How to advertise a website effectively

On social networks, with paid ads, display banners, and much more: discover all the useful ways to advertise a website.

The web offers several ways to advertise a website and gain exposure. To promote your site, it is very important to proceed with work aimed at making its positioning on search engines more efficient. Sometimes, however, SEO optimization techniques are not enough, and it may therefore be necessary to resort to other digital marketing tools.

How to advertise a website on Google

When the set of SEO strategies and practices are insufficient to increase your site’s visibility on search engines, you can support SEA (Search Engine Advertising) or the paid ads that appear among the search engine results. , able to guarantee visibility and traffic in a “faster and easier” way.

Google, the number one search engine in the world, offers in this regard an advertising platform called Google Ads (formerly known as Google Adwords ), which in turn offers different types and methods of campaigns according to the objectives of the site to be promoted, including that of increasing their visits.

It is possible to “buy” the visibility of a site through the Google Ads advertising platform in a simple way, that is the one called “cost per click,” in which you only pay for users who decide to click on our ads and visit the site.

Google Search Network

You can create a website promotion campaign on the Google Search Network: the paid ads, in this case, will appear above the organic results of the SERP (the search engine results page). This mode follows a “pull” logic; that is, it responds to a need of a user who requests, through research, a product or service and obtains relevant results concerning what he has searched for.

Google Display Network

The Google Display Network, on the other hand, follows a “push” logic; that is, it does not wait for the user to carry out the search but rather shows him the advertising banner while browsing certain websites identified on the basis of a logic of relevance. For this reason, this option is generally preferred when there is a need to create “awareness.”

The Google Display Network includes a collection of Google sites, such as YouTube and Gmail, but also websites that collaborate with the search engine, such as blogs and forums (for a total of over 2 million different sites worldwide).

The advertising banners can be created independently and then uploaded to Google Ads, or they can be created directly from the panel made available by the search engine.

How to advertise a website on Facebook and Instagram

Advertising on Facebook can also help businesses or simple users achieve their desired results. By setting the Facebook ad on the “Traffic” objective of the “Consideration” macro-category, it is possible to increase the number of visits to the website or ensure that more people use the app. If, on the other hand, you set the “Conversions” goal of the “Conversion” macro category, you will have the possibility to create advertisements to encourage people to use a website or an app.

Instagram uses the same effective advertising tools as Facebook and shares the structure of its advertising objectives. However, some peculiar characteristics of this social network must be kept in mind. Generally, on Instagram, you can insert a link to a website in the account bio, but you cannot insert clickable links in the posts published in the feed unless they are actually advertisements. Similarly, the “Swipe Up” function of Instagram Stories, which allows the user who sees the Stories to be sent back to a specific link, is only available for corporate Instagram accounts with over 10 thousand followers or verified.

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