These terms and phrases are known as keywords, and they form the basis of PPC advertising.

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The rise of so-called “identity marketing” has proven to be the latest – and arguably, the most profound – shift in digital marketing of the past decade, offering advertisers unbelievable opportunities to grow their business.

To learn more about Facebook’s targeting options, read this PPC University lesson by Word Stream Founder and CTO, Larry Kim.

Advertisers can target users with hundreds of parameters, from demographic data (such as age, gender, income, level of education, and marital status) to browsing preferences and social behavior.

Advertisers can also target users based on the types of pages and profiles they follow, the things they buy, and the news they read.

Paid social advertising functions similarly to paid search, with the notable exception that advertisers, not users, take the initiative – advertisers must “search” for users, rather than the other way around.

One of the greatest strengths of paid social advertising is the granularity with which advertisers can target prospective customers, and this principle underpins many social advertising platforms and products.

Online advertising is one of the most effective ways for businesses of all sizes to expand their reach, find new customers, and diversify their revenue streams.

With so many options available – from PPC and paid social to online display advertising and in-app ads – online advertising can be intimidating to newcomers, but it doesn’t have to be.

There are dozens of advertising formats available to today’s advertisers, allowing you to choose the format and advertising network that best suits the needs of your campaigns.