The world of digital marketing can feel overwhelming for newcomers to the industry, as there are so many options, platforms and channels. Professional advertisers, such as Chief Creative Officer Ajab Samrai, advise focusing on both results and cost-effectiveness. All companies – large or small – want to reach as many people as possible while using the least amount of resources to do so, and internet advertising is one of the best ways to achieve this.
Gaining visibility, increasing traffic to the business website, entering new markets, improving brand image and awareness, retaining clients, achieving positive ROI, and increasing sales can all be achieved with online advertising. Amongst the options open to advertisers are search engine/pay-per-click adverts; social networks; pop ups; banners; blogs; email marketing; mobile phone advertising; video advertising; and remarketing.
Pay-per-click advertising (PPC) is one of the most effective and popular forms of online advertising, which involves bidding on relevant keywords, terms and phrases in an ad auction. Winners in the ad auction will then have a text-based ad displayed to users that have entered the keyword or phrase into the relevant search engine (for example, Google). For truly effective PPC, business owners should choose keywords that are highly relevant to their products and services. For further details about PPC advertising, please refer to the embedded PDF.
Paid social advertising is similar to PPC; however, the advertiser searches for users, rather than the user searching for the business. This is one of the greatest advantages of advertising on social media platforms, as businesses can use highly specific criteria to target their preferred demographic. Amongst the many parameters that advertisers can choose from on social media platforms, some of the most common are gender, age, level of education, income and marital status – as well as targeting social behaviours and browsing preferences.
Sponsored content is a popular choice amongst advertisers, though it can take many different forms depending on the business, service and/or product. Sponsored content can be anything from advertorial content on the business website – often referred to as native advertising – to sponsored updates across social media platforms. Twitter and Facebook both offer sponsored content features, with a range of options such as Twitter’s Sponsored Tweets and Facebook’s Promoted Posts.