It’s been nearly six months since I started working in paid media and I am only starting to fully appreciate how complex this industry is. Whenever you want to find something online, whether it be a product or just an answer to a question, virtually everyone searches on Google and expects to find exactly what they want to see appear right in front of them. It has become so common place in our lives that to “Google something” has become a part of our everyday language.
However, while getting your ad to appear at the top of Google may seem like a simple enough task, it turns out planting your flag at the top of the page is surprisingly complex. Just as in the sporting world, every aspect of your performance is scrutinised and every last drop of effort is squeezed out, it could come down to a subtle difference in the headline, text in the ad, or the addition of ad extensions; the smallest changes can make a world of difference.
Additionally, while everyone knows that shops have seasonal trends, what surprised me is just how important seasonality and timing is to paid ads. Whether it is Christmas or Black Friday, it is absolutely vital to create specific ads and campaigns that take online advantage of these time limited opportunities. I have seen how quickly changes can be made; in a matter of minutes, a new promotion can be created and ready to reach the entire online world. What other types of advertising can boast that sort of adaptability?
However, it doesn’t stop there. Have you ever looked at a product online and then noticed that ads promoting that product or company seem to follow you everywhere afterwards? This is not a coincidence, but clever remarketing used to show ads relevant not only to the page you are currently on, but to the pages you have previously been on.
With all of these lessons learnt, I still feel like I have barely scratched the surface of paid media, and I am looking forward to delving deeper into the rapidly evolving world of online advertising.