Digital Advertising, also known as Internet Advertising, is when businesses deliver promotional messages to consumers on the Internet through the web or email.
This includes video advertisements, banners, and commercials delivered through email, social media networks, messaging platforms, and online advertising on search engines, mobile apps, and websites.
Online advertising efforts are generally used with traditional advertising techniques like radio, television, newspapers, and magazines.
To help advertisers, there are several Internet-based advertising tools to research, create, manage, track, analyze, and improve digital advertising campaigns.
Digital Advertising is affordable, specific, and you get to see the results immediately. Due to this, digital advertising is being adopted by more and more SMBs (small-medium businesses).
The main disadvantage of TV advertisements is that they are intrusive. Google conducted a report with Ipsos that concluded that audiences that find active ways to avoid the commercials shown on TV because of their intrusive nature. In fact, only 45% of ads are watched completely on television.
The main advantage of online advertising is that it has a very wide net. When compared to any other form of advertising, online advertising is known to cover the largest group of audience. In fact, it has the potential to cover the entire world.
Another advantage of digital advertising is that it is cost-effective. Online advertising doesn’t require such a heavy expenditure like TV advertising – or any other form of advertising in that case.
You can start Facebook Advertising for as less as $5 per day. Analyze, test, and streamline to maximize your ad ROI. As you grow, increase your bids and budget.
Based on your conversion rates and the bandwidth you have for the number of customers you can handle at any given time, you can scale your advertising efforts.
While TV advertising has some reporting and analytics capabilities, online ads can have almost every action tracked and analyzed. Digital advertising allows marketers to get as much information as they want about the ad – the number of times the ad was shown, the number of clicks the ad got, the audience it was shown to, how many took an action after coming to your website, etc.
You can use these analytics to find out how your target market reacts to different approaches, and optimize your digital ad campaigns much more efficiently than TV ad campaigns.
By collecting and analyzing user data, you can reach exactly who you want to reach. You can run 7 different ads targeting 7 different types of customers, and each audience sees the ad are the most relevant to them.
Remember, higher relevance = more clicks = increased revenue.
Unlike long-term strategies of branding, SEO, and content marketing that help you get your acquisition costs down while boosting revenues, digital advertising gives you instant ROI.
In a matter of minutes, you can make changes to a specific ad campaign’s target audience, ad content and creative, or even adjust the entire marketing campaign.
Cookies can also track whether a user left a page without buying anything. This helps advertisers like you retarget the user later on different ad networks.
After you’ve picked a target audience, you need to pick the right ad network, format, and placement.
The human mind is most efficient when it is not involved in doing mundane, repetitive tasks.
As an advertiser, you need to spend more of your time in planning more sophisticated, customized campaigns, and coming up with personalized retargeting strategies.
Programmatic advertising is the automated buying and selling of online advertising.Acuity Ads
You can streamline your process and bring together all digital advertising efforts in one platform.
There are machine-learning algorithms that analyze campaign inputs and user behavior, so real-time campaign optimizations can be made. This way only those audiences that are most likely to convert are identified and targeted.
Different data types and information is analyzed to increase the probability of a campaign’s success. Few of these data points include:
After you’ve identified your target audience, and have found a network where said users often visit, it is time to make ad creatives for each platform.
Display Advertising is a form of online advertising in which brands use visuals like text, logos, animations, videos, photographs, or other graphics to show customized messages to a specific audience.
Rocketium Campaign enables you to create both image and video ads in multiple formats for different ad networks.
Over 50% of all website visits start in a search engine like Google, Yahoo, or Bing. A large percentage of these user searches are highly intentional, meaning that a lot of these searchers are ready to make a purchase.
They’re looking for a specific type of product or service as a solution to their problems – they’re researching options.
The pricing model for search advertisements is generally the CPC (cost per click) bidding system. This means you pay search engines for every click on your ad.
Social media is big. Did you know that 31% of social media users say they use social media to discover new brands and shop?
Social media advertising includes boosting posts and showing display ads on different social media networks across different devices. Most social media advertising is based on extensive demographic, interests and behavioral data collected by search engines.
Check out this amazing resource put up by our friends over at Referral Rock on lead generation using social media.
The Internet can be distracting. Let’s say someone is on your website, ready to make a purchase. Then they get a text from their boss, they remember something they needed to do, or maybe their cat demands the food bowl be filled immediately – and they leave.
Unless they’re a loyal customer, they likely are not coming back. Remarketing is an effective way to bring these users back to your website by reminding them of your brand, products, and solutions.
Remarketing ads are known to increase click-through rates by 400%. It makes sense because you are gently reminding users what they wanted to do in the first place.
Display ads are perfect for retargeting. Videos, images, infographics, banners, GIFs – all of these visuals convey more information to viewers than text.
This metric is used to measure if your ad campaigns are cost-efficient. To calculate the cost per lead, you need to know the pricing model of different ad networks:
This is used to measure how many of your website visitors from ads convert to leads. Jot down what defines a lead, and track how many leads you’re getting from your visits.
This metric tells you the number of leads that are converted into sales from your ad campaign. It is important because this metric ultimately tells you if your ad campaigns are effective.
This is a measure of the number of visitors that arrive at your site from an ad and leave without navigating to any other page.
This metric is used to measure the duration of time a visitor from an ad campaign spends on a page on your website.
This metric tells you how many users clicked on your website vs to how many users this ad was shown.
This is the total amount of capital it cost you to gain a new customer from an ad. It includes your ad spends, salaries of the personnel involved, and if you’re paying an agency to help you out, then the amount mentioned in their contract.
This is the amount of gross profit that is generated from a customer acquired from your ad campaign over the entire time they do business with your company.
When compared to television advertising, digital ads get better results, they’re easier to experiment with, and more importantly, they are considerably less expensive.
Due to this, several SMBs (small-medium businesses) have started experimenting with display advertising. Online ads also enable businesses to reacquire existing users and customers through remarketing campaigns.
As the next steps, check out Rocketium Campaign, an online platform with existing ad templates to enable you to create multiple ad creatives for different platforms at once!