AD OPERATIONS
GOOGLE ADS
Google AdWords is an online advertising from Google which uses bidding system so that the advertisement made by the owner of e-commerce appears in the Google webpage search. The display of the advertisement would appear on the top or right part of the searching results. When a user types a keyword or phrase on Google search, Google would display any related advertisements. Google AdWords users would pay if there is a customer who clicks the displayed advertisement. The clicked advertisement leads the customer to the website. AdWords advertisements are displayed in the web pages from the result of searching and in another site which belongs to Google Search and Content Network. Google AdWords changed the status of micro, small and medium enterprises in the market and allowed them to use targeted advertising with a wider range for the cost significantly lower than in mainstream media.
The increase of sales through AdWords happens since the advertisement is displayed on the Google search page or another page belongs to Google Network. Google AdWords could be selected as good marketing tools because it could introduce the products on sales. Moreover, we do not need expensive invest to advertise the products by Google AdWords.
Benefits could be categorized into four aspects:
- Increasing query volume
- Increasing numbers of visits to the websites
- Increasing number of the customers
- Increasing sales.
FACEBOOK ADS
Facebook, has moved the location of people and organizations from the search engines towards this new medium because it allows two-way communication between the enterprise and their potential customers. Facebook, as the most popular global social networking site, has become a universal communication application. Paradoxically because of its popularity, many traditional media use it to communicate with their audience. At the same time Facebook is now an essential platform for promotion and public communication. Companies, institutions, non-profit organizations – they all are on Facebook. To present oneself here is becoming more and more necessary.
Facebook can change existing marketing efforts of companies by offering them a platform to grow the number of their audience and fans, allowing them to create deeper connections with customers and creates new possibilities for strengthening relationships with loyal customers.
Facebook Ads, as a new advertising platform, was established as a logical outcome of the global popularity of social networks on the one hand and large amounts of data useful for advertising on the other. Facebook Ads advertising platform is one of the most powerful marketing opportunities in history, as it allows companies to target their target audience very precisely.
Advantage is the relevance of the ads by the target audience and the opportunity to increase outreach through a relevant social proof in the form of likes, sharing, and comments of other users. It should be emphasized that Facebook Ads is a powerful tool for targeting young population that is online. Promoting through Facebook Ads is suitable for small and medium-sized enterprises because it has the highest Click-Through Rate, and the lowest cost per click.
LINKEDIN ADS
LinkedIn provides several analytics and reporting applications for its members as well as customers, such as ad analytics, content analytics, and prole view statistics. Internet companies such as LinkedIn make use of a wide range of analytics and reporting systems as part of various product. Examples include ad campaign analytics platform for advertisers, content analytics platform for content creators, and prole view analytics platform for members. The goal of these platforms is to present the performance in terms of member activity on the items, which can provide valuable insights for the platform consumers. LinkedIn Marketing Solutions (LMS) is a platform for advertisers to create ad campaigns targeting their audiences. An advertiser can create an account on LMS, setup a campaign and then select the audience they want to reach. There can be multiple ads under the same campaign. LMS provides several criteria to match the audience, such as location, company size, industry, job title, and school.
After setting up a campaign with one or more ads, the advertiser, or account owner, can monitor the performance of the campaign over different time periods by using the LMS Ad Analytics & Reporting platform. The common key metrics reported include impressions, clicks, conversions, and amount spent. Besides viewing these metrics in aggregate for the whole campaign, the advertiser can also break them down by certain dimensions such as Job Title, Job Seniority, Function, Industry, Company, Company Size, and Location. Insights on the most engaged audience segments, and hence is valuable for the advertiser to understand their audience and optimize their targeting.