Online Advertising

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Online advertising: Targeting and delivering traffic and leads

Online advertising or paid Internet advertising is going to complement most of your organic, or earned marketing strategies. .

Our Methodology

Market Research

The key to success: Thorough market & competitor analysis

Marketing Mix

Choosing the most effective marketing channels for reaching the campaign goals

Campaign Building

Precise targeting and emphasizing the unique value proposition (UVP)

Data Analysis

Advanced use of analytical tools promoting real time conclusions

Optimization

Constantly improving the campaign based on the lead quality

Online advertising as part of your marketing strategy

When devising your online advertising plan, here are some of the basic questions to consider –

  • What is your budget? Online advertising needs careful planning
  • Which form of online advertising fits your target audience?
  • What is your goal? Is it traffic, leads, installs, or something else?

 

Online advertising is a subset of online marketing. You should also consider how it plays within the bigger picture of your B2B marketing strategy.

What is online advertising?

Online advertising is defined as the form of advertising that uses the Internet to deliver promotional marketing messages to consumers through paid campaigns. Internet advertising usually involves at least parties: A publisher, who integrates the ads into its online content; and an advertiser, who provides the ads to be displayed on the publisher’s content. Other potential participants might be advertising and marketing agencies who help generate the ads content; ad server who technologically delivers ad and tracks it; and advertising affiliates who do independent promotional work for the advertiser.

Online advertising is booming

Internet ad spending is expected to overtake TV in ’16. Forrester Research also predicts that annual spending on online ads in the US will top $100 billion in 2019, as advertisers follow consumer habits. Forrester found that adults in the US already spend 52% of their total media time on the Internet during a typical week (including personal and work), up from 45% in 2009. Comparatively, TV time is down to 32% this year from 34% five years ago.

 

That growth in Internet time is pushing more advertisers to spend more on display ads and search marketing, mostly Google advertising, and away from shrinking audiences reading newspapers or listening to the radio. Also, marketers are expected to increase their online ad budgets since they can purchase more ad placements online, such as on Twitter, or using services that provide effective mobile advertising.

Where should you advertise? Online advertising channels

Since the industry is booming, there are more and more publishers providing advertisers with venues for their ads. The channel you pick depends on your target audience’s preferences, and on your budget. The giant and most prominent one is Google advertising (more on Google later on), which is a very common choice for advertisers. But there are also other effective advertising options: Linkedin, which is perfect for the professional audience; Facebook, constantly improving its advertising platform and cheaper than Google; Twitter, only recently adding an advertising platform; and YouTube, a very popular advertising platform for the younger generation. There are also paid content distribution platforms that aggregate ad space supply and match it with advertisers demand – mainly ad networks. You can also consider media buy, which is the direct purchase of advertising from a media company..

 

Selecting the appropriate advertising channels is a complex matter, since you also need to consider how different channels support each other to maximize their effectiveness, and how your messaging changes, depending on the channel you are using and your target audience. For example, Remarketing, which is a Google publisher, supports other online advertising channels by targeting the same audiences in other venues.

Google advertising: The king of online advertising

Google advertising is by far the most popular form of online advertising. Google’s total advertising revenues were $42.5 billion in 2012.

 

Google advertising, called AdWords, is based on Google search results. It places advertising copy at the top, bottom, or beside, the list of search results Google displays for a particular search query. The choice and placement of the ads is based in part on the relevance of the search query to the advertising copy. Google’s text advertisements are short, consisting of one headline of 25 characters, two additional text lines of 35 characters each, and a display URL of 35 characters. There are also image ads of different sizes and standards.

 

When first considering Google advertising, you should realize that though search is the most popular form of online advertising, there is also display advertising, which in some cases is highly effective. Display advertising uses different kinds of digital formats to display ads on websites relevant to your target audience.

The new kid on the block, mobile advertising, is booming, though struggling with the winning format for small screens. Google is dominating this market, along with Facebook.

 

On top of all these options, remarketing offers a supporting method to increase the effectiveness of your Google Adwords campaigns. Remarketing lets you show ads to people who have visited your website or used your mobile app before. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.

 

PPC, CPM and other online advertising acronyms

When you start your first steps in the online advertising world, you should familiarize yourself with the basic terms. Pay per click (PPC) is an Internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked. Similar to pay per click, there are other business models in the world on online advertising, for example:

  • Cost per Thousand (CPM): Advertisers pay when their messages are exposed to specific audiences.
  • Cost per Action (CPA): Advertisers only pay when a specific action (generally a purchase) is performed.