What is online advertising?
Online advertising (also referred to as Internet advertising, web advertising,
or digital advertising) is an online marketing strategy that involves purchasing
digital ad space and using it to promote your business. You can place online ads
in emails, mobile applications, websites, social media platforms, and search
engine results pages
You can design your online advertising using digital ad spacing campaigns
around your specific goals, advertising budget, and timelines. Here’s an
overview of the benefits—and a few tips from me to help you integrate online ads
into your digital
marketing strategy:
Increased brand awareness
Running online ads is a quick way to raise brand awareness and boost website
traffic volumes. While organic strategies like content marketing and social media
marketing can take time to pay off, online advertising immediately puts
promotional messages in front of your target audiences.
Advertising spending can help you efficiently introduce a new brand to the world,
drive awareness with specific customer groups, or get the word out about a new
product or service.
Improved ROI
Online advertising tends to cost less than traditional advertising, and research
shows that it delivers a stronger return on investment (ROI) than all traditional
methods, except for direct mail.
It suggests using information learned from organic marketing
campaigns to help you maximize ROI on your advertising spend.
“Paid advertising is just taking content and putting it in front of more people who
you think are going to resonate with the content,”. “If you start with
organic and validate what works, you’ve already got proof that there’s a good
chance that’ll work when it comes to pay.”
Advanced audience targeting
Online advertising allows you to target users based on criteria like age, gender,
geographic location, search history, social media activities, and previous
engagement with your online store.
Targeted advertising focuses your ad spend on consumers who are likely to
convert, which can boost ROI and sales. It can also improve personalization
efforts, allowing you to create ads for specific consumer segments.
Superior performance monitoring
Unlike traditional ads, digital ads are highly trackable. E-commerce sites, website
analytics providers and advertising platforms can report on metrics like total
clicks, click-through rate (CTR), cost per impression (CPM), cost per click (CPC),
total conversions, conversion rates, and ROI for individual ads or entire ad
campaigns.
You can use this information to analyze campaign performance, adjust strategy,
and optimize performance,. “Looking at these metrics helps you
understand and diagnose where you could be going wrong or what you need to
fix,”. “Let’s say your CPM is low, and your click-through rate is high.
That means the platform likes your ad, the people like your ad.”
evaluating these metrics alongside conversion rates to help
improve sales.
“Now when they get to your site, there’s no add-to-carts. That means there’s
some misalignment on the page they got to compared to what they thought they
we're getting to you for,”.
In this case, you might rework site content, build a landing page, or direct ad
traffic to a different URL on your site.
Increased sales
Online advertisements can support your customer acquisition efforts and
encourage repeat purchases by keeping you top-of-mind. You can also use ads
to send customers directly to specific sections of your website, which can boost
conversion rates and increase sales.
I can suggest using landing pages to maximize conversions from online ad traffic,
An example is using a video ad that promotes a cooling cream for itchy feet.
“The second you click the ad, you can go to a landing page that has that same
creative or a shot from that video up at the hero,”. “It still talks about the
consistency of itchy feet and then everything on the page sort of ladders back up
to that North Star point of solving for itchy feet.”
1. Search engine advertising
Search engine advertising involves bidding for the right to display targeted ads
on SERPs. Although it’s sometimes referred to as search engine marketing, it’s a
specific subset of this strategy. Search engine marketing includes both paid
Search advertising organic ranking efforts, and search engine advertising is
always paid.
Search ads are typically pay-per-click (PPC) ads, meaning advertisers
pay for ad clicks, not ad space. Here’s how search engine pay-per-click
advertising works:
1. Advertisers bid on specific keywords, indicating the maximum amount they’re
willing to spend per click.
2. A user submits a search query containing one of those keywords.
3. The SERP displays ad content for the advertisers with the highest bids.
4. A user clicks on an ad.
5. The advertiser pays their specified bid amount for each click.
Search engine advertising can support visual or text-based ads, including product listing ads (PLAs). PLAs are e-commerce-specific ad formats that typically include a product image, price, and rating.
2. Display advertising
Display ads appear on other websites, such as online magazines or newspapers,
entertainment sites, and blogs. They can include images, text, and video content. Popular formats include banner ads, sidebars, interstitial (full-screen) ads, video pre-roll ads, in-stream video ads, expanding ads, and pop-ups.
Businesses can purchase display ad space directly from website owners or from
ad networks, which are businesses that purchase ad space from publishers and
sell it to advertisers. Google Ads is one popular ad network. Select “Display” as
your Google Ads campaign type to run a display campaign and purchase an ad
space from Google Display Network. Google Display campaigns support image,
text, and video advertising.
🌟Google ads appear all across the internet—in search results, on websites, at
the beginning of YouTube videos, and more. Learn how to run Google Ads
campaigns on your own.
3. Email advertising
Email advertisements appear in a user’s email inbox. There are two main types:
newsletter advertising and inbox advertising. Newsletter ads work a lot like
display ads—except that instead of purchasing ad space on somebody else’s
website, you’ll purchase space in an email marketing newsletter. A company that
sells hand-blown glassware, for example, might purchase space in a popular
lifestyle influencer’s weekly newsletter to get their product in front of potential
customers.
Inbox ads are paid ads that appear in a user’s email inbox and mimic the look of
a marketing email. When a user clicks the ad subject line, the ad content
displays in an email format. Users interact with inbox ads like marketing
emails—the only difference is that you don’t need to have a customer’s email
address to serve them ad content. Email service providers also typically label
inbox ad subject lines with “Sponsored” or “Ad” to distinguish them from other
content types.
4. Social media advertising
Social media advertising involves purchasing ad space on a social media
platform. Popular options include Instagram, Pinterest, LinkedIn, and Facebook
ads. Formats, displays, and targeting options vary by platform. LinkedIn, for
example, offers sponsored content, sponsored messages, text ads, and dynamic
ads and includes targeting criteria like job title, skill set, job function, and industry.
5. Retargeting
Retargeting allows businesses to serve ads to users who have previously
engaged with a company—by clicking the advertiser’s website or engaging with
its social media content, for example. They’re the reason the pair of sneakers
you looked at keeps showing up in your social media feeds and on The New York
Times homepage.
Retargeting ads display on websites, SERPs, or social platforms. You can use
them to stay top of mind with your existing client base and to encourage
already-interested customers to convert.
6. Native advertising
Native ads mimic the look and feel of surrounding content. Examples include
sponsored content, influencer marketing content, promoted online marketplace
listings, inbox ads, and in-feed ads on social media platforms.
Research shows that integrating native ads into your marketing mix can boost
brand awareness and favorability. Native formats can also evade ad blocker
technology, which can boost campaign reach.
7. Mobile advertising
Mobile advertising involves displaying ads on mobile devices. Common types
include in-app ads, mobile website ads, location-based ads, push ads, and
SMS ads. More than 50% of web traffic comes from mobile devices, which means
that mobile advertising can significantly increase campaign reach.
Mobile advertising also allows companies to use location-based marketing (LBM)
and advertising strategies. If you own an online yarn store, for example, you
might use location-based advertising to target visitors to popular
brick-and-mortar competitors or regional knitting conventions.
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