There are many types of digital advertising and advertising is a great option for businesses that don’t feel they’re receiving enough attention organically.In order to simplify the many digital advertising options available to you, there are two major characteristics to consider.
Platform: Where you buy the ads and where they show up.
Payment Method: How you’re charged for your ads.
Types of Payment Methods:
There are three common different payment methods.
- CPC / Cost per click: Every time someone clicks on your ad, you are charged.
- CPM / Cost per Thousand Impressions: Every time someone sees your ad, you are charged, however the CPM rate you’re given applies to every 1,000 views of your ads.
- CPA / Cost per Acquisition: Every time a conversion action happens, you’re charged.
Digital Advertising Platforms:
The available digital advertising platforms are more nuanced and typically allow users to select their preferred payment method.
Search (AdWords, Bing Ads, etc)
Search marketing is a fast way to get your name to the top of search engines (i.e. Google, Yahoo, Bing, etc) when people search for terms related to your business. This may be pricier at times, but you get to target people who are actively searching for the products that you’re selling.
While the amount you spend influences how well your ads rank in search engines, Google also has an algorithm that attempts to show relevant ads to the right users. Businesses that perform well in search marketing have a deep understanding of how their customers shop, write compelling ad copy, and ensure the pages that users land on after clicking their ads are well optimized and provide useful content.
Social Media (Facebook, Twitter, Instagram, LinkedIn, Snapchat)
Organic social media is an effective way of using free tools to build a following for your business. However, social advertising can be very beneficial as well. In some cases, social media advertising simply means creating a post that you “boost” to get more attention. But on Facebook specifically, there are ad options that are clearly displayed as ads within the platform instead of being displayed as simple sponsored posts.
Social media advertising platforms use user profiles and the demographic, interest, and behavioral data available to them to target customers. If you have a very niche product or are in any type of recruitment business, social media advertising could be a very successful option for you.
Display (AdWords, Bing Ads, Advertising Networks, Individual Publishers)
A display ad is an advertisement that features eye catching phrases, images, or illustrations. They are a cost efficient way to help the public see your company. Depending on the platform and the options you’ve selected, display ads can be targeted to show up on sites relevant to your business or they can be targeted toward people who have the same characteristics as your target audience.
Your budget and personal preferences will determine where you buy your ads. AdWords and Bing Ads are good options if you have a small budget, will be making frequent changes, or are just experimenting with display ads. If you have a larger budget, there are several advertising networks available that will allow you to buy ads on more premium sites. Lastly, you can always approach individual online publishers and ask them if you could buy display ads on their specific website. Sometimes this allows you to buy ads that are more integrated into the website and negotiate for additional add-ons like social media mentions and promotions to their e-mail list.
All of these advertising options can be extremely effective, however it’s all a matter of choosing the right one for your business. If you need help, be sure to contact Marketing MyWay for digital advertising advice. Visit https://offshorecitizen.net/offshore/asset-protection-trusts/ for more info.