In the United States, businesses spent more than $120 billion on digital advertising in 2020 alone. This figure is expected to go up to $152.97 billion in 2024. This is because more people are getting on the internet daily. Therefore, brands are amping up their digital advertising expenditure to gain the attention of consumers on the internet.
As a business trying to make a mark, you need to be familiar with some of the most known digital marketing techniques out there. These can help you lay down the foundations of success. Plus, being familiar with these can aid you in finding the best digital advertising mix for your campaigns.
That said, we will cover pay-per-click (PPC) marketing, social ads, and display ads in this succinct guide. You may have heard of these terms previously and already have an idea of what they are, but let’s dive right in for a refresher. If you are not yet familiar with them, then this guide can bring you up to speed.
Pay-per-click marketing, or PPC for short, is a type of digital marketing wherein businesses only pay when their target audience clicks on their ads. This means that you are buying visits to your website. A common form of PPC is search engine advertising. Marketers would bid for keywords, which they believe a brand’s prospective buyers would use when using search engines, notably Google.
With Google search engine ads, marketers or brands need to choose a keyword and set a budget for it. When the amount they have set is the highest, they can have their brand in a prime position to catch consumers’ attention. However, other factors can affect which brands would be the winners, such as keyword quality and relevance. The Google system takes into account the quality of the landing page and the creativeness of the ad copy as well.
Winning once or twice does not guarantee that you will continue to have success with your PPC, though. That is why it requires ongoing management. Brands need to be on the lookout for relevant keywords all the time and assess their budget. If that is too time-consuming, they can hire expert marketers to manage digital ad campaigns on their behalf.
According to research conducted among marketers, display marketing is considered effective by 2.7 percent of marketers. That might not seem a lot, but 13 percent of marketers have pointed out that it produced high ROI for them. But what are display ads?
These ads use creative elements, like video, text, and images or graphics for marketing. There are different types of these ads as well, such as retargeting ads, website-placed ads, contextually targeted ads, and personalized ads. Usually, they are presented as banners or square ads.
Each type or form has its own best use, so it is essential to know your goal to use the correct format and get the best results.
This ties up with the next kind of digital ad, social ad, because display ads are commonly used for marketing on social platforms. Moreover, display ads can reach consumers across the web, mobile, and other platforms.
Nearly eight percent of marketers agree that social ads are effective. That is understandable, as numerous people on the internet flock to social media sites daily. Among those, Facebook is undoubtedly the largest platform, having the lion’s share of social media users. Another platform under the social media giant’s umbrella, Instagram also has a wide following.
Social ads can be texts, videos, or images. In the case of Facebook, brands can use posts they have already made for ads. Essentially, they are display ads but on social platforms. These can help build brand awareness and credibility. These can be incredibly localized, so businesses can utilize these to target the audience they are looking for.
This type of ad can also be a powerful avenue for raising awareness on social issues, which can work for a brand’s reputation. On top of that, businesses can utilize it to build a community around their products or services.
Discover the Right Mix
It may take a while for marketers or businesses to find the right mix of ads that works for their brands. Experimenting is a must, and it can be challenging to stay within the confines of a set budget. Fortunately, there are cost-effective and even free means of advertising in the digital world.
Of course, it does not mean that you focus your advertising efforts online only. You may also want to look into pairing your internet-based efforts with offline marketing. At the same time, get to know your audience. As you progress with your campaigns, you will learn many valuable insights regarding your target market. You can use that new data to improve your marketing efforts continuously.