With the series of events that happened in 2020, most businesses have been forced to migrate to online platforms. It has opened the eyes of businesses to the gigantic market on the internet. As of January 2021, there are 4.6 billion active users on the internet. That’s 59.5% of the world’s population.
This migration to the online platform has made a huge impact on the importance of digital marketing and digital advertising. Businesses needed professionals who knew how to establish and boost their online presence. It became imperative to let people know that you are online, and you’re ready to take their orders.
Unfortunately, getting a professional to take care of a business’s digital marketing needs is a luxury right now. Everyone is still trying to get up from the big economic blow of the pandemic.
Fortunately, you can get started with digital advertising on your own. You may not know how to do it in the most optimal way but getting started is what’s important.
To get you started on your journey on digital advertising, let’s discuss the 9 types of digital advertising.
9 Types of Digital Advertising that You Should Know
1. Display Ads
A lot of people are familiar with this kind of advertisement because it’s one of the most popular types of digital advertising. These ads are usually placed on third-party websites that are relevant to the ad.
What sets display ads to other kinds of digital ads is that these ads don’t show up on search results. These ads are also very simple to implement and are relatively cheap to roll out.
Good examples of this type of digital advertising are the following:
- Popup ads
- Flash (moving ads)
- Video ads
This type of ad can be very effective when used properly. According to statistics, 90% of global internet users are reached by Google’s Display Ad Network. If you’re looking for visibility, display ads are the way to go.
2. Video Ads
Video ads can be one of the most powerful types of digital advertising when utilized properly. It’s also important to note that they are highly flexible. You can use them to raise brand awareness, educate, entertain, and most of all, establish a genuine connection with your audience.
According to studies, 65% of the general population are visual learners. This means that more people process information faster if it’s presented visually. Statistics also show that social videos generate 1200% more shares compared to texts and images combined.
Statistics also show that 68% of consumers prefer to learn about products through video. It’s easier to digest and way more entertaining. Finally, and probably most exciting, 64% of consumers make a purchase after watching branded social videos.
3. Native Advertising
Ever wonder how conveniently placed some ads are when you’re browsing the internet? This is what we call Native Advertising.
It’s essentially showing ads in context. Users can easily see the ads that are relevant to whatever content they’re currently interacting with.
Compared to display ads, native advertising is more strategic and intentional. It carefully considers where to place the ad and who the target audience is.
It’s also important to know that this is one of the least obtrusive types of digital advertising for users. The reason being is that the ads come up along with content that is already relevant to it. It creates a smooth transition from content to advertising.
Users enjoy this type of advertising because it’s helpful.
According to statistics, compared to display ads, native advertising receives 53% more views.
4. Social Media Ads
Social media platforms can be interesting because it’s like a hotpot for different types of digital advertising. There are many kinds of ads that you can put in. Display ads are everywhere, native ads can be seen, and video ads dominate the market.
All in all, social media ads are self-explanatory. It’s the ads you see on different social media platforms.
What you need to know is how big the market is.
In general, there are 3.78 billion users of social media worldwide in 2021. Despite the large number, this is expected to grow in the coming years. The big 5 are Facebook, Twitter, Instagram, LinkedIn, and Snapchat. Facebook takes the lead with 2.32 billion active users per month.
5. Search Engine Marketing
This digital marketing strategy focuses on increasing the visibility of websites on search engine results pages. The goal is to reach the first page when a user searches for a keyword that is connected to your business.
Search engine marketing has 2 subtypes. The first is pay-per-click advertising that capitalizes on paying for traffic. The second is SEO or Search Engine Optimization. This in contrast focuses on free and organic traffic. We’ll be diving into each of them later on.
Here are some statistics to give you a better understanding of how important it is to land on the first page. A newly published study has found that the first organic result in Google Search has an average click rate of 28.5%. The 10th position has a low click rate of 2.5%.
Imagine the horror of landing on the 2nd page of search engines.
6. Pay Per Click Advertising
If you’re looking for a way to pay for your position at the top, pay-per-click ads would be one of the best types of digital advertising for you. These ads are shown to audiences who are ready to buy.
The most popular platform for running these ads is search engines with Google Ads dominating the market.
With Google Ads, you get to target specific keywords that are connected to your business. Once the user searches for that keyword, a bidding war occurs between competitors who are targeting the same keyword.
Factors such as these will determine which ad will pop up on the user’s end.
- Marketer’s bid
- The relevance of the site to the keyword
- Ad text
Statistics show that an average of 200% ROI can be expected from Google search ads. This means that with every $1 invested in it, $2 comes back.
7. Search Engine Optimization
In comparison to pay-per-click ads where you need to pay for the ads, SEO is free. Given that it’s way cheaper, it also takes time before you can see the results of your labor.
The process takes a while because it goes through Google’s algorithm first. Google then determines if the website is helpful and contains content that will help users. It also takes into account the credibility of the website and the user’s experience when they get to your website.
Search engine optimization focuses on optimizing websites and content, so consumers easily find them. Since people already have something in mind when they search online, SEO’s job is to make it more visible to them. This makes SEO one of the most organic and sustainable types of digital advertising.
When a website is fully optimized, it has a higher chance of landing on the first page of search engines. The following factors are considered when optimizing websites:
- Quality link building
- Keyword optimization
- Creating high-quality content
8. Email Marketing
Email marketing starts with creating an email list. This is a collection of emails from people who willingly sign up through your website. They can also sign up through other channels where you can offer the subscription. The moment they sign up for this, it’s safe to assume that they are interested to some degree.
Once you’ve curated your email list, you can start planning your email campaigns. These campaigns can contain news, promotions, offers, discounts, and important announcements about your business. It’ll be your way of constantly connecting with your customers.
According to statistics, there are 4 billion email users globally, and it’s set to grow up to 4.6 billion by 2025. Studies also show that it’s a great investment to make. With every $1 you spend on email marketing, there is an average return of 42% (DMA, 2019)
It’s important to note that you should keep your emails short but impactful. There’s nothing more boring than opening an email with tons and tons of text.
9. Retargeting and Remarketing
When customers leave your website without buying anything, retargeting enables you to remind them. This is how you still see ads from previous websites even though you’re already on a new website.
Similar to how retargeting works, remarketing also targets users who have previously interacted with your website. The difference is that remarketing is the process of collecting the contact information of prospects. This allows you to include them in your email campaigns and remind them about your products and services.
Remarketing is more focused on emails than display ads.
But how effective are these exactly? Statistics show that 60% of U.S. buyers report that they notice ads for products that they research on other websites. Retargeting can also lift ad engagements to 400%.
There are various types of digital advertising that your business can utilize. Identifying where your market is on the internet will determine what digital advertising strategy will be effective for your business.
It may seem overwhelming if just starting out. That’s okay. You don’t have to pressure yourself into getting all of it right the first time. The first step is picking which of these advertising strategies is feasible for you and will help your business grow.
It’s worth considering setting aside a budget for digital advertising. As we’ve seen and discussed previously, your investment won’t go to waste. Hiring a professional who is more knowledgeable in digital advertising may be one of the best investments you make today.