Two Words: Native Advertising
Despite some companies that think pay-per-click ads are ignored, much like TV commercials, this new age of ad designs carefully and strategically blend the advertisement so that the user is unaware they are seeing an ad until after they have engaged with it. This is called native advertising – ad content which resembles the publication’s non ad content, thus making the user feel like it’s part of their normal browsing pattern and more likely to engage with the content.
Each ad is carefully worded and designed to engage with a target market. These ads are delivered to buyers in each stage of the sales funnel and are slowly moved through the funnel with varying adjustments of sales copy and design, ending with an ad that precisely targets prospects that are at the height of their buying pains.
The targeting software used by companies like Google and Facebook is becoming so sophisticated than many companies simply can’t keep up. They try it once or twice (without using proper ad techniques), become discouraged and never use it again. This is a mistake. The trick to running successful ads is patience and having a marketing team that understands how to build funnels, A/B test copy and images, develop engaging content and consistently tweak the intended audience.