Zenith’s latest advertising expenditure forecast reveals that digital advertising will account for more than 60% of the total global ad spend in 2022, according to The Drum. As an entrepreneur, you’re aware digital advertising is a key element for business growth and success. For this reason, it’s vital to invest in the best online ad strategies to increase your customer reach.
Over the last year, the digital marketing landscape has transformed significantly as more people turn to online shopping. Today’s consumers are not interested in aggressive and static marketing approaches.
They want engaging marketing experiences that benefit them most. With that said, make sure you’re up-to-date with marketing trends and leverage tactics that make the most sense for your business. If you’re looking to expand your online business, below are a few digital advertising techniques to get your business ahead of competitors.
Personalized Advertising
According to recent research by Adlucent, 87% of consumers prefer personalized ads because they believe it offers unique content based on past shopping habits. In addition to helping you meet customer expectations, customized advertising is an excellent way to increase your brand’s profitability.
Compared to other advertising tactics, personalized ads have a higher CTR (click-through rate) and prevent ad spend wastage so you can enjoy a high return on investment.
Other benefits of personalized marketing strategies and ads include improved customer retention, consumer engagement and feedback, and a better understanding of the target audience. To enjoy these benefits, you should consider personalizing your marketing content, emails, products, and web pages. Expert marketers recommend using machine learning to understand your customers better and customize your ads to their individual needs.
Display Ads
While display advertising came into existence when digital marketing was still new, it wasn’t effective, and many businesses struggled to make the most of it. Thanks to the latest innovations in display advertising, it has become the go-to ad channel for many marketers. As the name suggests, display advertising involves displaying visual or graphic ads in the form of banners, flash videos, text, and images on websites.
Display advertising has many appealing features, but the most notable one is the ability to target a specific section of your audience that meets your advertisement criteria. This feature ensures that your advertisement campaigns reach the right audience.
That way, your investment isn’t wasted on consumers who aren’t interested in your brand. However, the targeting feature in display advertising can be complex. To maximize it, you must define your demographic, identify target search phrases, define your topic, choose websites where to place your ads, and display ads based on interests.
Programmatic Advertising
This advanced advertising technique involves buying ads that target the right demographic. Unlike conventional advertising, programmatic advertising doesn’t depend on tenders, quotes, and proposal requests. It uses artificial intelligence to buy ads automatically. Through real-time bidding, advertisers purchase advertising space on an ad exchange platform like Google Adsense or Google AdX.
After winning advertising space, you’ll pay each time when internet users click on your ad. Leveraging programmatic advertising has many advantages, from broad customer reach to scalable and flexible spending, transparency, targeting, and efficiency. However, you need to be cautious when choosing your ad exchange site to enjoy these perks.
While Google AdX and Adsense allow businesses to monetize their traffic, they possess different qualities. For example, there are no minimum page views required to use Google Adsense, tier 3 geos get better rates, and set up can be done quickly without Google Ad manager.
On the other hand, Google Ad Exchange or AdX expects users to have five million monthly pageviews, guarantees high rates for tier 1 geos, and you’ll need a Google Ad Manager account to set it up. With this in mind, evaluate each platform carefully and choose one that saves you time and resources while generating high revenue.
Additionally, avoid depending on algorithms only when investing in programmatic advertising. Make it a habit to add a human touch by working with skilled marketers to plan and optimize your ad campaigns.
Search Engine Advertising
More than 90% of activities on the internet start on search engines like Yahoo, Google, and Bing. So if you’re not harnessing the power of search engine ads, you risk losing a considerable amount of website traffic and conversion. Successful marketers display ads on Google and other search engines to target consumers searching for specific keywords relevant to their brand.
When using search engine advertising to boost brand visibility on Google, your ad campaigns appear at the top of search engine results pages on spaces designated for ads. Remember, you’ll have to pay for the ad space, but it’s nothing like paying for billboards or newspaper ads. You pay for search engine ads when internet users click on them.
This technique is called pay-per-click (PPC), and it’s very effective. PPC gives you diverse options to reach your target audience and guarantees budget flexibility. But PPC isn’t the only type of online search advertising. You can leverage pay per scale or action and cost per mile programs to boost your advertisement ROI.
Social Media Ads
With the constant changes in search engine rankings and social media algorithms, getting your content noticed and achieving organic reach can be challenging without a little boost. For this reason, implementing social media advertising in your marketing strategy is a must if you want to reach your target audience fast. To maximize social media ads, make sure you know how it works and choose your options wisely.
Ideally, social media advertising, also called social media targeting, involves placing advertisements on various social media platforms like Twitter, Facebook, LinkedIn, Instagram, and Pinterest. Social media advertising features advanced targeting capabilities that allow advertisers to serve ideal buyers with relevant ads based on their demographic, location, and shopping habits.
In addition to having targeting abilities, this advertising tactic gives you diverse options to advertise your brand. You can place photo ads, video ads, messenger ads, story ads, collection ads, and carousel ads on different social networks.
Digital advertising is vital to the growth of your business. So, it’s crucial to have a digital ad campaign strategy that entails display advertising, social media ads, programmatic ads, and search engine ads. You’ll also want to implement personalized ads to boost online visibility, improve brand credibility, and reach the ideal customer fast.
