By 2021, marketers in the United States are only going to spend $120 billion dollars on digital marketing. And a big chunk of it will be on digital advertising. Digital advertising represents one of fastest-growing types of digital media: in 2016, TV advertising expenditures were outstripped. 65% of marketers plan to spend more on digital ads this year. See higher education digital advertising companies to get more info.
You have many options when it comes to digital advertising. Find out which one is right for you. It is important to first establish your business goals before starting any form of digital marketing. What are your goals? Immediate sales? Leads to nurture or immediate sales? This will help determine what type of digital media to use.
Display Ads
You can use display ads to broaden your target audience and reach out to people that may have an interest. Display ads make sense for companies looking to boost brand awareness or recognition, but not necessarily drive sales. Display ads let you target specific people by demographics and the content that they view online. Display ads are displayed to individuals who have a general interest in what is being advertised, but may not be actively searching for it. Display ads are similar to online billboards with the added ability of targeting specific interests.
Paid search ads (PPC).
You can use search ads to target people that are interested in what you have to offer and ready to buy. In contrast to traditional marketing that pushes a particular product towards the customer, pay per click (also known as paid search) is a pull marketing strategy, meaning it draws customers toward products. Your search and pay per click ads will be seen by customers who have expressed an interest in the product. This means that they are likely to become converts.
The search ads can be a useful option for businesses that are offering services the public is likely to look for. For example, “pest control in CT” or ‘apartments available for rent/sale in NYC. PPC ads appear when people search on that keyword, along with the organic search results. You can present your service right at the time they’re looking for it. Clicking on your advertisement will cost you the amount of your bid. Your visitor then goes to your site or landing page. They can either learn more about your service, sign up for it, or buy something.
Social Advertising
Select social ads when you’re looking to establish a relationship with an audience that is likely interested in what you have to offer. As they are restricted to only one social media channel, social ads do not offer as much exposure like display ads. Nor can they be targeted by intent like PPC advertisements. It is the ability to target ads at the precise audience that social ads offer better than any type of digital advertisement.
It’s possible to accurately target a specific demographic using social ads. Targeting your social ads is possible using various factors. This includes basic information like age and gender as well as geographic and linguistic factors. More personal details include interest, activities, social relationships, and purchase behavior. Facebook’s and LinkedIn’s lookalike targetting allows you reach users who are similar to those in your audience.