Everything You Need To Know About Using Paid Advertising

Do you want to get the top positions in a search result? Well, who doesn’t?

You might already know that way to make it to the top is through search engine optimization.  But it is often a slow organic process riddled with challenges from the competition.

When you need immediate results and are in a hurry to market your seasonal promotions and products, PPC advertising is the most effective way available. About 45% of small businesses use paid ads.

While the keyword competition is comparatively lesser than what you will experience with SEO, you will still face strong competition over high-value keywords. There is a cost involved with every ad click you get through PPC advertising.

Hence, it is all the more necessary to understand PPC Advertising company basics and do it the right way to get the higher ROI you so badly need.

Read on to get a good understanding of PPC concepts and how best you can use PPC advertising.

PPC – Related Terms and Concepts

Let’s get done with all the jargon, so it becomes easy for you to create and explore PPC ads.

Search Engine Marketing (SEM)

Search Engine Marketing is an umbrella term used to group all marketing types geared towards increasing your visibility in search results. So, both search PPC ad campaigns and SEO form a part of SEM.

Cost Per Click (CPC)

CPC refers to the cost you have to pay every time your ad gets clicked. This is the amount you bid for at the keyword auction for a particular keyword you choose. The higher your bid value, the higher will be the chances of your ad placement. The CPC value is calculated as = (Competitor’s ad ranking/quality score) +0.01.


  • Ad rank is Maximum Bid × Quality score
  • The quality score is an approximation based on the click-through rates of your ad.
  • Maximum Bid is the highest value you are willing to pay per click.

Cost Per Mile (CPM)

Some ads can be set to be charged based on impressions and not on clicks. This type of cost is usually associated with display ads and social media ads, where getting a better reach is the goal. CPM is the cost per thousand impressions.


The campaign refers to the key message or intent behind an ad.

Ad Group

Ad groups are used for better structuring of your ads and are helpful in better ad placement. Ads can be grouped based on the keywords used and can be assigned a common CPC.


Each ad you put up using any ad platform will be centered on a particular keyword or related keywords. These keywords are what relate your ad to be relevant to any search phrases used by your target audience. You will have to conduct a good deal of keyword planning and research, bid on them, and create your ad content accordingly.

Ad Text

Ad text is the content your ad carries. It could be information like product title and description.  You have to make sure your ad text is consistent with the target keyword you have chosen for your ad.

Landing Page

The landing page is the webpage you lead your target audience into when they click on your ad. It could be a product page, your home page, a sign-up form, or any other page which enables you to achieve your end goal.

Retargeting Campaigns

These are ad campaigns that target people who have already interacted with your site or visited your site. It has a higher conversion rate as it focuses on people who have already shown an interest in your site and have a higher chance of coming back and completing a pending transaction or for more exploration.

Types of PPC Ads: Should You Advertise?

There are many choices available for PPC advertising – think of search engine based ad platforms, social media ad platforms, and more. Each comes with its own ad model, available campaigns, and pricing plans.

So, your final choices should be based on your budget constraints, expected ROI, and target audience. In most cases, though, the most popular ad platforms are the safest bet you can take, given their wide range of features and reach.

Here is a list of PPC advertising platforms you can check out.

Google Ads

Google is the world’s most popular search engine with over 90% market share. It processes about 40,000 search queries every second giving you ample opportunities to reach a sizable audience.

It also provides versatile ad options like shopping ads, display network ads, YouTube video ads, and more. But with such a huge reach comes a good level of competition as well. You may have to spend more on your advertising budget and be more careful with your keyword planning and ad quality to meet your ROI expectations.

Bing Ads

Bing Ads is the next big thing in Search engine ad platforms. While it may not have the same popularity as Google, it has a decent user base and relatively lower CPC, which can suit a small business’s needs with budget constraints.

Facebook Ads

Social media giant, Facebook, has its own ad platform that shows native Facebook ads on newsfeeds and Instagram feeds.  With Facebook, you can run several targeted ad campaigns for specific user personas and retargeting campaigns. The biggest difference between the usual search engine PPC ads and Facebook ads is that Facebook uses CPM instead of CPC.


AdRoll is an advertising platform that specializes in retargeting campaigns.  While retargeting is available on other platforms, the advantage of using AdRoll is that it can be used to place ads on Google and social media sites.


RevContent is an ad platform that emphasizes the content of the ad and your landing page. It has a relatively low CPC and also increases your conversion rates as you get more engaged traffic. Use this platform to promote your content and get people to subscribe to your content services like YouTube channels and blogs.

Tips to Execute PPC Advertising like a Pro

While the setting up of ad accounts and tools used may differ across the various platforms, the essence of successful PPC advertising doesn’t vary much.

Follow these best practices and tips to get your PPC advertising on the right track.

Set Your Goals and Metrics

Decide on how much you want to spend and your end goals for each ad campaign. Some of the common PPC goals can be:

  • Brand awareness
  • Lead generation
  • Sales
  • increase in site traffic

Establish the metrics by which you can measure the success with respect to the goals you have set.

Determine Your Target Audience

Untargeted ads are mostly wasted effort. Make sure to conduct research on your target audience, create user personas if required, and try to narrow down your keyword selections for running efficient ad campaigns.

Determine Your Ad Type

Once you know what to advertise and how to advertise, the next step is to determine the best suitable ad type. The most common PPC ad types are:

  • Search ads
  • Display ads
  • Social media ads
  • Remarketing ads
  • Google shopping ads

Each type of ad listed above has its own way in which your ad is displayed and determined for placement. Choose the ad types based on your end goals and target audience. For instance, if you are running an online store, shopping ads will be a good choice to display your products when someone searches for them.

Track Your Ad Performance

Track your ad performance with the established metrics and improve. Even small tweaks to ad title and description can significantly increase your ad quality score.

Focus On Quality Ad Copy

Make your ad copy consistent and relevant to the target keywords. Ensure that the intended message is delivered clearly and in an appealing manner.

Perform Ad Testing

Make use of the ad platform tools to test your ads before making them live. Check for any keyword inconsistencies, negative locations, and proofread your copy to avoid any costly mistakes.

Your Turn

So, these were a few PPC types to run your ads and gain the required exposure. Undoubtedly, PPC ads can provide quick returns on input, especially if you are looking for quick action from your target audiences.

Are you finding it tough to launch your PPC campaign? Talk to us to learn how we can help you out!

Why Your Business Website Needs Search Engine Optimization

Despite being a critical part of a webmasters job, SEO remains enigmatic to most business owners. This is because they needlessly complicate the definition and think of it as something too technical to grasp. But in reality, SEO is quite easy to comprehend and is an essential part of any online marketing strategy.

Unless you live under a rock, you would know that the Internet is pervasive, and being visible online is not a specialty but a basic necessity for any business. Just think of anything you want to know, and the first thought that comes would be to search it in Google or some other search engine.

Thus, search engines act as the doorway to Internet resources, and ranking higher in these search results means you get better visibility.  SEO is all about boosting that online presence for your business. Read on to know more about SEO and how it helps your business.

What Exactly Is SEO?

Search engine optimization is a set of practices that improve the inbound traffic to your site from search engines. The process usually involves enhancing your content quality and optimizing the factors that a search algorithm uses to rank websites for specific keywords.

When you use a search engine, you typically enter a search phrase on the search bar. The search engine will crawl through the available internet resources and return a list of closely matching links and relevant to the search phrase.

The links that qualify with the highest-ranking are shown first and have the highest possibility of getting inbound traffic from a search query. Let’s say you search for the term ‘SEO tutorials.’ You are most likely to click the first link that shows up. And everyone running SEO services would covet that first position.

And that leads to optimizing the website content to fit the criteria set by the search algorithm.

Basically, SEO ensures your sites are accessible for search engines and can get better positions at related search results.

How Does SEO Work?

The basic SEO practices involve identifying the keywords and publishing quality content that is relevant to the keywords.

SEO experts, like us, analyze the criteria used by search engine platforms to fine-tune your content marketing and your website’s technical aspects. For instance, Google gives priority to mobile-friendly websites and ranks them higher than sites that are not optimized for mobile viewing.  Similarly, sites with proper sitemap XML files are easily accessible to web crawlers and can give you better visibility.

Many more such criteria help you understand how search engines rank websites and make your sites rank higher.

SEO Strategies

SEO strategies are those best practices and focused efforts you put into making your sites have a better ranking. Search engines continue evolving in a way to provide meaningful and valuable content to the users. So, for a streamlined organic SEO growth, you would have to follow the approach of using quality content with the natural inclusion of keywords and promote your content.

Here are some specific SEO strategies you should check out:

  • On-page SEO – keyword research, content creation, and keyword placements, page structure, links, and so on.
  • Off-page SEO – backlinks, domain authority
  • Website performance and usability

Why Do You Need SEO?

Having talked about SEO, you might think it is too much of an effort. True, but the effort put into SEO pays. Let me explain in detail why SEO should be mandatory for your business marketing.

It Brings the Highest Percentage of Organic Traffic

Let me list down some stats to help you understand the significance of SEO.

  • SEO is capable of bringing 20 times the traffic than PPC on both mobile and desktop.
  • Google alone contributes to about 94% of the total organic traffic.
  • 61% of marketers believe SEO to be a top priority for increasing inbound traffic.
  • The first organic listing in search results gets 27.7% of the clicks for mobile and 19.3% of clicks for desktop searches.
  • SEO leads have a better close rate of 14.6%.

Organic traffic is the first stage in most marketing funnels that ultimately leads to conversions. And as you can see from the stats, a huge chunk of such traffic comes from SEO.

SEO Helps Build Brand Image and Credibility

Stats say that about 50% of users are more likely to click on a link if the associated brand appears multiple times on results. There is a particular logic behind this as well. Sites consistently ranked higher usually have a good user experience and have fewer penalizations from search engines.  These qualities are indicative of the site’s value-based content and sophistication.

Some elements that of such credible sites are:

  • Quality backlink profiles
  • Site performance
  • Optimized content
  • Machine learning
  • Positive user experience

Search engines may also look into other factors based on contextual queries and use their machine learning techniques to accrue the brand authority your site needs.

SEO Can Help You Optimize User Experience

As mentioned earlier, user experience is a critical factor that search engines use to rank a site. Search algorithms use certain parameters to ascertain the user experience and use that information to list sites that users will want to see.

Thus by focusing on SEO, you will automatically build a site that has a positive user experience.

Local SEO Can Build Brand Loyalty

Small businesses have found Local SEO to be a great way to create more sales opportunities and build their brand online. Local SEO refers to SEO focused on a localized geographical region. So if a person is searching for hotels to stay in, the search results would show the nearby hotels in that locality.

Thus, local SEO allows these businesses to engage with potential customers and establish strong communication with the local audience.

Local SEO can be used to focus on specific regions, cities, and even countries depending upon the level of reach you want for your business.

Some common SEO practices that help with local SEO are:

  • Optimizing local citations, backlinks
  • Using local listings
  • Optimizing Social media profiles
  • Mentions in relevant Review sites

SEO Helps Improve Sales

Before deciding to purchase anything, most customers would prefer to search the Internet for basic research.

When you have good SEO in place, you can make sure your promotional offers, campaigns, features, services, and products are visible to such potential customers.

It can help usher in new buyers and thus boost your sales.

SEO Helps You Keep Your Site Up To Date and Relevant

There is a reason that websites keep getting better with more interactive designs and functions over the years. Each year you can see a new trend coming up like advanced chatbots, web stories, and so on. As the internet keeps evolving, search engines, too, evolve their algorithms to stay relevant. This means that you will be aware of the next big changes and be ahead of your competition by following the best SEO practices.

SEO Is Cheaper

SEO does cost you money. You will have to invest in good web design, content creation, and other such activities. But it is something you are anyway bound to do as part of your marketing. And the best part about SEO is that it is relatively cheaper than most other marketing strategies. It is also a long term strategy that should not be viewed as a cost but as a wise marketing investment.

SEO Can Be Measured and Tracked

SEO is not some vague Internet sentiment where you cannot pinpoint what works and what does not. While it may not be as quantifiable as PPC ads, SEO has its own set of metrics that help track and measure your success.

This helps re-evaluate your strategies and make sure you are investing in the right things.

You can easily track your keyword positions; get site audit reports on quality and readability scores that can serve as indicators for measuring the returns from SEO.

You can use tools like Google Analytics to measure inbound traffic, referral links, conversions from organic traffic, and any similar metric you might find useful.


So why the wait?  Start focusing on your SEO today as the benefits are too good to sleep on. SEO is the most cost-effective and organic method to improve your brand image and reach your target audience. Start with building mobile-friendly, SEO optimized sites, focus on your users, do your keyword research, and optimize your pages accordingly. Do take time to learn about the best SEO practices and make the best use of it.

23 Things to Consider When Creating Video Ads Content

A picture speaks a thousand words. So, imagine what a video can do. Video Advertising Company are rightly gaining the traction they deserve, and it is a good decision that you are thinking of video ads. Video ads have the potential to reach a wider set of audience and are effective in garnering clicks and impressions.

About 92% of B2B audiences consume online videos, and most buyers are driven to purchase via a convincing video ad. Video ads also facilitate better ad conversions, shareable content that is more informative and allows for effective storytelling, which is the lifeline of any marketing campaign.

So, if you are thinking of incorporating video ads into your marketing strategy, you are in the right place. In this article, we will tell you everything you need to know about successfully running video ads. Read on to know the best platforms to place your video ads and make the best use of them.

The Making of a Good Video Ad

Let’s first get the basics down. There are a few characteristics that are essential for any video ad to be able to capture the audience’s attention and reach the campaign goal.

Great First Few Seconds

First few seconds into the video ad, and you will start feeling bored. Do not let this happen to your ads.

For instance, most viewers will skip a video ad the moment the option to skip appears. And people tend to lose interest pretty quickly, especially when an ad interrupts something that they are already into. So, pay extreme attention to the first 3 seconds of your ad and make it eye-catchy.

Invoke an Emotional Response

Video ads are usually shorter or the same duration as regular commercials. So unless your ad offers something really valuable, people are not going to like any fluff you show them. The best way to appeal to your audience is to strike a chord with their emotions.  Make entertaining, inspiring, and informative ads that can evoke an emotional response from your viewers.

Focuses On the Target Audience

You will have to design your video ads for your target audience specifically. Make your ads relatable and factor in the target audience’s state of mind and stage of the marketing funnel to keep your viewers interested.

Mention a Clear Call to Action

Don’t try to be vague with your video ads. Include clear and concise instructions or guidance as to what you want your viewers to do. Encourage them with verbal cues and get your goal accomplished.

Optimal Ad Duration

There are ads that go the length of a short film and have been successful. And there are ads which last for just a few seconds and yet get the job done. Either way, you will have to ensure your ad doesn’t feel dragging on and communicating a clear message. Don’t make your ads longer than they should be.

Looks Good On Mobile

Make your ads look good on mobile devices as more than half the population using the Internet use mobile apps.

Apex Reach is a pioneer in video advertising. Don’t hesitate to talk with us about any of these tips or if you want us to take over your video marketing strategy. Contact us today.

Best Video Ad Platforms

There are several social media platforms and online portals that can be used to publish your ads. Each of these platforms will have its own guidelines, payment methods, placement techniques, and so on.

Here, we will list down the most popular ad platforms for video ads. We will also give pointers on the types of ad campaigns available and how to run your video ads on these platforms best


You can’t really speak about online videos without YouTube being referenced at some point. Even if you are not going to use YouTube’s ad platform, you can still upload your video ads to your official YouTube channel and watch it grow and bring in more customers.

YouTube video ads can be integrated with your Google ads platform. It allows you to target viewers based on their Google search history and YouTube viewing behavior. So this way, you can easily reach out to people who have been searching for products and services that you will be able to offer.

Targeted ads are always a better bet than generic advertising. It allows for better engagement and conversions as the probability of a successful sale from a person who has already shown interest in your products is higher than a genetic viewer.

YouTube ads are also cheaper than Google search ads. On average, it costs $0.06 per click on YouTube. The major types of YouTube ads are.

True View Ads

True view ads are the standard type where payment is charged per view or click. You will have to pay for the ad if the viewer watches it for at least 30 seconds or when a call to action is completed.

You can set your ads to be skippable or non-skippable, and the cost will vary accordingly. Skippable ads must be between 12 seconds and 6 minutes in length, and non-skippable ads should be 15 to 20 seconds in length.

Based on the ad placement, true view ads can be

Video Discovery Ads

These are display ads placed on top of the YouTube search page results.

In-stream ads

These ads are shown before an actual video starts to play. In-stream ads can also be run across the Google Display Network.

Preroll ads

These ads must be between 15 to 20 seconds in length and can run somewhere during the middle of a video stream. These are non-skippable and usually appear on YouTube videos that are 10 minutes and longer.

Bumper ads

Bumper ads have the shortest duration of just seconds to deliver your message and play before an actual video starts playing.

Tips for Optimizing YouTube Ads

  • Make use of Google ad analytics. Establish your metrics like views, branding, conversions, and so on. Do keep tracking them.
  • Make use of custom thumbnail images for your video ads
  • Create a call to action overlays with links to landing page URLs.
  • Create YouTube end slates to increase traffic to your YouTube channel.
  • Use negative remarketing to cut down on ad costs.

Facebook Video Ads

Facebook is known for running highly targeted campaigns. It allows you to use several data points to build an accurate user persona and design video ads to cater to your target audience.

Facebook has about 2.38 billion monthly active users. Chances are most of your target audience use Facebook to check out content from their favorite brands. The platform itself is more encouraging of video ads and helps drive more conversions.

Here are a few tips to make the best use of your Facebook video ads:

  • Build custom audience profiles using Facebook APIs or the inbuilt custom audience feature. You can target audiences based on their geographical location, demographics information, purchase history, search history, and so on.
  • Retarget followers and people who were previously interested in your page or video content.
  • Execute a marketing funnel by sequencing your ads.
  • Keep your ads precise and short. Be specific on the message you intend to deliver.
  • Create a compelling story through your ads. And make sure your ad content is original.
  • Plan to make your ads work even without the need for sound. About 85% of Facebook video ads are played on mute. Use closed captions on the video to give clearer instructions and information.

Always remember to include a text tagline at the end of your ad. It could be your brand name, the call to action text, or even a slogan.

Instagram Video Ads

Instagram is another platform that can give you a high level of customer engagement and conversions. Your video ads can be part of the explore section and stories. Instagram video ads are usually short-lasting for just a few seconds, with the maximum allowed duration being 60 seconds.

So, here are some ways to make those few seconds count:

  • Make the first few seconds attention-grabbing.
  • Add textual information as closed captions and dynamic text effects. As Instagram videos are muted by default, you will have to provide this information to deliver a concise message. You can also include links and tag relevant profiles to facilitate the desired call to action.
  • Identify a problem statement and devise your video ads in a way as to provide a solution to the problem. This helps you connect with your target audience immediately and provide undeniable value to them.
  • Make your video ads less like advertisements and more like original Instagram video content. This helps your video ads to blend into user feeds. Such ads capture user attention better. Users may want to avoid viewing ads that come off as sales. They will be more willing to engage and view an ad that offers some real entertainment or informational value to them.
  • Instagram videos need to be taken in the right dimensions to appear properly on the platform. Stories and IGTV videos can fill up the entire screen. So, make your ads in a way to accommodate such aspect ratios. The recommended aspect ratio is 1:1.
  • Choose and use custom thumbnails that are eye-catchy.
  • Try to follow a consistent visual aesthetic on all your ads and content to promote your brand image.
  • Create your video ads such that they look good when put on a loop. You can use distinct fade-in and fade-out graphics and music to make your ads pleasing.

In addition to Facebook, Instagram, and YouTube, you could also try your hands on other platforms like LinkedIn, Twitter, Pinterest, Vimeo, and Snapchat. The trick is to understand the favorite platforms of your target audiences.

The Wrap Up

As you can see, video ads are the future. More than 50% of marketing professionals consider videos as the best content that drives the most ROI. So, make sure you fetch out the most of them. If this doesn’t sound like your cup of tea, reach out to Apex Reach, and we will help you craft the best video ads that not only perform well but also meet your goals.

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