Types of Online Advertising To Fuel Your Revenue Growth
Feeling overwhelmed in the jungle of online advertising and wondering what types of online advertising are out there? Or how to expand upon your basic online advertising strategy?
The online advertising landscape is a fast paced, data-driven environment. Trends or software tools can evolve quickly, and users have the attention spans of goldfish. You could sink your online ad budget without much return if you don’t get it right. But it’s also equally possible to drive market-leading business growth with highly profitable ROI results.
In this article we have a quick overview of the six main types of online advertising and the advertising goals they serve best.
But before we dive in, a couple of terms to quickly clarify:
Channels - This refers to different media streams of distributing marketing content. For example, email, social media and search (websites) are all different marketing channels.
Platforms - These are specific apps or software used to reach an audience within a particular channel. It could be Facebook for social, MailChimp for email or Google for search. Some platforms can span channels.
Placements - This is space on a website or app that is allocated for adverts. These allocated ad spaces can vary in size, positioning and multimedia format compatibility.
Advertising network - Networks are a group of websites or apps connected by an advertising platform. The owners of websites or apps sign up to an ad network in order to generate ad revenue. Advertisers can access available placements across the participating network of sites through the one account.
1. Search Engine Result Advertising
Search engine advertising is the sponsored page results that come up when a user searches for related terms or keywords.
Advertisements are displayed at the top of the page above the organic (unpaid) search listings, plus at the foot of a page, and have a small tag to indicate that they’re ads. They use a text format just like organic listings, displaying your page title and a short meta description.
For e-commerce, you can create shopping results ads, or Product Listing Ads (PLAs). They use images and short product descriptions, displayed in a shopping results section at the top of search results.
There are also Dynamic Search Ads, where Google will generate the ad headlines for you based on the website landing page you want to promote, matched to relevant searches. The benefit is matching your ads to more relevant keywords that you might have missed out on your own target keywords list.
You can and should use SEO (search engine optimization) tactics to get your webpages ranking well in organic search results. However, that also takes time and it’s highly competitive. An advertisement will get you straight to the top of the first page. Given that around 90% of users never venture beyond the first page, you get a huge advantage, and will capture a bigger share of the available market demand.
It’s an effective form of advertising for capturing existing market demand, as users are already searching for the product or service. That means conversion rates can be higher for search ads than with other types of advertising. It can rely more heavily on proactive buyers who already have intent to purchase. Or, you can use keywords that target potential customers at the research phase of the customer journey.
These adverts are targeted mainly by the keywords being searched for, but can also filter searches by user location and other variables. The search engine ad manager will ask you to specify which keywords and audience demographics you want to target.
Search advertisements are most often used with a Cost-Per-Click (CPC) model, meaning you are only charged when someone clicks on the ad. This incentivizes search engines to show your ads to users most likely to click. And despite the typically higher CPC against other ad formats, it captures website visitors with a high intent to purchase.
Best for: Conversion of users already searching for your product/service
Biggest platform: Google
2. Display Advertising
This type of online advertising is visually driven. It displays image or video ads on a website. Websites (or apps) that have opted into a display ad network get paid to show these visual ads to their visitors.
Display ads can feature images or videos of varying sizes in a wide variety of placement positions. For example, they can be banner images along the top of a webpage, a snippet box running down the right side, or have a central page placement in between text blocks. Users may notice these advertisements follow them from site to site via the use of tracking cookies.
However there are other types of display adverts you can choose for your campaigns:
- Retargeting - Retargeted ads are only displayed to users who have visited your website previously, thus demonstrating some level of interest or engagement.
- Responsive display ads - With responsive ads, the ad platform creates an instant ad for you that is best matched for the audience and placement. You upload your campaign assets (images, headlines, logos, videos, descriptions), and Google automatically generates ads best suited to individual placements across websites, apps, YouTube and Gmail.
- Native ads - These appear to be like the organic (unpaid) content surrounding them, whether articles or social media posts. But more on native ads later.
This type of online advertising is the most likely to be seen as intrusive by users if it’s not well targeted and gets lower click-through rates on average. It can work better for retargeting your previous website visitors rather than seeking new visitors. Or use it to support improved brand awareness as part of a wider campaign that includes other ad formats which are more likely to be engaged with.
If your goal is brand awareness, a CPM (cost per thousand impressions) pricing model is the most strategic choice. It’s more profitable for the publisher, so your ad can be more likely to get available placements over competing ads that are using CPC pricing.
Let’s quickly talk about programmatic buying here, because it’s an important tool when it comes to display advertising. Programmatic buying uses software to purchase online ad space within display networks. It makes the ad buying process more efficient.
A programmatic ad service lets you select your audience demographics (including location), set a campaign and daily budget, plus how much you are willing to spend per click. Real-time bidding is used, with the software determining the best bid to use for your ads. Depending on where your target audience is online, your ads will get placed on the relevant sites when they are the highest bid at the given time.
Best for: Remarketing and brand awareness
Biggest platform: Google AdSense
(As an advertiser, access the display network through Google Ad Manager.)
3. Social Media Advertising
The popularity of social media platforms, with huge volumes of regular users, make them a competitive place to advertise. Over a third of the world’s population logs into a social media platform on a daily basis. On Facebook alone, there are around 2.5 billion active users every month.
The quality of ad service is representative of the market value. Very granular audience targeting and detailed reporting is available to advertisers, along with a range of newsfeed and display placement options. Pricing models are flexible depending on your advertising goals.
Large and highly engaged audiences combined with detailed demographic and profiling information, plus a wide variety of supported ad formats and placements, means that online advertisers can find and convert new customers more easily than by any other means.
Each social media platform attracts different user demographics. It pays to understand the audience profiles so you can invest your budget with the best platform and ad strategy.
Once you’ve captured new customers' interest, encourage them to share their email addresses and follow your organic social media content. This will help you keep them engaged and build loyalty at less cost.
Best for: Finding new customers and maintaining engagement
Biggest platform: Facebook
4. Native Advertising
Native ads are designed to blend into organic content. They work best when topically integrated with the focus of a webpage, news site or social newsfeed. They are more heavily focused on educational or entertaining content vs. traditional display adverts. It can also commonly be called 'promoted content' for that reason.
Native ads can be anything form an article, a video, a product listing or a search listing. They can appear as recommendations, such as ‘Other things you might like’, or “Other users also bought’. It could also be a social media ad that appears as organic newsfeed content if a user already follows the brand.
Apart from industry-specific platforms, users who are shown ‘recommended’ content or product ads are selected based on what they have already engaged with or opted into following. They are much more likely to click on these ads than display ads, and perceive them as relevant and helpful. Users may not release that they are seeing an ad, as they are rarely labeled so.
As long as you produce content that is genuinely relevant and interesting for the niche audience, this type of online advertising proves to have high engagement rates and effectiveness for driving conversions.
Depending on the content type and platform, the most common pricing models are flat rate sponsorships, or CPM. Some publications may offer services for creating native content in-house.
Best for: Both brand awareness and driving conversion
Biggest platform: Taboola
5. Video Advertising
Video ads are (rather obviously) in video format, promoting your business with whichever creative video format you choose.
They can be displayed using a variety of placement options through the well-known advertising networks, which will let you set up video-specific ad campaigns.
Youtube and Facebook ‘in-stream’ ads are most common. That means they appear at the start, during, or at the end of another video, and can be skippable if they are longer than 15 seconds. Social media naturally works well for video ad content given the time users spend watching video there, with the benefit of more granular audience targeting.
Video content generally requires more time, effort and resources to produce than other types of online advertising. However, it gives you the opportunity to use storytelling and engage with viewers on an emotional level, making video a high-impact tool for brand awareness. The use of video has been shown to increase engagement with all forms of content, from websites to emails and more. On average, it achieves the highest click rates for any type of online advertising and is acknowledged as the most effective.
Pricing models for video advertising can vary from a minimum watch time before you are charged, or only if users click on an accompanying call to action or link. YouTube tends to out-perform Facebook for engagement and cost efficiency.
Best for: Brand awareness and engagement
Biggest platform: YouTube (Google Ads)
6. In-App Advertising
This is when mobile apps that have opted into a display network get paid to show advertisements to their users.
Mobile apps are a huge driver of online traffic. They are now the leading source of online media consumption over mobile websites and provide more sophisticated user tracking and targeting than traditional website display advertising.
Mobile apps can offer video, native and display advertising options, including a range of placements options. For example, in-between game levels when users aren’t interrupted by the ad (interstitial), integrated in the layout of the user interface design, or placed within content.
Pricing models include Cost-Per-Install (CPI) if you are advertising your own app. Or again, CPM and CPV (Cost-Per-View) can be best for achieving more available ad placements, incentivizing publishers to show them over ads using CPC pricing. If you were a larger media buyer, you could consider programmatic buying for optimized cost efficiency.
Best for: Brand awareness, driving sales conversion, and engagement
Biggest platform: Google Ads (Google AdMob for publishers)
Summing Up
That’s a whistle-stop tour of the main types of online advertising available! I hope it’s helped you with a higher level of understanding of the ad landscape before you get into more of the specifics.
Just a reminder, you can also check out our breakdown of the top online advertising platforms in each advertising category. It covers all the major ad networks and platforms for each advertising category, with context for why you might want to use them. It will help you pick out which online ad platforms best fit your brand.
Half Past Nine specialize in online advertising strategy. We help brands build holistic strategy, profitable campaigns and data-powered performance insights. If you're ready to invest in scaling rapidly, we’re always happy to have an exploratory discussion.
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Creating a landing page that drives high conversions is essential for effective advertising campaigns. The key to a successful landing page is a clear and compelling call-to-action (CTA) that guides visitors toward a single goal. By focusing on this primary objective, businesses can increase their leads and improve overall campaign performance.
Effective landing pages often utilize well-designed templates, clean layouts, and concise messaging. These elements help maintain visitor attention and reduce the likelihood of them leaving the page. Additionally, personalizing the content to resonate with the target audience can significantly enhance engagement.
Conversion rates can be improved by incorporating elements such as testimonials, relevant images, and strategic use of whitespace. These elements build trust and highlight the value proposition of the offer, making the visitor more likely to take action. Utilizing best practices and continuously optimizing the landing page will ensure it remains effective over time.
Essentials of Effective Landing Pages
Creating an effective landing page involves focusing on design and layout, as well as crafting compelling content. These elements work together to capture visitor attention and drive conversions.
Design and Layout Considerations
A clean and organized design is crucial. An effective landing page for ads should have a simple structure that guides the visitor's eye to the CTA. Avoid clutter. Remove extra navigation to keep the visitor focused on the main action you want them to take.
Visual elements like high-quality images or videos can capture attention. Use colors that align with your brand but also create contrast to make the CTA stand out. Consistent font styles and sizes help maintain readability, while white space enhances content focus.
Content Is King: Crafting Compelling Copy
The headline should quickly communicate the main benefit or message of the page. It needs to be clear and persuasive. Compelling copy is crucial. Use a value proposition to explain what the visitor gains by completing the desired action.
- Bullet points* can break down benefits or features in an easy-to-read format. Avoid long paragraphs – be direct and concise. Testimonials or case studies can add credibility and encourage trust. Ensure that all text supports the main goal without overwhelming the reader. Keep it straightforward and focused.
Optimization Strategies for Google Ads
Effective optimization of Google Ads involves enhancing keyword relevance, leveraging analytics, and conducting A/B tests to improve ad performance and user experience. Focusing on these strategies can lead to higher ad efficiency and better return on investment.
Keyword Relevance and Ad Copy
Keywords are the backbone of any Google Ads campaign. Ensuring keyword relevance means that the keywords used in ads must match what potential customers are searching for. This involves extensive keyword research to find terms that align with user intent.
Ad copy plays a crucial role in optimization. The text should be clear and compelling, directly addressing the needs highlighted by the keywords. Including keyword-rich anchor text, such as phrases that link directly to landing page best practices, can improve ad quality scores and relevance.
Here are some tips:
- Use exact match keywords for highly relevant searches.
- Write ad copy that reflects the keyword intent.
- Highlight unique selling propositions (USPs) to stand out.
Utilizing Analytics for Improvement
Analytics is essential for measuring and improving the performance of Google Ads. Google offers tools like Google Analytics and Google Ads reports that provide insights into user behavior. Key metrics like click-through rate (CTR), conversion rate, and bounce rate help in understanding how well ads are performing.
By analyzing this data, advertisers can make informed decisions about where to allocate budget and which landing pages need improvement. For instance, a high bounce rate might indicate that a landing page does not match user expectations. Optimization efforts should focus on making the landing page closely match the promises made in the ad, which can be guided by Google’s guidelines.
A/B Testing for Performance Tweaks
A/B testing is a method where two versions of an ad or landing page are compared to see which performs better. This involves changing variables like headlines, images, and calls-to-action to see what resonates the most with users.
Running A/B tests can lead to significant insights. For example, one version of an ad might have a higher CTR because of a more compelling headline. Tools like Google Optimize can be used for this purpose. When tweaking landing pages, it's important to implement changes like strategic CTA placements and messaging.
By systematically testing different aspects of an ad campaign, advertisers can fine-tune their strategies to maximize performance and conversion rates.
Conversion Rate Optimization
Conversion Rate Optimization (CRO) focuses on improving the number of visitors who take the desired action on your landing page. This can be achieved through effective CTA elements and trust signals like testimonials.
Call-to-Action Elements
The call-to-action elements are crucial for encouraging visitors to act. These elements should be clear, concise, and placed prominently.
Use action-oriented language like "Sign Up Now" or "Get Started Today." The button or link for the CTA should stand out with contrasting colors to grab attention. It's essential to perform A/B testing to see which CTA versions drive higher conversions. Split testing different offers or placements can significantly improve landing page performance.
Trust Signals and Testimonials
Trust signals and testimonials help build credibility and reassure visitors about your service or product.
Displaying testimonials from satisfied customers can increase the conversion rate by proving that others have benefited from your offering. Trust badges, like security seals or endorsements, add a layer of trust. Positive reviews and ratings should be easy to find on the page, boosting visitor confidence and leading to more conversions. Aim to include images of real people with their testimonials for added authenticity.
Building a Perfect Landing Page for Advertising
Meta’s Advantage+ Shopping Campaigns (ASC) are transforming how advertisers run their marketing efforts on Facebook. These campaigns automate up to 150 creative combinations at once, helping advertisers save time while optimizing ad performance. By leveraging machine learning, ASC identifies the best audiences, driving more efficient and effective results.
ASC campaigns focus on smarter and faster ad conversions. Unlike manual setups, Advantage+ campaigns have preset settings that streamline the creation process. This results in higher performance and less time spent on configuration, making it ideal for businesses looking to maximize their advertising efforts with minimum hassle.
For those interested in taking advantage of this automated solution, Meta’s Advantage+ simplifies the setup and management of ad campaigns. By using advanced algorithms, it ensures that campaigns reach the right audience, improving the cost per acquisition and overall return on investment.
Understanding Advantage+ Shopping Campaigns
Advantage+ Shopping Campaigns streamline the ad creation process by using automated systems to target the best audiences. This method improves efficiency and reduces the need for manual adjustments.
The Role of Meta’s ASC in Digital Marketing
Meta’s Advantage+ Shopping Campaigns play a crucial role in digital marketing. These campaigns use machine learning to identify and reach the most relevant audiences. This automated process helps businesses save time and resources while improving ad performance.
Instead of manually selecting audiences, the system dynamically adjusts settings to optimize results. Advertisers only need to choose a country, and the platform handles audience targeting. This leads to higher efficiency and potentially better return on ad spend (ROAS).
Components of ASC Campaigns
Components of ASC campaigns include automated targeting, dynamic creative testing, and centralized budget management. Automated targeting eliminates the need for manual audience adjustments, allowing the system to find the best placements.
Dynamic creative testing is another key feature, enabling advertisers to upload various creative assets such as static images and videos. The system then rapidly tests these assets to determine the best-performing ones. This approach saves time and optimizes ad delivery.
Budget management in ASC campaigns is more flexible. Unlike traditional campaigns, where budgets are set manually, the ASC system adjusts spending based on performance. This ensures that the best-performing ads receive the most budget, maximizing efficiency and effectiveness. These features make ASC campaigns a valuable tool for digital marketers seeking to optimize their advertising strategies.
Launching an ASC Campaign
Creating and launching Meta Advantage+ Shopping Campaigns involves setting up ads and targeting the right audience to optimize performance.
Creating Your ASC Ads
To start, navigate to Ads Manager and select Create. Choose Sales as your campaign objective. Then, opt for the Advantage+ shopping campaign.
Click Continue. Many settings are preset for ASC campaigns. You can review these by selecting See all preset settings.
Meta's ASC uses machine learning to create up to 150 ad combinations. This helps in finding the best-performing ads. Customize your ads by uploading product images, writing ad copies, and setting a budget.
Ensure your ads are visually appealing. High-quality images and clear, engaging text result in better performance.
Targeting and Optimization
ASC targets both new and existing customers. To set up targeting, first define your audience's demographics, interests, and behaviors. ASC leverages machine learning for optimizing ad delivery, finding the most likely buyers.
Utilize custom audiences to target people who have interacted with your business before. Lookalike audiences can help reach users similar to your best customers.
Monitor campaign performance regularly. Use the data to refine targeting and improve ad effectiveness. Adjust budgets based on what works best, ensuring optimal performance and better return on investment.
By following these steps, you can effectively launch and optimize your ASC campaigns, reaching the most relevant audience efficiently.
Measuring Campaign Success
Measuring the success of Advantage+ Shopping campaigns involves tracking specific performance metrics and analyzing data to ensure your advertising goals are met. This includes monitoring key performance indicators (KPIs) and interpreting data within the Meta Ads Manager.
Key Performance Indicators
To evaluate the effectiveness of ASC campaigns, it is essential to focus on several KPIs. Click-through rate (CTR) measures the proportion of people who clicked on the ad after seeing it. A higher CTR often indicates a more engaging ad.
Conversion rate indicates the number of visitors who completed a desired action, such as making a purchase. This helps assess how well the ad translates interest into actions.
Return on ad spend (ROAS) calculates the revenue generated for every dollar spent on the campaign. A higher ROAS means better efficiency in ad spending.
Cost per acquisition (CPA) measures the cost to acquire one customer. Keeping a low CPA while maintaining or improving conversion rates indicates a cost-effective campaign.
Analyzing ASC Data
Analyzing data from ASC campaigns requires understanding patterns and making informed decisions based on them. Segmentation of data by audience demographics or behaviors helps identify which groups are responding best to ads.
A/B testing different ad elements, such as headlines or images, helps find the most effective combination for attracting customers.
Visualizing trends with tools like graphs or charts in Meta Ads Manager allows easy comparison over time. This aids in identifying periods of better performance and understanding possible reasons behind them.
Using these methods, advertisers can continually optimize their campaigns by adjusting their strategies based on the insights gained from data analysis. For more details on ASC performance, refer to the insights available on Meta’s Advantage+ performance.
