Online advertising is a way of promotion that uses the internet to deliver marketing messages to create interest among customers. Advancements in technology and developments have led to the dramatic growth of communication through the internet in the form of online advertising. The internet has become the constant emerging source that tends to expand more and more. It provides great potential in captivating, engaging, and interacting with audiences. Online advertising has become the fastest and most effective advertising medium in history.
Businesses are recognizing that by online advertising, their message is conveyed in a fast and efficient way at a low cost. Businesses can use a wide array of platforms to increase brand visibility and to increase their reach. With online advertisements, it has now become easy for a business to have a global wider coverage which ultimately helps them in getting better results through online advertising campaigns. The Internet allows businesses to communicate with consumers substantially more content-rich information.
It also helps businesses to track customer behavior, interests, and needs. Online advertising allows customers to be targeted in a more effective way as well.
Impact OF COVID 19 ON ONLINE ADVERTISING
The covid 19 pandemic had a positive effect on online marketing. People became more present on social media and online platforms, which resulted in increased online streaming. B2B marketers have completely changed their marketing channel since the pandemic began. Almost 91% of the marketing organizations have now started using social media as part of their mix, tying with advertising agencies for online advertising. B2B marketing budgets of 19% are now dedicated to online advertising, making it the category with the biggest share of spending.
Types of Online Ads-
1. Google ads
Google is the most popular search engine in the world with over 90% market share. It receives more than 3.5 billion searches each day. This makes it the perfect platform for businesses to advertise their products or services. The advantage of advertising on Google is that it’s a contextual advertising platform. It helps businesses in showing up on the search page results whenever their ideal customer is in search of their products or services. According to Google, advertisers make $8 for every $1 they spend on google ads which makes it a highly profitable platform for the advertisers. Google ranks businesses with the most relevant keywords higher for the search performed by the user so it becomes important for the advertisers to use appropriated keywords.
2. Facebook ads-
Almost 96% of social media marketers believe that out of all the online platforms available, Facebook provides the best return on investment (ROI). The main reason for that is user engagement. It has 2.4 billion users and more than 7 million advertisers. Facebook features ads on its site as part of the broader advertising campaign. It requires you to monitor as well as create ads through its Ads Manager tool. There you can choose a campaign goal and create your ads.
3. PPC ads
Google ads is the largest pay-per-click (PPC) platform. Pay per click is a form of paid digital marketing where advertisers pay a certain amount each time their ad is clicked. If you decide to create a PPC campaign, you want to know the users who are actively searching for the terms related to your business. The PPC model is considered beneficial for both advertisers and publishers. For advertisers, it provides an opportunity to advertise their products or services to a specific audience. For publishers, it becomes a source of generating revenues. Many companies are able to capture markets for their products using online advertising, particularly with the PPC model. Google ads is the largest pay-per-click (PPC) platform. Pay per click is a form of paid digital marketing where advertisers pay a certain amount each time their ad is clicked. If you decide to create a PPC campaign, you want to know the users who are actively searching for the terms related to your business. The PPC model is considered beneficial for both advertisers and publishers. For advertisers, it provides an opportunity to advertise their products or services to a specific audience. For publishers, it becomes a source of generating revenues. Many companies are able to capture markets for their products using online advertising, particularly with the PPC model.
4. Pop-up Ads
Pop-up ads are the ones that pop-up while one is browsing the site. Advertisers mostly use this way of advertising because it immediately grabs the user’s attention. This also results in an inflated click-through rate (CTR). This is an easy way for marketing companies and brands to get permission to email and launch marketing campaigns to that user.
5. Location-based Ads
Geotargeting is a type of internet location-based advertising strategy. Geotargeting has based on IP addresses. Every connected device has an IP address making them identifiable. A device’s IP address can be matched to the country, state, zip code, etc. to determine where the users are located. This way marketers can target users based on needs specific to their location, such as weather or local news. For example- if a user searches for a coffee shop nearby, google will use the location data based on the IP address of the device from which the search is conducted and display ads of the coffee houses in the vicinity.
6. Banner ads
A great banner ad grabs the readers’ attention and invites them to learn more about your brand. Banner ads use images or multimedia to convey a message which makes it very interesting. Banner ads contain a call to action (CTA) that entices a user to click them to view their website. This helps companies to increase brand awareness in a more efficient manner.
Strategies for online ad success
There are various strategies that businesses should adopt to make their online advertising campaigns successful. One of the most important is developing a good plan that outlines specific goals that need to be achieved.
Target your audience– Many businesses miss this important aspect of campaigning. It is crucial to understand who your target audience is before investing in any form of advertising. You need to identify what type of customer is likely to buy your product or service. Once you know that, you can create ads that appeal to them specifically. This will result in higher CTR and conversion rates.
Use the right keywords– To choose the right keywords with the best results you need to think like your customer. What words or phrases would they use to find a business like yours? Once you have that list, you can begin targeting those keywords in your online advertising campaigns.
Create interesting and catchy ads– This is where creativity comes into play. As an advertiser, you want your ads to be visually appealing and interesting enough to grab the customer’s attention. You also want to include a CTA in your ad to encourage the user to click through to your website.
Use effective targeting methods– Along with using the right keywords, it is important to use effective targeting methods. Geotargeting is a great way to target users based on their location. You can also target users by their interests or browsing history. This will help you to reach the right audience with your ads.
Monitor and analyze your results– online advertising is a continuous process that requires constant monitoring and analysis of the results. You need to track the performance of your ads and make changes as necessary. This will help you to achieve the best results from your campaigns.
Be prepared for unexpected events– online advertising is unpredictable and there are always unforeseen events that can occur. As an advertiser, you need to be prepared for these situations and have a plan in place already.
