People spend enough time online, it could be considered their second job. Online is where the people are. To reach them as a small business, you need to be there, generating brand awareness, increasing leads and making sales. That’s why digital advertising is so important.
But what is digital advertising? What makes digital ads effective? How can it help you grow your business? Let’s take a look to see how. In this post you will Discover What is Digital Advertising and Why You really Need It Seriously.
Now discover how to start an online business, even if you are complete beginner.
What is Digital Advertising?
Digital advertising is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Digital advertising is promotional material delivered to a target audience through digital platforms, including social media, email, search engines, mobile apps, affiliate programs, and websites.
One of the main benefits of digital advertising is an advertiser can track in real time the success of the campaign. Consumers are spending the majority of their time on the Internet, so digital advertising helps you take your business directly to where your audience is.
Digital Advertising is Unique, and while all the Entrepreneurs really need it?
This is because it is a power to leverage the popularity of trusted sites like Facebook, YouTube, Yelp, Google Search and more. In order to deliver services to their own customers, they sell you ad space on their websites. When you advertise on a platform, you are in effect supporting that platform that your customers love.
How Does Digital Ads Work?
Digital Ads work by using Internet-based advertising tools to research, manage, track, analyze and improve online advertising campaigns. Digital media advertising isn’t just putting up quick digital ads on Twitter, Pinterest or Yahoo.
Digital marketing seamlessly integrates into your target customer’s user experience on that website, guiding them back to your own site and business. It does so in a natural and non-intrusive way.
Four Types of Advertising
- Display Advertising.
- Video Advertising.
- Mobile Advertising.
- Native Advertising.
Digital ads can be personalized to maximize relevance to your target customer. This, in turn, maximizes conversion rates. And because it’s digital, you can track virtually every step your customer makes in relation to your ad. This allows you to achieve an ROI not possible through other means.
Why Should You Implement Digital Ads?
You may be thinking that your way of advertising is working right now. Why should you make a change to online ads? Here’s why it’s great that you’re asking this now rather than continuing with other methods any longer. The Grammy’s, Emmy’s, Super Bowl and Olympics all suffered record-breaking viewership declines this year.
It’s not a new trend. The Oscar’s alone saw an over 6.4 million person drop. Those who paid $2.6 million or more for a 30-second spot on these programs are furious. Chances are, as a small business, you’re not advertising on these programs.
But this highlights a swift-moving trend for cable and network programming alike. People are cutting the cord and tuning out. We’re seeing similar trends with magazines, newspapers, radio and direct mail ads. Where are the people going? This will come as no surprise to you.
Types of Digital Advertising
Since its inception in 1994, digital advertising has been steadily innovated upon. Today the diverse digital advertising landscape consists of various ad formats. You could even use an amalgamation of two ad categories to create a new one.
For example, you can use remarketing with display ads to reach out to your existing visitors to remind them to complete a purchase. This section lists five of the most commonly used digital ad types.
1. Social Media Advertising
Your audience spends a lot of time on social media, and this presents a huge opportunity to advertise your brand. You can use social media platforms such as Facebook, Twitter, YouTube, Instagram, LinkedIn, Reddit, etc.
to promote your brand and products. Social media ads can help you right from building a community, generating leads and increasing event attendees, to boosting website conversions, app installations and growing footfalls to your retail store.
According to a report from Sprout Social, on average, people spend almost 2.5 hours on social media every day. Time spent is going up year after year. It’s where they go to connect. They go there to unwind and just pass the time.
They also go there to shop. 31% of people say they use social media to discover new brands and shop. Facebook influences directly or indirectly about 52% of purchases. That includes both online and brick-and-mortar.
About 96% of people regularly discuss brands online as part of their social media experience. Relevance is key in social media advertising. The more specific and targeted you can be with both the audience and the ad, the better you’ll perform.
2. Search Advertising
Over half of website visits start in a search engine like Google, Bing or Yahoo. A large percentage of these searchers are high intention. They’re searching for a specific type of product or service as solution to their problems. They’re researching options In many cases, an ad can convince them to buy now.
It can even steal a would-be sale from a competitor. You might wonder what is digital media advertising without search advertising? Many people think search-based advertising like Google Ads (formerly AdWords) is digital advertising. But it’s only one of many digital advertising platforms you have to choose from. Search advertising uses the PPC bidding system described above.
You bid on keyword phrases that people enter into search engines when they’re looking for something. For example, if you’re looking for a car detailer who will come to you, you might type in “Mobile car wash” into the search box.
This ad may pop up in the ad sections of the search results. You might then choose to click the ad instead of one of the businesses that used exceptional SEO techniques to appear at the top of the searches organic results.
3. Native Advertising
Native ads can appear on social media sites or other web pages, and they don’t look like typical ads. They appear under ‘Recommended Reading’, ‘Related Stories’ or ‘Promoted Stories’ that visually match the content you’re currently reading, only upon clicking, you’re redirected to the advertiser’s website.
Native advertising is generally routed through content discovery websites such as Taboola, Outbrain and Columbia to name a few.
4. Video ads
You can use video advertising for a wide array of purposes. Mostly it would be to engage the audience emotionally. You can do different types of videos like educational or informational videos, or even how-to videos. Video advertisements are popular because they avoid blatant advertising and because they’re usually very amusing.
Make sure you produce high-quality videos though. YouTube is the most popular channel to post video content, however, there are other video channels like Vimeo and Adap.tv as well. Video ads are the easiest type of digital advertising because it is precisely what it sounds like. It is simply a video promoting a business or product in some way.
Video ads can show up as a commercial-esque ad before watching other videos on YouTube, Hulu, or Facebook, or they can be integrated as native or display ads. The example above is a smartphone ad before watching a YouTube video, and a video native ad on Facebook.
The most challenging part of creating video ads is the time and effort it takes to plan and create an intriguing video that is visually appealing, shares the message, speaks the brand, and has emotionally enticing music or audio. Despite being the most time-consuming type of digital advertising, it is proven to be effective.
Viewers can absorb the content and learn more about the brand without a lot of effort, and advertisers will have an easier time catching their audience’s attention.
5. PPC (Pay Per Click) Digital Ads
The CPC (Pay per click) you pay is normally on a bidding system with the average bid price being under $3. It’s all automated and happens behind the scenes in a split second. Simply set a max bid in the system.
With PPC you only pay the platform you’re advertising on when someone clicks on your ad. Most types of digital ads are set up on a PPC basis. This is one of the reasons digital advertising works so well for small business.
You don’t pay based on how many viewers, listeners, or readers a program, station, or magazine has. You only pay for the ones who are actually interested in your service – and who show their interest by clicking on your ad.
Several factors influence how much you pay for a bid:
- How competitive the ad space
- How relevant your ads are to the people seeing them
- Your industry
- Time when the ads display
6. Mobile Advertising
Mobile advertising is emerging and growing as the ideal medium for marketing products and services to mobile users. Mobile advertising includes SMS messaging advertisements as well as mobile banners and in-app advertisements.
Mobile advertising is a form of advertising via mobile phones or other mobile devices. It is a subset of mobile marketing, mobile advertising can take place as text ads via SMS, or banner advertisements that appear embedded in a mobile web site.
Benefits/When to Use: As consumers spend more time browsing the internet or using apps on mobile phones, mobile advertising is becoming increasingly important for reaching consumers where they spend the most time and capturing their interest and attention.
7. CPM (Cost per 1,000 Impressions) For Digital Ads
Instead of paying for a click, you may find it’s more cost effective to pay for impressions. An impression is every time your ad appears on someone’s screen. These work well when you want to create an enduring impression in a person’s mind that may or may not result in an actual click.
But there’s a catch. If you get a lot of clicks that you normally would have had to pay for, the advertising platform loses money. If the scale tips too far in your direction, they may review your ad or give it less visibility to encourage you to switch to pay per click.
Digital Ads It’s Small Business’ Best Friend
You won’t need to ask what is digital advertising once you see it working for your business. No other method can drive targeted traffic faster than Internet ads. Increase revenues and grow your business with this very important tool.
Digital media advertising is a great process for promoting your business online. There are so many different tools and platforms available to get you more engagement and sales with your customer base.
If you’re ready to dive in to the process but need a little assistance getting the results you want, there’s still a way to grow your digital media advertising. Now you too can become the next internet marketing superstar and discover how you can take your own enormous share of the ever-growing e-commerce pie!