There is a lot going on with paid online advertising. Understanding the differences between each channel, the audience each channel has, and the mindset of the person using that channel is essential to crafting an ad that enhances their experience, increases awareness of your brand, or helps to solve a problem they have (and generates leads or revenue for you).

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Search Engine Advertising (SEA)

When crafting an ad for search engine advertising it’s best to write about what the searcher is looking for rather than what the company is selling. In other words, speak in terms of their interests. Use words like “you” and “your”, try to trigger an emotional reaction, and remove objections and risk.

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Keyword Research

There is a difference between keyword research for SEO and keyword research for SEA. With SEO you are trying to provide answers to common questions, create content that the end user would find useful, entertaining and/or interesting, top of funnel keywords and concepts. SEA keyword research focuses more on finding a solution to a problem and are more action oriented, mid or bottom of funnel searches.

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Social Media Advertising

Stick with the “flavor” of the site you’re advertising on. For example, when advertising on LinkedIn craft copy that addresses business needs rather than trying to trigger an emotional response. Facebook and Instagram are the opposite. Here is a good place to increase awareness of your product or service. People on these two sites are looking for something interesting, entertaining, or useful. They’re not looking to click an ad and go to your website.

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Listing Sites

Business listing sites like Capterra, G2, and TrustRadius are great sites for B2B companies who want to get noticed. People who go to these sites are looking for specifics about your company so talking about yourself is wanted and expected.