The Various Facets of Paid Online Advertising

When it comes to online advertising, there are lots of different routes you can take. One of the benefits of paid online advertising is that you can typically generate fast results. You can then measure the success of your campaign, determine your return on investment, and decide if you need to modify your campaign in any way.

5 Types of Paid Online Advertising

Let’s take a look at the different types of paid online advertising you may wish to consider:

1 – Search Advertising

This highly targeted method of paid online advertising works, which is why it is so popular. The concept is simple and sensible: you create a list of keywords (singular words and logical phrases) which can trigger the appearance of your ad.

For instance, if your business offers paid online advertising services, then you want to know if someone is looking for information on paid online advertising. You can bid on the phrase “paid online advertising” and have a text ad show up on the search engine results page (SERP).

The best news is that you only pay for that ad’s appearance when someone clicks it. This is called a pay per click (PPC) campaign. Both Google (Google AdWords) and Bing (Bing Ads) offer this type of paid online advertising. Because millions of online advertisers use this form of advertising, the competition can be fierce but the returns can be impressive.

2 – Display Advertising

Display advertising creates impact through visual media, such as banner, video, and audio messaging. Using motion or animation in particular can grab a viewer’s attention, although sounds and static images can also be quite effective.

The downside to using display advertising is that you will likely need to employ an agency who can assist you in creating professional imagery and animation that will be effective in grabbing the attention of your prospects and driving them to action. Display advertising can be sold on a pay per click or per impression basis. Impressions are much less expensive, but you pay every time your ad appears on a page instead of only when a person clicks it.

3 – Social Advertising

With the phenomenal growth of social media also followed the formation and evolution of social advertising. Social advertising refers to the placement of advertisements on social media platforms. It has been estimated that at least one quarter of the time spent online involves interactions with social media. Smart marketers go where their prospects are gathering, which means that ads on Facebook, Twitter, and Google will keep popping up as long as the traffic warrants their appearance.

4 – Remarketing

Remarketing has become a standard method of “following” an online prospect and periodically providing a “reminder” ad of an item the user had recently searched for online.

A good example would be a person who needs to get their car serviced and uses Google to find local automotive service centers. They then click the top PPC link and find themselves at the Main Street Garage website. They look around a bit and then get distracted by something else.

The Main Street Garage does not have to lose that prospect! By using remarketing, this company can have ads from Main Street Garage appear randomly over the next week or so, offering a gentle reminder and further impressing the company name into the user’s memory.

Remarketing is the perfect add-on tool to use in conjunction with any of the other online paid advertising techniques previously covered.

5 – Influence Advertising

Influence advertising seems to be taking the Internet by storm these days. Similar to testimonial advertising, yet offering more sophisticated and nuanced methodologies, influence advertising can have a dramatic and instant impact when properly deployed. Influencers can include experts in the industry, users with large followings, activists, and trendsetters.

Influence marketing entails identifying influencers, connecting with influencers to build their brand among them, creating a advocacy relationship with the user, and reaching through influencers to connect with their outer circles.

A Roundup of Paid Online Advertising

As you can see, the world of paid online advertising is big enough on its own. As a business owner looking to make its mark on the Internet, it can seem overwhelming. It can be if you try to do it on your own, but there are plenty of experts who know the ins and outs of every form of online advertising and marketing.

By connecting with the right company, you will find that you will become more expert as you learn online paid advertising. If you aren’t sure where to start, consider some of the tips in our Lead Generation Strategies download below or book a free consultation today.