Pay-Per-Click (PPC) advertising services are a performance-based form of digital advertising. PPC ads are ad services that are very well known and that are leveraged in either search form (text) ads or (display) form ads online. Advertisers are charged for each individual click their ads receive.

PPC ads are served by search engines in response to the specific search terms (keywords) consumers use when looking for specific brands, products, services or information. Each search engine auctions specific keywords to multiple advertisers who compete for exclusive use of those keywords.

The relevant PPC ad from the advertiser that wins the auction is automatically served each time consumers search using those specific keywords. The winning bid becomes the cost basis for each click.

These advertising services find their success in the granular details of the campaign. Ad text, hyper-targeting, landing pages, url construction, ad groups, and of course properly deployed keywords aligned with these ad groups are pivotal for success.

Native advertising services create and place paid ads that closely resemble the look, feel, format and content of the website it’s placed on. As a result, many visitors don’t realize it’s a sponsored advertisement promoting a specific brand, product or service.

This form of content marketing is less disruptive to consumers than display and banner ads. It also appeals to consumers looking for richer, more educational content.

In many cases, native advertising looks and reads like an advertorial, and can include video, as well as text. This makes it one of the most immersive advertising experiences across the advertising services landscape.

Digital marketing and advertising tactics have dominated marketing strategies and budgets for more than a decade. But recent research indicates traditional advertising is growing in importance.

We are seeing the cost of digital ad services increase, and the cost of traditional advertising services, especially TV, radio and print, falling. Traditional channels have begun to outperform digital channels in terms of reach, attention and engagement.

We are also hearing consumers are becoming frustrated by digital noise that interferes with browsing, reading, watching videos and other online activities. Some of the most trusted advertising formats are all traditional, and some American consumers trust print, TV, direct mail and radio ads more than social media advertising.

Traditional advertising services are alive and well and should play an active and appropriate role in any strategic marketing plan.

Even the most creative and compelling messages can’t convert if they don’t reach and connect with your prospects and customers. There are so many channels, platforms, sites, apps and ad networks to consider when choosing what ad services define your optimal media strategy. This requires expert knowledge of the mediascape, intensive research and planning, and precise execution.

Any advertising solution begins with a thorough understanding of your advertising goals, consumers, and an appropriate ad budget that empowers you to reach them.

We can determine who the “right audience” is, where they spend their time, how to best engage them on the devices they use and when they’re likely to be most receptive to your messages. But your budget determines the scope of the overall advertising services solution and how effectively and quickly your goals can be achieved.