Sponsored Links: what it is and what tools to use

Sponsored Links

Sponsored links are the best solution to the disadvantages of organic traffic. As much as you prefer a more natural placement on Google, by engagement, some keywords are almost impossible to rank, competitors have been on the results page for a long time and, at best, the results take at least three months to emerge.

Thus, for one content or another, it is more worthwhile to pay for an ad on the SERP (Search Engine Results Page) than to try to rank it. Some experts include ads on social networks in the same category as sponsored links and that’s what we’ll apply here to make it easier.

Kantar, an audience measurement company, conducted a survey in 2020 and found that 54% of Brazilians, out of a sample of 8000 users, approved personalized internet ads — paid links that matter, based on users’ browsing preferences — as long as they have a moderate frequency, not an excessive one. This percentage is quite significant, as the global average is 34%.

Since sponsored links solve the objections of organic traffic and still have above average acceptance in Brazil, why not learn to use it? Read more!

What are sponsored links?

Depending on what you search on Google, the first results that appear are flagged as “announcement”. If they are sponsored links, they are information that was paid to be put there.

For example, if you search for “income tax”, you probably won’t see any sponsored links because it’s not necessarily a keyword that helps a business. In fact, to answer your question intelligently, Google already recommends government websites that tell you all about income tax.

But if you search for “counter”, it is possible that up to the first 4 results are flagged with “advertisement”, that is, someone paid for that site to appear at the top.

On social networks, paid links are a little more incisive because the user doesn’t have to bother to do a search. Ads automatically appear between one content and another on the platform.

In fact, in 2019, 35.1% of ads were made on Google, while 20.8% were on Facebook, suggesting that the preference is still for the search engine.

Why invest in sponsored links?

From what has already been explained here, you can imagine the benefits of ads, right? So check it out:

Quick results

Once the campaign creation is complete, the site appears in the search engine.

It is a type of ad that can be controlled

You can set an ad start and end date, which favours seasonal or temporary campaigns.

Best way to rank with competitive keywords

If you really need to use a specific content or keyword that already has an absurd volume of results, the sponsored link solves this problem, as it puts your site on the first page at a certain price.

It is possible to rank your site for misspelt words

If the company has a foreign name, for example, you can buy keywords that assume the most frequent misspellings of it.

Facilitates audience segmentation

Using ads is also a handy way to target your audience over the time a campaign collects data. It can split clicks by age, gender, location and interests, from the people who interact with the sponsored links.

What are the main tools?

Google Ads

Once Google Ad Words, it is the sponsored links tool that appears on Google. It can be used in six different ways:

  • Search Network: This is the most popular form of sponsored linking with Google, where the site is flagged at the top of the results page. You only pay when someone clicks on your ad.
  • Display network: spaces dedicated to advertisements on news portals, forums or blogs. You have the possibility to segment campaigns, encourage the public to know your offers and take the actions you want. The ad can be either text or a banner.
  • YouTube: With this option, your ads appear during or after videos on the platform.
  • Shopping: ideal for those who advertise products, as they appear as results in the Shopping section.
  • Apps: For those who want to boost the installation of apps from Google networks.
  • Discovery: for those who want to promote content in this part of Google apps and software, including on Android mobile devices

Facebook Ads

Facebook ads are posts that, like Google Ads search network posts, are flagged at the top of the timeline, but with a grey caption written: “Sponsored”.

These sponsored links are made with Facebook’s own ad manager and there are many features there, such as post targeting to get likes on the page, generate leads, confirm presence at events, publicize a menu of food business, etc. . . .

LinkedIn Ads

LinkedIn is the largest social network aimed at professionals and entrepreneurs in the business-to-business (B2B) field. So if you’re from that area, it’s worth using this tool to serve your ads.

The ad formats available on LinkedIn Ads are:

  • Sponsored content: content promoted on the timeline.
  • Text ads: Small text ads.
  • Sponsored In Mail: Sponsored message in leads inbox.
  • Chat Announcements: Messages that accompany pre-programmed responses in chatbot format.

Native Ads

The difference with Native Ads is that, instead of the ad appearing at the top of the page or social network, it appears at the end of the site or as a recommendation — in order to be more subtle and “inconvenience less” the visitors.

Usually, one chooses more informative or fun ads, that is, of value, to generate a connection that traditional ads normally don’t create. The best known Native Advertising platforms are Taboola and Outbrain.

Thus, sponsored links are essential resources for the success of your business. In this article, you understand when to apply them and which are the most reliable tools for this strategy.

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