The growth of the world wide web has changed the way that businesses advertise. Digital marketing makes it easier to reach your target audience and create engagement with potential customers.

It’s essential that you get your website at the top of search results on any search engine. If you don’t appear on the first page, ideally among the first five results, most people won’t click through to your website.

Table of contents

Online Advertising

Online advertising consists of any form of marketing you do on the web. This includes social media ads, a PPC campaign, or banner ads on other websites. Your marketing strategies should consist of various online channels, which can help you reach a global audience.

Online marketing has become a crucial part of your advertising. Research suggests that most customers look for goods and services online using popular search engines, and will research prices and other information online, before making a final decision about a purchase. If your business doesn’t appear in the search results, you can’t reach potential customers. If you’re not advertising online, your business will struggle to grow and achieve success.

5 Benefits of Online Advertising

The growth of the internet has completely changed the way companies think about their marketing strategies. What are the 5 main benefits of online advertising, and how effective is it really?

Cost-Effective Marketing

Advertising online is a cost-effective method of advertising. You no longer need a massive marketing budget, or a huge team, like you often did with traditional marketing channels. With pay-per-click advertising, you only pay when a potential customer clicks on your ad.

Another major benefit is that you can set your daily budget and have limits in place, which allows you to control exactly how much you spend on advertising.

The downside is that your budget will affect the success of your campaign.

Measuring Success

Digital marketing allows you to measure the success of your campaign, where traditional marketing channels don’t have this benefit. With online analytics tools like Google Analytics, you can get up-to-date insights into the number of interested customers and the click-throughs to your website. While advertising, automatically collects information about your PPC campaign.

With insights like these, you can target your advertising and adjust your strategy to gain more interest. What’s more, you can do it instantly. There’s no waiting for month-end reporting to see if your campaign has been successful.

When you can constantly measure the success of your online advertisement, you can make necessary changes as you go along. This will help you gain more interest and you can gain valuable leads you get from your PPC campaign.

Your Target Audience

With internet advertising, you have the ability to produce targeted, personalized content, which is a major benefit of advertising online.

Traditional channels use mass, generic content and most of your advertising dollars go to sending these mass messages out to as many people as possible, hoping that a few will see and become interested in your product.

Advertising is becoming more targeted and personalized to your audience, and to individuals. This would not be possible without advertising online. Social media websites have also contributed to the ability to personalize advertising and target more accurately.

Showing ads to people who have no interest in your product is a waste of time and money. Modern targeting methods with online advertising allow you to show your ads to only people who are interested, which means the potential customers increase, and you get more qualified leads.

Multitasking

Another benefit of advertising online is that you can deliver information and sales to thousands of people simultaneously. This depends on your website infrastructure. You can potentially make thousands of sales at the same time after customers have clicked through from online ads.

This wouldn’t be possible in a brick-and-mortar shop, where you’d need point-of-sale staff to help each customer individually.

Brand Recognition

Many advertising methods are aimed at building your brand. Similarly, internet advertising can lead to brand awareness, even if it doesn’t immediately lead to sales.

Research has shown that almost 95% of potential customers base their opinion of a company on its website. Google ads will help customers find your site and form an opinion on your brand. The more they see your brand, the more likely they are to purchase a product.

Building your brand means that you’re creating fans and you can establish trust. This should form part of your long-term strategy.

Three Methods of Advertising Online

You can divide online advertising into three broad categories, each with its own benefits.

Search Ads

Search ads are the sponsored content you see when you search a specific term. These ads look almost exactly like organic results, but they do have an ad sign. These are often referred to as Pay-Per-Click ads since you only pay for this kind of advertising when someone clicks on this advertisement. Search ads are often referred to as Google ads, but all search platforms offer this service.

search ads

Display Ads

When you browse the internet, you often see banner ads or other kinds of advertising on websites. Display ads are named this way since it’s permanently displayed on the sites. This is also a form of Pay-Per-Click advertising, for the same reason as search ads.

display add
CNN

Video Ads

Often when you watch video content online, you have to watch an ad, either before, during, or after the video. This is a form of video ads. This is often categorized under display ads, but as video is becoming more and more popular, video ads should get a category of their own.

video ads

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Google Ads Allows for Customer-Centric Advertising

One of the ways that advertising online has completely changed our targeting methods, is that advertising is becoming increasingly customer-centric. With traditional channels, the marketing strategy was focused on the business.

While advertising, automatically collects information about your target audience.  Your Facebook page, Instagram, or Twitter account can help you to create engagement with your audience, where they can tell you what they need.

Once you have this information, you can change your online advertising, including Google ads, to be more effective in speaking to your audience. Your ad campaign now focuses on how you can solve your potential customer’s problem.

How do You Get Started?

There’s no doubt about the success of using digital advertising methods. You’ll get more conversions, more leads, and more trust from potential customers. There are multiple opportunities for small businesses to compete with the giants in the industry, without wasting your advertising dollars.

Where do you start your campaigns? Here are some tips to help you reach potential customers:

Open a Google Ads Account

If you have a small budget and your website is already functional, you can open your own Google ads account and set your budget. You don’t need to spend a lot of money on placing your first online advertisement, but you should be smart about it.

You can choose to either use search, or display ads with your account, and you can set your budget, including the daily limits and you have complete control over the PPC campaign.

Your Website is Crucial

Your click-through ad should lead to your website landing page. Don’t underestimate the importance of your website. It should be a clean, user-friendly site, that is optimized for mobile. Keep in mind that most potential customers are browsing on a mobile device, and if they can’t few your site from their device, you’re wasting money.

Brand Recognition over Multiple Channels

Make sure that your message is consistent, regardless of how many channels you use. Facebook, Instagram, Twitter, and your website should all have the same imagery, and voice. You can have differentiated content, but you need to build a brand book before you start advertising.

Get Professionals Involved

You should get the help of a marketing agency if you feel overwhelmed. You can still have cost-effective marketing with a professional agency assisting you, possibly even more so.

Final Thoughts

Regardless of the size of your business, you have to be involved in online advertising in some way.

The majority of customers base their buying decisions on what they find in their search engine results. If your business doesn’t feature in organic search results, it’s crucial that you start advertising online and increase your SEO.  You can always look for agencies around the world that offer SEO services in Thailand for example to help you out with these tasks.

You don’t need to spend tons of money on relevant ads, you just have to be clever about your marketing strategies. Ensure that you’re customer-focused and your brand stays consistent. Use multiple channels to reach your audience, and use the feedback and online analytics tools to ensure that you reach people who are interested.