Sponsored Links: Much Ado About Google Adwords

What is Digital Marketing and how do I do it?
How to Sell More Online on Easter 2018

The Sponsored Links are paid advertisements served in search engines – Google, Yahoo, MSN, Ig – the major portals such as Terra and UOL, and also on Facebook and affiliate sites.

When we speak of Sponsored Links, the first thing that comes to mind is Google Adwords .

But in fact we can refer to the Sponsored Links every time we pay for click on the ad or the result brought by this click (eg lead generation).

Sponsored Links from Google Adwords

Google Adwords sponsored links are those ads that appear on top of Google searches.

Those who have left the icon with the written notice.

When we seek something on Google, if something commercial grade, for example want to buy something, we see the first results have a left-hand icon.

google adwords icon to the left of the ad

They are usually the first 3 or 4 ads.

For your ad to be up there in the top positions, you need to Google Adwords campaigns.

The fact of being up there, depends on the quality of your ads, the target site of your ad and how much you are willing to pay to be there.



organic results on Google’s page

The other results, those without icon, are called organic results.

For your website appear among the organic results, you pay directly any campaign.

However to convince Google that the content your site offers is much more relevant than others.

To do this, you need to implement a
SEO project or site optimization .



See also:  What are the Main Factors of a Onpage SEO project?

Sponsored Links on Facebook and Instagram

In fact there are far more types of sponsored links beyond Adwords.

An example is Facebook.

Facebook has an internal tool called Facebook Ads .

Here you can set up your campaigns and target to your needs and your target audience.

Through Facebook Ads you can promote your Facebook page, or a specific post off the page.

You can also publish a link to your site, to disclose specific posts from your blog or product pages.

The Facebook Ads settings are not as advanced as those of Google Adwords, but can not give inferior results compared.

Facebook Ads you can also integrate your online store , if you have an ecommerce site .

In addition to set – sponsored campaigns directly to Instagram .

There are two features that I like quite the Facebook Ads:


1) lists profiles like Facebook Ads

The first is the ability to enter contact lists and set up campaigns to reach profile similar to that list.

So if, for example, you have a customer base of contacts that represent your ideal audience, Facebook identifies if there are registered users with these email addresses.

So immediately identifies the characteristics of these people and help you to impact users with similar behavior in social networks .


2) Facebook Ads Lead

Another very interesting feature of Facebook Ads is the ability to create leads (contacts) directly without going through your site.

Like Facebook already has a contact list of all persons registered in it, if you choose the Facebook Lead Ads setting, when the ad appears to the user, instead of asking for a like the ad will request authorization that pass user contact him directly to the advertiser.

If you accept, you will receive directly to your e-mail, data who authorized, type your full name, phone number and e-mail.

Recalling that Facebook already has this data in the system itself and only needs the user’s authority to pass this information to the advertiser.


See also:  How much does advertising on Facebook? Leverage your results!

Sponsored links on affiliate sites

Another way to get paid ads is through affiliation platforms.

There are platforms where a blogger can register the site itself authorizing the disclosure of third-party ads on their own content.

The best known is the platform Google Display , part of the Google Adwords platform where bloggers can register sites through Google Adsense .

So the advertiser banners will appear on blogs and websites according to the relevant segment configuration.

For example, if you sell wine, your ad will appear in Wine Blogs type club-del-vino.com/br or supply or other similar category.

The charge for paid banner ads can be a CPC (cost per click), for CPL (cost per lead – generated contact) or CPM (cost per thousand banner impressions) depending on the platform.

The Google Display gives the possibility to pay by CPC or CPM.

Other type platforms Afilio and Actionpay give the possibility of charging for CPL (cost per lead).

In these cases you do not pay if the user clicks on the ad, but only if the click generating a contact for you.

Worth testing!

It is important for the end of SEO , you indicate to Google that you are paying for this ad and that is not an organic link, if Google will not penalize your site (target of this announcement).

To tell Google you need to enter the banner link tag: At follow .

This is the same tag that appears in the comments links in blog posts.



See also: What’s Comment Marketing?

How to know if you need to use sponsored links

Before deciding on the kind of digital marketing strategy use, it is important to define some important points:

  1. Who is your target audience?
  2. What is the aim (where in the sales funnel you are working)?
  3. How long you want to achieve the result?

The type of audience will indicate whether it is better you work at Google, Facebook, Instagram or membership site, depending on where it your ideal client.

As for the sales funnel, we divide it into:

  1. disclosure
  2. engagement
  3. Sale.

Disclosure funnel, Engagement, Sale

If your goal is short term and is to sell, you are working at the bottom of the sales funnel, then do not bother with the work of the brand promotion , but work directly paid ads to reach those who are already looking for the service you offer .

If your ideal client is at the top of the funnel, is looking for information to buy a second step, you need to work the dissemination stage of the funnel.

In this case, a sponsored link can help to feed its database in order to structure an Inbound Marketing project .



See also: How to structure an Inbound Marketing Project


The use of sponsored links goes well beyond Google Adwords and you need to choose the most suitable for you on the basis of its objective and its strategy.

If your goal is to sell in the short term, the sponsored links are a great option, I would even say ideal.

If you are worrying more about the positioning of the brand online or sell an intelligence service, paid ads are only a small part of a more complex strategy.