What are sponsored links? Find out how they can be useful for your strategy! – WAU
Digital marketing is a very broad concept, with countless strategies and combinations of efficient tactics, always used with the same objective: conversion. Conquering customers via the web almost always involves following the same path: attracting traffic, generating leads, nurturing them and, finally, closing the sale. The most prominent form today is the […]
Digital marketing is a very broad concept, with countless strategies and combinations of efficient tactics, always used with the same objective: conversion.
Conquering customers via the web almost always involves following the same path: attracting traffic, generating leads, nurturing them and, finally, closing the sale.
The most prominent form today is the so-called organic traffic, that is, when people arrive at your site spontaneously, without the use of advertisements.
But, sponsored links are also a great option to attract audiences, and should not be discarded.
It is worth learning how to use them in the best way to achieve excellent results, and that is what we are going to show you now!
In this post you will discover:
- What are sponsored links?
- Why use sponsored links in your digital strategy?
- What you should consider before using sponsored links
- 5 benefits of sponsored links for your strategy
- How to use sponsored links: 4 steps to success
What are sponsored links?
Simply put, we can say that the sponsored links are plain text ads. The best known way in which they find themselves is in search engines.
At the top of the results, there are some sites highlighted with the identification that they are ads. These are sponsored links.
In recent years, advertisements on social networks have also emerged, which are gaining more and more strength. Among the various formats available, there are sponsored links.
They are usually separated into:
- CPC (cost per click): for each click on the link, the advertiser pays;
- CPM (cost per thousand impressions): when the ad reaches 1,000 views, or impressions, the advertiser pays;
- CPA (cost per action): is only charged when the user takes some action on the advertiser’s website;
- CPV (cost per view): for each person who sees the ad, a fee is paid.
The amounts paid depend on the model and the keyword chosen by the advertiser, each one with its advantages and characteristics.
Why use sponsored links in your digital strategy?
On the one hand, there are those who focus almost the entire marketing budget on ads, including sponsored links.
On the other hand, some completely abhor this strategy, believing that it is part of the old and inefficient methods of marketing and that it is time to pay attention only to organic tactics.
In the end, who is right? It is clear that each one must decide how to take care of their own business and what are the principles to follow.
But the best way is find balance between organic and paid marketing tactics.
In that case, there are good reasons to invest in sponsored links! This strategy has several benefits. She is:
Easy to climb
You can start a campaign with few resources and increase investment as you get a return on your business.
This is a good alternative for those just starting out and don’t want to take too many chances if things don’t go as expected.
If that was your fear, this might be a good time to prepare and consider using sponsored links.
Simple to measure
Nowadays there is no space to carry out any marketing action without being able to properly measure the results and make adjustments.
Knowing this, ad platforms have very powerful metrics analysis tools and provide reports with all the information you need.
Using this data, you can re-evaluate the way you are working on the campaigns and ensure that the investment is not lost.
Fast to optimize
Did you encounter problems while reviewing your campaigns’ progress reports? No problem, platforms offer quick and practical ways to change any element of a campaign.
That way, you are not stuck with a wrong initial decision, and you have real power over the money being spent.
This agility is also important when optimizing the campaign if it is going well and you decide to expand your reach.
Done with segmentation in mind
A problem associated with ads has a lot to do with the traditional idea that we have in relation to Outbound Marketing.
It is common to see flyers being thrown at anyone who accepts or TV commercials that sell to “anyone”.
With sponsored links this technique of “shooting everywhere” is not used. On the contrary, they have evolved over the years, taking into account audience segmentation.
This means offer products and services only to those who have shown real buying interest on them. Thus, you are the one who chooses who will see your ad.
What you should consider before using sponsored links
Okay, you’ve convinced yourself that using sponsored links is worthwhile as part of your marketing plan. And now?
It is not enough to go around buying ads and creating campaigns without a good initial preparation.
We have listed some important elements to consider and that will make all the difference in the final result of the investment.
We have already said that it is possible to spend as much as you want and that it is not necessary to have a very large budget.
But that does not eliminate the need to consider costs.
First, you must remember that the lower the amount applied, the longer it will take to see substantial results. It is your task to find the ideal value that will bring the balance in that direction.
In addition, you must consider who will take care of the campaigns: an in-house professional or an outsourced specialist.
The fast turnaround time is one of the highlights of sponsored links, but it will also depend on your goals. As well?
If you have a very ambitious goal, you have two options: the first is to reinvest little by little and take more time to reach it.
The second is to apply a considerable amount right at the beginning and start a massive campaign to generate a lot of traffic in a short time.
Be aware of the common mistakes that many make when working with sponsored links.
Digital marketing is not magic, it requires precise planning and execution to deliver results.
Unfortunately, many entrepreneurs still insist on carrying out half strategies and blaming the methods later.
It is fundamental be careful at every step of the process, from choosing keywords to choosing channels to advertise.
Variety of channels
A lot of people think that sponsored links are all about Google.
If we only think about search engines, there is still Bing, the second most used in the world.
But in addition to them, social networks today offer a huge variety of ads, which include sponsored links in the form of posts.
Exploring the different options and considering which ones make sense for your brand will help you not get stuck in just one channel.
As it is important to understand what leads to the creation of effective campaigns and ads that convert, nothing better than looking for material and tools to help it, don’t you think?
Right here on the blog we have already produced several support materials, such as these basic guides for creating ads on various types of sites:
In addition, we also have some more advanced materials and articles for those who want to get a little deeper on the subject, like these:
5 benefits of sponsored links for your strategy
Those who invest also want to know about the return they will receive.
So, it is only fair that we point out here the benefits of sponsored links for a marketing strategy.
We separated 5 of them, which show once and for all that this is not an empty or superficial action, but an effective way to make a profit, provided it is conducted in the right way.
In general, this form of marketing:
Has quick return
Generating organic traffic is a great option, but it takes much longer than establishing a strategy with sponsored links.
It is true that this quicker return also lasts less, but it can be done until organic strategies start to take effect.
With this union of the two approaches, you have a return from the beginning.
Well-made ads attract people who really have a purchase intention and are able to convince them to act on the offer presented.
In other words, if you are effective in creating your ads, you will have a good conversion rate and, consequently, a positive return on the amount you spent.
Amplifies other strategies
Sponsored links also help to amplify your other strategies, such as Content Marketing, SEO and presence on social networks. In what way?
All of these strategies are organic. Sponsored links will help accelerate your results naturally, by putting users in touch with your brand more quickly.
Lowers marketing costs
The account is simple. Increase in conversions, acceleration of organic strategies and rapid return are factors that will certainly contribute to lower acquisition costs.
That’s why we hit the button so hard that marketing shouldn’t be considered an expense. When done well, it even helps to lower costs.
Strengthens the brand
Direct contact with the public helps to keep your brand constantly in the minds of the people you want to win over.
When they see that your company has a solid advertising plan, these people will feel more inclined to hear what your message is and to respect the brand more, even before contacting it.
How to use sponsored links: 4 steps to success
We have already explained almost everything you need to know about sponsored links, but we couldn’t let you go without first showing you step by step towards success with them.
There are 4 important steps that, if followed effectively, will compensate your investment in paid media:
1. Choose the channels you are going to use
With so many channels available, the first step is to choose which channels to use. Among the main alternatives are currently:
How to choose from so many options?
Consider which channels your persona is on, that is, those channels that she accesses most frequently. That is the golden rule!
2. Select keywords
Keywords play an indispensable role in the success or failure of an ad.
What you need to know is that words with higher search volume have a higher value per click.
In addition, very disputed words are, of course, more difficult to win in the auction that occurs in this type of ad.
Your mission is to select relevant keywords, but that are not too expensive and end up causing losses.
3. Set up a disclosure scale for each channel
After defining the channels you are going to use and the best keywords, you need to set up a disclosure scale for each of these channels.
This scale must contain the chosen times and targeting for the respective channels.
You may decide that it’s better to vary the characteristics of the campaigns a little depending on the channel, and this scale helps to keep everything well organized.
4. Measure the results
Finally, we couldn’t end it any other way than by telling you to measure the results well.
Measurement is what will allow you to know what can be maintained and what needs adjustment. Do both the general analysis and separate the channels individually.
Thus, you can see which one pays to invest more, if any should be left out, if there are problems with a specific campaign, among other indicators that deserve attention.
If you do, you’ll always have compelling ads that capture users ’interest and drive them to action.
Investing in sponsored links may not be your only strategy, but including it in a larger plan, which involves good content, SEO and well-made landing pages, for sure, will accelerate and optimize your results.
Every ad leads to a page that seeks to convert visitors, right? Then check out our guide to creating landing pages that convert!