Sponsored Link: What is it, how does it work and where do I do it?

What is Sponsored Link?

In a succinct and direct way, the sponsored link is an advertisement, in which it works in a similar way to an auction where keywords will be auctioned, in which people and companies will give their bids in order to get the best positions, thereby enabling a greater likelihood of conversion.

The use of the sponsored links to your website, virtual store, application, or even your store or physical company is an efficient way to attract new leads at the exact moment they are looking for the services offered by your company.

How does the sponsored link system work?

As mentioned earlier, the sponsored link system works similarly to an auction, where there are a few ways for the “bidder” of the keyword to make your payment, some of which are pay per thousand impressions or when your ad has some type of action, for example, a click on a link. Making sponsored link campaigns one of the most cost-effective ways to produce advertising.

Structure of a sponsored campaign:


Contain multiple ad groups: Level at which daily budget is set, language choice, display locations (example: country, state, and cities). You can also determine the end date of your ads’ posting.


Contain one or more ads for a list of keywords. Ideally, you should create a themed ad group for each of the products or services (for example an ad for women’s fashion and the one for men’s fashion).

Types of campaigns:

Search Campaign:

As the most common, practical, and inexpensive way to advertise, the creation of a search campaign involves only characters, which becomes necessary only to the creativity of the writing, we also emphasize the existence of a limitation in the maximum number of characters.

This campaign type can be created on the following platforms:

  • Google Adwords;
  • Bing Ads;
  • Twitter Ads;

Display Campaign:

The creation of sponsored ads for the display network consists of campaigns with images, which can also be done in conjunction with search campaigns, strengthening the marketing of your product or service. The images to be added must follow the rules of width and height of each platform.

This campaign type can be created on the following platforms:

  • Google Adwords;
  • Bing Ads;

Video Campaign:

Video campaigns require more effort from a creative team, being more expensive than the others, we indicate that it is very dedicated to maximizing its potential, being the only one working with two senses, the vision and the hearing.

This campaign type can be created on the following platforms:

  • Google Adwords (YouTube);

Shopping Campaign:

Created especially for virtual stores, this type of campaign allows your products to be exposed through a sales window, in which you can generate a greater breadth of conversion for your company.

This campaign type can be created on the following platforms:

  • Google Adwords;
  • Bing Ads;
  • Amazon Ads;

Map Campaign:

Campaigns on maps are not yet widely used, although it is very effective when your company wants to increase the number of conversions by reaching people who are looking for a particular product or service on the map or are using GPS and are close to your establishment.

This campaign type can be created on the following platforms:

  • Google Adwords;
  • Waze Ads;

Monitoring Campaigns:

It can be called PPC (Pay Per Click) monitoring of sponsored link campaigns should be done daily, in order to obtain the best possible return.

In this daily monitoring must be observed some metrics such as:

  • Values of Bids;
  • Status of the keywords;
  • Number of prints;
  • CPM (Cost Per Thousand);
  • CTR (Click-Through Rate);
  • Conversion rate;
  • CPA (Cost Per Acquisition);
  • ROI (Return On Investment);
  • ROAS (Return On Advertise Spend);

Built for Conversion

It is correct to say that creating sponsored campaigns for your company can yield huge returns in the short term, but it should be borne in mind that these services may not generate returns if they are not well-crafted.

If you would like to advertise on your own, we recommend that you do a pre-investment study or look for a company that has the knowledge in the tools you want here at Tier Digital we will be happy to announce your company and see you take off.