What is online advertising?
Online advertising is a form of marketing that uses the internet to direct users to a brand's website or to suggest a product, service or associated task. The task may include making a purchase, booking a service or following the brand on its social media platforms. There are various online platforms that may suit the needs of a marketing strategy. Marketing teams might set the demographic filters for their advertisements and pay to feature their brand in online locations to increase brand visibility.
7 types of online advertising
1. Paid search advertising
Paid search advertising is a type of online advertising in which you pay a fee to place an advertisement on a search engine results page (SERP). Also known as pay-per-click advertising (PPC), it's one of the most common and effective forms of online ads. It places an advertisement above the organic results on the SERP, allowing more users to see it and increasing the likelihood that a user may click on the link. Here are a few factors that determine how the SERP places the advertisements:
Landing page quality: SERP pages often consider how you've designed a landing page for visitors and if it's optimized for users to browse and complete their tasks. For example, SERPs rank pages that are optimized for mobile users higher than others.
Auction bids: Companies can bid on keywords or phrases related to the products or services they're trying to promote with the advertisement space. This way, advertisers only pay per click that a user makes.
Keywords: If a company bids against a competitor for paid advertisement placements with slightly different keywords, the company with the most popular keyword ranks above the less popular keyword. You can research keyword popularity before paying for an advertisement on the SERP.
Advertisement extensions: When creating an advertisement, you can place multiple links, such as a link to the website and the company phone number. Advertisements that use a link encourage users to take action, which can increase the likelihood that they may click through from the advertisement to the website.
Search context: An advertisement may not generate each time a person starts a search, especially if it's not relevant to the company. The advertisement you paid for may generate depending on the user's location, keywords, time and the device they're using to search.
2. Social media advertising
Social media advertising is a marketing strategy for promoting a business, product or service online through networking sites. You have several options for creating an advertisement on these sites, including video, photo and story content. Each social media platform has its own method of creating an advertisement using its algorithm. Often, you pay a fee to create an advertisement on social media.
3. Display advertising
Display advertising is marketing a brand, product or service through videos or photos published on social networking sites or search engines. The social networking site or search engines place an advertisement through third-party sources by using a banner, photo or text. You can separate display advertisements into three categories:
Site placement: With this category, you can choose the websites they place an advertisement on for users to see.
Contextual: Contextual advertising allows social networking sites to advertise on relevant websites. For example, if you're marketing makeup, the platform can display the advertisement on a beauty store website.
Re-marketing: Re-marketing display advertisements appear on websites for users who left the site without making a purchase. This reminds users of the product they were considering, with the goal that they return to the company's website to complete the purchase.
4. Native advertising
Native advertising is paying a media company to create posts with a company's products in them. For example, if the company sells skin care products, a media company can craft a post with a list of the best skin care products under a certain price. In this post, the media companies can include the company's products among other companies that sell similar products. In addition to paying media companies to create a post with the product or services in it, you can pay them to share the post on social media, which can help reach a larger audience.
5. Email advertising
Email advertising is an automation tool that marketers can use with consumers who opt into hearing from the company's brand. They can sign up for emails through a website by inputting their contact details. You can use email advertising to share sales and discounts with these consumers. You may also use email marketing to remind consumers about products they left in their carts but didn't purchase. This may encourage them to return to the site to finish the purchase.
6. Digital signage advertising
Digital signage advertising is a new type of technology that allows marketers to use animated online advertisements on structures such as billboards and bus stops. The technology allows structures to have a continuous loop of specific advertisements. This can help you gain new customers who see the advertisement on a sign while walking or driving past the advertisement.
7. Video advertising
Video advertising is where you feature a product, service or brand in a way that's entertaining to users. For example, you can create a cooking video featuring a pan you sell. In the video, you can talk about the pan when it's relevant while sharing other products as you create your recipe. This can intrigue viewers to watch because of the recipe and may encourage them to purchase the pan you advertised. Creating a video also gives you the possibility of going viral, which increases the views on the company's videos and increases brand awareness.
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