For many businesses, digital marketing is essential to success. Whether you are running a small business or leading a global company, digital channels offer powerful ways to reach your audience, increase visibility and grow sales. But with so many types of digital marketing available, it can be hard to know where to start.

Let’s break down some of the most important types of digital marketing, how they work and why they matter.

Search Engine Optimization (SEO)

SEO is the process of improving your website so it ranks higher on search engines like Google and Bing. Higher rankings mean more organic (free!) traffic from people actively searching for the solutions you provide.

Why SEO Matters

·      It brings long-term, sustainable traffic

·      People trust organic search results more than ads

·      It boosts brand authority and credibility

Key Areas Within SEO

·      On-page SEO: Optimizing keywords, headlines and content

·      Technical SEO: Improving site speed, structure and mobile friendliness

·      Off-page SEO: Building backlinks and online reputation

·      Local SEO: Targeting customers in a specific geographic area

If you want consistent, long-term growth, SEO is a must.

Digital Advertising (Paid Ads)

Digital ads, often referred to as PPC (pay-per-click) or paid media, allow businesses to place targeted advertisements across search engines, social media and websites.

Here are some common types of digital ads:

·      Search ads (Google Ads, Bing Ads)

·      Social ads (Meta/Facebook, Instagram, TikTok, LinkedIn)

·      Display ads (banners across the web)

·      Video ads (YouTube, TikTok, streaming platforms)

·      Retargeting ads (shown to previous website visitors)

Why Digital Ads Matter

·      They provide immediate visibility

·      You can target highly specific audiences

·      Results are measurable and scalable

Paid ads are ideal for businesses wanting fast results or promoting time-sensitive campaigns.

Email Marketing

Email marketing is one of the most effective and cost-efficient digital channels. Despite being one of the oldest forms of online marketing, it continues to outperform many newer platforms.

Some examples of email marketing include newsletters, sales promotions, automated sequences (welcome emails, abandoned cart reminders) and personalized recommendations.

Why Email Marketing Matters

·      You own your list, so there’s no algorithm interference

·      It’s highly personal and customizable

·      It delivers one of the highest ROIs of any digital marketing strategy (for real!)

A thoughtful email strategy can build trust, inspire loyalty and convert leads to paying customers.

Social Media Marketing

Social media marketing uses platforms like Facebook, Instagram, TikTok, X, LinkedIn and Pinterest to connect with audiences, build brand awareness and drive engagement.

Two Sides of Social Media Marketing

·      Organic social: Posting content, stories, reels, and engaging with your community

·      Paid social: Sponsored posts, targeted ads, and influencer partnerships

Why Social Media Matters

·      It humanizes your brand

·      It helps build communities and loyal fans

·      It’s a powerful channel for storytelling and real-time engagement

With billions of global users, social media opens the door to massive reach.

Content Marketing

Content marketing focuses on creating valuable, relevant content to attract, educate and convert your audience. Rather than pushing a hard sale, it delivers helpful information that builds trust.

Popular Content Types

·      Blog posts

·      Videos

·      Infographics

·      E-books and guides

·      Podcasts

·      Webinars

Why Content Marketing Matters

·      It fuels SEO

·      It nurtures leads throughout the buyer journey

·      It establishes your brand as an authority

Strong content is the foundation of nearly every other type of digital marketing.

How These Digital Marketing Types Work Together

The most successful marketing strategies don’t rely on just one channel – they combine them.

For example:

·      Content marketing creates valuable resources

·      SEO helps people find that content

·      Social media amplifies it to a larger audience

·      Email marketing nurtures interested leads

·      Digital ads bring quick traffic and boost visibility

When integrated, these channels support each other and create a powerful, cohesive strategy.

Understanding the different types of digital marketing, and which strategies work best for each organization, is key to building a strong online presence. If you’re ready to explore how you can best make an impact digitally, we’d love to connect.

Graphic Design

Visuals act as a fast language for your brand and help people recognize who you are before they read a single word. You gain trust through a professional logo and consistent colors, which makes your message stick in a crowded feed. This visual consistency makes people feel comfortable with your business, leading to better results from your digital marketing services.

Website Design

Think about how many times you’ve clicked away from a site simply because it looked outdated or confusing. Your website is your digital storefront that stays open every hour of the day to help your customers. Good layouts make navigation simple, so visitors find exactly what they want without getting frustrated. In any digital marketing consultation, the consultant will often highlight how a fast, mobile-friendly site keeps people around longer and helps your search rankings.

Video Services

Moving pictures capture interest so much faster than static text and help explain your ideas in just a few seconds. Most people prefer watching a quick clip to understand a product, which makes this medium a powerful tool for building a real connection. Working with a digital marketing agency allows you to create high-quality videos that people actually want to share with their friends.

The Importance of Integrated Digital Marketing Strategies

Success rarely comes from picking just one of these tools and ignoring the rest. Your online presence relies on lots of moving parts to grab someone’s attention. That means every one of your marketing strategies should all tell the same story at the same time. It’s this intentional coordination that prevents mixed signals and helps every dollar you spend work harder. When all the types of digital marketing you deploy work together, you’ll create a reliable experience for your audience, which turns casual browsers into loyal fans much faster.

Running a PPC (Pay-Per-Click) campaign can be a powerful way to drive leads and sales – if it’s done correctly. But without the right strategy, it’s easy to burn through your budget without seeing much return. If you’re not getting the results you expected, you might be making one of these common PPC mistakes. Here’s what to watch out for and how to fix them. 

Set it & Forget it 

PPC is NOT a ‘set it and forget it” strategy. If you’re not regularly monitoring and optimizing your campaigns, you’re likely missing out on opportunities to improve performance – or worse, wasting your budget on less-than-effective ads. PPC success requires ongoing optimization. To ensure this success, schedule regular check-ins to review campaign performance, adjust bids, test new ad variations and refine targeting based on data.  

Targeting too Broad of an Audience 

Trying to reach everyone often leads to wasted ad spend on people who aren’t interested in your product or service. Broad targeting might increase clicks, but if those clicks aren’t converting, they aren’t valuable. You can fix this by utilizing audience segmentation, location targeting, and detailed demographics to refine your reach. The more specific your targeting, the more likely you are to attract qualified leads. 

Not Using Negative Keywords 

Another common mistake is neglecting negative keywords. Negative keywords are essential for preventing your ads from showing up in irrelevant searches. If you’re not using them, you’re likely paying for clicks from people who aren’t looking for what you offer. This mistake can be avoided by regularly reviewing your search term reports and adding negative keywords to filter our unrelated searches. For example, if you sell premium products, you wouldn’t want your ads to show up for terms related to “cheap” or “discount.”  

Overlooking Mobile Optimization 

If your landing page isn’t mobile-friendly, you could be losing a significant portion of your audience. Slow load times, hard-to-use navigation and poor formatting can all lead to lost conversions. Make sure to test the mobile experience regularly and optimize for a seamless conversion process. 

Not Tracking Conversions Properly 

Without proper conversion tracking, it’s impossible to know which keywords, ads or campaigns are generating the most value and best results. You need clear data to make informed decisions. To effectively track conversions, it’s important to set up goals and events in Google Analytics that align with your business objectives. This includes defining what constitutes a conversion, whether it’s a purchase, a sign-up or a download. By linking your Google Ads account with Google Analytics, you can gain deeper insights into user behavior and the effectiveness of your ads. Additionally, consider using UTM parameters to track the performance of specific campaigns and ads, allowing for a more granular analysis of your PPC efforts. This comprehensive approach to conversion tracking will allow you to optimize your campaigns for the best results.  

PPC campaigns require ongoing attention and strategy to perform well. By avoiding these common mistakes and continuously refining your approach, you can improve your ROI and make the most of your ad spend. 

If you’re in the market for fine-tuning your PPC strategy, or digital advertising strategy in general, let’s talk!  

When it comes to running digital ads, there are so many options. From social media ads, Google search ads, display ads, YouTube ads… where do you even begin? Somewhere you can start is by knowing what you want out of running ads. What are you trying to achieve? Your answer to those questions will lead you to the right ad type.  

If you goal is to build brand awareness and engagement… 

…you need ads that will help you stay top-of-mind and be in front of as many people as possible. You need ads that grab attention. 

Social Media Ads 

Facebook, Instagram, LinkedIn, TikTok and others are the platforms that allow you to target specific audiences, making it easier to reach the right people at the right time. These ads should be eye-catching, so use visually appealing graphics or videos. 

Display Ads 

These are the banner ads you see on websites. These kinds of ads are great for keeping your brand visible as people browse online. 

OTT & Video Ads 

With these ads, starting a conversation on social media or reaching people while they’re streaming TV, movies or other content is easily achievable. Video ads can be placed on platforms like YouTube or TikTok and can be used to entertain, educate or inspire. OTT ads are designed to play during or in-between streaming content and are not skippable, ensuring your message is being seen. You can even go as far as targeting viewers based on location, demographics or their viewing habits. 

If your goal is to drive traffic to your website… 

…you need ads that are designed to generate click-throughs and engagement.  

Google Search Ads 

This type of ad shows up when someone searches for something related to your business. They’re perfect for those who already have the intent to act.  

Social Media Ads 

These not only can be used to build brand awareness, but also to drive traffic directly to your site. Use strong CTAs like “Shop Now” or “Learn More” to entice people to click.  

If your goal is to increase conversions… 

…Google Shopping Ads and retargeting ads are the way to go to get people to buy, sign up or take another action. 

Google Shopping Ads 

If you’re selling products, Google Shopping ads can showcase your items right underneath the search bar with pricing and images included.  

Retargeting Ads 

These ads target people who have already visited your site and shown interest in your business. For example, they may have added an item to their cart but not completed the purchase. Sometimes people just need to be reminded they “left something behind” or they “abandoned their cart” to complete a conversion. 

The best campaigns often use a mix of ad types to hit different goals along the customer journey. So, ask yourself: What’s my goal?  

At JSK Marketing, we offer a wide array of innovative digital advertising techniques to amplify your reach in new and existing markets. It has never been more important to forge an identity online. We can help by developing cultivated strategies that play to your strengths and increase the bond between you and your fans – as well as create new ones. When you work with us, we connect you with new customers and usher in a new era for your business. Contact us today to get started! 

How do you grab your reader’s attention and build curiosity through an ad all while driving in more sales? It all starts with how engaging your ad content is. Sometimes it’s more about the small tweaks you can make rather than changing the entirety of the ad. Let’s look at three strategies that you can start implementing today.  

Create Scarcity 

People hate the feeling of missing out on something. Scarcity is a tried-and-true psychological tactic that motivates action by making something seem limited or urgent. Think about Amazon’s “Only 2 left in stock” messages. Even if you’re on the fence about buying, you suddenly feel like you must act fast. Scarcity taps into our fear of missing out (FOMO).  

Some ways you can use this in your ad content include: 

• “Hurry! Sale Ends Tonight!” 

• “Limited Spots Available for our Q4 Workshop!” 

• “FREE Roku with Installation: Only While Supplies Last!” 

Another example would be Airbnb. Their listings show “This place is in high demand” or “Booked 5 times this week.” It makes you think, “If I don’t book now, I’ll lose my chance!” 

Leave a Letter Out 

This one might sound odd, but people love puzzles. It makes viewers stop and think when they see something “off”. When you leave a letter (or a few) out of the main message in your ad content, our brains pause to figure it out, which means your ad is more likely to stick in someone’s mind. 

For example, the American Red Cross launched a ‘Missing Types” campaign where they intentionally miscolored “a, b and o” from their slogan, “Without the A, B and O, We Can’t Save Anybody.” The jumbled slogan forces the reader to pay attention and makes the ad more effective.  

The same can be used for your ad content marketing strategy. Try using an incomplete brand name or introducing puzzles or quizzes in your ad creative as an interactive element that requires user input.  

Ask a Question 

Questions are powerful because they create curiosity and invite the reader to engage. When someone reads a question, their brain automatically tries to answer it. For instance, instead of saying, “Our services are the best for busy moms,” you could say, “Are you a busy mom looking for more time in your day?” The second option feels more personal and relatable. 

Here are a few more ways to frame questions in your ad content: 

• Ready for faster internet? – an internet service company  

• What’s stopping you from booking your dream vacation? – a hotel  

• How’s your morning breath? – a mouthwash brand 

Old Spice nailed this tactic with their iconic ad campaign: “Is your man smelling like an Old Spice man?” It’s funny, engaging and prompts an immediate (and memorable) reaction. 

Improving your ad content doesn’t have to be complicated. By utilizing these tactics, you can make your message memorable for all who see it. If you’re ready to up your digital ad game, contact us today! We specialize in creating the most engaging and attention-grabbing content that drives results. Let us help you create ads that stand out and convert. 

What are Google Ads?

Google is the largest and most widely used advertising network in the world. Google Ads is a pay-per-click advertising platform that is owned and operated by Google. The pay-per-click advertising allows you to maximize ROI (return on investment) and successfully reach new audiences to grow your business. Google Ads allows you to be fully customizable and tailored to your needs as it offers three types of networks: Search ads, Display ads and Shopping ads. Let’s dive into the various types so you can be well-equipped to know which would be best for you and your business.

Search Ads

Search ads rely on data that best matches keywords from a campaign to internet users search query and finds an overlap between the two. A “match” is generated instantaneously between the campaign ad and viewers’ interests, resulting in effective advertisement to interested customers. Search Ads are displayed on the SERP, also known as the search engine results page, and rely on SEO (search engine optimization), with a central focus on the needs of the internet user.

Key Elements to a Successful Search Ad: Discovery, Relevance, Authority

To maximize the effectiveness of your ad, it is crucial to integrate discoverable, relevant and authoritative keywords seamlessly into your campaign. Discoverability explains how discoverable your ad is based on its keywords. To make sure your ad is discoverable, your call-to-action should be clear and concise to viewers. Although it may be frightening, simplicity is key when it comes to developing discoverable keywords. Remember, people are inherently lazy, and will search to satisfy their needs with as few words as possible.

Relevance is another key component and will ensure a successful campaign. It’s not enough to have discoverable keywords, they must also be relevant to your call-to-action or else viewers’ needs will be unaligned to what your business offers. The more relevant your keywords are, the better you will be at reaching lifelong clients that not only want you but need you. Convincing viewers that they need your product or service requires an authoritative approach. Your campaign should stress importance and urgency, so viewers are convinced to engage. These elements will not only boost ad performance but will generate ideal clientele for your business.

Display Ads

Display ads differ significantly from Search ads in that they use different strategies to drive views and generate leads. Display ads utilize banner-style advertising offered on the Display Network. The Display Network features a collection of websites, apps and videos where ads can appear. According to Google, The Display Network reaches more than 90% of internet users worldwide allowing you to reach a wide audience and create strong brand awareness. Display

ads allow advertisers to target specific audiences, topics and pages when creating their campaign. For display ads to be successful, they must attract internet users to click on the ad and link to your website. Display ads are ideal for promoting brand awareness and advertising products that are attractive to consumers. For example, luxury products are great candidates for Display ads because high-quality pictures are one of the best ways to convert customers.

Shopping Ads

Shopping ads allow you to upload specific product feeds to an account for Google to display your products that match Google searches and Google Shopping tabs of individuals on the web. Shopping campaigns are run through Google’s Merchant Center which contains a product data feed, which is an element-featured list of each product being sold. Google takes each data element collected and generates the shopping ad automatically for you. Shopping ads provide optionality to internet users where they can either buy the product directly from the ad or directly on the product website.

Finding the Right Fit

Many decisions must be made before settling on which ad type is best for you. What are you planning to advertise? Who is your targeted audience? What is your primary goal for the ads? All of these questions will impact your overall strategy and plan. Ideally, utilizing multiple types of advertisements will help you maximize ROI and reach new audiences to grow your business. Reach out to JSK Marketing and let us guide you on how to best utilize various social networks such as these to create lifelong fans today!

Social media advertising is more than just a trend – it’s become a mainstay for any business looking to connect with new and existing audiences. Organic reach doesn’t pack as big of a punch as it used to, meaning even people who follow you are likely missing your content. Keep reading to learn more about social media advertising, its benefits and which networks to prioritize according to your goals. 

What is Social Media Advertising? 

Social media advertising is a form of digital advertising and is all about promoting your business on platforms like Facebook, Instagram, X (Twitter), LinkedIn and TikTok. Instead of waiting for users to stumble upon your content, this form of advertising is taking the initiative to invest in your brand’s content to reach your target audience. The number of users who see your social media ads is referred to as your “paid reach” while “organic reach” refers to users who see your content based on the social media platform’s algorithm.  

The Benefits 

Targeted Audience Reach 

Social media platforms know their users better than users know themselves. Use this to your advantage with targeting options that let you reach the exact demographics you want.  

Learn/Revise in Real Time 

Social ads provide instant feedback. You can receive detailed reports on how your ads are performing. This data is very helpful for tweaking and improving campaigns, including reallocating your budget to your best converting ads in just a few clicks.  

Easily Track ROI 

ROI isn’t the easiest thing to track or calculate, but social media ad reporting shows you the real value of your work in dollars and cents.  

Which Networks to Prioritize 

To know which social media networks to prioritize, you need to know which ones are most popular with your target audience. Each one has its own flavor and attracts different groups of people.  

Facebook 

With its vast user base and versatile ad formats, Facebook is great for reaching a wide demographic. If you’re looking to build brand awareness and drive conversions, Facebook is your go-to.  

Instagram 

This platform is perfect for brands with a younger audience (Millennials and Gen Z) and for those who put a lot of effort and creativity into their visuals. Try utilizing the stories ads, sponsored posts and reel ads to capture attention and boost brand loyalty and engagement.  

X (Twitter) 

X is about real-time engagement. It’s the platform people go to for information on trending topics, news and quick interactions. Promoted tweets and trends used to engage with users in conversations can increase your visibility. If your target audience is young adults and professionals, try advertising on X. 

LinkedIn 

LinkedIn is the ultimate platform for B2B marketing and professional networking. It’s where business happens. Advertising on LinkedIn involves sponsoring your content that will show up in the LinkedIn feed. This tactic will increase your engagement rates and will allow viewers to see you as a thought-leader in your industry. 

TikTok 

TikTok is the hotspot for short, creative videos. It’s where trends are born and where you can capture the attention of a younger audience, specifically Gen Z and Generation Alpha. If your brand is fun, edgy and ready to go viral, TikTok is the place to be.  

Social media advertising doesn’t have to be a headache. By knowing your brand, who you’re trying to reach and what your goals are, you can create ads that not only reach but resonate. It’s all about making connections and building relationships.  

Ready to take your social media advertising to the next level? Contact us and let’s create ad campaigns that connect and convert! 

Businesses are constantly seeking new ways to up their digital marketing game to reach their target audiences more effectively. One way to do this is with digital advertising. While Google Ads remain at the top of many digital advertising strategies, there’s a whole digital world out there that can offer fresher strategies for engagement and growth. Let’s take a look at a few. 

Social Media Advertising 

Have you ever scrolled through your social media feeds and saw an ad that seemed like it was made just for you? That’s social media advertising. Platforms like Facebook, Instagram, LinkedIn and TikTok offer targeting options based off user preferences, demographics and behaviors. Using social media as a place to advertise gives you the opportunity to engage and interact with users that go beyond your followers. It’s also the most cost-effective and delivers instant results.  

OTT Advertising 

OTT (over-the-top) ads are known as streaming TV ads. They are the advertisements delivered to your screen while watching Netflix, Hulu, Amazon Prime Video and more. These ads offer an opportunity to reach new audiences on a larger scale to viewers who are consuming content across various devices, including smart TVs, streaming boxes and mobile devices. It allows you to captivate audiences and drive engagement in a clutter-free environment.  

Retargeting Campaigns 

Retargeting, or remarketing, involves serving ads to people who have previously visited your website or interacted with your brand online in some way. By tracking user behavior, retargeting campaigns can help re-engage potential customers and guide them to become actual customers. This is a strategy that will help your business stay top-of-mind and nurture potential leads until they are ready to make a purchase.  

Cross-Channel Advertising 

This advertising strategy involves integrating multiple channels, like search, social media, display, email and mobile, to create a synchronized experience for consumers. This includes ensuring that messaging, content and graphics are all aligned. This type of advertising allows you to deliver personalized and consistent experiences throughout the customer journey, which in turn, makes your brand come off as more trustworthy for potential customers.  

It has never been more important to forge an identity online. At JSK Marketing, we specialize in all the above strategies for digital advertising and more! We can help your business by cultivating strategies that play to your strengths and goals. Take our quiz to learn your ideal ad strategy, and afterwards, we’ll reach out to discuss how we can be a partner of yours and increase the bond between you and your fans.  

Sometimes, people visit your site, find what they want and make an immediate decision to contact you or purchase your products or services. This blog post is not about those people. This blog post is about the people who visit your site, leave, return and leave again. It’s about the people who visit your competition’s website and research their options before making a purchasing decision. So the question is, how do you keep these people engaged enough to choose you? 

What is Retargeting? 

Retargeting is a digital marketing strategy that shows targeted ads to those who have browsed or interacted with your brand in some capacity. This is a great tactic for re-engaging those who have shown interest in buying something from you, but haven’t pulled the trigger yet. These ads are usually served on different news sites, blogs and wherever else your customer browses online. This technique has proven to be successful in finding and reattracting potential clients/customers.   

How to Keep Leads Engaged 

Segment Your Audience 

One size does not fit all. Segmenting your audience based on their behavior, interests and demographics makes it easier to create and tailor messaging to address their unique needs and preferences. For example, you can set up basic URL segmentation with audiences defined by specific pages they visited when on your website. Some common groups include: 

• Homepage 
• Abandoned Carts 
• Category Pages (i.e., shirts) 
• Specific Product Pages (i.e., yellow shirts) 

Leverage Email 

Email is one of the most effective channels for nurturing leads. Sending an email as part of a retargeting campaign is a great way to remind someone of a specific item they looked at, send a specialized discount code or promote similar items to ones they’ve bought before. Did you know that the average open rate for retargeted emails is 60% with a 15% click-through-rate? 

Use Dynamic Creative 

Static ads can quickly become stale and fail to capture the attention of your audience. Instead, use dynamic creative to deliver highly personalized and engaging ads that adapt its content in real time based on the user’s past interactions. Some best practices include: 

• Use clean, mobile-friendly designs: Simple and straightforward ad designs load faster, providing a better customer experience and display better on all devices. 
• Keep messaging consistent: Avoid confusing your customers by making sure all promotions, messaging and creative are consistent across different ad placements, campaigns and channels. 
• Showcase multiple products: Carousel ads can display multiple, relevant products to customers regardless of device.  

Create Strong CTAs 

Calls-to-action (CTAs) can make or break your ads. The most compelling CTAs encourage leads to take the next step, whether it’s making a purchase, signing up for a newsletter or downloading a PDF guide. Create a sense of urgency to motivate users to take act, and test out different CTAs to see which ones resonate best with your audience.  

Don’t Annoy Your Potential Customers 

Bombarding leads with too many ads or retargeting them long after their initial interaction can have the opposite effect of what you want out of reaching these people. Find the right balance of timing and frequency to limit the number of times a user sees your ad within a certain time frame.  

With these tips, you should be able to gain more value from your retargeting campaigns.  

If you’re unsure how to start, contact JSK Marketing today for a personalized consultation and discover how we can help you maximize your ROI through strategic retargeting campaigns. Don’t miss out on this opportunity to re-engage and convert more leads – reach out to us now! 

Writing compelling ad copy is the key to capturing attention, sparking interest and driving clicks. But finding the right words can be difficult, especially when there is limited space available. For digital advertising, it’s crucial to craft the right words to draw customers in. So how do you stand out with just a few words? 

Highlight Your Uniqueness 

With there being tons of billions of brands in the world, it’s essential to make yours stand out. If you specialize in a certain service, say that. If your customers are happier than your competitors, don’t forget to mention it. If you offer products that are of higher quality and sold at a better price, call that out. Figure out what makes your brand unique and why people should choose you and let that be the shining star in your ad copy.  

Attract Customer with a Specific Offer 

Since there is only so much space for copy, when you include your special offer, discount or reward, customers are more likely to click. Do you offer a free trial or free international shipping? These attributes make for the perfect headline enticing viewers and grabbing their attention.  

Craft the Perfect CTA 

The call-to-action is the pivotal moment that prompts the reader to take the next step. It’s more than just a button or line of text; it’s a culmination of the entire ad copy’s narrative. It should be brief but still reflect the urgency and value of the ask. Whether it be “Discover the Benefits Now” or “Purchase Before They’re Gone”, the CTA should be clear and compelling. 

Experiment With Your Copy 

Just as you would with emails and A/B Testing, it’s important to test your ads to find out what works best. This could be the verbiage in your headlines, CTAs or keywords. Testing doesn’t have to be difficult. Your ads could be exponentially more successful just by changing punctuation, the order the sentence is written or replacing a word with a synonym. There’s no better way to determine what resonates with your audience than by testing.  

Creating ad copy is both an art and a science. By understanding your audience and leveraging your uniqueness, you can create ad copy that will increase your click rate, conversions and business growth.  

If you’re looking to start a new digital advertising campaign and aren’t sure where to start, contact JSK Marketing! Our team integrates your brand into our strategies, converting visitors to lifelong customers.  

Digital advertising is one of the best ways to generate new traffic and increase brand awareness, leaving traditional advertising (somewhat) in the dust. Google is one of the biggest digital advertising platforms in the world and is responsible for over 37% of total U.S. digital ad spending, thanks to its top two programs – Google Ads and Google AdSense. Keep reading as we discuss the ins and outs of these two programs.  

What are Google Ads?

Google Ads – formerly known as Google AdWords – is geared specifically towards advertisers. It lets businesses create targeted ads that appear on Google’s search engine results page (SERPs) or on other Google owned properties – also known as the Google Display Network. Search ads appear on the SERPs, and Display are more visual, banner-like and attention grabbing.  

What is Google AdSense? 

Released three years after Google Ads, Google AdSense allows website owners to place ads on their site from other companies using Google Ads. As a publisher, you earn money by allowing businesses advertise on your website.  

Simply put, AdWords is for businesses to create ads, while AdSense is for publishers to place ads on their pages.  

The Differences 

There are three main differences between Google Ads and Google AdSense: their purpose, strategy and cost.  

Purpose 

Google Ads is the perfect platform for businesses aiming to display what they offer to a targeted audience. Advertisers use Google Ads to create powerful campaigns that either appear on SERPs or on websites like YouTube or Gmail. Google AdSense integrates search or display ads into websites, giving website owners the opportunity to earn revenue. Google Ads is about promoting, while Google AdSense is about generating income.  

Strategy 

Google Ads demands a proactive approach with a focus on your target audience and creating compelling campaigns. Advertisers strategically bid on keywords and optimize content for maximum visibility. Since being ranked at the top is a popular demand, Google hosts an auction when there are at least two advertisers bidding for the same keywords. This auction isn’t like your average antique auction. Instead of the highest bidder winning, it’s who has the highest Ad Rank that wins. The more engaging your content is, the higher your Ad Rank.  

Google AdSense is more passive. Website owners can select which ads they want displayed on their site that aligns with their theme, relevancy and content that will attract visitors.  

Cost 

These two programs operate on different sides of the coin. Google Ads is where businesses invest money, whereas Google AdSense is where you make money. Google Ads is a proactive spending approach where businesses can control how much they are willing to spend to reach their audience, and Google AdSense lets businesses earn money based on the performance of ads on their site. The more interactions with the ads on your site, the more “commission” you make.  

Choosing between the two depends entirely on your business goals, but it is without a doubt more important than ever to include digital advertising in your marketing strategy. At JSK Marketing, we can help create a digital marketing plan for you by developing cultivated strategies that play to your strengths and increase the bond between you and your fans. Contact us today to get started!