The Beginnings of Online Advertising

In the early 2000s, I stumbled upon the opportunity to earn extra income through “Pay Per Click” ads offered by Google and similar companies. Each click on an advertisement would increment a counter, indicating to businesses how many times their ad was viewed, which also served as proof of interest.

When operating an online campaign, you would only incur costs based on the number of clicks, not impressions. However, as more people became aware of this tactic and online advertising costs escalated, some unscrupulous individuals exploited these services, establishing click farms that generated income from each click.

Due to the high cost of computers at the time, these sites fostered large communities that engaged in this economy, clicking to earn a share of the campaign funds. Once Google recognized that some platforms were engaging in Pay To Click schemes, they introduced new measures to differentiate genuine interest from click farming, developing algorithms to enhance ad performance and engagement. Consequently, the profitability of PPC advertising on Google began to decline, paving the way for new advertising strategies.

A Modern Perspective

Today, advertising has significantly evolved, becoming far more sophisticated than it was two decades ago. This transformation is largely attributed to the emergence of free social networks, where individuals willingly share personal information, making it easier for companies to gather data and target specific audiences. Information like age, location, and favorite brands can now be accessed in one place, such as Facebook.

Even without an account, being tagged in a friend's photo can connect your identity to numerous online images, linking you to your close contacts and family. Google utilized a similar approach with Google Photos, but its reach didn't match Facebook's, mainly because the desktop app was necessary for identifying individuals, while Facebook operated entirely online.

Online Anonymity is a Myth

Regardless of whether you use Windows, MacOS, Android, iOS, or any non-Linux OS, you likely had to register an email or phone number to use your device. Adding your location—where you connect from, your home network, or mobile broadband—means your data is quietly harvested by corporations like Google and Microsoft.

Nothing remains private.

Unseen Data Emission

You may not realize how much data you generate. Your GPS tracks your movements, and your online history remains visible, even when using private browsing modes or VPNs. Advertisers can build a profile of you without your awareness, delivering targeted ads based on this information.

The only aspect you can control is the platform or website where you encounter advertisements, as advertisers can follow you across various sites. Ads are capable of targeting your age, location, gender, recent searches, and even the interests of those nearby. Let’s not overlook the intrusive microphones that might be capturing everything you say.

Yes, your phone is a surveillance device. Major tech companies have faced scrutiny for “always listening” to users through their devices.

The Benefits of Targeted Ads

While it may be an unpopular opinion, I believe targeted ads can be advantageous, especially when searching for specific products and finding great deals. However, this isn't always the case. I’ve purchased items but continued to see ads for them long after losing interest.

> I already bought it. Why do I keep seeing the same ads repeatedly?

Not All Campaigns are Effectively Targeted

I can’t speak for the ads you encounter, as they depend entirely on your online behavior. From my experience, I often receive ads for plush bears… just kidding! The reality is worse. Being in the tech field, I’m bombarded with ads for online services, programming courses, tech gear, and even dating tips, among other things.

As I mentioned earlier, a common issue is that I frequently see ads for services I already utilize or products I own. For instance, as a programmer and a client of GoDaddy, I continuously receive targeted ads from them.

Imagine you buy a laptop or a gaming console, like a “Wii U,” and immediately after the purchase, ads for the Wii U start appearing everywhere you go online. Does that make any sense? To me, it doesn’t.

It’s like online advertising has found the “Push Button” but hasn’t yet figured out the “STOP.”

The current landscape of online advertising is not perfect, and I don’t believe that online anonymity would improve the situation. You wouldn’t want to be inundated with irrelevant ads.

Warning Signs in Online Advertising

Anyone can purchase advertisement campaigns, and many so-called “professionals” lack the skills to effectively target audiences. The ease of creating ad campaigns has led to various complications.

Targeted individuals may not be interested in the advertised products, and many might not even grasp what’s being offered, which could also serve as an advertising tactic, but that’s a discussion for another time.

Google, YouTube, Facebook, Twitter, and other platforms prioritize profits over the success of your campaigns. They demand upfront payments, and if you don’t achieve a good return, it’s your issue, not theirs. They profit regardless of the outcome.

This gap in creating valuable, well-targeted campaigns has opened up opportunities for experienced advertisers. These professionals conduct thorough research before launching ads, ensuring they maximize your investment by understanding your target audience.

While many still attempt to manage their campaigns independently, the outcome may vary based on individual experiences. However, engaging a professional could yield more significant results than navigating the complexities alone.

So, when you see an ad that doesn’t resonate with you, it likely means someone didn’t do their research, or another website is simply banking on your engagement, ignoring your actual preferences.

The tools are available, but not everyone knows how to leverage them.

Creating Your Own Campaign: A Guide

I want to clarify that I am NOT a professional in online advertising. However, as a programmer, I have insight into how these systems function. As mentioned earlier, understanding your audience is crucial.

Most social networks offer analytics that provide valuable insights. For example, if you have a YouTube channel, you can access demographic data about your audience, including age, gender, and location, as well as insights into how viewers found your channel and which videos are performing well.

Each piece of information can help you identify your audience. If you’re looking to sell an online course or a book, what better way than to promote it through your videos?

On platforms like Facebook, you can set more specific targeting parameters, making audience knowledge even more critical. Start with small campaigns and avoid overspending, as costs can accumulate rapidly, and without careful planning, you may not see a return on your investment.

No Need for Paid Advertising

If you have a website or blog, you can create free advertising opportunities there. Use your content on Instagram to foster engagement. While your audience may not match the size of a targeted social media campaign, having established your brand and built a community offers a valuable support base.

Above all, be creative. People appreciate unexpected surprises, and sometimes that creativity is what distinguishes a successful campaign from a complete failure.

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