Who is the Head of SEO?

As already mentioned, Head of SEO is the head of the entire SEO department and manages its tasks. He directly supervises SEO activities of specialists working in other positions, such as SEO Web Developer, SEO Copywriter or SXO Specialist (SEO and UX). It assigns specific tasks to individual people and verifies the effects of their work.

The Head of SEO is responsible for preparing the strategy of his department, and additionally develops quarterly and annual goals to be achieved. He is a leader and is involved in work on several different levels: strategic, operational and tactical. Often a person in such a position is responsible for providing training for employees belonging to the team or providing valuable tips. He makes sure that the actions taken are in line with the business goals and requirements of specific clients. Although Head of SEO is primarily associated with marketing agencies, it is also more and more often employed in many other companies, in their internal marketing department.

Head of SEO Responsibilities

A person who works as the Head of SEO plans and enforces the activities entrusted to employees of the SEO department on a daily basis. He is also responsible for the preparation of specifications and guidelines for content optimization, and analyzes their effectiveness. In the case of this type of position, cooperation is very important, not only with people working in the same department, but often also with other teams of the company.

The Head of SEO constantly monitors the results and, if necessary, implements initiatives to improve them. It happens that he regularly meets or otherwise contacts the company’s clients to discuss the details of the strategy or introduce modifications. This person sometimes conducts A / B analyzes and tests, monitors competitors’ activities, and also tracks trends in the SEO industry.

Head of SEO – competences

The basic competences that a Head of SEO should have are of course directly related to the knowledge and skills necessary in the SEO industry. Therefore, it is important to know SEO, website optimization, link building and copywriting. In addition, experience with various types of tools such as Senuto, Google Analytics, Screaming Frog, Semstorm, etc. is required, as well as tracking changes in Google algorithms and new trends in search engines. Usually, potential candidates for this type of position also require knowledge in the field of website construction and coding languages, such as HTML, CSS or JavaScript.

Due to the scope of duties, a person working as the Head of SEO must have no problems managing the work of his team and assigning appropriate tasks to its individual members. The ability to plan and implement SEO projects, employee management and enforcement plays an important role here. In the work of Head of SEO, the following is also very useful:
– resistance to stress,
– meticulousness,
– ability to manage customer relations.

When browsing advertisements, there is usually information that the candidates are required to have a minimum of several years of experience in the field of SEO. Usually, there is no mention of a specific education and the related title. Good knowledge of all its aspects plays an important role in the SEO industry.

How much does Head of SEO earn?

It is difficult to precisely define the earnings of Head of SEO, because, as in the case of other positions in this industry, a lot depends on the length of service, specific scope of duties, and even the city. Most often, the salary is much more than 2-3 thousand dollars. Average earnings are $ 5,000-10,000, although there are also people earning over $ 20,000. According to the data, SEO specialists from such cities as New York, London or Manila can count on the highest salaries.

How to become the Head of SEO?

Since Head of SEO must have at least several years of industry experience to take up this type of position, you usually have to be patient. Most often in this profession are people who started their adventure with SEO as lower-level employees, for example SEO Copywriter, Junior Specialist or SEO Specialist. Gradually, they gained new important skills and competences, broadening their knowledge in the field of website optimization. In our company that created the paraphrase tool, we also have a Head of SEO.

There is no doubt that Head of SEO knows the industry and the current trends, as well as the available tools, very well. Analytical skills and appropriate risk assessment during the implementation of subsequent actions and changes also play an important role. A person holding this type of position must know what strategy to take together with the entire team in order to bring the expected results. Moreover, communication skills are of great importance to employers. Head of SEO knows how to communicate with his co-workers, people from other departments of the company, as well as with the clients themselves.

In order to get a chance for promotion and take such a position, it is worth focusing on your own development. Various types of courses and training, not only in the field of SEO, but also in employee management, often prove to be very helpful. You should not be discouraged by failures or problems as they occur at every career level. Head of SEO is an experienced person for whom the SEO industry does not hide secrets. It should also support the entire team that it supervises. Good organizational and time management skills are something that will certainly facilitate the performance of daily duties. Often in job advertisements there are references to the fact that experience in, for example, team management is only welcome. Nevertheless, such a skill certainly increases a candidate’s chances of obtaining a dream position and it is worth remembering.

The SEO industry has changed significantly in recent years. In the past, process automation played a more important role, now everything is focused on the skills and knowledge of employees. Head of SEO is a responsible, but also very interesting position for people who are not afraid of challenges and still want to improve their qualifications.

In a stationary store, customers count on the help of the seller. Kind, smiling and kind advisers can work wonders and convince even the least determined ones to buy. It can be said that in the online store this function is performed by a description. The better it is, the greater the probability that the customer will buy the product from you, and maybe even stay with you longer? Where to start creating descriptions?

Find out who your customers are

To get your customers attention, you need to get to know them well. First, think about who and why is visiting your online store? Gather as much information as possible about your customers: How old are they? How do they look? Where they live? What do they do? Are they singles? Do they have families? How often do they shop online? How do they spend their free time? What are their daily rituals? What annoys them? Remember that the customer is not interested in what you want to sell. For him, the most important thing is what he wants to buy at the moment. Try to discover his motivations, fears and needs.

Where to find information? There are quite a few sources of knowledge about consumers and the Internet. If you haven’t done research before, start with industry reports. Important information on the demographics and behavior of your customers can be found, for example, in online tools such as Google Analytics or Facebook Audience Insight.

Create your perfect client

Once you have the knowledge, analyze the collected information and use it to create a persona, i.e. your model client. Give her a name, age and place of residence. Write where he works. Let your persona have goals and desires, but also frustrations. Suppose you run an online store with organic cosmetics. One of the persona might look like this:

Jessica is 28 years old. She is the mother of the resolute five-year-old John and the wife of the architect Tom. She graduated in human resource management, and currently lives in the capital and works in one of the corporations in the HR department.
She tries to spend her free time with her family – actively, preferably outdoors. He cares about ecology. He does grocery shopping in a local grocery store. In order not to waste time, she kept visits to the shopping center to a minimum. Instead of at a drugstore, he buys cosmetics online. Before deciding to buy, she checks the composition of products and the opinions of other customers and influencers. It focuses on quality, price is a secondary criterion.

If you define personas well, you will discover what to focus on when creating product descriptions. You will write to satisfy the curiosity and needs of a specific target group. You will also not waste time on too general or technical descriptions. There is a high probability that no one will read them. And if he doesn’t, he probably won’t buy it.

People buy emotions, not products

Before you start creating a product description in an online store, establish the strengths and benefits of having it. Think about what problems it solves. Customers will be happy to pay if you convince them that it is your product that will have a real impact on their quality of life: they will have more time for their family, they will take care of everyday matters faster, they will be more attractive or they will save a lot of money for holidays. This is where knowing your target group comes in handy. What will convince young mothers will not go to teenagers at all.

Use the language of benefits

Remember that the language of benefits is the language of particulars. Support any benefits your product provides with concrete and true evidence. Avoid cliches and cliches. “One of a kind”, “top-quality workmanship” or “the latest fashion” – they mean nothing to the customer. The market is saturated with this type of desert returns, which is why consumers have learned to effectively ignore them.

If you absolutely want to emphasize that your product is in something “the best” – justify why, eg “The thinnest smartphone on the market. It’s only 1mm thick and you can fold it like a piece of paper”.

It’s important to be clear about the problem your product solves. If an orthopedic pillow relieves spine, head and back pain, say it simply, without any special words or fancy phrases. So that the message reaches all interested parties, not only those who have completed a doctorate in acupressure. When you make customers aware of a problem that you can solve, you will awaken in them an urgent purchase need.

The perfect product description in the online store

Length matters
An ideal description should be around 1000-1500 characters with spaces. Both your customers and search engines will like this length. In addition to the criterion of the number of characters, follow a simple rule – if you read the product description and still have questions, think again.

How much to reveal in the title?
The title should contain the brand, model and type of the product, and if possible, also a characteristic, e.g. color. It is supposed to attract attention, but above all, it should be understandable and legible. Write for people, not for the machine. Do not include detailed technical data and incomprehensible abbreviations in the name. Rely on relevant information that will help customers quickly decode what the product is.

Instead of “Tdx-18 gha roz. XS ”, write“ Alpine Tdx-18 gha (red) ski jacket size XS ”.
Also a mistake is the too general title, which says absolutely nothing about the product.
The title is of great importance for the positioning of the online store.

Show what cannot be touched

Photos are a showcase of your online store, not only the product. Don’t forget that we buy online with our eyes – we can’t touch the product or try it on. That is why it is so important that the photos are taken professionally and reflect reality as accurately as possible. They should represent exactly what you are selling, taking into account the characteristics of the product (color, shape, texture). Even if you have received photos from the producer, it is worth taking a few extra photos that will show exactly what interests your target group. Thanks to this, you will also distinguish your offer from the competition. A good example is Zappos, which shows the most important features of the products in the pictures.

Product description, or how to increase conversion?

The product description has two primary purposes: it explains the functions of the item and encourages potential customers to buy. Few of the elements on the page have such a direct impact on conversion. If you see customers entering your website, viewing products but not adding them to the cart, they are probably put off by the product description or the lack of it.

When creating a product description in an online store, follow the basic rules.
– Choose legibility and transparency. Present the most important features of the product,
– Split text into paragraphs,
– Use boldness to emphasize the most important things,
– Use bullets that help maintain clarity and make it easy for the client to scan the text with their eyes
– Use icons and graphics,
– List everything the customer gets, but also what he won’t get. If, for example, the set does not include batteries, be sure to write about it,
– Give advice and dispel doubts. Create a list of questions and answers and present possible applications of the product,
– Influence the senses and emotions that stimulate the imagination. Appeal to the sense of touch, sight, smell and hearing.

A language your customers will love

The right language is very important in creating descriptions, therefore:
– use short, single sentences,
– use the active side,
– avoid participles; instead of them use conjunctions: which, what, by what, therefore, etc.
– use dynamic verbs: decreases / increases, improves, soothes, speeds up / slows down, oils / dries, strengthens / weakens,
– avoid modal verbs that weaken the power of the message, e.g. “XYZ can minimize the risk of getting sick …”,
– avoid the verbs “to have” and “to be”; it is called energy vampires – sentences with their participation are simple, but also boring,
– use simple, user-friendly words and expressions, e.g. also instead of also, it reduces instead of eliminating, soothes instead of soothing,
– avoid the industry jargon,
– put on the language of benefits,
– give up terms that overly value products, exaggerate their advantages,
– translate more difficult terms to avoid the so-called “Knowledge traps” – a situation in which you think that a given concept is so obvious that you do not need to explain it to anyone.

From General to specific

The amount of information contained in the description depends on the industry. However, it is a good practice to present the most important data in the main description (briefly and concisely presenting the most important information and including the basic keywords). The details should be transferred to the additional description (extensive, presenting the advantages of the product and benefits resulting from the purchase, examples of applications, including elements such as: technical parameters, product specification, pattern and other keywords). Additional description should be presented in the form of legible tabs.

Bet on a hard hit

First, indicate those features that distinguish the product from the competition. Focus on its strongest points and then move on to the less significant ones. End the description with information about add-ons. Take a clothing store as an example to see what a valuable description should contain.

– First, provide basic information: cut, size, color, cut, price.
– Below is information about the size worn by the model in the photo, so that the customer has the right point of reference.
– Include product care instructions – customers often want to know how many degrees they can wash the product or whether it can be tumble-dried before buying.
– Describe the history of the manufacturer.
– List the materials from which the product was made.
– Put customer reviews and opinions.
– Also find a place for additional benefits: free delivery and return.

Make friends with a blogger

A great way to enrich your product description is to use reviews or tests in the description. Many bloggers and YouTubers work with producers and create materials about specific products. This type of content is also created at the request of specific online stores.

SEO product descriptions

Creating product descriptions for SEO is a relatively easy task. However, here too, one can overdo it. Still, most sellers focus too much on positioning and forget about users. The high position of the store in the search engine is of course very important, but don’t write just to fill the description with keywords. If you take care of the customer with substantive content on the website, Google will repay you. See what to keep in mind.

Take care of unique content
Descriptions and titles must be unique. Copying descriptions from the manufacturer’s website will not help your SEO efforts. We realize that creating original descriptions for up to several thousand products can be troublesome. If you do not have the appropriate resources, it is worth outsourcing this type of task to a company that will prepare descriptions in a professional manner.

Choose quality, not quantity
It is a mistake to saturate the text with keywords. Focus on covering the topic and providing clients with the most accurate information. Usually the key phrase appears up to 3 times in the product description with a length of 1000 – 1500 characters including spaces. You can use synonyms and synonyms that sound more natural.

Search for relevant key phrases
Thanks to them you will find out what queries are directed by users looking for solutions you offer. Tools are also helpful that will provide you with information about the most popular phrases, their position, number of searches and competition, as well as how to write to arrange a given text for a given phrase as effectively as possible.

Use materials from your blog
This is a very good practice that provides customers with valuable content and additional linking within your website. You can place an article fragment on the product card and link it directly to your blog.

Relevant Product Names (Heading H1)
The name should contain popular keywords. Each product must have an individual name taking into account the manufacturer, model, distinguishing feature, etc.

Use subheadings (in headings H2-H4)
The subheadings are an important element that improves the readability of the text. At the same time, it increases the potential in search results – especially if you include relevant keywords.

Remember about ALT attributes in graphics
Thanks to ATL attributes, the search engine will know what is in the photo. This way, you can also smuggle a keyword.

Duplicate content

There was a bit of this on the occasion of SEO, but let’s repeat it again – don’t be tempted to copy the manufacturer’s description (the exception is the product specification). But what if the products described differ only in color? Repeated assortment is a problem for many stores. How to create original descriptions for this type of product? Of course, the optimal solution would be to prepare a unique description for each of them, but with large volumes it turns out to be practically impossible. In such a situation, it is worth preparing one universal description and 1-2 sentences characterizing the changing element.

Order or write it yourself?

As always: it depends. Take several factors into account. If you run a small online store, you have time and skills – you can create professional descriptions yourself, why not. Now you know what features a sales product description should have. You are aware of what mistakes not to make. However, if you are the owner of a large e-commerce with thousands of products, and your employees have hundreds of other tasks on their minds, it is better to outsource writing to a specialized company. The price for product descriptions is relatively low compared to the losses you may incur by giving them up.

What exactly is this Programmatic?

Programmatic advertising is a fully automated buying and selling of online advertising. Transactions in this model are much more effective. Target groups are automatically selected in such a way that they are the recipients most likely interested in the category of products and services that we offer them. So we reach a potential customer at the right time with the right message. The rest depends only on our creativity and a well-thought-out strategy. As a result, we save time that we would have to spend on testing many groups of recipients (usually a process lasting several months) and a budget that is spent on high-quality traffic.

The above, combined with the right strategy and advertising creation, can significantly shorten the shopping path. The whole process takes place within one technology platform, in which we can access many channels, ranging from mobile devices, through audio platforms, websites and television.

How does automated advertising work?

It all starts from the website. After the page loads, the signal is automatically sent to the ad market. All this happens in a split second. On the ad market, the auction is immediately carried out among all advertisers who have registered an interest in displaying ads on this page.

How does the system know who to show the ad to?

At this time, cookies appear informing advertisers what a customer is interested in and what their browsing history looks like. For example, if he spent a lot of time looking for new brand shoes, footwear companies from the premium sector will present them with an offer according to his preferences.

Let’s say you run a business that sells wedding dresses. You can create the following ad profile on the software platform:
– Woman, aged 25-35,
– Location: near your salons, wedding dresses,
– Interests: wedding dresses and accessories,
– He spends a lot of time looking for wedding dresses during the day,
– The ideal time of day from 5pm to 10pm (peak browsing time),
– Targeting desktop users (for example, by testing a search campaign before, you already know that this channel has the greatest potential in your case).

The platform also allows you to set a maximum bid, which is the highest amount you’re willing to pay for an ad placement.

This is just a general example. In fact, there are many more targeting possibilities in the programming model. Plus for you, if you’ve already managed to define your dream client quite accurately.

Programmatic Buying and RTB is it the same?

Let’s explain it once and for all. Programmatic is a technology, RTB (Real-Time-Bidding) is just one of the methods to implement this technology. RTB can be seen as a subset of programmatic (programmatic RTB), a piece of a much larger puzzle.

If an advertiser decides to invest more, they will receive a guarantee of displaying their ads on target sites instead of having to participate in auctions. This is a frequently chosen option that does not require RTB. Premium brands in particular opt for it.

This buying method is often referred to as “programmatic direct” and allows very precise targeting of the audience. Traffic quality is much higher, so it usually goes hand in hand with higher ROI.

This is a more expensive solution, but it has incomparably more advantages for the advertiser. It solves its two biggest problems: loss of time and partly spent budget for advertising creations directed at a wider audience, of which only a certain part is in the real area of interest in the product.

So machine learning replaces human work?

Definitely not. This technology replaces time-consuming activities such as offers or negotiations. Thanks to this, man has more time to focus on activities that have a direct impact on the success of the operation. Whoever follows the Pareto principle in life knows how much benefit it can bring for him. Optimizing and planning the right strategy suited to the objectives are key aspects of the campaign’s success, which for now can only be guaranteed by a very experienced specialist. Programmatic buying saves not only money, but also time.

Purchase methods. It’s too complicated! How are they different?

This is true. In conversations with clients, we noticed that many of them have a big problem distinguishing models for purchasing inventory in the programmatic system. So we hurry up with help.

In the programmatic system, we distinguish several different purchase methods. They are in turn:

A. Real-time bidding (RTB)
In this model, we purchase advertising in digital media in the real-time bidding process. The place of sale and purchase are advertising platforms called ad exchanges.

In practice, it looks like this:

When display becomes available, an RFP is sent to DSP (Demand Side Platform). The query is analyzed and sent back to the ad market, where it participates in the auction.

SSP (Supply Side Platform) filters the responses to the offer and sells the advertising space to the winner, i.e. whoever offers the highest price. In the last step, the ad appears on the landing page. All this happens in a split second and takes less time than loading the site. This model is available to every advertiser.

B. Private Marketplace
This model is intended for premium publishers. They offer their inventory to a selected group of advertisers that has previously been approved. It has full transparency of purchase. The advertiser always knows on which sites his ad will appear. Purchase, as in RTB, is done through real-time bidding, with the difference that the publisher must first approve the buyer. These are called closed auctions.

C. Programmatic Direct
Programmatic direct, in turn, is a model in which you buy inventory directly from the publisher. Before the campaign begins, the terms and prices are negotiated between the buyer and seller. After determining them, the buyer can start the campaign.

Transactions do not take place here in the auction system, and the price is set in advance.

This is undoubtedly a very desirable model in a programmatic system because it provides:

– high campaign effectiveness,
– qualitatively the best move,
– high ad position,
– brand safety and increased trust in the brand (ads are displayed in places selected by the advertiser).

The above points + a responsibly planned strategy can provide the brand with an uninterrupted stream of revenue.

D. Preferred Deals
The preferred offer model is similar to the direct model, with the difference that despite the pre-determined price, inventory is not reserved only for the buyer. This means that the publisher offers them first, but if he does not accept them, they are put up for RTB auctions or go to a private marketplace.

Is Programmatic Buying the future of digital marketing?

Everything points to it. Advertising expenditure in this model is growing rapidly. It is currently expected that in 2020 they may reach as much as $98 billion. Brands want to invest in a programmatic model and it’s easy to understand why.

For an entrepreneur, time is money. So why waste it on bureaucracy, when you can secure the best destinations in milliseconds. Companies are increasingly aware of this and therefore decide to programmatic buying.

Over the next few years, this approach will become increasingly common. Who decides to launch a campaign in a programmatic model usually does not go back to old habits. A bit like in the automotive industry, because if you change to Porsche, would you like to go back to your old car decaying car?

For an advertising campaign to work, the ads must meet Google’s requirements. Below are some of the most common errors that can be an obstacle to the display of Google Ads text ads. At the same time, we would like to draw your attention to the fact that in some cases new ads may be accepted “from the machine” and displayed until Google notes that they are inconsistent with the company’s policy. That is why from the very beginning it is worth ensuring compliance with advertising rules.

Potential errors in the Google Ads campaign

Items that may cause your ad to be rejected or disapproved:

– no editorial requirements met – Google cares about the high quality of advertisements and the message presented to Internet users. For this reason, it may block texts that are not transparent or professional, i.e. texts that:

– they present too short and general ads containing unclear information or abbreviations that are difficult to understand,

– exceed the permissible number of characters,

– they contain too many special characters, punctuation and symbols, e.g. exclamation marks, question marks, etc.,

– contain illegal punctuation in the header, e.g. exclamation marks,

– are a combination of different characters, e.g. 4DID4S,
– use only uppercase letters, e.g. HIGH-QUALITY SILK SHIRTS, RICH COLOR OFFER. BUY NOW,
– they were written contrary to the rules of spelling or grammar
– they contain a too general or mismatched call to action, eg “Click here”,
– they contain emoticons in addition to standard text,
– they have too many or too few spaces between characters / words,
– they have a phone number in the content of the ad,

– no min. 2 headers – Google currently allows (in standard, so-called extended text ads) to use up to 3 headers and 2 lines of text. There is no obligation to use the third heading and the second line of text, but for the advertisement to be accepted it must have at least 2 headers,

– illegal content in advertising text – this is content related to products that cannot be advertised as part of Google Ads, e.g. alcohol, medicines, gambling. Please also note that Google may preventively disapprove content that “associates” with prohibited products,

– illegal content on the landing page – as above, this is content about products that are prohibited from advertising. An example would be the situation of one of our customers who had T-shirts in their offer printed with glasses of champagne. Information about the overprint, which was included in the product description on the page, resulted in the rejection of ads,

– promoting counterfeit products – since Google absolutely prohibits the advertising and sale of counterfeits, all products that only imitate the features of a particular brand will not be accepted or will be rejected,

– shocking, offensive, erotic, promoting hatred, intolerance, discrimination or violence – Google pays special attention to mutual respect and tries not to offend the feelings of Internet users. For this reason, it is not possible to advertise, e.g. firearms, products targeted at a selected ethnic group or use vulgar language in the content of advertisements,

– content impossible to verify – slogans such as: “Manufacturer of the best coffee grinders”, “Running shoes No. 1 in the world”, “Most frequently bought dietary supplements”, “The best diet catering – no competition has any chance with us”,

– problems arising from the landing page – Google very much wants internet users clicking on ads to be satisfied with what they will see after switching to the website. The landing page must therefore first of all work and be useful for Internet users. The following page issues may cause your ads to be disapproved:

– targeting ads to a dead landing page,
– no connection between the displayed URL and the actual website address, e.g. “google.com” redirects the internet user to “gmail.com”,
– it is not possible to display the page in standard browsers,
– no possibility to click the “Back” button in the browser.

The great advantage of the Google Ads system is the fact that after rejecting the ad, there is no need to combine and guess what could be the reason for this. Yes, as you can see in the above screenshots, if the advertisement cannot be accepted at the stage of its creation, the system always gives the reason for the inability to save the advertisement. However, if the system rejects an ad that has been running for some time, its status (in the Google Ads panel) is changed to “Disapproved”, and when you hover over the ad approval status, you’ll be given an explanation of the problem.

In addition, on Google support pages you can find a lot of valuable information and tips on editorial and technical requirements related to advertising, which should be taken into account at the very beginning of the campaign.

Content Marketing consists in drawing the attention of potential recipients to the brand with valuable content. For example, if we are producing baking powder, a great move would be to include e.g. recipes for cakes on the blog. Such entries will certainly be useful to our current customers, will warm up the image of the brand, and will also attract new customers who will visit our website looking for recipes.

Popularity of Content Marketing

Is this approach to advertising popular? To answer this question, it’s enough to understand that over 55 million entries, 500 million tweets and four million blog posts appear on Facebook every day. A large part of these entries belongs to enterprises that implement content marketing strategies in this way. Such enormity of information certainly indicates the popularity of Content Marketing. Unfortunately, it also makes it very difficult to stand out and attract recipients. Due to the fact that the amount of created content is currently much larger than users could receive, their attention is only attracted by the most attractive information provided. That is why, remembering that the competition is not asleep and also cares about the website of its company, it is important to contribute to the fact that the content we publish is even better.

Although the amount of content that goes online every day exceeds the processing capacity of its recipients, it would be a huge mistake to recognize that too much content is being created. As many as 75% of people making purchases online are influenced by the content on the site. For this reason, every company tries to “arm” its brand with articles, posts or graphics, attracting potential customers. It is also worth remembering that high-quality content has a huge impact on positioning.

To be appreciated by the recipients, you must provide them with the highest quality content. It is worth noting that it is about content in a very broad sense, it cannot be limited to texts, it is also worth using graphics, videos and all other forms of communication that will affect the positive perception of the site.

Many people are certainly wondering – is this type of action a modern invention that has its source on the Internet? None of these things. Advertising techniques consisting in offering the recipient various types of attractive content in order to draw attention to the brand, worked well long before the invention of the Internet.

Why prepare a content marketing strategy?

Unfortunately, publishing content alone is not enough. It is very important that the activities have a consistent message that meets the client’s needs. That is why there is a need to develop a content marketing strategy. Thanks to it, all published content will be consistent and adapted to the specifics of the industry and the needs of individual recipients. Organized action will allow you to stand out from the competition and be successful.

You can think of strategy as planning your performance in a competition in which the main reward is to draw the attention of potential customers and, as a result, encourage them to use their services or purchase products. Without victory in these difficult competitions, there is practically no chance to be noticed.

That is why the right strategy is the key to success. Unfortunately, despite the rapid development of advertising on the Internet, the awareness of many entrepreneurs is still small. According to Paraphrase-Online.com research, as many as 63% of companies do not have a well-defined and documented strategy. Without it, online success is just a matter of chance. In the event of failure, all the effort and resources invested in online advertising are wasted.

A huge number of companies ignoring the need to have an action plan on the Internet is excellent news for all aware entrepreneurs. By resigning from the strategy, such companies make the results of their work accidental, which makes it easier for companies that will stick to the plan to stand out.

Content Marketing and positioning

Content Marketing brings many benefits, and one of them is the positive impact of positioning. Publishing attractive content on the Internet not only warms up the brand image and makes new customers reach us, but also affects the site’s ranking in the search ranking.

By placing valuable articles on the page, we influence the authority and credibility of our website. It is worth remembering that these are factors appreciated by Google and affecting positioning.
In addition, there is a chance that users who like the content of our site will place a link to it, e.g. on social media.

Summary

If you want your brand to stand out on the internet, you need to offer recipients interesting content that will capture their attention and encourage them to visit your site. It will be helpful to establish a coherent strategy of action in advance, which will ensure that every move will be planned and its result predictable. How to develop such a strategy? You will learn this from the next part of the guide, which will appear soon.

However, in many cases our actions are not everything and despite the application of best practices, a given e-commerce fails. So we have a few insights regarding the success of online stores, which we decided to share, further illustrating our point of view with a fresh case study of one of our clients.

The appearance of the online store – as we see it at Paraphrase-Online.com

Working with such a large number of online stores, we’ve had to deal with more than one website and technology. About those we know really well.

Very often, store owners, having in mind marketing activities that want to conduct in the future, seek our advice on solutions for online stores. Although we know a lot about this, the final decision is up to the customer. Nevertheless, consultation on the choice of CMS or e-commerce platform can save a lot of unnecessary nerves, ill-considered actions and, as a consequence, decreases results.

Consequences of unconsulted changes in an online store [case study]

In cooperation with our clients, we have repeatedly emphasized the importance of exchanging insights and consultation before introducing any changes regarding e.g. the interface of an online store, website or other issues that may have a small impact on the success of Google Ads campaigns or SEO activities. Unfortunately, it also happens that as an agency running a campaign or positioning a website, we are not kept informed of upcoming changes. Consequently, all online sales suffer, which, for example, with an average of $ 100,000 per month dropped to around $ 30,000, while maintaining the same costs for the campaign.

The drop in campaign results in the online store can be seen very quickly, reacting to this drop, but unfortunately not always. In the described case, a complete change in the appearance of the site and certain technical aspects brought unexpected consequences. A more modern look of the site does not always go hand in hand with easier navigation and better customer experience. This is evidenced by the change in time spent on the site by users before and after the modifications introduced. The difference in average session duration was 45 seconds and the number of transactions dropped by 70%.

The best look of an online store – what to consider when changing?

If you want to completely change the appearance of the online store, it is worth basing on the best practices of both UX and SEO (on-page and off-page), as well as analyzing what can affect any major change, e.g. the sales process, returns or marketing activities, e.g. Google Ads or Facebook Ads campaigns.

The optimal appearance of an online store is one that will satisfy the expectations of consumers above all, but also improve the sales process, i.e. allow, for example, obtaining feedback from the customer about the product or improve shipping. Optimal appearance does not always mean the most modern. Of course, a website with a large number of beautiful graphics can convince the customer to buy more, however, it is worth remembering that photos cause a decrease in the speed of loading the website, and may also limit the field to the activities of a specialist in positioning an online store.

In the case of the case study in question, prior to changing the website, consultation with existing store customers was carried out. However, there was no verification of the received insights with proven UX practices, which the industry is talking about. As a consequence, the most important aspects related to the user’s movement on the website were ignored, and only the visual side was taken into account.

What should an online store look like? – best practices.

All you need to do is to check what the largest and most recognizable online stores look like before starting work on a new online store project or before redesigning it. Very often, their appearance is primarily very intuitive. Most of us expect certain solutions and although the modern look attracts us more at first glance, we still prefer shopping on simple pages. The division into product categories, the ability to filter by sizes, colors, etc. have been used for years. Among the more modern solutions it is worth considering the product presentation itself, i.e. the quality of photos or videos showing the product “in action”. By checking the path of users on our website in Google Analytics or based on statistical data collected on the basis of research of other online stores, design the path that the customer should follow from product search to purchase. Most practices say that this process should be as intuitive and short as possible so that the customer can proceed to payment in two or three steps. Optimizing the online store and Google Ads product advertisement will help you bring the customer to the product you offer.

The appearance of the online store and the impact on the Google Ads campaign.

Every major change in the online store can also be seen quickly in advertising channels. Google Ads campaign leads to the online store, i.e. to specific products or their categories, and thus, changing the appearance or certain settings in the store has an impact on the final results of the campaign, e.g. on CPC, number of conversions or other dependent parameters.

The incomprehensible look of the website lengthened the customer’s shopping path and quickly became apparent. In the first two quarters of this year, i.e. before changes were introduced, the average ROAS for the campaign was 1,429.216. Changes on the store’s website occurred at the end of the second quarter. Their effect can be seen already in the third and fourth quarters where the average ROAS was 766.31.

Therefore, we want to warn every store against making drastic changes on the site without prior consultation with any entity that works in our favor and whose actions may be very dependent on these changes. Cooperation between e-commerce and the agency should not be limited to exchanging reports on campaign results or position reports. If you already work together, it is worth using the knowledge and practice of specialists who will gladly suggest what you need to consider and what may affect the success of Google Ads campaigns or SEO activities.

Summary

Many factors contribute to the success of an online store, and any changes should be discussed with us. Not only generated sales, but also customer opinion and experience on the site are involved. The success of Google Ads campaigns or online store positioning activities are also heavily dependent on them. The best appearance of an online store should therefore take into account its functionality and the ability to implement various additional activities that will support sales.

What is a paraphrase?

In the process of interpersonal communication, you can use the procedure of repeating the sender’s words with your own. Interpretation of the information received is called a paraphrase, about which textbooks are written when discussing active listening. The very terminology itself indicates that the processing of the sender’s message gives the impression of carefully analyzing his messages and attempting to properly understand all the issues raised by him. Thanks to paraphrase, you can easily avoid any understatement or overinterpretation, thereby arousing the interlocutor’s sympathy and his respect. In addition, it allows you to remember the information you heard, as well as reduce barriers to attentive listening.

Why use it?

In addition to the already mentioned improvement in the relationship between the sender and recipient of the message, the paraphrase allows … to gain time. Sometimes it happens that by understanding the other side perfectly you don’t have an idea for a quick and proper answer. Thanks to the paraphrase, you can be sure of the correct reception of specific information and come up with a brilliant answer when formulating it. This technique also allows you to reduce tensions or crises. If the conversation is about uncomfortable topics, is too emotional and deviates from the main course, it is worth using a paraphrase. Saying the sender’s words in the right tone can restore peace and change the attitude of people involved in communication. Thanks to the paraphrase, ambiguities can also be corrected, creating an atmosphere of security and certainty regarding the issues raised.

How to master this art?

First of all, remember that listening is not an easy art. Limiting oneself to him during the interlocutor’s statement should be the basic principle of every communication process. You should avoid interrupting, prompting, imposing your views or determining the emotions of the sender, and none of these elements can appear in the paraphrase. This is to be only a transposition of previously heard words, helpful in achieving the objectives mentioned in the above paragraphs. This treatment can be started with the following phrases:

if I understood correctly, then …
did I understand correctly that …
you mean to say that …
(i.e.) in other words …

Their completion should be a paraphrase, after which you will receive confirmation or denial of the correct interpretation of the message. It is important not to go to the next stages of negotiation or conversation without the express consent of the sender. If instead you hear it “not quite as you say”, then you have to ask to repeat and clarify the previous information.

The ability to paraphrase heard messages is extremely useful not only on professional grounds, but also social. Using this technique brings many benefits, allowing not only mutual understanding of the parties involved in the communication process, but also calming emotions and creating a good impression on the interlocutor. It is important to paraphrase skillfully and naturally, which can be learned, for example, on professional courses and training in interpersonal communication.

Google Ads – search engine internet campaigns

If you want to increase your visibility in the search engine, you should bet on a Google Ads campaign. It’s a great solution for those who do not want to wait months for positioning effects. Thanks to paid advertising, your website will appear in search results for specific keywords.

What does it look like from the user’s point of view?
Enters a specific keyword into Google search engine, e.g. cross-country skis. Ads appear at the very top of the search results – they have a green label ‘advertisement’. By clicking, you are directed to the website. For users, Google Ads look exactly the same as organic results. However, they display above organic results, making them more visible.

It is worth noting that thanks to Google Ads you can use other forms of advertising – both in Google search engine and YouTube.

Text ad for mobile devices
It allows the user to call the searched company by phone. Thanks to this, you can make quick contact, e.g. if you want to order a pizza, make some extra keys, rent a car.

Dynamic ad
It’s also a type of text ad, but the way it is created is slightly different from standard ads. In this case, the advertiser indicates only one description line, while the headline, landing page and keywords are chosen by Google.

Advertising on YouTube
This is an offer for companies that have video material at their disposal. You can choose from: 6-second non-negligible movies, longer commercials appearing as “cutscenes”, films appearing as suggestions for further video materials.

Advertising in Gmail
Advertising messages can go directly to the user’s mailbox. By clicking on them, the recipient is redirected to a specific website.

Advantages of Google Ads

In Google Ads, although it is a paid advertising campaign, it is worth investing. This option has many benefits and is extremely effective.

Long range
The ad reaches a very wide group of users, including potential customers. All they have to do is enter certain keywords in the search engine and your ad will appear.

Quick effects
Google Ads allows you to achieve quick results – unlike for positioning. In this case, the website appears at the very top of the search results even the next day after creating the campaign. So you don’t have to wait many months for the site to appear in TOP10. It’s a great solution for companies that are just starting to implement an online campaign.

The campaign can be adapted to the budget
Keyword Planner is a tool that allows you to estimate the cost of advertising using a specific phrase. Thanks to this, you can plan your campaign without exceeding your budget.

Convenient effects monitoring
Ads displayed as part of Google Ads can be constantly monitored and analyzed. This allows you to estimate the profitability of the campaign and make modifications if necessary.

You can use Google Ads yourself. However, if you are taking the first steps in this field, it is better to ask a specialist for support. You can apply to a certified agency that will carry out an effective campaign for you – in line with your goal.

Content marketing

Content marketing is an alternative to traditional forms of advertising. It allows you to expand your customer base through valuable content published in many places on the Internet. It has long been known that direct advertising messages are no longer valid. Nobody wants to be “attacked” by intrusive ads, which is why they are immediately rejected by the recipients. It is completely different in the case of content marketing – here valuable content is intertwined with a subtle incentive to take advantage of the company’s offer.

As statistics show:
– up to 95% of buyers gain confidence in the company after having familiarized themselves with the content available on the web,
– as much as 96% of users search for information on products / services from industry leaders.

Therefore, it is worth taking advantage of the opportunities hidden in content marketing and strive to become an expert in the eyes of recipients.

Types of content marketing tools
Content provided to users may take various forms. You don’t have to limit yourself to one thing – it’s worth carrying out on several levels at the same time.

Company blog
You can share your knowledge through blog articles. Good if they have a guide form – it increases the chance of being interested in entries. Choose relevant topics from the point of view of potential customers.

Webinars
They are an alternative to stationary conferences and seminars because they are conducted online. The advantage is the ability to conduct a dialogue with a potential customer, which increases his involvement.

Thematic articles on external websites
Thematic articles published on external portals (also as sponsored articles) increase brand awareness and at the same time build the image of an expert.

E-Books
E-books are the content of presenting in the form of guides, reports and many other publications – longer than standard articles. Shared on the web, e.g. in exchange for providing an email address, provide a lot of interesting industry information. Publishing e-books on the Internet helps in: generating leads, building the image of an expert, promoting the company. All this will translate into increased sales.

Advantages of content marketing
Content marketing has many advantages, thanks to which the conducted Internet campaign will achieve the assumed business goals.

You increase communication range
You can expect an increase in website traffic. If the messages are really good, the content has a chance to spread virally, reaching a very wide audience.

You are strengthening your position on Google
Google loves valuable content that is useful to users. That is why published articles – on blogs or external websites – can contribute to an increase in position in search results.

You inspire consumer confidence
Providing useful content that helps solve a specific problem helps build consumer confidence. By becoming loyal recipients, sooner or later they will transform into active clients.

You will become an industry expert
By publishing high-quality content – on a blog, external sites, etc. – you appear as a specialist in the industry. In this way, you not only build brand awareness, but also inspire trust. This translates into an increase in orders – shopping with an expert is a guarantee of safety and good choice.

Do not think about this form of online campaign. Content marketing allows you to get up to three times more potential customers than paid search engine advertising. Develop a strategy (alone or with a content marketing agency), and then start acting.

Facebook

Most of the users are active in social media, with Facebook leading the way. So it’s worth running an online campaign there to reach a wide range of potential customers.

The basis of any actions is the creation of Fanpage (FP) – a website through which regular and potential customers will communicate with the company. However, it will be useful not only for establishing relationships with recipients and engaging them in activities. It is also invaluable when you intend to use paid advertising displayed as sponsored.

A Facebook campaign may include:
– systematic conducting of FP – among others adding entries about your offer, what is happening in the company, etc.,
– paid advertising – can be displayed on the user’s board as a sponsored offer or in the box on the right.

Types of campaigns on FB
If you want to make the most of Facebook, set your goal first. Depending on whether you want to convert, build brand awareness or post related activities, for example, different types of campaigns will work.

You can choose:
– website promotion,
– promotion of posts,
– clicks.

Advantages of an internet campaign on Facebook
The presence of the company on Facebook and running an advertising campaign brings many benefits.

Real-time interaction
Facebook allows you to interact with users in real time. This has a positive effect on the image and at the same time allows for quick matching of products / services according to the clients’ needs.

The opportunity to increase brand awareness
You increase brand awareness thanks to posts and paid advertising. The company becomes recognizable, which increases the chance of gaining new customers. It is worth remembering to provide recipients with quick answers, place interesting content, etc. Positive experiences will help to achieve the set goals.

Access to analytical tools
By running a Facebook campaign, you gain access to practical analytical tools. Thanks to this, you can evaluate user behavior, post reach, number of likes, shares, etc. This allows you to modify campaigns to ensure their highest efficiency.

Campaigns in other social media

You can also be active in other social media. Being on Instagram is a great solution if, for example, you run a restaurant, clothing boutique, jewelry store, etc.

It is also worth to mark your presence in LinkedIn – especially if you make B2B offers with your offer. The internet campaign on this website allows for high precision targeting, which translates into the possibility of reaching even a very narrow group of specialists. You can run the internet campaigns presented above at the same time. Such multifaceted action will help achieve business goals in a much shorter time.

Online store advertisement

This is a mandatory element of the promotional strategy – regardless of whether you are just starting out in the world of e-commerce, or have been running it for a long time, gaining good results. Your competition is not asleep, so you need to ensure effective communication with customers – potential, but also current and those who have purchased from you in the past.

However, you may wonder what the costs of such an investment will be and, equally important, how long it will take to lead customers through the marketing funnel towards the finalization of the transaction. The answer is short: it depends. If you expect unambiguous, very specific information, well. This does not exist, because there are many factors to consider when estimating costs and payback times. What? About this in a moment.

What does the online store advertisement look like in practice?

Before you even start thinking about the time and costs that effective online store advertising requires, it’s worth realizing how broad this concept is. There are many ways to promote an e-store on the Web. The most important are:

Google Ads

How can customers get information that you run an online store and offer the products they need? One of the key search channels is of course Google. You use it yourself when you are interested in specific products.

As part of Google Ads, you have a number of options.

First: AdWords campaigns (Google Ads), i.e. sponsored links. What is the point Simply put, when a user enters the keyword for which your store is being promoted, a link to it will appear above the organic search results. It’s a simple and quite effective way to increase conversions in a short time.

Secondly: banner campaigns on external portals – the advertisement will be displayed on various types of websites that work with Google Ads, and you will pay for page views / clicks on them. This method of promotion is quite effective especially if you decide on the version using remarketing mechanisms.

And what is remarketing itself? It is a strategy based on displaying personalized advertisements to recipients – matched, among others to what they were looking for online before. For example, if a potential customer visited your store and viewed specific products, remarketing mechanisms will allow them to display banners with advertising on this topic. Thanks to this, step by step, it will move deeper into the marketing funnel, towards the final finalization of the transaction.

It is also worth mentioning the relatively new tool, which is Google Shopping. After setting up your campaign, your product offer, along with the price and a direct link to the purchase will be displayed in the search results.

SEO and SEM

An equally important aspect associated with online store advertising is visibility in search engines. The higher it is, the better organic reach you get. As a result, what is important, the cost of advertising campaigns themselves can be lowered, because activities through different channels will support each other.

In this aspect, it is worth ensuring above all the optimization and positioning of the online store – including preparation of unique content for descriptions of categories, subcategories, and if the budget allows you – also products. Equally important is the expansion of the blog (with long-tail positioning in mind) or building valuable links.

Online store advertisement in social media

This is not just about running a store fanpage on Facebook, although it is of course the basis of all activities. In the case of e-stores, however, paid promotion is important, especially since this portal provides many attractive opportunities for e-commerce. In addition to the typical ads in the style of “sponsored links” / banners, which go to the column next to the main, or news feed, sponsored posts play an important role. They can take different forms – including e.g. carousel with products.

On Facebook, you can also use remarketing mechanisms, and because of how popular social media are, investment in promotion through this channel will pay off.

How much does it cost and how long will it take?

As you can see, in this sea of possibilities it is quite easy to get lost – especially since in the case of PPC campaigns or Facebook advertising, the system leaves you almost complete freedom in determining the parameters of the campaign, including its budget, as well as its duration.

Of course, you can be tempted to experiment and set everything yourself. Nevertheless, if you are not an experienced marketer, it is very likely that … you will throw money away or achieve less than you could by investing a similar amount in cooperation with professionals.

Together with experts:
– circle target groups and customer persona – so as to be able to direct the campaign to recipients with high potential,
– you estimate what budget will allow you to increase ranges for those you jointly set up – the sum depends, among others by store size, planned ROI or competition in your industry,
– set the duration of individual stages of the campaign and its course.

Specialists will also conduct analytical activities on an ongoing basis to check how the published ads are received and, if necessary, modify their content or form to obtain better results.

As you can see, to find out how long your online store ad will last and how long it will take for you to see measurable effects, it’s best to talk when looking at a specific store. Therefore, contact our specialists without obligation and you will receive detailed information.

Why is the company’s online advertising a “duty”?

The Internet has taken over the world of communication – both in the personal and business sphere. Do you still imagine that when looking for a service provider, you are looking through a newspaper or telephone directory? Or that you can’t check the network for reviews of the equipment you plan to buy? When was the last time you spent a day completely offline?

It is on the Internet that a large part of our lives take place. As statistics show, 57% of people in the world use it, i.e. over 4.3 billion!

And since marketing activities are to follow the consumer – so as to make contact with him wherever he is – they cannot be missing online.

The network has huge advertising potential. First of all, because:

– you have the chance to precisely target the campaign, and so target it to the recipients with the highest potential of interest in your offer,
– you have the option of personalizing your advertising messages – so that they exactly match the expectations of a specific recipient, and the marketing automation system will do it for you,
– you can precisely measure the results of advertising campaigns – e.g. how many recipients clicked on the promotional banner, left contact details and finally made the purchase,
– you gain a wide range of channels and contact points with recipients – you can choose those that best fit into the specifics of your business,
– by optimizing your strategy accordingly, you achieve a high return on investment at a low cost

Therefore, if you haven’t started promoting yourself on the Internet yet – it’s time to change it.

Internet business advertising – where to start?

Start traditionally – by doing a basic lesson related to planning an advertising campaign. Before you rush into the world of social media, Google Ads, Google AdSense and remarketing, precisely define the purpose of your online advertising campaign.

The final one is obvious: you want to increase your company’s financial results. But a specific campaign can be dedicated to recipients at a certain stage of the marketing funnel and serve e.g.

– raising awareness of your brand and products,
– acquiring marketing leads,
– sales of a specific product group,
– strengthening the image of your brand about building engagement and “buzz”,
– launching a new product.

It is important, however, that you clarify this goal. Thanks to this you will be able to refine the detailed course of the campaign and messages.

Attention! For many people this stage seems unnecessary. You know why advertising is done. But that’s just a theory. In practice, it is good to discuss and refine the assumptions. The clearer the direction you choose, the easier it will be to stay on course.

In addition to the goal, therefore, equally important question is who you are advertising to.

Are your products / services intended for any group of recipients? Of course not! Even if you operate nationwide and offer a wide range of solutions, there are consumers who will be more interested in your brand. And that’s what your ad should convince them. That is why it is worth determining who is the recipient of advertising messages – and again, as precisely as possible. A good idea is to create a so-called person, i.e. specific customer profiles. When creating them, think not only about the basic demographics, but above all about this:

– what interests your target groups – what are the needs,
– their interests and problems,
– where they are – which channels they use on the network and where it is worth finding contact with them.

It is only on the basis of these two elements that you can take the right action – so plan where and how you will advertise.

Before you go to the promotion – you need one, quite obvious element: the website. This is your most important business card on the web and a place where advertising messages will lead. Therefore, make sure that the service:

– had an attractive domain, i.e. the address associated with the brand name,
– it was easy to use for users and responsive (also available on mobile devices),
– has been optimized in terms of positioning (e.g. speed of its operation, number of tabs and their subject matter, optimization of meta data and general ease of movement and searching for information are important),
– had promotional value – for the website to be an integral part of the marketing strategy.

With time, when you spread your wings in the world of online advertising, you can also think about creating a landing page that will be used to acquire leads and automate promotional communication.

Online business advertising: what are the options?

The world of online advertising is extremely vast, and there is a sea of options waiting for advertisers. Relax, you don’t have to use them all at once. Choose the ones that will work best for your target. What can you bet on?

Search engine advertising

If something isn’t on Google, it doesn’t exist – you’ve probably heard millions together. And although it is terribly cluttered, there is a lot of truth in it. Search engines are currently the main source of information in almost every situation – especially in the era of huge popularity of mobile devices (it is with them that much of the traffic takes place). More and more people simply ask the search engine when they need something. That is why one of the basic tools of Internet advertising is promotion in search results. How it’s working? Enter any password in Google and look at the list of results. At the top you will see the so-called Sponsored links, and therefore just advertising. It will be displayed above the other “organic” results, which means that the chance that the customer clicks on the linked result is very high.

Importantly, Google Ads gives you the ability to precisely profile who your ad goes to. For example, you can set:

– regional scope – so define it to people from which cities the message will be displayed (extremely useful if you run a business on a local scale),
– “demographic” restrictions – thanks to which the ad will be displayed to people of a certain gender or age.

And this is just the beginning of the possibilities. You can target website visitors who buy products – there are plenty of possibilities.

Company advertising in social media

Facebook is a portal that has over 1.5 billion users around the world. That’s why advertising here has great potential. How to reach recipients? The basis is of course a fanpage that you can run for free. Most often, however, he plays the image role. But the portal itself gives you the opportunity to publish strictly advertising messages. Speech incl. about:

– promotion of specific posts prepared by you – so that they reach a wider audience,
– displaying ads on the board, i.e. the main page of the portal, between user posts and pages tracked by the user,
– sponsored links placed elsewhere on the portal – e.g. from the side, next to the news feed,
– video ads, which – like on YouTube – interrupt the video footage.

Of course, this is only the basic division of ads. When you look at the advertising tools provided by each of the social media portals, you’ll find far more opportunities to promote yourself.

AdSense and similar ad publishing systems on external websites

Advertising banners are still one of the most popular ways to promote yourself on the web. When you use them, your brand messages are displayed to users browsing pages that cooperate with the given advertising system. In this way, external services may appear, among others text ads, graphic banners, as well as video materials.

Importantly, in the era of intelligent matching of ad content to the consumer profile, this promotion company is highly effective. Just look at how remarketing works. It consists in the fact that Internet users are shown ads related to e.g. browsing history. For example, if a user visits fishing websites, he will see more ads for lures or fisheries. And if his hobby is mobile equipment, banners will apply to e.g. smartphone accessories.

Native ads and content marketing

Native ads are also used outside the internet world. You can talk about them in the context of product placement in films and series, as well as sponsored articles in the press. It works similarly in the network. Your brand ad can go to an article published, e.g. on an external portal. It can take various forms – e.g. sponsored content, in which you directly describe the advantages of your company / products, as well as articles on a general topic that will gently mention your brand. The benefits of using this form of content marketing are twofold:

– on the one hand, you strengthen the brand image, encouraging customers to become more interested in your solutions,
– on the other hand, you increase the visibility of your website for Google search engine, which translates into better “organic” positioning results.

Does the above list of available options for advertising your business online cover the topic? Of course not! New forms of communication with clients – both advertising and strictly marketing – appear year by year. It is important that you stay up to date and adapt your campaigns to current trends. You also can’t forget to monitor the effects of your ads.