Online

Advertising
Chapter 5
 --- // ---
• Do you want to expand your reach and promote your brand to
more members of your target audience?
• Are you tired of not seeing results from traditional advertising
methods?
• Then online advertising is the solution you need.
• But first, what is online advertising?
• Despite the
economic impact
of the 2020
pandemic, online
advertising
spending
continued to
increase in 2020
and 2021
.
• The future
growth figures
look promising
too.
• As spending grows, the online marketing ecosystem will be
more competitive than ever in 2023 and beyond.

• Marketers and business owners need to personalize the

customer experience and advertising communication to stand
out in this landscape.
 What is online advertising?
• Online advertising is a targeted, data-driven marketing strategy that enables
you to promote your brand to consumers through online channels and
platforms, like:
• Social media,
• Search engines,
• Websites, etc.

• In its simplest definition, online advertising refers to ads that appear in emails or
websites.
• It’s a marketing strategy that uses the internet to generate website traffic and
deliver specific marketing messages to the right customers.
 What is online advertising?

• With billions of consumers using the Internet each day to

research companies and purchase products and services,
online advertising is an effective marketing strategy that
helps boost your brand awareness and reach more members
of your target audience.

• Unlike traditional ad strategies, advertising products online enables

you to target a specific demographic, such as gender, generation, or
geographic region. Online ads are interactive, meaning that users
can respond through actions like clicking and visiting your website.
 Advantages of online advertising
• Online advertising offers many benefits for your business over traditional advertising
methods:
• You reach your ideal customers:
• Online advertising enables you to use audience targeting features to ensure your ads reach your ideal
customers.
• You can create ads that target users based on their demographics, interests, purchase history, and
more.
• You create personalized marketing messages:
• With online advertising, you can create personalized ads that resonate with your audience,
encouraging them to click on your ads and make purchases.
• You track and measure your success:
• Unlike traditional advertising, online advertising enables you to measure the success of your
campaigns with ease.
• You can view essential data about your audience and results, so you can make improvements to your
strategies to earn the highest possible return on investment (ROI) for your efforts.
• If you want to boost your online visibility and drive more sales for your business, investing in online
 Types of online advertising
• Here are four different types of online advertising that your
company can take advantage of:

1. Pay-per-click (PPC) advertising

• PPC ads appear at the top of search engine results pages (SERPs)
, above the organic results.
• As the name suggests, with PPC ads, you’ll only pay for your ad
each time a user clicks on it.
• PPC ads are an excellent, cost-effective option to boost your
visibility on search engines and earn more sales for your
business.
 Types of online advertising
• Need more convincing why PPC ads are an effective advertising option for your
company?
• Then check out these statistics:
• Users who click on PPC ads are 50% more likely to make a purchase than users who click
on organic results
• PPC ads can increase brand awareness by more than 80%
• You can earn $2 for every $1 spent on a PPC campaign
 Types of online advertising

2. Social media advertising

• Social media advertising works best for businesses with an active presence
on social networks and a large following.
• Creating ad campaigns on social media platforms helps generate brand
awareness, build a community, reach a large audience, and acquire new
customers.
• With more than five billion active users on social media platforms, social
media ads are an excellent way to expand your reach and improve your sales.
• Most people spend a better part of their day on social media.
• Using social media networks like Facebook, Twitter, LinkedIn, and
Pinterest for ads allows you to target potential customers who have already
visited your website and attract new ones.
 Types of online advertising
3. Display advertising
• Visual content gets 94% more views than text-only content
• That’s why display ads are a popular online advertising option for many
businesses.
• Display ads are visual advertisements that enable you to promote your
brand on websites, apps, and social media.
• Display ads come in many forms, such as:
• Videos
• Images
• Banners
• Buttons
• And more!
• You can buy ad space on popular blogs by reaching out to publishers or
can use a platform like Google Adwords to start a display ad campaign.
• Such ad campaigns are priced based on the number of clicks or views.
• You’re charged for cost per click (CPC) or per thousand views (CPM).
 Types of online advertising
4. Influencer advertising
• With influencer ads, you can promote your products and services
through a social media influencer.
• Social media influencers are popular personalities on social media
platforms, and they usually have a larger following.

Plus, 94% of users trust the

opinions of influencers over
brands, so investing in
influencer advertisements can
effectively help you boost
your sales and revenue.
 Online advertising platforms
• There are different types of
online advertising platforms:
1. Google Ads
• Google Ads is one of the most popular
online advertising platforms.
• With Google Ads, you can invest in
PPC campaigns to create
advertisements that display at the
top of the search results each time a
user searches for
keywords and phrases related to your
business.
• With Google being the most popular
search engine, using Google Ads to
launch your advertising campaign is an
excellent way to drive more traffic to
your website and boost sales for your
business.
 Online advertising platforms
2. Facebook
• Facebook is one of the most popular social media
platforms.
• Facebook enables you to create sponsored ads that contain
text, images, videos, and more, so you can create
personalized messages that appeal to your ideal customers.
• There are three types of audiences that you can target on
Facebook:
1. Core audiences: An audience based on criteria like age, interests,
and geography.
2. Custom audiences: Get back in touch with people who have
previously engaged with your business.
3. Lookalike audiences: Reach new people whose interests are
similar to those of your best customers.
• Advertising on Facebook includes a range of ad types, including:
• Photo ads
• Video ads
• Story ads
• Lead ads
 Online advertising platforms
3. Amazon
• Advertising your products on Amazon is an excellent way to boost your sales and
conversions.
• If you already have an Amazon store, consider investing in Amazon ads to boost
your success.
• There are various types of Amazon ads, including:
• Sponsored product ads:
• Sponsored product ads enable you to promote a product in Amazon’s search results.
• You can target these ads by keyword or product category.
• Sponsored brands:
• Sponsored brand ads appear above the regular search results.
• They can include your brand’s logo and up to three different products.
• Product display ads:
• Product display ads can appear in multiple spots throughout search results or product pages.
• If you’re ready to sell more products on Amazon, then investing in Amazon advertisements
4. YouTube
Online advertising platforms
• YouTube is another popular online advertising platform for
businesses.
• With YouTube ads, you can create a variety of advertisements,
including:
• Display ads: Display ads appear next to a video, above the video
suggestion list. Users can view these ads without disrupting their
videos.
• Overlay ads: Overlay ads are pop-up advertisements that appear at
the bottom of a video and usually contain links to your website.
Users can also view these text ads without disrupting their video.
• Skippable video ads: Skippable video ads play before, during, or
after a video, and users can choose to skip them after a few seconds.
• Non-skippable video ads: Non-skippable video ads can also play
before, during, or after a video but cannot be skipped by users. They
usually play for about 15-20 seconds.
• Bumper ads: Bumper ads are short video ads that cannot be
skipped. They usually play for about six seconds.
• With YouTube ads, you can reach more members of your
target audience with personalized ads while they watch their
favorite videos online, boosting your leads and conversions as
5. LinkedIn
• The LinkedIn platform has over
660 million monthly active members worldwide.
• Users on the platform are largely made up of working
professionals which makes LinkedIn a great place for B2B
(business-to-business) advertising.
• LinkedIn is the go-to platform for working professionals,
which provides B2B advertisers a large audience pool to reach.
• Plus, the advantage of advertising on LinkedIn is its unique
targeting capabilities.
• On LinkedIn, you'll have access to unique targeting criteria that
isn't available on other platforms.
• You can target users on LinkedIn by unique demographics,
including job title, job function, and industry.
• Maybe you only want to advertise to potential customers at the
director level who work in customer service within the
recruiting industry.
• LinkedIn's targeting capabilities make that possible.
6. Tiktok
• One of the newer — and most popular — players
in the social media advertising world is TikTok.
• TikTok is all about creating short, creative, and
oftentimes funny videos.
• TikTok has exploded in the past few years and has
reached 500 million monthly users.
• Advertising options are still limited; they are
mainly geared towards driving awareness.
• TikTok doesn't hyperlink posts to websites and
only recently started allowing advertising, so
businesses advertising on TikTok focus on
boosting brand awareness rather than leads or
traffic.