Advertising in this digital age has become more and more popular. As consumers turn to the Internet for answers and even for entertainment, having an online presence is a must for small to large businesses and personal brands.
As exciting as the realm of Internet advertising might be, it is not a simple task. There are various platforms to consider when it comes to advertising to your target market. Below are the top platforms for online advertising in 2018.
Search advertising is the process of advertising on various search engines such as Google, Yahoo!, and Bing. It is also known as search engine marketing (SEM), paid search, or pay-per-click (PPC) advertising.
This method of advertising online is highly-targeted as it allows you to show your ads in front of people already searching for a term related to your business. You can target particular phrases called “keywords” that shows your ads in front of people who search for these string of words.
With search advertising, you only pay when a person clicks on your ad. That’s why it is also called pay-per-click (PPC) advertising. The price you pay per ad click depends on the competitiveness of the keyword you are ranking for, among other factors.
The mobile advertising process refers to advertising on mobile devices such as smartphones, tablets, and even wearable technology. Over the years, advertising on mobile devices has been increasing as more and more people turn to their devices over desktops to surf the Internet. This type of advertising method can be found on a website’s mobile version as well as mobile applications.
A popular format of advertising through mobile is the video. Users emotions are evoked by engaging mobile video ads and according to Business Insider, total mobile video ad spending will increase to $4.4 billion in 2018.
Mobile advertising is growing at a fast pace. Be sure to know if a large portion of your target market is using mobile devices. If they are, ensure you are connecting with them on this level and capture them through engaging mobile ads.
Social Media Advertising
This type of advertising is the process of placing ads on various social media channels such as Facebook, Twitter, LinkedIn, and Instagram. Socials advertisements can be seen on social networks and its look and feel depends on the particular channel it is placed on.
Each social media network has its own design and functionality when it comes to placing advertisements. They are usually priced on a cost-per-click (CPC) or cost-per-impression (CPM) basis.
Important trends in social media advertising have arisen in 2018. First, more businesses are looking towards budget diversification. Instead of putting their money on the social network giant, Facebook, they have become smarter and diversified their budgets on other platforms as well (e.g. Instagram, Snapchat, Pinterest).
Second, social shopping is becoming common. Internet advertising for e-commerce sites is not limited to search advertising. Consumers can now see “Buy” buttons in social media networks. This allows businesses to reach more consumers and streamline the sales process. Third, video content is a fire in social media. A lot of videos have gone viral and have garnered huge amounts of engagement with social media users.
The most engaging type of content, the video, has been seen as successful by most advertisers use it. According to Google, ad recall rates are improved by video advertisements. Plus, it is 64% more likely that consumers will purchase after their interaction with a video.
Video ads can be seen across various channels on the Internet. One of the biggest trends of video advertising is its mobile placements. As more and more users turn to smartphones and tablets, increasing numbers of viewers are seeing video ads through applications and websites, among others.
Cross-channel advertising simply means advertising on various digital media platforms to gain maximum reach. Advertisers have used multiple avenues to reach out to consumers including search, mobile, social, display, and video ads.
It is ideal to advertise across all channels with huge budgets. But with limited resources, advertisers have to select the best channels to spend their money on. Creating a cross-channel advertising strategy allows advertisers to reach their ideal target market and produce more sales for their business.
As the Internet is a wide arena to play in, it is still best to study your target market and find out where can they be seen. How can you possibly reach them and engage them with your brand? How can you convert them from a simple viewer to a loyal customer? There are a lot of factors to take into account but research, strategy, execution, and optimization are the main keys to online advertising.