What are the Different Types of Paid Ad Campaigns?

First of all, we need some definitions to explain some terms used later on. An advertiser, A publisher , An affiliate scheme, An affiliate network let’s have a look before we are starting with it below.

• An advertiser is a business that sells goods and services online that wants to promote its website(s) via on-line advertising. Amazon is an example of this.
• A publisher is a website that displays adverts on its pages from advertisers. You may have seen non-Amazon websites with ads for goods for sale on Amazon.
• An affiliate scheme is an agreement between an advertiser and publishers on the terms and payments offered to publishers for displaying the ads. The Amazon Associates scheme is one of these affiliate schemes, and it sets out the terms of business and the commission Amazon pays to publishers.
• An affiliate network is run by an affiliate marketing organization. It negotiates affiliate schemes with many advertisers and offers its own schemes to publishers. This means that publishers have the options of choosing which brands and products they advertise from a wide range of advertisers, and advertisers can be confident of increased placements of their ads.

Google AdWords

Google’s main business is Internet search. It generates most of its revenue from the adverts you see around the results when you search for something. In this respect, Google is a publisher. The most well known ads are the brief ones to the right of search results – called AdWords. Businesses who use Google AdWords are advertisers.

The way it works is that a potential advertiser chooses key words that are relevant to its goods and services, formulates short adverts around these key words, and bids for the chance to have the advert appear by results when a user uses one or more of these key words in a search. Some searches are more popular / lucrative than others, so advertisers take part in a form of auction run by the AdWords system to see which ads get displayed and in what order.

The process is automatic, based on how much the advertiser has previously offered to pay per clicked ad. (The advertiser pays each time a user clicks on the ad as this takes the user to the advertiser’s website.) The advertiser can put limits on the daily spend on an advertising campaign and also the maximum bid price he or she is prepared to pay per click.

Facebook Adverts

Facebook Adverts are designed to help advertisers show Facebook users ads that they find relevant and interesting. Facebook compiles comprehensive data on its users, age, sex, location, opinions, likes, Facebook games played, etc., and from these it can generate a list of people who may be interested in a specific advertising campaign.

An advertiser might want to promote sales to single women aged 25 – 40 living in a particular area. The more specifics included, the more targeted the campaign can be. The advertisers don’t receive any personally identifying information about the people who see their ads. That information is kept hidden by Facebook.

 Read more about Facebook Ads Vs Google AdWords

Yahoo! Bing Network Adverts

The Yahoo! Bing network is managed by Microsoft. Network Adverts work in a very similar way to Google AdWords. Advertisers bid for adverts to appear next to specific key words entered by users as searches. The advertiser devises the brief wording of each ad, together with the URL of the page the user will go to when he or she clicks on the ad.

Ads are paid for using a pay-per-click method, and the advertiser can stipulate the maximum price that can be charged by the Network for a click, and how much can be charged per day of a campaign.

Other major paid marketing services

You might want to become a member of an affiliate program for a particular website. You can find details of such programs on:An affiliate program directory. You can search for these online.Large affiliate networks that provide the platform for dozens of advertisers.

• The target website itself. Websites with an affiliate program may have a link of “affiliate program”, “affiliates”, or “referral program” in the “About” section of the website.