are your basic banner or square ads that appear around the content.
  • Text – these are text ads that are created by algorithms to make text ads relevant to the surrounding content.
  • Floating banners – these move across the screen or float above the regular website’s content.
  • Wallpaper – these appear and change the background of a website, filling the whole page.
  • Popup ads – these are new windows that appear in front of the website content; newly opened window displays the full ad so visitors can see.
  • Flash – these are moving ads that “flash” different content at the viewer.
  • Video – these are small video ads that autoplay or wait for the video to be played by the visitor.

Display ads are usually very affordable. If you contact the third party site directly, their rates will vary from site to site. If you go through a marketing site, they will charge you a base rate.

Some third party sites, like the Google Display Network, allow for demographic, geographic, contextual and/or behavioral targeting – all of which help you target the audience that would be most likely to be interested in your product or service.

2. Social Media Ads

In 2015, Social Media commerce totaled $30 billion in the US. It’s a marketing arena that is not only efficient but effective. Very similar to Display Ads, Social Media ads can be anything from a simple banner or image to an auto-play video.

Social Media advertising is great because you can target your audience perfectly. For example, Facebook’s targeting options include age, region, interests, educational background and more.

Here are two types of Social Media advertisements:

  • Organic – creates loyalty and gives you feedback from your target audience; new form of Word-of-Mouth
  • Paid – leverage promoted posts and reach specific people

The best platforms to target are:

  • LinkedIn for B2B sales
  • Facebook for display and top of funnel marketing
  • StumbleUpon for amazing, attention-grabbing content

Other platforms to hit up if you have the budget for it:

  • Twitter
  • Google+
  • Pinterest
  • Instagram
  • Tumblr
  • Reddit

You can prepare your Social Media campaigns yourself or you can work with a marketing agency to prepare your campaign.

3. Search Engine Marketing (SEM)

The most dependable form of online paid advertising (and also the most common). SEM works based on keywords – you and other businesses like yours bid on keywords through search engines in an effort to get your website up higher on the Search Engine Results Page (SERP).

All SEM ads that appear in Google, Bing and other search engines are text ads. They’re listed at the top or sides of the SERP.

Paid ads can either be Pay Per Click (PPC) or Cost Per Thousand (CPM).


  • PPC
  • You bid on keywords and your results appear at the top of the SERP based on bid value.
  • This is the best value package because you’re only charged when people click on the ad.
  • Also, it’s the easiest to track during the campaign.
  • CPM 
  • You’re billed a flat rate for 1,000 impressions.
    • This makes it easy to apply a budget and you’re guaranteed a number of “shows” on the SERP.
    • However, you risk overspending – if no one clicks through you’re paying for wasted results.
    • Also, you can’t assess or track the campaign until it’s over.

You can also use SEM in the unpaid form by optimizing your website for keywords (also known as SEO). Search engines list the unpaid results based on relevance so improving the SEO of your site means you’ll be able to get more hits for free if you improve your site’s SEO.

The best platforms for SEM are Google AdWords, which allow you to create highly targeted campaigns; to make the most of your Google AdWords campaigns. Another platform that’s great for SEM is Bing, which has less competition than AdWords.

4. Native Advertising

Native advertising is those sponsored listings at the end of blog posts, appearing on your Facebook feeds and posted to other Social Media.

These pieces of content are integrated and camouflaged into the platform on which they appear. You can promote and post your Native Advertising through networks like Adblade, Adsonar, Outbrain and Taboola.

There are several forms of Native Advertising:

  • In-feed
  • Search ads
  • Recommendation widgets
  • Promoted listings

5. Remarketing/Retargeting

The best way to market to people who already know about your product and service is to remarket to them. Or retarget. Depends on who you’re talking to.

When people visit your site, you drop a cookie on them so that, as they travel around the web, your ads will appear over and over to remind them about your product or service.

This form of advertising is inexpensive and, if done right, can be more effective than PPC. It increases conversions because it reminds people of you who already know who you are.

You can try to set this up yourself on Facebook Remarketing, Google Remarketing and more. Or, you can use a third-party platform or provider to set up your remarketing campaigns – read our Retargeting Cagematch for the 4-1-1 on all of the available platforms you could use… and which are best.

 6. Video Ads

While YouTube ads are the most popular and well known of video ads, there are actually several different formats, types and content options.

You can go the route of educational/informative. Or maybe you want to post a how-to. Try to pull on the emotional strings of your viewers by creating a visual story. Ideal for branding, especially if you have a product or service that is best demonstrated visually.

Whatever you choose, Video Ads are gaining in popularity because they avoid blatant advertising while also attracting the limited attention span of many YouTubers.

Once you’ve created your video, you can post to:

  • YouTube/Google
  • Facebook
  • Twitter
  • Vimeo
  • Brightroll
  • YuMe
  • Hulu
  • Live Rail
  • Specific Media
  • Tube Mogul
  • Tremor Video
  • AOL
  • Auditude

YouTube also have the fun little Pre-Roll ads (those short… sometimes long… ads that appear before the video you actually want to watch starts).

7. Email Marketing

Hanging out with Display Ads back near the start of online advertising, Email Marketing is a cheaper, faster and effective form of advertising.

It’s a great way to build customer loyalty and boost sales; when you use an email campaign manager (see the list below) to prepare and send your emails, you can easily track how well they do and monitor your ROI.

Email Campaign Managers:

  • MailChimp
  • Constant Contact
  • AWeber
  • ConvertKit
  • GetResponse
  • Campaign Monitor
  •  Active Campaign

In order to succeed at email marketing, you first need to build a list of email addresses. You can do so by using quizzes, or you can put a simple Newsletter sign-up on your site.

Then, you can send email campaigns that focus on promotions, discounts, features or content you’ve posted to your blog. Most emails are short, sweet and to the point. A concise message makes it easy to get your point across and increase conversions.

Just don’t forget to check your region/country’s spam rules.

Adwords Budget Guide