Online advertising is generally composed of four categories: Search Engine Advertising, Social Media Advertising, Banner Advertising and Mobile Advertising. Each option allows for easily customized budgets and a highly targeted audience. Online advertising gives advertisers the ability to immediately increase or decrease their budget, and advertisers can even pause ads as they see fit. Below is a summary:
Search Engine Advertising
Search engine advertising is on a pay-per-click basis. Pay-per-clicks allow you to create and run ads for your business while only being charged when a user clicks on your ad. The advantages of search engine advertising include a custom budget; the ability to target users by geography, age, gender, and demographics; and your ads will only be displayed when individuals search for a keyword that you can select. The most popular and widely used online advertising tool are Google AdWords and Bing Ads. To learn more about search ads, please read our blog post “An In-depth Look Into Google Adwords.”
Social Media Advertising
Social media advertising comes in two forms: display ads and the request for likes/followers. Display ads function the same as their non-social media-based counterparts, but advertisers can choose to display their ads only to people who express interest in their industry, product or services. They can also choose to target by age range, geographical area, gender and more. Advertising for likes and followers is unique and effective in that these ads can provide businesses with longer-lasting connections to past, present and prospective clients. When an individual “likes” or “follows” a company, they are choosing to receive periodic updates from that company on an ongoing basis. To learn more about social media advertising, read our blog post “Targeting Customers with Facebook Advertising,” “Targeting Prospective Customers with LinkedIn Ads” or “Twitter Ads.”
Display advertising refers to the option to design and develop ads that appear on others’ websites. These ads can be text-based, designed images, interactive/clickable ads or video ads. Advertisers usually place ads on websites that are relevant to your business’ products or services. These ads can be managed with Google AdWords or Bing Ads.
Mobile advertising is usually included in search engine advertising, social media advertising or banner advertising. However, advertisers usually need to specify that they would like to reach mobile consumers (Android and iOS users), as well as users on laptops and desktops (Safari, Chrome, Internet Explorer and Firefox users).