While a PPC ad campaign is not the end-all and be-all, to lure potential customers in, you still have to prepare an attractive ad campaign.

The following PPC Marketing tips will help you maximize sales not only on Black Friday but throughout the holiday season.

Advertise A Deal

Many people hold off their purchases in anticipation of getting a better deal during the holiday season. The cyber week includes days like Black Friday and Cyber Monday is an excellent time for most people to shop for themselves and their loved ones. You can cash in on this perfect opportunity by offering a deal that grabs people’s attention.

The first thing people look for while shopping during holidays is the % off discount they are getting. So, you have to prepare your ad copy to put your deal front and center. For example, your ad can start as “30% off on the best electronics brands” or “Buy one t-shirt and get one for free.”

Due to the prevalence of shopping websites like Amazon, people expect to get free shipping. So you have to consider that while making any offer during this holiday season. A shipping charge might deter people from making purchases at your website.

Increase Your Budget

Having some extra dollars lying around during a busy season is always a good thing, especially if you are up against businesses from around the world. The beauty of the internet is in its openness. Anyone from anywhere can advertise and sell their products on the internet, so if you are running a PPC advertising campaign during the holiday season, you must be ready to shell out some extra $.

An extended budget is essential to drive traffic to your website on crucial and competitive days during the cyber week. If you have prepared your ad campaign to attract people, you will need to have finances to keep it running for longer. The more people interact with your advertisement, the more you have to pay the publisher, so there is no getting around the financial requirement.

It is better to plan for the expected expense rise way before the holiday season than to lose precious traffic on Black Friday or Cyber Mondy.

Load Test Your Website

Often businesses become so focused on advertising and providing competitive offers that they forget about the technical aspect of running a digital marketing campaign. When more people visit the website simultaneously, the load on the web server increases, and when it reaches its threshold, your website will become inaccessible.

Getting no traffic is not as bad as losing a customer after they have arrived at your website because if you are not getting customers, you still hope for them to come. However, if someone visited your website and finds it unresponsive or inaccessible, they are not likely to return, and they might also warn other people against visiting your website.

Having technical issues during crucial moments is the worst thing that can happen because you don’t just lose your customers for an instant; you lose them for good, as they go to your competitor while you fix the issue.

Because responsiveness and timing are everything when it comes to online shopping during holidays, you should stress test your website long before the arrival of Black Friday to make sure everything will run smoothly even under an unusual load.

Discount Code And Free Shipping

Whether or not you offer free shipping can play a significant role in driving up conversions. People expect to get free shipping on every item, especially during the holiday season. If you are not providing free shipping, you might lose a significant number of customers.

The other and most obvious thing people look for while shopping on Black Friday is the discount. You can mention a discount code in your PPC ad that the customer can use to avail of additional discounts. For example, your ad could say, “30% off on branded watches, use offer code CyberWeek for an extra 10% discount.”

You can also use pop-ups on your website to show the special discounted items and how much discount you are providing.

Welcome Returning Customers With Recommendations

Isn’t it nice to go back to a place, and people there instantly recognize you and remember your preferences? A customer can get the same comforting feeling if you set your website correctly to provide a personalized experience to your returning customers.

You can create a suggestion list based on their previous purchases or provide them with special discounts or offer codes. Graciously treating returning customers is the key to acquiring long-term and loyal clients. Often businesses become so focused on attracting new customers that they neglect the existing ones. This type of behavior will ultimately hurt the companies in the long run.

Get Your Website Mobile Ready

It is more likely that the person visiting your website is using a smartphone than a computer. The number of people exclusively shopping from their desktops or laptop is declining. The modern smartphone can do so much that people use it to perform all online activities, including shopping.

If you don’t optimize your online store for the mobile experience, you will lose a significant number of customers during the holiday season. Not making the website mobile-friendly is not only bad for acquiring customers who are shopping using their smartphones, but it also means losing potential customers on desktop platforms.

Google usually prioritizes the website optimized for mobile experience in the search results. So, even if your targeted audience is on the desktop, try to consider putting a little effort into making your online store look good on mobile.

You can use Google’s mobile-friendly test that provides you with an overview of your website and shows the points that need optimizing. All you need is to insert your web store’s URL, and Google will analyze the rest.

State Your Unique Selling Proposition

When everyone is giving discounts and free shipping, it is essential to stand out from the crowd. You can highlight the things that your competitors are not offering. You can tell your potential customers why they should feel great about purchasing from your web store. Mention things like;

• Gift wrapped for you
• Made in the USA
• 50 years in business
• In stock now
• Free shipping
• Fast delivery
• Always 50% off retail

Reading labels like those made in the USA makes a customer more likely to buy a product.

Ship In Time For Holidays

People usually buy products as gifts for others and want them delivered in time for the upcoming holidays. When shopping during Cyber Week, people often look for the estimated delivery time before placing an order. If you can assure your customers that you can deliver the product well before the holidays, you are more likely to increase sales.

Start Planning Early

The most crucial thing about planning your PPC marketing strategy for Black Friday is to start the planning well in advance. Don’t wait for the last moment to make a strategy because if something goes wrong, you won’t have ample time to react.

Your Black Friday ads should be up and running early in November, which means you will need to create, edit, and review them even before that. Preparing and uploading Cyber Week ads ahead of time helps you ensure that all the advertisement is in place and approved before Black Friday.

Starting ahead of time will also allow you to optimize your website for heavy traffic to not crash under load. You will also have enough time to make your web store mobile-friendly to target an even larger audience.

State Your Return Policy

A lousy return policy might be the biggest hurdle to purchase, especially during the holiday season—a clear and easy-to-understand return policy and make or break your entire Black Friday strategy.

If you have an incredible return policy in place, make sure to highlight it everywhere on your website. People shopping during Black Friday and Cyber Monday are usually in a hurry, the sale cycle is shorter than usual, and people don’t have time to do research.

As a business, you should make your customers comfortable making a snap decision, and having a sound return policy can do that. If you laid out the return policy so that it is easier for the customer to understand the terms of purchase and return fully, they would be more likely to complete the transaction.

The main factors determining whether a return policy is acceptable or not are the language you use and where you place it on your website.

Do you remember the old PPC Paid Search strategies; The ones people always relied on and felt they would never go the way of the Dodo? Well, guess what? They went the way of our old feathery comrades.

Though they might seem like the evergreen strategies back in the day, the reality is techniques as recent as 2018 are having a hard time keeping up with the innovation. The new cutting-edge and tip-top marketing strategies have left no room for the old ones, so if you want to survive in the new competitive landscape of PPC marketing, you need to be adaptive. You cannot remain sentimental about the things that worked once upon a time; you need to change with time.

Those who stick to the old ways face the same fate as the past giants have faced. A a certain point in the past, people could not imagine how these companies could fail, but they did. If you go back to the ancient approaches to PPC, you will suffer the same fate as:

• Ask Sponsored listing
• Net-Net
• AOL Search Marketplace
• ePilot
• Yahoo Panama

Old techniques not only stall your business growth but can actively make it harder for your business to grow.

So, if you are still relying on older PPC strategies, read along and find out what is wrong with that approach and how you can fix it.

Following 5 Bidding Paid Search Strategies No Longer Work

Not Bidding On Brand Keywords Because SEO Will Cover Them

People tend to do this all the time without knowing how big of a mistake they are making. Unless your brand name is Amazon or Walmart, you cannot let the brand keyword out there in the open without bidding on them. And the fun fact is, even Amazon is bidding for its brand keyword. You can type “Amazon” in a Google search, and the first result will be an ad pointing you to “Amazon.com.”

If you are not using those keywords to draw traffic to your site, your competitors will sure do. It is easy to target the brand keyword because it is often the first thing people search for, and if you are not controlling the messaging, someone else will, which could potentially be dangerous for your brand.

What Can You Do?

Bid on your brand keywords and build a cohesive bidding strategy to scale up the value.

Bidding To Position

Allocating your resources to this PPC technique is a complete waste because Google has long deprecated the average position metric.

Google no longer supports the average position, and in Bing, this bidding strategy does not exist, so sticking with it is effectively a fool’s errand.

What Can You Do?

You can resort to reversing the calculation of competitors and setting bids to a specific number manually. However, unless it is for competitor bidding and conquesting, there is little to no value in battling for the first or second position.

Target Impression Share

Using this technique will sacrifice efficiency and potential traffic to make your ad more visible. While you might think that being on top of a search result page is the best for your brand, the way this technique works is that it doesn’t consider efficiency.

In theory, using the target impression share technique can put you on top of the search results page, but it is not a cost-efficient way to do it.

Unless you have an infinite budget and have a justifiable reason to reach a specific impression milestone, it is not worth it if you cannot develop a plan to offset the trickled-down effect of inefficiency with other metrics.

What Can You Do?

The most efficient way to increase both impressions and engagement is to use keywords for branding.

If you decide to go with the max click bid strategy, set it with a high CPC. Avoid going more than seven days without a CPC cap, or else you will lose efficiency.

When you run a campaign solely focused on maximizing your return, you might get distracted from the actual goal.

This strategy is excellent; however, it only focuses on a particular ad campaign’s return instead of your total return. Sometimes, it is not harmful to keep a low ROAS/ROI.

Unless the scalable ROI is not an issue for you, you will improve efficiency as you scale up ROAS/ROI.

When you improve efficiency, you narrow your audience, which means that your traffic volume might decline as you work to make yourself profitable. It can be a perfect example of “getting the cake but not being able to eat it.

What Can You Do?

You can go for either two alternatives to this. Both have their pros and cons.

Max Conversion Value

• Pro – Bring the revenue for you.
• Con – could significantly decrease the number of sales.

Max Conversions to Target CPA

• Pro – Works like max clicks; you can set a max conversion, optimize the sales volume, and get a baseline CPA.
• Con – It does not account for value or ROI.

Single Keyword Ad Groups (SKAG)

The reason for SKAG’s existence was to isolate the top keywords with ideal ads, so the best ad can appear when a person searches for a specific query.

SKAG heavily focused on exact and phrase match, and the reasons why it fell from use are:

• The match type concept is significantly changed, and the “exact match” is not exact anymore.
• Reliance on keyword-less search efforts makes the SKAG model even less valuable

While you can still use SKAG, it is not valuable. The effort you put in to populate the negative keywords around SKAG can easily offset any value you hope to get.

What Can You Do?

Though isolation to prevent cannibalization is the right approach, SKAG is not the way to do it. Try using standard but useful tools like ad groups and campaign segmentation, or a combination of both based on:

• Brand / Non-Brand.
• Geographic
• Demographic / Audience
• Device

Try keeping ad groups relevant and focus less on a single keyword and more on a group of related ones.

When combined with targeting, this approach will provide you with something similar to SKAG, but with significantly fewer ad groups, making the management much more straightforward.

Conclusion

The old strategies were great when they were introduced all those years back. If you are willing to remain competitive in the current environment, you need to make accommodations for new things and strategies.

It has the power to display ads to the targeted audience when they are looking for goods or services. The Pay-Per-Click model has become an innovative method to increase PPC traffic, but it also requires much effort.

Sometimes, putting in 100% of effort, some ad campaigns do not give you results as per your expectations. And sometimes, you cannot understand the actual reason for your PPC ads campaigns‘ low performance.

During this holiday season, Google has made some salient changes to the search algorithm, which will impact how your ads will show up when someone searches with your targeted keywords. Business houses have to make several marketing campaigns to stand out in the competition during the holiday shopping weeks.

Although a few marketing managers know how to prioritize seasonal marketing strategies and maximize profits. These strategies are not that common in the PPC marketing fraternity and the business world yet.

What is PPC Advertising?

PPC refers to Pay-Per-Click, which is an online advertising model. In PPC advertising, advertisers pay each time a user clicks their ads. Based on the keywords, platforms, and audience type in which it originates, advertisers can place bids on the perceived value of a click.

Many businesses use PPC for all types of campaign goals, including:

• Increasing brand awareness
• Generating leads
• Increasing sales

How does PPC work?

PPC covers many ad platforms, including Google Ads and Bing Ads. Many businesses use Google Ads to start their PPC marketing because it gives access to the largest audience of potential customers.

The way PPC works includes a simple process, which is as follows:

• Firstly, sign up for an advertising account with the platform.
• Then you should create ads and select the right targeting by adding keywords or audiences, etc.
• After that, set the maximum cost you want to pay for each click.
• Your ad goes into an auction with other advertisers who are bidding on the same keywords.
• You pay after someone clicks on your ad.

PPC works by setting a budget for your ads on a given platform and then paying when someone clicks on your ad. When someone clicks on your ad, you pay what the current CPC is, and that amount is taken from your daily budget.

How to use PPC to increase traffic?

Have you ever considered using PPC advertising to grow traffic? If yes, then read further. First things first, you should make sure that you optimize your PPC ads for both desktop and mobile search advertising.

This is because only focusing on the desktop will not help, as the percentage of searches that happen on mobile is high.

Also, you need to focus more on search ads instead of display ads because display ads provide very little click-through rate.

Make sure to build a wide list of negative keywords and long-tail keywords as it will prevent wasting your ad budget on ads that will not be effective. You should follow the Google checklist for paid ads.

Tips for your PPC marketing strategy

You can increase PPC traffic by following these tips:

• You should focus on your target audience
• Make sure to determine your PPC ad budget
• Choose the right keywords
• Use the right campaign type
• Go for retargeting
• Be aware of PPC trends

How to boost your traffic with Pay-Per-Click advertising?

If you want to increase traffic with PPC advertising, you should understand the factor that drives customers. You should focus on the quality of advertising if you want to drive traffic to your website.

Strategies To Increase PPC Traffic During This Holiday Season:

Good Budget Allocation

The holiday season can knock on your doors with an excellent opportunity to increase clicks, conversion, and sales. But you will only take benefit of it if you have enough budget for the holiday month.

To estimate your current year budget, you need to look at your ads campaigns’ past performance and analyze how your impression share and clicks changed during the critical season.

Raise Bids to Increase Profits

If you are new to the business and do not have any historical data to evaluate your seasonal ad spending, you can use keyword search volume, which can resolve your issue.

Take your target keyword to Google Trends, check how the search volume changed over the year, and make your bid according. You can also use automatic bidding, and still, you can still manually adjust your submissions for the targeted keywords during the holiday shopping season.

Target Holiday Keywords

Most business houses never bother to create ad campaigns to target holiday-specific keywords every year during this season. Not using these targeted holiday-related keywords will make you lose the opportunity to target the audience, ready to convert on search.

Test New Option

You should make your holiday PPC campaign this year based on the previous year, but you should not limit yourself to that. May this holiday season bring you an excellent opportunity to test out new channels, targeting strategies, and advertising campaigns.

To try out a new test or new initiative, you need to set aside a specific portion of your PPC campaign spending. You can try any new targeting strategy or new feature on Google ads. You can also consider investing in automatic bidding strategies.

Clear your Product Feed

Working on feed optimization should be done all over the year, but you need to take care of feed optimization a little more during the holiday season. It can turn out to be a fantastic opportunity to target the selected audience. You can optimize the following items to boost your conversion percentage.

1. Product Title
2. Images
3. Description
4. Product categories
5. Product types
6. Discount coupons (if any)
7. Any other offer (if any)

It doesn’t matter how many times you have optimized the items mentioned above; there will always be a chance to increase CTR (click-through rate). A small change can make a significant impact on performance.

Target Gifts

As someone responsible for preparing online marketing strategies, you should ask yourself, “Are you ready for the holiday season?” Amidst the festive season, people are willing to spend more than what they usually do.

Festivals like Halloween, Thanksgiving, Christmas, and the new year bring an excellent business opportunity to market products and services to willing buyers. So, if you are keen on making the best out of this holiday season, you will need to incorporate some practices into your online marketing strategy.

Halloween And Holidays Specific Online Marketing Strategies

As a commercial enterprise with an online presence, it is essential to evolve to stay relevant. When Halloween is not far away, you can make the following changes to make your PPC ads and marketing material Halloween-ready.

Make Your Presence Spooky

You can start by customizing the landing page of your website. Use spooky themes and trending designs so potential customers can get the Halloween vibes from your website. You can also entirely redesign your website using spooky Halloween templates to increase user engagement.

Start An Early Marketing Campaign

If you don’t yet have a holiday ad campaign plan, you are lagging. With Halloween approaching fast, you cannot slack on preparing for the upcoming festive season.

An early and well-executed ad campaign can make people start thinking about your business as they plan holiday shopping. Try launching the holiday marketing campaign well in advance, typically a month before the festive season starts.

Offer Rewards

Whether you are preparing for a Halloween Sale or a Christmas Sale, offering free products, discounts, coupons, etc., can significantly boost user engagement with your ad campaign.

Try to highlight free promotions, savings, special offers, or any other rewards you are willing to offer in your ad campaign to amplify the sales volume during the holiday season.

Engage In Email Marketing

While Pay-Per-Click is all the rage in modern online marketing work, email still has its place as a useful online marketing tool. Many businesses send emails, thousands of them, to potential customers during the holiday season, so you have to work on your email Marketing Strategies in advance to stand out from the rest.

Don’t send generic emails. Try using HTML email templates to craft beautiful themed emails that the potential client is less likely to ignore.

Make It Mobile

With most people using the internet exclusively on their smartphones, any marketing campaign needs to take the mobile-first approach. When designing your PPC ads, keep in mind that they should look good on a mobile device. You have to make them attractive to capture visitors’ attention but not too flashy to distract the user from the website’s content.

Make Use Of #Hashtags

On social apps like Instagram and Twitter, the power of “#” (hashtag) is undeniable. Almost everyone these days has a social media account, and you can reach an immense number of people by targeting the right hashtag.

Hashtags are easy-to-remember words that build a positive image of your brand with existing and potential customers, but be cautious while using hashtags because it is easy to overuse them, defeating the very purpose of a hashtag-based campaign.

Market Your Brand

As necessary, it is to showcase your product; it is also equally essential to market your brand. Telling people about your brand with the product leaves a lasting impression. Highlights the positive things about your brand and company; for instance, if your company is committed to producing and selling eco-friendly products, make sure to convey your love for the environment to potential clients. Small things like these might persuade a person to choose your brand over the competitors.

Be Prepared For Excessive Competition

When the festive season arrives, you will not be the only one striving for people’s attention. In a sea of promotional content, yours will be just one. To make potential clients attracted to your products, make sure to do something unique with your ad campaigns.

But, often doing something unique does not mean reinventing the wheel; you can look at your competition and do something they are not doing and offer something extra but reasonable. Make your ads stand out with offers that are not outlandish but still capture a person’s attention.

Be Ready To Adapt And React Quickly

In an extremely competitive environment, you cannot become complacent. No matter how small or big your business Marketing Strategies are, you need all hands on deck when the holiday season arrives.

If anyone coming to your website through the ad campaign faces any difficulty accessing it, it will go to another site. Technical challenges can arise anytime, especially on a busy day. In such a scenario, the only thing that matters is how ready you are and how quickly you can adapt to mitigate the damage.

Don’t Forget Your Existing Customers

Often companies neglect their existing customers. It is especially true for businesses offering subscription-based services. They might offer enticing deals for new people to signup but not give their existing customers anything, which will not help build brand loyalty. If you don’t provide your current customers anything in the festive season and shower the new clients with all sorts of offers, you might see a loss when the older customers start dropping off your service.

Naturally, this paves the way for us to discuss the ethical Connotations of PPC. Is it an ethical business practice or fair that people can pay to top the search results? Is “ethical PPC” as honest as it seems?

What is Ethical PPC advertising?

The concept of ethics in online PPC advertising is nothing new but as the industry continues to grow, new unethical tactics begin to emerge. Pop-ups aren’t as pervasive as they were in the ’90s but banner ads still seem to work. About four-in-10 people trust online banner ads. In this article, I’ll be looking at what ethical PPC is, what it entails, and why professionals should conform to the concept.

What does ethical PPC imply?

PPC campaigns that are steadfast to the ethics of paid media, and digital marketing are what ethical PPC means. It’s based on values such as expertise, authorization, and assurance and acknowledges things like transparency and genuineness.

Specifically, advertisers should use PPC advertising to their advantage by presenting user-focused content rather than trying to misuse them. In succession, Google should adhere to the same norms.

However, with friends’ recommendations remaining the most credible advertising form among consumers, PPC advertising have an inherent loophole. A large number of viewers already don’t rely on them, which is not a surprise considering these two essential questions:

How do I know what an ad is?

The fact is that you probably won’t. Earlier, paid ads used to be distinct from organic search results with their bright green outlined labels, but now they have been replaced with subtle black ‘Ad’ titles on platforms such as Google and other search engines.

While Google affirmed this would enable users to “quickly identify where the information is originating from,” this hasn’t been the case. Advertisers on Twitter were the first to state that it has led to the separation becoming even more complicated, making us question Google’s loyalty to the PPC community again.

It isn’t clear whether people comprehend when they’re clicking on an ad. New statistics show that 77% of people believe Google deceives users, using tricks to make them click on paid results rather than organic ones.

Is it fair that the most significant budgets always win?

Undeniably, money is a differentiator in pursuit of ranking. If you’ve got a huge budget, you can jump right to the top of the search results. It is because Google gives the ad with the highest Ad Rank top position on the results page, and one of the things it looks at is your maximum bid.

Many other factors influence your position, but two high-quality ads can have a completely different outcome if one has a higher spend. One of them is paying more for a better result – but it doesn’t consider how much hard work is involved in the business, the issues faced by smaller companies, etc.

So, while many articles will have you believe that Google only analyses your expected CTR, ad relevance, and landing page experience to determine your position, this isn’t necessarily true. You have to have some budget under your belt to compete, and not being able to do so will limit the amount of attention drawn to your ads.

For instance, Google’s top position results have an average CTR of 35%, which halves to around 15% for the second position. You need to have the money to get that high. Your impressions won’t be anywhere near the same level without it.

Three ways of remaining ethical in today’s scenario

Amidst Covid-19, there is also a circle of mistrust and a battle for conversions all at the same time. Exercising an ethical approach to digital marketing can work in your favor. After all, consumers are more likely to sway towards brands that align with their core values.

Here are three elements for you to think about:

Having the originality

The products and services you promote in your PPC advertising should be real, helpful to your users, and backed by a relevant governing body. For example, if you’re selling personalized diet goals, you should distance yourself from making any promises about weight loss; instead, provide truthful information about your offerings.

What’s more, if you’re trying to see results with a tighter budget, stick to A/B testing and make small changes. Emphasizing your products or services to a point where they seem too good to be true isn’t going to improve your ranking. Nor will it improve your conversions once someone clicks your ad. It will put them off your brand.

It would be best if you were honest with your audience to stand yourself in good stead with Google, so that’s something to keep in mind.

Enhancing aptness

Relevancy in your ads is essential to increase your Quality Score, but they should also give people what they’re expecting from an ethical viewpoint. Providing false or misleading information will deter you from building your brand – getting straight to the point will.

If you’re struggling to find relevant keywords, there are plenty of ways of finding them. For instance, you can take the help of Google’s Keyword Planner. It does the hard work for you by looking at the top-performing keywords relevant to your business and identifying new keywords that will increase visitors being free to use on top of it.

A headline that reflects what people are searching for attracts many more clicks, and Google celebrates these small wins by rewarding you with a higher Quality Score. Focusing on relevancy is a no-brainer.

Emphasizing customer relationships

With political advertising flooding our inboxes with fake news and endless scandals, the least you need to do is prioritize assisting your subscribers. Ruminate about what will help them before you jump to get more clicks.

Ethics in PPC implies providing valuable information people demand, which will encourage them to turn to your brand. It would be helpful if you also made a deliberate effort to avoid things like click fraud. Being an ethical brand is about acting morally in every sense. So trying to harm other people’s advertising won’t reward you with anything positive.

Going Beyond Ethics and Antitrust

Whether anyone will ever have a clear answer regarding PPC’s ethics, especially considering the actions we see from search engines? Exercising a more comprehensive understanding and taking these techniques into account now, you will be in a much better position to improve your PPC campaigns and draw in prospective buyers.

Frequently Asked Questions (FAQs)

Ethical Considerations of Advertising?

Ans. Ethical considerations in advertising involve transparency, truthfulness, and respect for consumers. Advertisers should avoid deceptive practices, respect privacy, and adhere to industry standards to build trust with their audience.

Benefits of PPC Advertising?

Ans. PPC advertising offers targeted reach, measurable results, and cost control. Businesses benefit from immediate visibility, precise audience targeting, and the ability to adjust campaigns in real time, maximizing the return on investment.

Effectiveness of PPC Advertising?

Ans. PPC advertising can be highly effective, providing instant visibility and measurable results. Success depends on factors such as keyword selection, ad relevance, and landing page quality. Regular optimization is crucial for sustained effectiveness.

Importance of Ethics in Advertising and Moral Principles?

Ans. Ethics in advertising are essential for maintaining credibility and fostering consumer trust. Advertisements should adhere to principles of honesty, fairness, and responsibility. Transparency, respect for diversity, and avoiding misleading claims are key ethical considerations in advertising.