Paid advertising (social media/search engines)
Paid online advertising – pull advertising and push advertising
Billboard advertising, as it has existed for ages, would be called push advertising today. Push advertising means that the advertisement is displayed in the person’s field of view, no matter where that person is or what they are looking for. The modern counterpart to this advertising would probably be Facebook, Instagram and LinkedIn advertising, which can be seen in the central feed of the respective platform between the posts of the users. With this advertising, you have to be aware that you are actually disturbing the people, because these people are on the respective platform to see the content of their friends or their role models. If you are aware of this, you will write less aggressive ads and more content-centric ads, which in turn should generate added value for the person who reads them.
Delivering your Facebook ads
Facebook in particular has an extremely large number of advertising guidelines which, by and large, are designed to ensure that users on the platform are not scared away by aggressive or inappropriate ads. It is recommended to follow these advertising guidelines, otherwise Facebook will either not approve your ad at all or deliver it extremely poorly, which will cost you a lot of money afterwards.
Advertising on Google’s search network
What push advertising is, we now know. Another concept, which is called pull advertising, can be found mainly on search engines. If you place advertising on Google, there are two different possibilities. On the one hand you can place ads in the search network or in the display network. These are Google’s own names for push and pull advertising. If you want users who are currently looking for a solution to a problem of a business to show the ad, this is called pull marketing, because the person is explicitly looking for a solution to a problem and you can solve this problem with your ad. The probability that a person who is looking for such a service in one way or another will eventually become a customer of yours is therefore relatively high.
People search for fewer things on Facebook. This does not mean that the ads are therefore less accurately tailored to the person. Facebook knows much more precisely than Google what a person’s interests are, since every like, share and view of a post is analyzed. Based on the behavior of users on the platform, Facebook knows exactly who might be interested in your offer and who not.
At Webentertainer, we like to use Facebook advertising because it can be tailored to your target audience and you get easy-to-understand metrics after each ad campaign.
If you want to know more about Facebook advertising, feel free to contact us. We will be very happy to help you.
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