Monetizing in Each Medium

Because every social media site and advertising channel has its own culture, I thought it would be helpful to briefly define each environment and describe how to reach customers.

• Search engine ads—People frequently use search engines when they are ready to make a purchase. Inside the search box, they are describing what they want to buy. The result they expect is a few lines of text with the specific benefits a seller can offer them. As a seller, your ad must address their search query with precision. For example, if someone is searching for “wedding proposal ideas” and they see an ad for a wedding planning company, it will not interest them; but an ad that offers to help them with their wedding proposal will work very well, because that is the specific subject of their query (see Figure 6.8).