What is Online Advertising?
Online advertising is any action aimed at promoting a product, service, brand or organization to a group of internet users and/or mobile users for profit. It is also known as digital advertising, e-advertising, or online advertising. Many organizations, companies, or groups need to advertise on the internet at any point in time for different reasons. Let’s see some great reasons.
Why Should You Advertise Online?
1. Good quality compared to the price
Online advertising is a good way to reach a very large target at a lower cost. In comparison with traditional media, online advertising is much less expensive. It also allows you to pay only for the traffic generated by your campaigns, a data impossible to evaluate with the press or traditional poster campaigns.
2. Better knowledge of your target
Online advertising is a good way to gather information about your prospects (age, geolocation, gender, interests, etc). Now companies must adapt to demand and know their audience.
3. Various media to choose from
There are more and more tools available on the web to promote an offer. As in any marketing action, the challenge is to select the most appropriate tools according to your target.
Some examples of advertising platform most commonly used are:
- Google ads
- Facebook Ads
- Twitter Ads
- LinkedIn Ads
Here is the question to ask yourself when choosing the right platform: Is the tool I intend to use the most appropriate to achieve my goal? What is my primary goal?
4. A Google Ads advertising network with advanced features
Launching an advertising campaign on Google Ads involves choosing the relevant keywords that will allow you to appear at the top of internet users’ search results. What are the keywords that characterize your products and services? Does your website have optimized landing pages for your campaigns?
5. A fine and precise measure of return on investment
Thanks to the web, you benefit from real-time statistics of your advertising campaigns. This is why you are able to evaluate the traffic generated by your campaigns, and thus adjust them according to the results. Being able to collect and analyze this data is extremely beneficial to better understand the expectations of your customer segment.
Types of Online Advertising
Online advertising is divided into categories depending on the medium in use. For a number of reasons, the medium you use will differ.
Social Media Advertising
Advertising on social media, also known as Social Media Advertising (SMA) consists of paying for the distribution of advertising content on various social networks. Social media advertising makes it possible to choose the scope and duration of your promotion according to their budget.
Social media such as Facebook, Instagram, and LinkedIn offer different varieties of advertising depending on the goals of each business. Loyalty, awareness, sales campaign, etc., the choices are vast.
Paid Search Advertising
Paid search advertising helps attract targeted traffic to a site through search engines. Here again, several solutions are possible, such as pay per click or even banner advertising. An effective Internet marketing strategy knows how to juggle these different channels.
Pay per click is a paid SEO technique that involves buying sponsored links from a search engine on a list of keywords. When a user performs a search on one of the keywords on your list, the search engine will highlight the link of your website in the section dedicated to paid referencing of its results page.
One of the major benefits of paid SEO is that it generates immediate results. As soon as your pay-per-click campaign is validated, your sponsored link will be visible online in the search engine results. In addition, an adequate configuration of your paid advertising campaign will allow you to define a geographic target or a precise moment for your advertisement.
Finally, pay per click has the significant advantage of giving you full control over your paid online advertising expenses: you only pay when a user clicks on your sponsored link. This way, every dollar spent on your online advertising campaign, if implemented effectively, brings you qualified traffic.
Native advertising is advertising using a type of advertising format exhibiting very strong integration, or even a certain resemblance, with the classic editorial content of a support site.
Formats of native advertising were first developed in 2013 on media from the internet world and especially social platforms before reaching traditional publishers. In-stream videos on YouTube, sponsored tweets, or advertising posts on Facebook are thus forms of native advertising.
The term display advertising refers to forms of digital advertising using graphics, audio or video. A distinction is generally made between “classic” display and video display. We can also distinguish the display displayed on computers from the display broadcast on mobiles and tablets.
Display Ad on BuzzFeed
Inbound vs Outbound Marketing
To distinguish online advertising from communication aimed at generating inbound contacts, some professionals rely on the terminology of inbound and outbound marketing. Online advertising would then be assimilated to outbound marketing.
Finally, what is effective online advertising?
What makes an ad work or not work? The purpose of an advertisement can be:
- get new customers,
- remind your current customers that you exist,
- maintain word of mouth,
- generate more sales,
- improve your turnover.