Search engine advertising is a method of placing online advertisements on web pages that show results from search engine queries. However, companies can expand their reach beyond search engines to advertise to niche audiences available on third-party websites such as popular blogs and news channels that can help drive relevant traffic to the company’s website.
Although advertising on search engines helps the companies advertise to audiences that are curious about a specific term and also help the business reach a wide audience range, advertising on third-party websites helps the business reach out to a more focused audience that is likely to be interested in purchasing their product. For example, a website selling fitness products can make use of third-party fitness blogs where it will be exposed to the relevant audience. In order to effectively utilize third-party websites, businesses should ensure that the websites where they advertise are relevant to their business and that the audiences coming through these sites are decision-makers.
Since multiple vendors bid for keywords to advertise their products in the online space, it is important for businesses to ensure that their ads are appealing and effective, and that they drive traffic to the website. Besides increasing traffic to the website, an effective ad will be deemed of higher relevance by the search engine and will enable businesses to place the ad at a higher position than other ads at a relatively lower bid amount.
The practices used to improve effectiveness of search engine ads discussed previously are also valid for advertising on third-party websites. Besides using the best practices for advertising, businesses should also select appropriate ad types and remarketing techniques when advertising on third-party websites.