SEO Glossary: Ads



In a nutshell: What are advertisements?

Advertisements are advertisements that are placed on the internet and therefore online. Online advertising therefore stands out from traditional print and TV advertising, neon signs and other forms of offline advertising. Over the last few decades, online advertising has largely overtaken traditional advertising methods in terms of importance due to the widespread use of the internet.


Suitable platforms for advertising

As a medium, the Internet offers several platforms for the distribution of advertising. Depending on the platform, there are various options for displaying advertising. On the YouTube network, for example, advertisements are preferably played as videos; only a few places on the user interface are available for advertising banners.


Speaking of banners: these are a popular advertising method when advertising is placed with images and text. Most banner ads can be found on websites. Website operators agree to display banners on their website. Users who visit the website may click on the banner and be taken to the website of the company that is marketing its own product or service via the banner ad, for example.


In addition to video and banner advertising, there are numerous other options for online advertising. The two most important platforms at present are social media and search engine advertising(SEA).


Basic information on advertising on social media

Social media is subdivided into various other platforms for online advertising according to the various social networks (e.g. Facebook, YouTube, Instagram, LinkedIn). Social media alone offer the opportunity to place advertisements via numerous platforms:


  • Facebook Ads
  • Instagram Ads
  • YouTube Ads
  • Xing Ads
  • LinkedIn Ads


Products, services and other offers from companies, individuals and other advertisers can be advertised on these and various other networks, such as Twitter. It is important to know which social medium is suitable for the respective advertisement, because while Facebook and Instagram basically include all conceivable target groups, Xing and LinkedIn are purely business networks on which only companies and professionals are reached as potential customers with an advertisement.


Basic information on advertising in search engines

Alongside building backlinks, search engine advertising is the most important measure of off-page SEO. In turn, off-page SEO is indispensable in online marketing in order to gain visibility with your own website in search engines and achieve the best possible rankings. Companies have SEO experts or professional agencies develop holistic marketing concepts, whereby search engine ads are an essential part of online marketing as a whole.


Depending on the search engine, there are more or fewer options for placing advertisements. While Yahoo Ads and Bing Ads are only important for certain companies, the ads in the Google search engine definitely play an indispensable role due to the globally powerful role of this search engine. Google Ads can be placed across the entire Google Display Network. In addition to being displayed directly in the search results, they can also be displayed in Google Mail accounts and on YouTube, for example.


Due to the many options for placing advertisements in the search engine alone, it is highly recommended that companies seek professional support for their online marketing. This ensures that the marketing campaigns are played out to the right people and that the measures achieve the desired effect. This ultimately leads to the success of the advertisements.


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Quality features of an advertisement

There are specific and general quality features that determine the success of an advertisement. Specific quality characteristics are those that assess the extent to which companies appropriately present their own product or service in an advertisement and adequately convey the advertising message. These aspects are highly individual and their explanation would go beyond the scope of this article.


General quality features are easier to explain. These include the following criteria:

  • Precise definition of the target group
  • Target group-oriented communication
  • Sales-psychologically well thought-out structure of the ad (example: Gain-Logic-Fear principle)
  • Encourage potential customers to take action; example: by integrating a call to action (CTA)
  • High-quality content on the website in general and on the landing page created specifically for the ad


These and other general criteria apply to all ads that are placed: Whether on Facebook, in Google's display network, in online campaigns on Instagram or in another ad.


After an ad has been placed, monitoring and optimization are very important: Facebook offers the option of viewing statistics on the performance of the ad or advertising campaign in the advertising account. Based on the statistics, optimization potential can be identified and implemented so that the individual goals of the ad (e.g. selling products, marketing services, generating new leads) can be better achieved.


There are a variety of SEO tools for search engine advertising and campaigns. SEO tools are programs that are specifically designed for the purpose of search engine optimization (SEO) and search engine advertising. With SEO tools, it is possible to carry out a keyword analysis and check the keyword difficulty. These two key figures are just some of the many parameters that provide information about which keywords are worth placing advertisements for. The SEO tools also provide information on the following important parameters that should be taken into account when deciding on an ad:



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Successful content marketing as the basis for successful search engine advertising

Developments in modern online marketing underline the fact that budget alone is becoming less and less important when allocating advertising space. Placing the user experience (UX) in the foreground, Google's algorithm is increasingly weighting the general quality of websites. This also affects the allocation of places for advertisements. Accordingly, professional content marketing forms the basis for the success of advertising.


High-quality content marketing is primarily achieved by creating good texts. The more the entire website and its subpages are populated with texts that offer added value, are well-structured and rich in keywords, the higher the probability of prevailing over the competition when advertising space is allocated, despite a lower advertising budget.



Conclusion on the topic of advertisements

The functions and options for placing advertisements in the individual channels (mail accounts, search engines, social media, etc.) are extremely diverse. Before ads are placed, a thorough analysis and the creation of a holistic marketing concept must be ensured. Ads are then placed on the appropriate channels in line with the target group, the company's own product or service portfolio, its own objectives and other factors. A permanent evaluation and optimization of the advertisements is elementary for the long-term and best possible success in advertising.



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