Digital Advertising: How to Advertise Online

As of today, there are over 4 billion people using the internet. This number has increased by 300% since 2005. With internet usage skyrocketing, if you’re not advertising online, you’re falling behind the curve. The internet provides direct access to more than half of the global population, making it an ideal platform to reach your target audience. It also offers numerous advertising types and channels to choose from.

Marketers today have the flexibility to reach their audiences on multiple platforms, through a variety of methods, and for any budget. Plus, there are numerous tools — many of them free — to help you execute an effective advertising strategy.

Here are the most common ways to advertise online:

1. Paid Search Advertising

Whether it’s Google, Yahoo, or Bing, all search engines have their own paid advertising options. This is called pay-per-click (PPC), where advertisers bid on keywords and place ads at the top or sides of search results.

When a user performs a search, these ads appear above the organic search results, giving advertisers prime real estate for their advertisements. PPC is powerful because it places your ad directly in front of people already searching for relevant topics.

Example of Paid Search on Google:
The top listings marked with “Ad” are advertisements, while organic search results, which are a result of SEO, appear below.

2. Social Media Advertising

Social media platforms are aware of how valuable their content is, which is why they offer options to sponsor or boost posts. Social media ads put your message in front of your target audience, encouraging engagement, clicks, and ultimately purchases.

More and more, social media sites prioritize ad space over organic content because of the revenue it generates. Whether you’re a budding or brand-new business, running some social media advertisements is a great way to promote your products, services, and social media pages, and to grow your following.

Platforms like Facebook, Instagram, LinkedIn, and Twitter offer various types of ads to suit different goals, such as awareness, engagement, or conversion.

3. Native Ads and Sponsored Content

Sponsored content has been around since 1922, when brands would sponsor entire radio shows. Today, sponsored content usually refers to native ads and blog or article content subsidized by brands.

Native ads are designed to seamlessly blend into the surrounding content, creating a cohesive experience for the reader. They don’t disrupt the customer journey and are often less intrusive than traditional ads. Tools like Taboola specialize in placing native ads across various content channels.

For example, have you ever read a Buzzfeed article heavily recommending a product or service? It was likely sponsored by a brand. Articles like “10 Reasons To Put Away Your Phone On Your Next Trip,” promoted by Agoda (a hotel booking site), are great examples of how sponsored content can entertain and inform while also subtly promoting a brand.

4. Banner and Display Ads

Banner and display ads are an extension of search ads and often follow a PPC model. Unlike text-based search ads, banner ads are visual. These ads usually appear as horizontal boxes on top of a web page, whereas display ads are smaller and appear in the sidebar or other locations on a webpage.

Banner and display ads help boost brand awareness and can visually catch a user’s attention, prompting clicks and further engagement.

Advertising Best Practices

Whether you opt for traditional print ads in magazines or subway stations or choose online promotion on social media or search engines, there are a few best practices that apply to all types of advertising:

• Know Your Audience: Understand who your target audience is and tailor your ads to address their needs, preferences, and pain points.
• Strong Call-to-Action (CTA): Every ad should have a clear and compelling CTA that tells the audience what to do next, such as “Sign Up Now” or “Learn More.”
• Visual Appeal: Make sure your ads are visually appealing and consistent with your brand’s style and colors. This will help in leaving a memorable impression.
• Track and Analyze: Digital advertising offers excellent tracking capabilities. Monitor the performance of your ads and make data-driven adjustments to maximize results.