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Many advertisers choose to utilize sponsored content as an element of their online advertising campaigns.

Sponsored content can take many forms, from advertorial-style editorial content featured on websites commonly known as native advertising , to sponsored updates on social media platforms. Advertisers do not simply publish ads to the web and hope for the best — they must know exactly how well their ads are performing, and from where their traffic is coming.

This is why analytics is a crucial component of any online advertising strategy.

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Analytics tools such as those found within WordStream Advisor offer a wealth of information about an advertising campaign, from impression share and click-through rate to cost-per-conversion and trends over time. Analytics tools are also invaluable in determining how consumers discover and ultimately interact with your website, a process known as attribution modeling.

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Email marketing is one of the most common elements in an online advertising campaign. Some advertisers launch email-only campaigns to highlight time-specific offers or content downloads, whereas others use email to complement their other digital marketing channels. Consumers rarely discover a website and decide to make a purchase immediately. The customer journey can be lengthy and complex, and take place across multiple devices and websites over prolonged periods of time.

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Remarketing allows you to track users who have visited your website — but failed to convert or take action — once they leave your site, and serve ads to them on other websites. This not only significantly increases brand awareness, but also provides numerous further opportunities for the user to revisit your website and convert at a later time. Remarketing can be enabled on search and display campaigns, as well as social advertising initiatives.

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Combining the reach of paid search and the granularity of paid social is the most effective way to maximize your return on investment, reach new customers, and grow your business. WordStream Advisor makes managing your PPC and paid social campaigns easy, offering users a single centralized dashboard, intelligent and individualized recommendations based on account performance, and a suite of tools designed to help you get the most from your PPC and paid social campaigns.

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Advertisers pay when their messages are exposed to specific audiences. Cost per Click CPC: Advertisers pay every time a user clicks on their ads. Cost per Action CPA: Advertisers only pay when a specific action generally a purchase is performed.

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