5 methods to make use of VPN in digital advertising

30-second summary:

  • 26 percent of marketers believe they are abusing their budgets and so are constantly looking for innovative tools to work more efficiently – and VPN could be an answer.
  • The Virtual Private Network (VPN) guarantees data protection while surfing. However, marketers can also benefit from connecting to the various servers around the world.
  • With VPN, marketers can see YouTube ads as shown in specific countries, improve their SEO with trending keywords, or conduct competitive analysis in other markets.

With over 90 percent of money wasted on digital banners and up to 69 percent of website content going unnoticed, marketers believe they are abusing 26 percent of their marketing budget. With digital marketing spending of up to $ 332.84 billion in 2020, marketing teams around the world are using innovative methods to improve brands' digital presence and stay in the spotlight. Instead of relying solely on human input, they use marketing automation tools and tailor their strategies to the analytics data. To avoid further costs, some also use Virtual Private Network (VPN), a tool primarily used to establish a secure and private connection to the Internet.

“VPNs are associated with security and privacy, but users can also connect to servers around the world. This means that a US marketer can display the website as if they were based in Asia or Europe. "

says Juta Gurinaviciute, Chief Technology Officer at NordVPN Teams.

While security doesn't seem to be a major concern for marketing agencies, the example of WPP, the world's largest advertising agency, shows otherwise. The cyber attack cost them up to $ 15 million, not to mention the value of compromised marketing data to both the company and its customers. However, agencies around the world can also discover the broader uses of VPN in marketing.

Five VPN Benefits for Marketers

1. SEO improvements

Trending topics and search terms differ around the world, and VPN can make the web easier to access as if your marketing agency is in the specified country or region. This is how search engines show marketers the results pages according to the chosen location. Understanding what dominates organic search in the selected country is worth understanding, as companies listed on the first page of search engine results account for 92 percent of organic traffic.

2. Search engine marketing

The Google Economic Impact Survey assumes that for every dollar invested in Google Ads, companies generate $ 2 in revenue. Paid ads are therefore just as important as organic reach. To get the most of it, marketers need to know the top bidders in specific locations and analyze their ads in depth. Instead of relying on statistics and metrics, you can use VPN to study the digital marketing landscape “in the wild” – as the customer sees it.

3. YouTube advertising

In recent years, the most popular video platform has also been ranked as the second most popular website. With VPN services, marketers can view YouTube ads as if they were in different regions and change their strategy and content accordingly.

4. Competitive analysis

Marketers can use VPN to change their IP address and crawl competitor websites, blogs, ads or keywords without knowing the origin of the web traffic. Constantly monitoring the competition will help find SEO backlink opportunities or spot the negative customer feedback. Looking at your competition shouldn't resort to spying and other gray zone techniques, but it's understandable not to leave a digital footprint.

5. Secure connection

The main purpose of a VPN is to ensure a safe and private connection to the internet. The secure connection is vital for any marketer, be it an in-house professional working from home or a freelancer using the public wifi of a coffee shop. Attackers are always trying to break into unprotected networks and get their hands on sensitive data – and there's plenty on every marketer's device. By disclosing several environment configuration files, the digital marketing agency, teamDigital, has endangered the confidential data of its customers – big names like NFL, Mastercard or Soundcloud. Until such a vulnerability is fixed, marketers can work securely with VPN by encrypting all of their web sessions.

In a world of cyber threats and ruthless competition, a VPN is not an optional extra: it is part of an overall security strategy and can also be used as a well-configured marketing process.

An advice

VPN Ensure privacy while browsing by forwarding your network traffic through remote servers around the world. in the in the event of a violation that in theEducation can be affected, so it is recommended to use The service that also encrypts the data and protects it from cyber attacks. Some providers also offer the so-called KillSwitch function, which interrupts the connection if the VPN Network suddenly drops. Users should evaluate carefully for free VPN Services as it has its own advantages and disadvantages. It is also crucial to use the service properly: make sure it is always on, especially when plugged in to a public Wi-Fi network or an unknown hotspot, and don't forget to Secure your enduser Devices with anti-virus software and a firewall to further improve security.

Juta Gurinaviciute is the Chief Technology Officer at NordVPN Teams.

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