What is online marketing and the different types of online ad marketing? As marketing has developed, there’s been a general evolution towards more specific, bespoke messages tailored to a target market. In the days of radio, adverts had broad appeal.
With millions sitting down to listen to the radio – or read the newspaper – ads speak to as many listeners as possible in the hopes that at least some of them would go out and purchase a product. However, what exactly is online marketing in this day & age?
Flash forward to the modern digital world, and online marketing has turned that formula on its head. Whether it’s social media ads, email marketing, or search engine optimization (SEO), online marketing is all about targeting a niche group of interested consumers. There’s a significant benefit to such an approach: it’s a lot cheaper.
No longer are marketers wasting money appealing to consumers who’ll never purchase their product – leaving them free to go after those most likely to part with their hard-earned cash. It’s nothing short of an online marketing revolution.
What has also changed is the variety of tools at a marketer’s disposal. As we’ve increased the precision of our approach, we’ve expanded the toolkit with which to reach consumers. Below we’re answering some key questions about online marketing:
- What is online marketing?
- How to do online marketing
- How to put ads online
What is online marketing?
Online marketing (also known as digital marketing or internet marketing) does what it says: it’s marketing that occurs via the internet. Think websites, search engines, social media, emails, and more. So long as it’s accessible on a computer, tablet, or smartphone, it’s online marketing.
There’s a key benefit to this approach: it cuts out the middleman.
Businesses can develop a clear brand voice, speaking directly to consumers via email newsletters, social media posts, and even SEO blog posts. But the medium your online marketing takes is also part of your brand voice. Social media posts might be the mainstay of your online marketing efforts if you’re a youth-orientated, fitness-focused brand. On the other hand, an SEO marketing firm may use blog posts (like the one you’re reading) to appeal to potential clients.
It’s all a matter of perspective.
How to do online marketing
As we’ve discussed, how you approach this form of marketing depends entirely on who you’re trying to reach. There’s one approach that all business shouldn’t ignore: online ad marketing.
Paid advertising also come in a smorgasbord of options: Google Ads, Instagram ads, Facebook ads, and more.
It is a tried-and-tested method for building brand awareness, generating leads, and boosting sales. There are two main approaches to online ad marketing: PPC advertising and social media advertising
PPC advertising for online marketing
Pay-per-click (PPC) advertising is about appearing at the top of the search results for a specific keyword. In Google, these results are featured above the organic search results – meaning it’s the first thing the audience sees.
Consider that 45% of clicks go to the top 3 ad positions – this is a surefire method for driving traffic to your site.
To get started, you’ll need to identify the right keywords. Use tools like Google Keyword Planner to search for keywords related to your business. Choose keywords based on price-per-click, search volume, and competition.
The ideal keyword would be cheap, have a high search volume, and be non-competitive. That’s not the reality, however. In the end, it’s a balancing act – you can choose longtail keywords to get around this balance. Such keywords tend to be cheaper, have a lower search volume, and are less competitive, but consumers searching for them are much more likely to purchase your product. Think “best lawyer” versus “best real estate lawyer in Denver.”
Once you select your keywords, set a maximum bid (the amount you’re willing to spend when someone clicks the ad) and your overall budget.
Read more about how your bid amount and quality score determine your ad’s placement.
Social media advertising for online marketing
Social media advertising integrates your advert seamlessly into your user’s timeline. These ads are highly targeted, harnessing extensive consumer data to showcase your ad based on prior behavior and interests.
The top platforms for social media advertising include:
Different platforms have different styles of ads. Facebook, for example, allows photos, videos, slideshow ads, instant experience, and carousel ads. Meanwhile, LinkedIn is highly targeted, allowing you to attract the right candidates.
How to put ads online
Creating an online ad marketing campaign depends on your platform of choice. But there are some top tips you should bear in mind:
1. Identify your target audience.
Creating impeccable ads and driving up sales means tailoring your online ad marketing to your target market. But who are they? You’ll need to determine your target audience’s demographics, buying habits, hobbies, and socioeconomic status. Developing a “buyer persona” can help – this acts as a blueprint for who’s interested in your products and services.
2. Set a budget.
No one has an infinite ad budget. Deciding how much you’re willing to spend can ensure you use every last cent wisely. Just remember: the amount you spend will determine your success. Spending a few hundred dollars will never yield as many leads as a few thousand dollars will.
3. Optimize your landing page.
There’s a golden rule in online ad marketing: minimize clicks. The fewer clicks consumers make, the longer they’ll stick around. From your ad, you don’t want the customer to end up on a home page. If you’re advertising a product, take them to the product. It’ll increase your overall sales.
4. Revise. Revise. Revise.
Once you’ve created your ad, you’ll want to monitor your metrics and continually update and revise your targeting. Otherwise, you’re wasting valuable ad money. If you’re seeing success in one area but not in another, it’s time to shift your focus. Do what works!
Need help with your business marketing campaign? We’re PPC advertising experts with years of experience successfully optimizing online ads to increase leads and sales. Schedule your free consultation and speak to us about how we can help.