So you want to run online ads?
It’s about time!
Digital ad spending now surpasses TV ad spending, and for good reason! In this post, I’ll walk you through most of your options for online advertising.
What We’ll Cover:
- Online Ads: Paid Ads
- Online Ads: Display
- Online Ads: Paid Social
- Other online ad forms to consider
- Other forms of advertising
Online Ads: Paid Search
Paid search ads are the first results when a Google search is done.
Through the use of keywords you have the ability to target the intent of your ideal customers.
If your page is the first result and responds to the query of your searcher there is a good chance your ad will be lucrative.
-
Google Search Ads (One Of The Most Popular)
These are likely the ads you’re most familiar with.
Google search ads appear in Google’s search results, either alongside or above the results. You’ll often hear them referred to as Google AdWords as well.
They’re based on keywords, and whenever a user enters a search query that contains one of your keywords, your ad may show. They operate on a cost-per-click (CPC) basis, meaning that you only pay when someone clicks on your ad.
Keep in mind: with Google Ads, you’ll have to focus on online advertising rankings. In other words, ads are ranked similarly to search results.
That’s because other marketers are (probably) bidding on the same keywords that you’re using to attract customers. Google employs an algorithm to determine which ads should appear at the top.
What factors does the algorithm use for ranking? One of the most important is the Quality Score.
If you’re unfamiliar with the Quality Score, it’s a metric that Google uses to determine how relevant your ad is to your target market.
One of the ways Google measures relevance is by evaluating your ad copy and the contents of your landing page. If they don’t have a whole lot to do with your keyword, your Quality Score will suffer.
Beyond that, Google also evaluates your ad’s click-through rate. Even if your ad and landing page are perfectly relevant to your keyword, your Quality Score will suffer and your ad won’t rank well if people aren’t clicking on it.
If you want a great rank, be sure to post ad copy that gets clicks. Also, make sure that both your landing page and the text of your ad are appropriate for the keywords that you’ve selected.
Why You Should Consider Them:
Consumers rely heavily on the use of search engines to make buying decisions. In fact, 72% of consumers prefer to find information on local merchants via search.
And when it comes to search engines, Google reigns supreme, owning 92% of the search market share.
I think it’s safe to say that your audience is using a search network, and Google is your best bet at reaching them.
Beyond that, search ads offer a high ROI. Google reports that small businesses using advanced tools like online marketing experienced 4x revenue growth over the previous year.
P.S. Check out the perfect Google Ads PPC report here!
-
Bing Ads – A Great Online Advertisement Strategy
Bing ads work similarly to Google Ads. They’re also a great way to run your online advertisements.
They too operate on a keyword-driven, cost-per-click basis, and are meant to show on the Bing search engine and network.
You can choose between multiple types – from text ads like you’d normally see in search results to shopping ads meant to display specific products and catalogs.
Once again: you’re likely competing with other marketers for ad space. Make sure that your landing page and ad copy appeal to people in your market.
Now, I know what you’re thinking – Bing’s no Google, so why are they on the list?
Let’s take a look.
How Do Online Ads Work on Bing?
Why You Should Consider Them:
Reason 1: True, it’s no Google. But Bing’s still relevant, and 1 in 5 people use Bing for online searches.
Reason 2: Bing ads perform well with an average CPC of $7.99. That compares favorably with an average CPC of $20.99 on Google Ads.
Reason 3: There’s less competition on Bing, which in ad terms translates to better ad positions and cheaper costs per click.
Take a look at these shopping ad stats:
Google Shopping results:
- Average CPC for Google Shopping Campaigns: $.66
- Average ROAS for Google Shopping Campaigns: 751%
- Average revenue per click for Google Shopping Campaigns: $3.58
Bing Shopping results:
- Average CPC for Bing Shopping Ads: $.46
- Average ROAS for Bing Shopping Ads: 1345%
- Average revenue per click for Bing Shopping Ad: $4.43
Those stand pretty heavily in Bing’s favor, with cheaper costs and bigger returns.
Online Ads: Display Advertisement
While display ads have a long and, somewhat, controversial history to them they can be utilized effectively.
Modern display ads have great capabilities and can reach audiences specifically and effectively with banners and other methods which present when and where you need it to.
-
Google Display Ads
Google Display ads are the lesser-known counterpart to Google search ads.
While you may not be as familiar with them, you’ve almost certainly seen them. Display ads pop up on websites, YouTube videos, even your Gmail inbox. They’ll often come from sites you’ve recently visited or products you’ve recently searched for.
They appear on websites based on potential buyer’s interests, previous search history, demographics, etc., and like search ads are targeted are heavily reliant on keywords.
You have the power to control which kinds of sites (or even which sites specifically) you would like your ad to appear on based on the kind of audience you’re targeting.
Why You Should Consider Them:
Google display ads serve a different purpose than search ads, and whether you choose one or both will depend on your objective.
Display ads tend to work best for bottom-of-the-funnel sales activity like brand awareness because it targets users who aren’t necessarily in the buying process yet.
That being said, the Google Display Network has tremendous reach – it’s comprised of 2 million websites and 90% of internet users. For advertisers, that means a big opportunity to get their ad in front of the majority of users.
To make sure your advertisements are reaching the right part of that 90%, Google offers plenty of advanced targeting options including contextual keywords, demographics, interests, remarketing, topics, similar audiences, etc.
To make the most of your advertising, check out these tips.
-
Remarketing Ads
Remarketing ads (also called retargeting) are some of the buzzed-about in the biz right now.
Remarketing lets you target people who have already visited your website. When a user visits your site, a cookie is attached to that user. Then, when they visit another site, that cookie allows your ad to be shown to them.
These will be found on specific networks like the Google Display Network, LinkedIn, Facebook, or YouTube.
Remarketing ads should be run with their own strategies. You’ll need to think about what page a user initially visited when they came to your site so you can serve them ad specific to what they were looking for.
Why You Should Consider Them:
What makes remarketing ads so effective is that they target people who already have a proven interest in your brand.
Think about it; for most sites, more than 90% of visitors leave without converting or buying.
In the past, that was just lost traffic, leads, and sales. But through remarketing, we have a way to identify past visitors and reclaim their interest.
If that alone isn’t enough to sway you, then consider this: remarketing has an exceptionally high ROI, due to its ability to track user’s behavior and speak directly to them through segmented ad copy.
-
Mobile Ads for Online Ad Strategy
It seems all marketing channels are making the move towards mobile, and online advertising is no exception.
They’re pretty straightforward: mobile ads are any that appear on any mobile device, including smartphones and tablets.
Why You Should Consider Them:
Simply put: it’s where your audience is.
More and more, users are turning to mobile devices to search the web, browse social media and even make purchases.
In the US alone, adults spend 2 hours and 55 minutes on a mobile device every day.
Marketers are well aware of that, which is why mobile advertising is expected to outgrow all other digital ad platforms.
Not only that, but experts predict that desktop spend will reign in at around $25 billion in the next few years, while mobile will make up massive 72% of total spend by 2019.
So if you want to stay in the game, mobile’s simply a must.
-
Email Online Ads Strategy
When it comes to email, there is, of course, traditional email marketing. But you can also advertise to people’s inboxes.
The first appears in inboxes much like any other email, with a subject line that (hopefully) compels the user to click on the email. Once they do, it will open your ad in the body portion of the email.
These can be used in traditional email campaigns and sent through software like MailChimp, or Google Display Ads can be sent to the user’s Gmail account.
The usually feature a large, static image with a minimal amount of text.
Why You Should Consider Them:
Email is one tried-and-true marketing channel that isn’t going anywhere.
Email is the preferred method of commercial communication; 72% of people prefer to receive promotional content through email marketing, and email is 40 times more effective at acquiring new customers than Facebook or Twitter.
The Best Online Advertising Includes Email Marketing
Now when talking about actual ads, those also work.
The advantages, especially when using Google Display Networks, is that they can target users based on keywords, topics, remarketing lists, etc.
-
Video Ads for Online Strategy
Video is another online ad channel that can’t be ignored.
Video ads feature a video as their creative, rather than the standard image.
Some of these take on the traditional commercial approach, featuring the product and how it can be used, etc. But some of the most successful instead feature how-to’s and educational content rather than direct product pushing.
Online Ads for Video Strategy
Why You Should Consider Them:
Video is quickly becoming the preferred means of content consumption for users.
On Facebook alone, 100 million hours of video are watched every day.
And that’s just one channel. Take a look at these numbers:
- By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic
- 55% of people watch videos online every day
- 92% of mobile video consumers share videos with others
- Social video generates 1200% more shares than text and images combined
- After watching a video, 64% of users are more likely to buy a product online
I think the numbers speak for themselves on this one.
Video has proven to be more popular and produces more engagement than traditional text and image messaging, and that extends to online advertising as well.
Online Ads: Paid Social
Paid social is one of the most popular ways to reach your audience.
With billions of users on social media platforms the possibilities are limitless.
Plus, you can emphasize cross-channel marketing strategies for online ads that really work.
Learn which platforms are best to effectively convert users to paying customers.
-
Facebook Ads – A Popular, Newer Format
Facebook internet ads are some of the most exciting in the online space right now. And if you’re not already, it’s high time you considered them.
Facebook Internet ads take many different forms and can appear as promoted posts, image or videos right in your newsfeed or in the margins.
Facebook Ads Strategy
Why You Should Consider Them:
Facebook remains the most popular social media channel – for both users and marketers, and has the biggest blend of demographics. As a result, Facebook ads are some of the best available.
Additionally, it offers the most impressive array of targeting features to make sure you reach your particular demographic. You can set broad parameters based on age, gender, location, interests, and behaviors, but also drill down to very specific audiences based on factors like:
- Recent purchase behavior
- Similarities to existing client lists and audiences
- Life-event targeting
- Website visitors (using remarketing ads, which Facebook excels in. More on that shortly)
- And much, much more
Because of its exceptional targeting and ad abilities, Facebook ads are effective for all kinds of businesses and is the top ad channel for both B2C and B2B marketers.
Meanwhile, you can work to lower your Facebook cost per mille (CPM) costs, ultimately leading to a boost in sales.
What is CPM? How much you pay for 1,000 impressions on Facebook.
And of course, there’s the fact that Facebook ads are some of the most effective available today. According to FitSmallBusiness, Facebook ads have a 9.21% conversion rate, compared to just 3.75% on Google.
Learn 4 steps to successful Facebook advertising here.
Facebook Ads Strategy Statistics
P.S. Facebook Automated Ads are a good tool to have in your toolbox. With these ads, you can create a custom advertising plan for your business and then go ahead and build ads that will run continuously.
-
Twitter Online Ads Strategy
Twitter ads refer to promoted tweets, accounts, and trends.
Through promoted tweets, advertisers can increase the reach of their tweets and ensure that they end up in more of their audience’s feeds, while promoted accounts increase the number of times a brand will show up in the Who to Follow section.
Promoted trends, on the other hand, will promote your custom hashtag in the trends margin.
Twitter Online Ads
Why You Should Consider Them:
Many strategists consider Twitter ads as one of the best online advertising options available. That’s for good reason.
Twitter is still a big deal on the social media scene and is especially useful for brands looking to engage with their audience.
In fact, the average Twitter user follows five businesses and 80% of users have mentioned a brand in a Tweet.
That number alone pretty much makes my case, but I won’t stop there.
From a practical standpoint, Twitter takes the cake on costs. With promoted tweets, you only pay when you’ve met your marketing objective. For example, if your goal is more followers you only pay when someone follows you.
And, though less well-known than Facebook targeting, Twitter offers its own impressive targeting features. Case in point: Tweet engager targeting.
This is Twitter’s brand of remarketing, which allows you to target users who have viewed or engaged with your tweets, or viewed 3 seconds (or 50%) of your video.
So if you’re looking for the biggest bang for your buck, Twitter may be one of your best options.
Twitter Online Ads Offer Many Targeting Options
-
LinkedIn Online Ads Strategy
Another option for social media advertising is through LinkedIn. It’s probably the best of the Internet advertising services available if you’re in the B2B space.
You’ll see these in various formats as well, from sponsored content on the homepage to Sponsored Inmail in your inbox.
Like Facebook, the advertisements are sold at auction, meaning you bid against advertisers trying to reach the same audience.
LinkedIn Sponsored InMail Advertisement
Why You Should Consider Them:
I’ll be honest here: LinkedIn ads aren’t for everyone. They can be expensive, and not all businesses are suited to LinkedIn’s audience.
That said, Linkedin offers major benefits to those that do use the platform – mainly B2Bs and recruiters.
People go to LinkedIn for a reason, usually looking for answers to professional problems or for a qualified recruit. Studies show that 92% of B2B marketers use LinkedIn as a content distribution channel, and 91% of marketing executives list LinkedIn as a top source for quality content.
How to Run Ads Online on LinkedIn
But that’s not all. On average, 46% percent of social media traffic coming to B2B company sites is from LinkedIn.
So I’ll say it again: if you’re a B2B, you should be using LinkedIn advertisements.
-
YouTube Online Ads Strategy
YouTube ads are a type of video ad that plays before or during a YouTube video.
You have three options when it comes to YouTube ads:
- TrueView In-Stream – run before or during a YouTube ad, with the option to skip after 5 seconds
- TrueView Discovery – appear alongside other videos in the YouTube search or Google Display network
- Bumper – six-second videos that play before a video; viewers aren’t able to skip
- Non-skippable – longer, non-skippable format with a 20-second limit
Both of the TrueView options are paid on a PPC basis, so you only pay when someone clicks on the ad. Bumper ads are paid per impression.
TrueView In-Stream Youtube Ads
Why You Should Consider Them:
We already covered how important video ads are.
Now let’s talk about YouTube specifically. The channel boasts 1,300,000,000 users, and almost 5 billion videos are watched on Youtube every single day.
It’s the second most popular search engine on the web, second only to Google, which means that it gives brands a good opportunity to reach users they might not normally find on other social networks.
Beyond its impressive reach, YouTube also has some of the lowest starting prices and comes with great targeting options to ensure you reach the right audience.
-
Instagram Online Ads Strategy
Instagram ads are just that: advertisements that run on Instagram.
The great thing about them is that because Instagram is owned by Facebook, it uses the same impressive targeting abilities and bid system to set them up.
Instagram ads come in four types:
- Carousel
- Single Image
- Single Video
- Slideshow
Best Online Advertising Through Instagram
Why You Should Consider Them:
Instagram ads are newer to the scene but have quickly earned their keep.
In their first year, Instagram ads pulled an impressive $595 million in ad revenue. Just a few years later, it’s expected to bring in $1.53 billion in mobile ad revenue worldwide.
Instagram Mobile Ad Revenue
It’s one of the fastest-growing social media platforms (brand follower growth increases by 6% to 8% month over month), which makes it perfectly suited for audience and follower growth.
Why advertising? Because organic growth is hard to come by these days, and Nielsen recently found that ad recall on Instagram exceeded the norms for online advertising by almost three times.
Other Online Ad Formats to Consider
12. Banner Ads
Banner ads can be found on websites all over the internet. They’re the ones that run at the top, sides, or bottom of a site.
These are commonly run through the Google Display Network, though they can be purchased separately.
The case for banner ads is similar to that of Display ads. They serve a very specific purpose – mainly brand awareness and bottom of the funnel sales activity – but can be useful based on their ability to target users specifically by keywords, interests, etc.
Keep in mind that less is often more with these ads. Pop-ups and videos are more likely to be obtrusive and be seen as negative, so it’s generally best to keep them to a simple format.
13. Reddit Ads
Reddit has long been the go-to spot for viral content and open forums, and believe it or not, it can be a goldmine for online advertising.
Not only is it extremely popular (1.7 billion visits each month), but it offers a unique opportunity to target your audience through subreddits.
Subreddits are niches within Reddit dedicated to certain interests, which makes finding your particular audience a cinch.
14. In-Game Ads
In-game ads are just how they sound: ads that appear in a game, usually a video game played online.
They can pop up in banners throughout the game, though they are often displayed as video ads when you download free content.
And though you may think these serve more as a distraction than anything, they actually really work. Their effectiveness, however, depends largely on your target audience.
If you’re serious about in-game ads, Twitch may be the one best place to test the waters. The gaming platform has over 2 million creators on the network, made up of an extremely engaged audience that spends an average 1.5 hours a day on the service.
15. AdMob Ads
If you’ve ever downloaded a game for your smartphone or mobile device, you’ve almost certainly encountered an AdMob ad.
AdMob ads work just like the in-game ones, only they’re used on mobile devices.
Google even has its own dedicated platform called Google AdMob.
The cool thing about them is that though they can be a nuisance for users, they generally allow a game to be downloaded for free, which makes users more receptive to them.
Not only that, but mobile games continue to be one of the top-grossing sectors in the gaming industry. They were expected to represent over half of the total gaming market by 2020, and they defininitely hit those expectations.
16. Pinterest Ads
Pinterest is yet another extremely popular social media channel – for both users and advertisers.
How Do Online Ads Work on Pinterest?
One of the biggest benefits it serves as an advertising platform is that it’s dominated by a clear target audience: affluent, millennial women.
Any business that caters to that demographic should be looking into Pinterest.
Beyond that, it’s a perfect platform for e-commerce brands. According to Pinterest, Pinners are likely to spend 50% more on average compared to other social networks, and 87% of Pinners have purchased a product because of Pinterest.
17. Google Discovery Ads
Google Discovery ads are native advertisements. That means they adapt to fit the device used to view them.
For example, if someone is viewing a Discovery ad on a mobile platform, they’ll have no trouble reading it. The same ad will also look great on a desktop or laptop.
Google Discovery ads appear in multiple Google properties.
According to Google VP of Product Management Brad Bender, Google Discovery ads use the “power of intent” to determine targeting. Google determines which people in its audience are part of the ad’s target market based on their browsing history.
Google claims that its Discover feed reaches 800 million people all around the world.
YouTube Online Ads
18. Google Gallery Ads
Google Gallery ads are designed for a mobile platform. As the name implies, the ad format uses a scrollable gallery of images that highlight a brand’s products.
As of now, Google allows marketers to submit between four and eight images to the gallery. Each image will have its own description up to a max of 70 characters.
The fee structure for Gallery ads is a little unusual. You’ll pay when someone clicks on an image in your gallery or when the user swipes to the third image.
So make sure you use compelling images.
19. Google Showcase Shopping Ads
Google Showcase Shopping ads highlight a list of products instead of just a single product.
In other words, when someone searches for a term relevant to your brand, you can show that person a selection of products instead of just a single product.
That’s an awesome ad format if you’re in the fashion space or selling home furniture.
Even better: Google recently announced that Shopping ads are expanding to Google Image Search, the Discover feed, and the YouTube feed.
Other Forms of Advertising
20. TV Ads
Though there’s been a considerable move toward digital over the last few years, TV ads are still alive and well.
The fact remains that people are still watching plenty of TV (the average American watches 5 hours per day!), which means that tv has the potential to reach an extremely large audience.
So who should use them? Because TV ads are some of the most expensive, bigger brands targeting an adult audience tend to see the best returns.
21. Newspaper Ads
Similarly, newspaper ads don’t seem to be going anywhere – at least not for some time.
According to Nielson research, 70% of the population still read the newspaper regularly.
Whether or not it’s the right platform for your businesses will have a lot to do with your target audience. Nielson also found that readers tend to be educated, affluent, and professionally employed.
It also tends to be a better option for local businesses that can capitalize on local magazines and papers.
22. Radio Ads
I’ll give you this one; traditional radio probably isn’t your best bet.
But here’s the thing: these days, “radio” ads can now include everything from popular music services like Pandora and Spotify to new source Podcasts.
And those are not to be ignored.
In general, it’s harder to target niche audiences through radio, so it tends to work better for bigger, broader businesses.
23. Billboard Advertising
This one needs no explanation. They’re big, in your face, and great at commanding attention.
That said, they tend to work best in dense, urban areas for big brands looking for shock value or to spread a message, and whose goals are brand awareness and branding.
Online Ads FAQ
1. Can People Block Online Ads?
Yes, it’s possible. As you can imagine, most digital marketers don’t like the fact that web surfers can do that.
There are a couple of different ways that folks can block ads. The first option is to use an extension like AdBlock. That gives users the ability to block all ads.
Alternatively, some people might be a little more selective about the ads they block. To do that, they can just click on the info icon on a Google ad. Then, they can click on the “Why This Ad?” link and opt to turn off all ads from that company.
2. How Much Do They Cost?
It depends.
Many online ad markets use an auction system. That means you’re often bidding on the amount of money you’ll pay for an online ad.
In other words, you’ll pay a premium if you want to advertise on a popular website or display an ad for a competitive search term.
- Why Are They Effective? There are several reasons why online ads are an effective marketing strategy:
- Measurability: Unlike with TV or radio, you can “follow the money” with advertising, to see which strategies are contributing most to your bottom line.
- Scalability: Once you find the strategy that’s giving you the most bang for your buck, you can scale it to rake in the cash.
- Targeting Capabilities: With media, you’re usually promoting your brand to a wide cross-section of the population, many of whom won’t care about what you’re offering. With online advertising, you can target exactly the right audience.
- Return Potential: You pay only when people click on your ad. That means you’re spending cash exclusively on viable prospects.
3. How Can I Create a Customer Journey With the Best Online Advertising?
It’s easier than it sounds.
In fact, the answer lies in one word: remarketing.
Start by running ads that appeal to people in your target market based on their demographics and interests. If they visit your website, then your ad platform will put a cookie in their browser so those folks are a target for remarketing.
Even better, though: they’ve shown an interest in your brand. That means they’re ready for the next stage of your marketing campaign.
Run a remarketing ad to them. When they respond to that, run another remarketing ad that takes them to the next step in the sales journey.
Rinse and repeat. Keep the process going until you close the sale.
4. Is Microsoft Advertising as Influential as Google?
Google Ads bidding strategies are a great investment of time and money, but they’re not the only way.
Microsoft Advertising is also influential, and you shouldn’t ignore it.
Microsoft owns Bing and LinkedIn, so they cover a lot of ground. Plus, Microsoft search platforms hold a 37% market share in the US, which is a hefty chunk of the population.
5. What’s the Best Place for B2B Online Advertising?
LinkedIn.
If you’re running a B2B shop and looking for potential clients or customers, you should start with LinkedIn.
That doesn’t mean it should be the only social media channel you run ads on, though.
Plenty of B2B brands run ads on Pinterest, Instagram, and Facebook. Often, they’re designed to build brand-name awareness.
If you’re looking for a quick close in the B2B space, though, LinkedIn is the place to be.
6. How Can I Maximize Online Advertising Dollars?
Easy peasy.
The best online advertising strategy maximizes your returns. Check out this video for 5 steps to maximize your investment:
Plus, there really is a secret formula to paid media, and it’s possible that no one is telling you about it. It’s a clear process, based directly off The Forecaster Method by John Lincoln.
You want to start by reverse engineering all the different competitors out there and seeing how much they spend online. Then, you want to create a list of all the best sources of traffic you think will have the highest return. Project a conversion rate, apply your budget and determine a cost per acquisition. Run a test, set goals and forecast over a quarterly period.
With all these skillsets, you’ll be able to dominate the market through the best online advertising strategy.
It doesn’t matter whether that market is new or mature. What matters is you know how to treat it through careful analysis and curated online ads.
7. How Does Search Engine Marketing (SEM) Relate to Online Advertising?
SEM is a type of online advertising.
In a nutshell, whenever you run ads on a search engine like Bing or Google, you’re practicing SEM.
Please note: SEM isn’t the same as search engine optimization (SEO).
WIth SEO, you’re going for organic (or natural) outreach. That’s when you update your web page to rank well for a particular search term. SEO doesn’t involve direct payments to Google or any other search engine.
With SEM, you’re still shooting for a specific search term (one that’s relevant to your business), but you’re paying Google to show people your ad when they put that keyword in the search bar.
8. Can My Business Succeed If I Don’t Use Online Ads?
That depends on the nature of your business.
If you’re in a high-demand, very well-defined niche market, you might get away with just organic outreach. That’s because you won’t have a lot of competition for relevant keywords.
On the other hand, if you’re in a very competitive market, and well-established players have already optimized their websites for important keywords, then you’ll likely need to run some ads if you want to gain decent market share.
And yes, those ads will eat into your profit margin. But they also eat into the profit margins of your competitors. So that tends to level the playing field.
Also: look for search terms relevant to your business that aren’t getting a lot of attention. You might find some “low-hanging fruit” that you can use to reel in customers that other businesses aren’t finding.
9. Can I Run Online Ads on Amazon?
Yes. In fact, you probably should run ads on Amazon if you’re selling products there.
Amazon offers several different types of ad formats, including:
- Sponsored Products – Pay-per-click (PPC) ads that appear in search results. As is the case with SEM, make sure you optimize your products for keywords that shoppers will likely use when searching for the items you’re selling.
- Sponsored Brands – Another PPC option that promotes your entire business instead of just a single product. It’s a great choice if you’re catering to a niche market and want to build brand-name recognition.
- Sponsored Display – Self-service ads that appear based on customer interests.
- Video Ads – Streaming TV ads that help you get an edge over your competition. They appear on connected TVs, iMDB, and iMDB TV.
Now That You Know How to Run Ads Online, Let’s Get Started
As you can see, there are plenty of online ad formats out there.
But the ones above will likely get you the best returns. Remember, it’s okay to start small. Pick a few channels and start experimenting with ad creative, messaging, and targeting options.
As you get a feel for what works for you, you can begin to expand into other online ad channels.
Whatever you do, knowing how to run ads online means integrating the 3 pillars of paid media:
- Create a Growth-Oriented Framework
- Capitalize on Innovative Features
- Maximize the User Journey
With all this in mind, you’ll be able to maximize online advertising dollars for the long haul.
