SEO Glossary: Ads - Everything you need to know!

Table of contents


In a nutshell: What are advertisements?

Advertising refers to advertising that is placed on the Internet and thus online. Online ads thus stand out from traditional print and TV advertising, neon signs, and other forms of offline advertising. Over the last few decades, the widespread use of the Internet has meant that online ads have largely overtaken traditional advertising methods in terms of importance.

Suitable platforms for advertising

As a medium, the Internet offers several platforms for disseminating advertising. Depending on the platform, there are different ways to display the advertising. Via the YouTube network, for example, the advertisements are preferably played as videos; there are only a few places on the user interface for advertising banners.

Speaking of banners, these are a popular advertising method when advertising with images and text. Most banner ads are found on websites. Website operators agree to display banners on their website for this purpose. Users visiting 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. Currently, the two most important platforms are social media and search engine advertising (SEA).

Basic information about advertising on social media

Social media is subdivided into various other platforms for online advertising in accordance with 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

In these and various other networks, such as Twitter, products, services and other offers from companies, individuals and other advertisers can be advertised. 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 pure business networks on which only companies and professionals can be reached as potential customers with an advertisement.

Basic information about advertising in search engines

Search engine advertising is the most important measure of offpage SEO, next to building backlinks. Offpage SEO, in turn, is indispensable in online marketing to gain visibility with one's own website in search engines and achieve the best possible rankings. Companies have holistic marketing concepts developed by SEO experts or professional agencies, whereby ads in search engines are an essential part of the whole online marketing.

Depending on the search engine, there are more or less options for placing ads. While Yahoo Ads and Bing Ads are important only for certain companies, the ads in the Google search engine definitely take an indispensable role due to the globally powerful role of this search engine. The Google Ads can be placed in the entire Google display network. In addition to the insertion directly in the search results, this includes, for example, the insertion in the Google Mail accounts and on YouTube.

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 features are those that assess the extent to which companies present their own product or service appropriately in an advertisement and convey the advertising message adequately. These aspects are highly individual and explaining them here would go beyond the scope of this article.

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

  • Precise definition of the target group
  • Communication tailored to the target group
  • Sales-psychologically well thought-out structure of the advertisement (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 as well as on the landing page created specifically for the advertisement

These and other general criteria apply to all ads that are served: Whether on Facebook, Google's Display Network, online campaigns on Instagram, or any other ad.

After an ad has been placed, monitoring and optimization are of great importance: 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 potentials can be identified and implemented so that the individual goals with the ad (e.g. sale of the products, marketing of the service, generation of new leads) can be better achieved.

There is a wide range 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 perform keyword analysis and check keyword difficulty. These two key figures are only a few of many parameters that provide information on which keywords are worth placing advertisements on in the first place. The SEO tools also provide information on the following important parameters to be included in the decision about 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 it comes to allocating advertising space for ads. Putting 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 advertising success.

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


Conclusion on the topic of advertising

The functions and options for placing advertisements are extremely diverse in the individual channels (mail accounts, search engines, social media, etc.). Before ads are placed, a thorough analysis and the creation of a holistic marketing concept must be ensured. Adverts 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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