Experts still recommend paid search ads if businesses don’t have the time to invest in organic SEO.
Primary Advertisement Types:
Informative advertising is simply an announcement at the time of launch of a new product to reach a new group of customers, gives basic information about the product,
what it does, how someone might use it, where they can find it, and what the price is. The objective is to create an awareness of the product and attract interest.
Persuasive advertising aims to increase demand, influence people to change brands with a comparison of competitors and motivate people to make a purchase.
Reminder advertising is about assurance of quality, promises and testimonials and works well for established brands.
An advertisement’s reach can be either be broad or targeted and advertisers have the control of delivery or the ad distribution process.
But creating the right content or message, it’s the format – image, text, video, audio and the corresponding delivery channels to get the viewers attention and convert them is one of the advertising’s biggest challenges.
Preparing for an Advertising campaign
Before you dive into an advertising campaign, you need to have a strong understanding of the audience you’re trying to reach out. If you don’t have data about your audience, then do thorough market research to gather information from the internet and expand on what you already know.
Knowing who you want to reach and the type of message (ad content) that will have a deep impact on them is critical for a successful advertising campaign; the channels we use to communicate are constantly shifting, and up-to-date information about your core audience will keep your decisions rooted in good data.
Getting to Know Your Advertising Options
Traditional advertising methods like print, radio, and television are the established channels still and digital advertising channels and slowly taking up these, there has been a consistent increase in digital advertising revenue.
This clearly emphasizes the rate of migration into Digital Advertisement.
Here’s an overview of your options and know why you should choose Digital Advertising:
Radio (audio) advertising
Television (video) advertising
Digital advertising is the fastest-growing advertising category. In 2016, more than one-quarter of ad spending went to digital advertising, according to a report from IAB.
There are different types of digital ads, including:
Display advertising, known as “banner ads,” – text or images, be interactive or include video.
Video advertising, videos used in display advertising. It generally refers to ads that are placed on video channels such as Youtube and Vimeo to run before, during, or after the primary video.
Search advertising refers to the paid text-based ads that are shown right above the organic search results on Google.
It constitutes of text, image, and rich media advertising that you see on the Internet.
Display ads include:
- Text-only ads
- Banner ads
- Pop-up ads – These open in an image or new window that appears in front of the content.
- Pop-under ads – These ads open in a new window right below the active window.
- Expanding ads – These increase in size after a period of time based on some user action such as mouseover, etc.
- Rich-media ads – Videos, animations, and interactive ads
- Interstitial ads – These load first, then progress to the requested content
- In-game ads – These ads run in a computer, video, or online games.
How to run a display advertising campaign?
There are many options for display advertising. Some offer free options. Larger brands often negotiate to advertise on their own sites. There are also large networks like Google’s Display Network—which includes more than two million websites.
Bing’s advertising network offers the same though not as wide as Google’s ad network.
Some types of display ads are of DIY, but for a targeted professional campaign, the skills you’ll need depend on the type of ad you want to run. An exclusive multimedia ad will require a full production team (creative head, artist, designer, content writer, programmer, or other professionals to add audio or video elements), while a banner ad—similar to print advertising—needs a web designer and some content writing expertise.
Remarketing to your web visitors
Digital advertising also gives companies the opportunity to remarket potential customers by re-engaging people who’ve visited their website in the past. It is something similar to sending salespeople to follow customers around after they leave a store, just to remind them of your products and services.
In this technology-driven ad era – AI-powered bots, automation, and mobile delivery push services are excellent re-marketing mechanisms around now.
How does it work?
When a user visits a website, the site can leave a cookie on their computer that can collect information about Internet habits like pages visited or topics of interest.
That same company purchases ad space on a remarketing platform, which provides dynamic advertising space on a network of websites, for example, Google ad network.
When the user visits a site within the advertising network, the dynamic ad space of Google would recognize the information in the cookie and deliver a customized ad that features a product that the user looked at earlier.
It gives you the ability to precisely target warm leads, the audiences who were just looking at your site.
Adobe’s CMO publication reported that the ability to retarget ads can boost response to an ad by 400 percent.
Digital advertising gives the video a lot of flexibility that television just couldn’t offer. Television ads need to appeal to a broad audience while internet-based video advertising can be targeted to a much smaller group of people.
Videos can be incorporated into display ads and shown on display networks, or they can be distributed through streaming video. YouTube offers skippable and non-skippable ads that run before, during, or after the main video. Some brands, particularly those belonging to established media companies, include video advertising on their websites and mobile apps.
From a production point of view, creating a professional video digital ad isn’t particularly different than a television ad; you’ll need a team of professionals to move an ad from concept to broadcast. Learn more about different types of videos and how to produce your own.
Social media platforms are free to use and this makes it unavoidable channel, moreover a huge user presence has made Social Media platforms the numero uno ad content presentation channel.
Most social networks also offer paid options to messages, ads, or a brand’s presence. Various networks offer various types of ad content delivery and it is all up to you to pick and choose what you want to showcase your business.
Pinterest offers “promoted pins,” using a pay-per-click (PPC) model, that allows you to promote your pinned content to a targeted group of audience.
LinkedIn uses display ads, with text and a small image, that you can promote to a customized group of an audience within LinkedIn.
Twitter provides a couple of options, designed for different outcomes.
Tweets to increase engagement
Twitter account to attract more followers
Trends to raise awareness of a service, product or campaign
Facebook enables you to promote your Facebook Page and posts. Their sponsored ad services are now one of the trusted lead generation tools.
Known as search engine marketing (SEM), search advertising uses paid search ads to attract more traffic to a website. It generally uses an auction model to determine which ads will appear and in what order.
Google AdWords is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results.
The search position of a website under the search list is determined based on the below logic.
Maximum Bid * Quality score of content = Ad rank > Position.