What is Google CSS?

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Google Shopping

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What is Google CSS?

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CSS stands for Comparison Shopping Services, which is simply a price comparison engine that is required for product campaigns. Its job is to direct users from the search engine to online stores. Google CSS is therefore one of the comparison sites that until recently was the only option to use product advertising as well. Currently any organization can mediate this process. All they have to do is set up a store and implement the products into their catalog. The biggest advantage of this solution is skipping the commission imposed by Google CSS. As a result, you can lower your CPC rates by up to 20%.

Google CSS and Our Variant

Verseo recently created an offer designed for entrepreneurs who want to take advantage of the above-mentioned opportunity. Connecting your store to our comparison engine is completely free. This step is already enough for you to skip the markup imposed by Google CSS. Your products will then be displayed with a tag “by Verseo” instead of “by Google” as before. In addition we provide assistance in integrating the catalog with our CSS.

Many store owners are distrustful of the above solution because it seems too good to be true. We can guarantee that there are no catches. The savings are right at your fingertips, so all you have to do is reach for them. It would be a shame not to take advantage of such an opportunity. At the same time, it is worth mentioning that the rules of the game have not always been so attractive. Until recently, Google had much more to say in this matter.

Verseo Ads Banner
Verseo Ads Banner

Product Campaigns Working for Google’s 

In 2007 the Google Shopping platform was brought to life. Since then, the system has evolved many times, although its assumptions were more or less the same from the beginning. After entering a keyword, product images were displayed at the top of search results, even higher than sponsored text ads. This form of creativity turned out to be much more attractive for users, and thus generated higher effectiveness results.

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Verseo spółka z ograniczoną odpowiedzialnością with its registered office in Poznań, at the following address ul. Węglowa 1/3, 62-122 Poznań is an administrator of your personal data.

About Verseo

Company’s office is located in Poznań. Company is entered into the register of entrepreneurs, kept by the District Court of Poznań – Nowe Miasto i Wilda in Poznań, 8th Commercial Division of the National Court Division under number 0000596164, NIP (Tax Identification Number): 7773257986. You can contact us by writing a letter on the address indicated above or e-mail:[email protected]

You have right to:

  1. access to your personal data,
  2. correct your personal data,
  3. demand to remove your personal data,
  4. restrain to process your personal data,
  5. object of process your personal data,
  6. transfer your personal data,
  7. withdraw consent.

If you think we process your personal data not in accordance with the law, you have right to object to supervisory authority – President of Personal Data Protection Office.

We process your personal data to:

  1. handle your question, based on art. 6 ust. 1 lit. 6 of General Data Protection Regulation
  2. promote our goods and services including ourselves in connection with your consent, based on art. 6 ust. 1 lit. a of General Data Protection Regulation
  3. protect or claim in connection with our reasonable interest, based on art. 6 ust. 1 lit. f General Data Protection Regulation

You share your personal data freely. Please remember that without sharing your personal data you will not be able to send us a message, and we will not be able to answer you.

We can share your personal data with trusted recipient:

  1. providers of tools made for: website analytics, marketing automation,
  2. hosting operators.

We will process your personal data by the time:

  1. which is necessary to achieve a specific purpose for which they were collected and after this term by the time which is necessary to protect or possible claim,
  2. of withdraw your permission .

We don’t process personal data in a way, which would involve making only automated decisions about you. More information about processing of personal data you can find in our privacy policy.

Until recently, Google mediated all product campaigns. Thanks to this, it collected a 20% margin for itself in exchange for exclusive space to expose its brand. The system worked under the aforementioned rules for several years. Finally, the European Commission said: “Enough!” and decided to intervene.

The Law Stands by Diversity

It is true that Google was the author of the Google Shopping system, but this doesn’t mean that the host can seize the entire sandbox for itself and still charge an entrance fee. Representatives of EU bodies condemned the American company for seeking a monopoly and upsetting the balance of power in the online marketing market. According to reports, the closed Google CSS ecosystem was supposed to violate the standards of competition, which from an economic point of view is undoubtedly a positive phenomenon.

Astronomical sums were at stake, so the legal process itself was very long and arduous. The finale came in June 2017, when the European Commission imposed a financial penalty of 2.4 billion euros on Google. In addition, it demanded that other entities be created to set up their own comparison shopping engine. Creating your own CSS provides a basic range of functionality. More demanding customers can additionally join the Google CSS Partner program, which guarantees more possibilities.

If you want to know more about this topic register for our past webinar – you will find an hour long material about CSS and answers to questions from the participants.

Some prefer the old way.

The terms worked out by the European Commission were a nod to entrepreneurs. Many owners of stores lit up when they heard about the possibility of working on their own and skipping the imposed margins. Therefore, they immediately decided to take advantage of such a solution. In many cases, however, they needed the support of an agency which would provide specialist assistance with the migration of products.

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Not everyone approaches aforementioned changes with such great enthusiasm. Many managers are more cautious about making any changes in strategy. They prefer to wait, keep a close eye on the competitors and follow the trend only when they are 100% sure that they are choosing the right path. Google has not left these people out in the cold.

As a result, there’s nothing stopping you from continuing to run campaigns using Google Shopping. To do so, implement the product catalog into Merchant Center according to the default settings. Then, the product ads will continue to be displayed with the “by Google” annotation. However, it is worth remembering that in such a situation you have to cover the cost of the commission. Consequently, the rates per click will be 20% higher than when using the support of any CSS comparison service provider.

At the same time, it is worth mentioning that more and more owners are abandoning Google Shopping and choosing alternative CSS. This allows you to get more clicks with the same budget. If the described solution still raises your doubts, you can conduct an experiment. Since one advertiser can use several comparison sites, it is worth running two campaigns and then comparing the results. Individual CSS will not compete with each other, so you do not have to worry about increasing rates. The final results should provide clear evidence in favor of switching to a new model of operation.

Which Option Is Better?

The answer to this question may not be as obvious as it may seem. Much depends on the approach of individual companies in the Internet marketing industry. Some agencies assume that they will charge a fee for linking the store to their CSS, because the client already saves on the 20% reduction of CPC rates. In such a situation, cooperation doesn’t necessarily turn out to be more beneficial than continuing to operate under the current rules.

This is why Verseo’s offer is so unique and stands out from the competition. We will not take a penny for connecting your store to our CSS. This arrangement is pure profit for you. If you have higher requirements, we can offer and price additional services within Google 

Shopping such as: segregating products by different attributes, as well as cyclic refreshing of exposed offers. If you are interested then just contact us in any way. Our priority is to get your products connected to the Verseo CSS comparison engine smoothly and seamlessly. To do this, you will need to register with our service, provide a data file, and then agree to transfer your Merchant Center account to our system.

This is all you need to do to get started. Your account will be taken care of by the large team of certified Google ad campaign specialists. Although we joined Google CSS Partner program relatively recently, we already have over 100 online stores under our care.

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Display Ads

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Display Ads

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Display Ads

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The variety of advertising formats offered by Google Ads is impressive. Each one achieves slightly different objectives, therefore it’s their skilful combination that often contributes to the success of marketing activities. This allows us to reach users at various stages of the purchase path and gradually build their trust and, in turn, their attachment to a brand. At the first stage of this process a huge support for the marketer is a display ad focused on increasing brand awareness. What are the characteristics of display campaigns, how to make an ad of this type and how to use it to promote a company?

What Is Display Advertising?

Display advertisements are promotional content that have a graphic form and appear not in the search engine itself but on specific web pages. Every Internet user encounters them almost non-stop, each time he visits the web. Where are they visible? Practically everywhere. Display advertising includes banners which appear next to the main text on the page or at the top of the website or between the paragraphs of the articles read. Display advertising also includes pop-ups, full-screen ads and ads displayed in the background, behind the actual content of the website. It also includes ads on YouTube – either under (on smartphones) or next to the player (on computers).

We most often use the term display advertising when referring to Google campaigns, i.e. those displayed on the Google Display Network. This complex structure has about 2 million websites and covers the lion’s share of all active Internet users worldwide. GDN includes news portals, blogs, video platforms and lifestyle websites. This makes a display campaign suitable for almost any industry, regardless of the preferred audience.

In short: what is display advertising? It’s an advertisement on a website in graphic form, most often published as part of the Google Display Network.

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We will analyze your business and prepare an individual price offer for the optimal marketing mix for you. Completely free.

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Verseo spółka z ograniczoną odpowiedzialnością with its registered office in Poznań, at the following address ul. Węglowa 1/3, 62-122 Poznań is an administrator of your personal data.

About Verseo

Company’s office is located in Poznań. Company is entered into the register of entrepreneurs, kept by the District Court of Poznań – Nowe Miasto i Wilda in Poznań, 8th Commercial Division of the National Court Division under number 0000596164, NIP (Tax Identification Number): 7773257986. You can contact us by writing a letter on the address indicated above or e-mail:[email protected]

You have right to:

  1. access to your personal data,
  2. correct your personal data,
  3. demand to remove your personal data,
  4. restrain to process your personal data,
  5. object of process your personal data,
  6. transfer your personal data,
  7. withdraw consent.

If you think we process your personal data not in accordance with the law, you have right to object to supervisory authority – President of Personal Data Protection Office.

We process your personal data to:

  1. handle your question, based on art. 6 ust. 1 lit. 6 of General Data Protection Regulation
  2. promote our goods and services including ourselves in connection with your consent, based on art. 6 ust. 1 lit. a of General Data Protection Regulation
  3. protect or claim in connection with our reasonable interest, based on art. 6 ust. 1 lit. f General Data Protection Regulation

You share your personal data freely. Please remember that without sharing your personal data you will not be able to send us a message, and we will not be able to answer you.

We can share your personal data with trusted recipient:

  1. providers of tools made for: website analytics, marketing automation,
  2. hosting operators.

We will process your personal data by the time:

  1. which is necessary to achieve a specific purpose for which they were collected and after this term by the time which is necessary to protect or possible claim,
  2. of withdraw your permission .

We don’t process personal data in a way, which would involve making only automated decisions about you. More information about processing of personal data you can find in our privacy policy.

What Do Display Ads Consist of?

Let’s talk about how to make a display ad. Most often, these types of sales messages contain an image and a small amount of text, although there are some display ads that are based solely on words – then they are small, white squares with a slogan and a button containing a CTA. As a rule, however, advertisers try to fully exploit the potential of display campaigns and create messages based on images, which are much more effective in attracting the attention of viewers.

Verseo Ads Banner
Verseo Ads Banner

How to make an ad that will catch the eye of the recipients and will be an effective promotional tool? Despite appearances, to create such a campaign, you do not necessarily need to have professional graphics made by a specialist. The Google Ads system offers a library of free images that advertisers can use to build their display campaigns. However, if we have such an opportunity, it’s worth using a unique design – then we can place on the banner, for example, products from our online store, photos of specialists working in the company, photos from the premises etc. Such materials arouse much greater trust of recipients and build a stronger relationship with the brand.

Examples of display advertising:

Display Advertising – on Which Sites Is It Visible?

As we have already mentioned, display ads are displayed on websites belonging to Google’s network of nearly 2 million partners. This does not mean, however, that our display campaign will be displayed in random nooks and crannies of the Internet – proper use of GDN allows you to avoid burning your budget and ensure that your display ad goes exactly where it should. This is a huge advantage over many other advertising formats.

The advertiser has an influence on where the banners are published by choosing the type of targeting. For example, we can direct ads only to websites about a specific topic, selected from a wide thematic list. We can find categories such as home and garden, games, travel, sport, cars and vehicles and many, many more. By choosing this type of targeting, we are sure that the advertisement on the website will not be displayed in connection with completely random issues.

However, we can also put emphasis on the audience and set the campaign to display to users who have relevant interests or have recently searched for products from a particular category. Then, display ads can be displayed on unrelated portals, but only to those recipients who may be interested in what they present.

Display ads are also great for remarketing. With their help we can “chase” recipients who have already interacted with our website, and display them different types of ads on the website, including dynamic ones, showing the products they have previously viewed.

Types of Display Ads

Among the display ads, there are several formats, focusing on achieving different marketing objectives. How do you do website advertising for each of them?

  • traditional display ads

In this case, we upload to the Google Ads system a ready-made product in the form of a banner designed in such a way that it always displays exactly the same. Most often it consists of a background or photo, advertising slogan and company logo. It may contain additional information, for example, about a promotion, discount or other special offer. Such advertisements are sent to the system in .jpg, .png or .gif format. An alternative to them are banners created in HTML5, which are movable and interactive, therefore extremely interesting for the recipients.

Uploaded files must be adjusted to the dimensions required by Google Ads – the system allows banners in many sizes, so it’s not a limitation for advertisers.

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  • responsive display ads

The principle of responsive ads is slightly different. In this type of message we upload to the Google Ads system only individual elements of banners: separately the logo, at least one image and several versions of the text. Then, the system analyzes the uploaded materials and combines them in various ways, testing different versions of the message. Artificial intelligence decides what form of advertisement a given user will see on the website, guided by the user’s probable preferences (based on his/her previous behavior on the Internet). Thanks to this format, we do not have to use ready-made graphic solutions, and additionally we have a message maximally adjusted to the needs of the target group.

  • standard remarketing ads

These banners are created for users who have already visited the site, perhaps even performed some action – for example, put a product into the basket – but did not convert. In this case we also send ready-made material to the system, but with a slightly different message – here it’s no longer about familiarising the recipient with the brand and its offer, but about encouraging them to return to the site and complete the transaction.

  • dynamic remarketing ads

Here, as in the case of flexible ads, users are shown sales messages whose components are selected by self-learning algorithms. The difference is, however, that in this case the recipient gets an ad showing exactly the products/services he/she has previously browsed on the website.

  • lightbox ads

This type of ad takes the form of a banner which, when hovered over (or tapped with a finger in case of mobile devices), unfolds and presents the user with a video or a set of images. It can expand to the full width of the screen or only to a slightly larger window. This format is designed to maximize audience engagement.

Advantages of Display Advertising in Google Ads

Display advertising is a useful tool for any marketer who invests in Google Ads campaigns. Among its biggest advantages are:

Huge Reach

Because the Google network includes such a wide range of portals from different industries, it’s hard to think of a better way to advertise your offer than by taking advantage of the opportunities that display advertising provides. The total reach of the sites that belong to it, covers over 90% of all users of the global network, so we can be sure that among its recipients will be the ideal target group for our product.

Increase Brand Awareness   

Text ads targeting specific keywords are great for people who are already looking for a specific product, but they do not significantly affect brand recognition. Website advertising, on the other hand, allows the user to remember the company’s name and logo, builds first associations related to the brand and shapes its image in the eyes of a wide audience.

Many Targeting Possibilities

In display advertising you can very precisely choose the target group. In the targeting options we can determine the demographic data, interests of the recipients or their behavior on the Internet. Contextual targeting is also available, i.e. display ads can be placed only in the vicinity of relevant content, which increases the chances that the campaigns will be successful.

Visual Appeal

An image attracts the eye more effectively than text and gives much more possibilities to influence the recipient. That’s why display campaigns with interesting graphics combined with a well-selected CTA (call to action) give a great chance to gain the attention of the recipient, who consequently may become a customer of the advertised brand.

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Easy to Measure Effects

We can track the effects of our display campaign on an ongoing basis. Statistics from Google Analytics allow us to see the ratio of the number of impressions to conversions, which gives us an idea to what extent the advertisement on the website is attractive to our target group. In this way it’s much easier to track results than when we decide, for example, for traditional banners on city streets – measurability of results is a huge advantage of display advertising and its advantage over more traditional forms of attracting attention.

Online Ad Campaigns

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Online Ad Campaign

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Even the best product or service won’t sell on a mass scale without at least a little marketing. In the past, brands invested heavily in advertising in newspapers, on the radio, television or simply in urban spaces, thus reaching a large audience that was impossible to pinpoint. However, the development of online marketing has brought significant changes in the allocation of promotional budgets – in most cases, first place has definitely been taken by online campaigns on the Internet. What are the types and which channels are worth betting on?

The answer won’t be a surprise – it depends. Depends on what? First of all it depends on the industry in which we operate, promotional budget and the target group we want to reach. Of course we also need to consider what we actually want to achieve through advertising. There are a lot of possibilities of running an online campaign. Let us briefly present the most popular ones below.

Verseo Ads Banner
Verseo Ads Banner

One of the most effective ways of promoting a brand online is a Google Ads campaign. The giant from Mountain View offers its users a system by means of which it’s possible to advertise not only on Google products but also on many of its advertising partners’ websites, in formats such as:

  • Text ads in the search engine network – this type of promotion is otherwise known as sponsored links. They appear at the top or bottom of the search results page and are marked with the label “advertisement”. Apart from headlines and descriptions, they may contain various types of extensions, e.g. links to other pages of your website, explanations, location or information on promotions. Thanks to this, the link to our site not only appears on the first page of results, but also occupies a large area, so it attracts the attention of recipients.
  • Ads in the Google Display Network – this type of Internet advertising campaign has a graphic form and is displayed on partner websites of the giant from Mountain View. This is a very wide network including both small and huge portals, industry websites, blogs, local sites and many other sites on various topics. Ads can take the form of banners appearing between paragraphs of articles or on the side of the page, in the background (behind the main content), full-screen or pop-ups. In the Display Network you can also make available dynamic ads, the elements of which are automatically selected depending on the user’s preferences (based on his previous Internet behaviour).
  • YouTube Ads – video campaigns can be skippable or non-skippable and appear before, after or during films. Also very popular are Bumper Ads, which are six-second ads that are highly effective, especially on mobile devices.
  • Product Listing Ads (PLA) – they contain a photo of a specific product, its name and price and lead directly to a subpage where you can buy it. They appear on the search results page and in Google Shopping. In order to create campaigns of this type, you need to have an account in Google Merchant Center and implement the so-called product feed, i.e. a file with data about the products you have on offer. Data for the ads are automatically downloaded from the feed. This is an excellent format for online stores, because the user immediately has the key information when making purchasing decisions.

Why Use Google Ads?

Google Ads is a system that gives advertisers a wide range of promotional opportunities that are not provided by traditional advertising on radio or television. The most frequently mentioned advantages of the system include:

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Contact us and get a free quote

We will analyze your business and prepare an individual price offer for the optimal marketing mix for you. Completely free.

Your data is safe. More about data protection

Verseo spółka z ograniczoną odpowiedzialnością with its registered office in Poznań, at the following address ul. Węglowa 1/3, 62-122 Poznań is an administrator of your personal data.

About Verseo

Company’s office is located in Poznań. Company is entered into the register of entrepreneurs, kept by the District Court of Poznań – Nowe Miasto i Wilda in Poznań, 8th Commercial Division of the National Court Division under number 0000596164, NIP (Tax Identification Number): 7773257986. You can contact us by writing a letter on the address indicated above or e-mail:[email protected]

You have right to:

  1. access to your personal data,
  2. correct your personal data,
  3. demand to remove your personal data,
  4. restrain to process your personal data,
  5. object of process your personal data,
  6. transfer your personal data,
  7. withdraw consent.

If you think we process your personal data not in accordance with the law, you have right to object to supervisory authority – President of Personal Data Protection Office.

We process your personal data to:

  1. handle your question, based on art. 6 ust. 1 lit. 6 of General Data Protection Regulation
  2. promote our goods and services including ourselves in connection with your consent, based on art. 6 ust. 1 lit. a of General Data Protection Regulation
  3. protect or claim in connection with our reasonable interest, based on art. 6 ust. 1 lit. f General Data Protection Regulation

You share your personal data freely. Please remember that without sharing your personal data you will not be able to send us a message, and we will not be able to answer you.

We can share your personal data with trusted recipient:

  1. providers of tools made for: website analytics, marketing automation,
  2. hosting operators.

We will process your personal data by the time:

  1. which is necessary to achieve a specific purpose for which they were collected and after this term by the time which is necessary to protect or possible claim,
  2. of withdraw your permission .

We don’t process personal data in a way, which would involve making only automated decisions about you. More information about processing of personal data you can find in our privacy policy.

  • Advanced targeting – with our message we can reach a strictly specified group of recipients, which gives us the highest chance of conversion. We can set the group according to the users’ interests, place of residence, age, life situation (family, children, renovation, house purchase, etc.), reach the people who came into contact with our website or simply place ads on pages with specific topics. We may also freely set the ad display schedule and territorial reach or modify rates depending on various parameters (e.g. device type).
  • Paying for the effect – in the case of Google Ads campaigns you do not have to pay for the display of an advertisement. The budget will be used only when we achieve our goal, for example, when someone clicks on our ad or watches a promotional video (depending on the selected model of payment).
  • Full control over the budget – at any time during the campaign you can check how much you have spent and increase or decrease your spending.
  • Quickly visible effects – we can run an ad on Google Ads at any time, without leaving home, and it becomes visible on the web almost immediately (you have to wait for verification, but this usually does not take long). Thanks to this the effects can be seen much faster than, for example, in the case of positioning.
  • Constant access to statistics – on an ongoing basis we can check which of our advertisements have the best results, identify keywords that generate the most conversions, etc.
  • Increasing brand awareness – our ad is displayed on the first page of search results or on the Google partners’ websites, so even if the user goes to our website, he may remember the company’s name, logo or special offer.

Google Ads advertising is a good way of promotion for almost all brands. It works well for both online stores and service businesses. However, you should know that this type of campaign, to be profitable, should be regularly optimized, and optimization is not an easy task for a layman. Therefore, when choosing this type of campaign, you should learn more about Google Ads or take the help of a specialist.

Facebook Ads and Instagram Ads – When Is it Worth it?

Facebook’s ad system has a huge amount of information about social media users – especially when it comes to their interests and preferences. It is on FB or Instagram that we follow fanpages, talk about our hobbies, contribute to discussions, inform about relationships and their end, baby’s birthdays, new pets, we even tag where and what we eat. Therefore, Facebook’s advertising platform gives a good chance to reach precisely those audiences we care about. In this system we can advertise both the post itself (it will then appear on the users’ wall, even if they are not fans of our profile), as well as the entire fanpage, or direct traffic directly to the website. On Facebook we currently have the following ad formats:

  • Image – a graphic ad in which we can present our products, logo, information about the offer, photos from the headquarters, etc.
  • Video – this format allows you to promote short films or slideshows.
  • Carousel – this is a type of advertisement in which we can present up to 10 images or videos – each with its own link. This allows you, for example, to show several promoted or new products in the offer within one advertisement.
  • Instant experience – a format designed for mobile devices. If a user clicks on our ad, a full-screen environment appears where you can show images, videos, products, or place a form.
  • Collection – an ad that opens as an instant material, used to show multiple products. Recipients can conveniently browse products on mobile devices and make purchases within the ad.

For Instagram Ads, too, we can use graphic, video, and carousel formats, plus choose whether to display the ad in News or Insta Stories.

Advantages of Facebook and Instagram Ads

An online advertising campaign using Facebook has similar advantages to Google Ads. It is relatively cheap advertising, in which we pay for the effects, enabling precise selection of the target group and remarketing. This system also gives access to a large number of statistics and allows you to control expenditure at each stage of the campaign.

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What is particularly worth noting when using Facebook advertising platform is the option of choosing a target group Lookalike Audience. Thanks to it, we do not have to select by ourselves what features should be displayed to users with an ad. The system will do it for us, choosing recipients maximally similar to our current customers. So if we have already gathered a certain group of recipients, it’s an easy way to gain more.

Facebook and Instagram – for Who?

Such campaigns are very common and for good reason – delivering great results in many industries. However, you can’t forget that users go to these platforms mainly for entertainment. It is therefore a place where ads for cosmetics, clothes, cafes, hotels or water parks can work great, but not necessarily for funeral services. The same applies to all those industries that provide services in emergencies – such as roadside assistance, locksmith, plumber, electrician, etc. – There is little chance that users will search for them on social media. In such cases, a text ad in the Google Ads search network with a phone call extension will work much better.

Online Campaigns – LinkedIn Ads

LinkedIn is the only platform that has a lot of data about the education and career of internet users. This makes it an ideal place to establish b2b contacts, find employees, partners and create a professional corporate image. Here we have a choice of formats such as:

  • Single Image Ad – a format in which we can insert a photo and a description for it. It appears in the news,
  • Carousel Image Ad – allows you to place several images with assigned links,
  • Video ad – a type of ad in which we present a video on the board with news,
  • Event ads – within this format, you can promote in the news an event that you organize, such as a webinar,
  • Text ads – contain a headline, description and image. They can appear in various places, for example at the top of the page or on the right side of the screen.
  • Sponsored messaging – this type of ad appears directly in users’ inboxes – just like messages from their contacts,
  • Follower ads – encourage users to follow a particular profile on LinkedIn. They are dynamic – meaning that in addition to the logo and name of our company, they feature the photo and name of the user to whom the ad is displayed.
  • Spotlight ads – direct users to our website or any other landing page. They are also dynamic and adapt to the specific recipient,
  • Job ads – another dynamic format, but it allows you to promote offers, reaching potential candidates.

Who are LinkedIn Ads for?

Ads on LinkedIn work well in very specific cases, when you want to target people with specific professional experience, from a specific industry or in specific positions. Although the platform is becoming more and more popular, there are still representatives of only certain industries, especially IT or marketing.

How About Positioning (SEO)?

Website positioning is perhaps the most widely known method of online promotion. Despite the excellent recognition of the term itself, there are very few customers who know what it actually means. Search engine optimization is an action that aims to raise our website in the organic results for a given search term. It includes a number of activities – optimization of the site itself, so that it’s friendly for robots and users, as well as the issue of linking or providing high quality texts. However, what is most important in positioning is the fact that it must be treated as an investment. While Google or Facebook Ads offer quick and repeatable results, positioning will start to bring results only after a few months. In the long run, it’s the cheapest method of acquiring customers and building a reputation.

Other Online Advertising Channels

Of course, this list does not include all the channels in which we can promote ourselves among web users. Online stores can also use Amazon Ads to increase their offer’s visibility on these platforms. There’s also more and more talk about ads on TikTok or Pinterest, which are alternatives to more popular advertising channels. Is it worth taking advantage of these opportunities? It should be decided by analyzing where our target group spends its time.

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