The World of Online Advertising
So much time is spent online these days. It makes sense to budget for a portion of your marketing to target consumers on websites. Online advertising is our catch-all phrase that encompasses any type of online ad, whether a graphic, video or geotargeted spot. We can dive into demographics and geography to ensure that we’re only populating an ad to people within your target audience and geographic region.
Here is a rundown of some different online advertising mediums and how best to use them. Some of these digital ad mediums may work for your current marketing efforts.
Display advertising is a type of online paid advertising, typically using images and text, which are placed on third-party websites. Users who see your display ads are targeted purposefully for those ads based on your marketing goals. Display advertising is an excellent way to build brand awareness and get clicks, conversions, and sales from users who might not have a previous interest or knowledge of your business, but have found your display ad to be relevant to the solution they were searching for.
Retargeting ads are similar to display ads; however, they are only shown to users who have demonstrated an interest in your product or service by visiting selected pages of your website. Retargeting works by placing a tagging cookie on your website and those who visit the tagged page are added to a retargeting mail list. Your retargeting ads can show a follow up or more focused message than your general campaign ads since it will only be seen by those who are in the retargeting mail list.
SEM (Search Engine Marketing)
With the majority of people at home, the online world is booming. You want your business to be visible! SEM is recommended as part of your overall marketing strategy when you want to advertise a product or service that people are likely to search for when needed. SEM ads are comprised entirely of text that includes headlines, descriptions, and a URL that displays when people who meet the targeting criteria search for the campaign’s keywords or phrases.
Social Media Advertising
Advertising on social media is a great way to connect with your customers and members during a time of crisis. These campaigns can be created on Facebook and/or Instagram and include audience targeting with a specific ad(s) and a clear campaign goal; this is not boosting a post.
LinkedIn advertising is great for generating leads, driving website traffic, and building brand awareness. These ad campaigns are great for business-to-business marketing because your ads can be targeted based on what the users themselves have specified as their interests and experiences, rather than relying solely on their online browsing behavior. Sponsored Content ads are the most effective type of LinkedIn ad, where content published on your page is promoted and shown directly in the feed of the professionals you’re trying to reach.
Video ads! YouTube is the second most visited site on the internet; therefore, it is the best place to get your video ad in front of your desired audience. This advertising allows detailed targeting, and the ad shows as a pre-roll video on YouTube with a click-through option to your ad’s designated landing page.
Spotify audio ads are served to listeners while they stream music on the app and an on-screen graphic shows the entire time your ad is playing, which can be clicked to land on your website. With Spotify ads, you can reach people based on their interests, in real-time contexts, or by music genre.
At PMD, media includes network and internet TV and radio, Pandora, podcasts, billboards, etc.
Our digital marketing experts are ready to help. Let’s conquer this together.