5 Types of the Most Effective Online Advertising for Bringing Profit
Understanding online advertising?
Maybe for most people, familiar advertisements are advertisements found on television, radio, newspapers, magazines, pamphlets, or billboards. Online advertising is still relatively new, beginning with the appearance of banner ads on October 27, 1994, in the online magazine HotWire (Source: Hubspot Blog).
Online advertising is advertising that uses the internet as a medium for delivering promotional messages, whether displayed through desktop computers or mobile devices. Online advertising also various types.
What are the benefits of advertising online for your business?
Before discussing the types of online advertising for various types of businesses, it helps you know the benefits of using online advertising. The following benefits you can get:
More Measurable Ads
Online advertising is very easy for you to do the analysis. You can clearly monitor the effectiveness of your ad from your reach, cost, to your advertising target. The advertising platform already provides a variety of reporting data that you can analyze to determine your next advertising target.
Online Advertising More Diverse Formats
Besides being more scalable, online advertising has the advantage of freedom in determining the type and format of advertising. Starting from pictures, videos, text, to a combination of the three you can use as needed.
Types of Online Advertising You Can Use
After knowing the types of online advertising and the following examples of online advertising you are expected to expand your business network. You can also find out which type of ad is best for your business. Check out the following explanation:
- Paid Search
Since the search engine was found online, anyone can find anything in cyberspace, from scientific journals to household tools.
The existence of online search engines such as Google also changes consumer behavior, where consumers can now search for products on Google before buying it. Google calls this situation the Zero Moment of Truth (ZMOT).
According to Google, as much as 84 percent of consumers search for products on Google before buying it. You can take advantage of this opportunity to show your online advertising through search results.
Actually, paid search can be found on all search engines like Google, Yahoo, and Bing. However, we will only discuss paid search from Google because there are the most users.
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Google provides a paid search service through Google Ads, formerly known as Google AdWords. Google rebrands Google AdWords into Google Ads while maintaining existing features with new features such as Smart Campaign. A more complete description of the latest version of Google Ads will be released around July 2018.
Google Ads offers a way to advertise through search results, display ads, YouTube ads, and ads on mobile applications.
Things that must be considered in paid search are keywords. You must choose the right keywords, the keywords that are most sought after by potential customers to find your product.
When searching for a keyword related to a particular product, potential customers can find search results with ad labels as above. The search results with that ad label are referred to as paid search.
- Paid Social
The first point has already been explained about online advertising in Google search results. Not only in Google search results, but you can also make online advertisements on social media such as Facebook, Instagram, and Twitter.
Social media has become a strategic place in cyberspace to place your online advertising. Based on APJII research, 87.13 percent of internet users in Indonesia access social media services.
In addition, online advertising on social media allows you to specifically target potential customers based on certain categories such as education level, age, location, interests, hobbies, gender, and income.
Some popular social media that you can use are Facebook Ads, Instagram Ads, and Twitter Ads.
There are some differences that must be considered when choosing social media to place your ad. The first thing to note is the objective that can be achieved by each social media.
Facebook and Instagram offer the same three objectives because under one corporate umbrella, namely Awareness, Consideration, and Conversion.
Facebook Ads and Instagram Ads Objectives:
- Awareness objectives are the goals of building brand awareness or increasing brand reach.
- Consideration objectives are driving traffic to the website, increasing engagement, increasing application installation, lead generation, or encouraging audiences to contact your company via messenger.
- Conversions objectives are creating online conversions or encouraging audiences to come to physical stores if any.
Ad formats provided are also varied. Some ad formats that are equally available on Facebook and Instagram are photo ads, video ads, and carousel ads. The only ad formats available on Facebook are collection ads, slideshow ads, lead ads, and messenger ads. While the ad format that is only available on Instagram is Instagram Stories Ads.
Although not as popular as the previous two social media, Twitter is quite a lot of active users in Indonesia, which is 40 percent. This makes Twitter a potential social media for advertising.
Twitter Ads offers six objectives:
- Conversion is promoting tweets to people who have the potential to convert on your website.
- Tweet engagement is starting a conversation about your brand on Twitter.
- Gain followers in promoting your Twitter account and the fees paid are per follower earned.
- Increase brand awareness is to promote tweets to an audience with a wide reach and the fees paid are per impression gained.
- Video views are promoting your video to a targeted audience and the fees paid per video view.
- App install is to promote tweets and will be charged per link opening or per app install.
The ad formats provided are Twitter Promote and Twitter Ad Campaign
- Email Marketing
You can also advertise via email. Email is not only useful as a personal communication tool but can also be used as a marketing tool. Email marketing is sending commercial messages such as newsletters and promotions via email.
Email marketing is not only cheap but also has a high level of effectiveness. According to McKinsey and Company research, email marketing is 40 times more effective than social media like Facebook and Twitter. Therefore, the use of email marketing as an online advertisement is highly recommended.
- Ads Network
You can also advertise through online ad networks or ad networks are companies that connect advertisers to websites that want to host advertisements. The main function of ad networks is to collect ad supply from publishers and match them to advertiser requests.
The phrase “ad network” is itself media-neutral in the sense that there may be “Television Ad Networks” or “Print Ad Networks”, but it is increasingly being used to mean “online ad networks” as an aggregation effect of the publisher’s advertising space and selling to advertisers most often seen in the online space.
The fundamental difference between traditional media ad networks and online ad networks is that online ad networks use a central ad server to deliver advertisements to consumers, which allows targeting, tracking, and reporting of impressions in ways that are not possible with analog media alternatives.
- Video Marketing
Video marketing is one of the most effective types of online advertising for all types of businesses, both small and large companies. The effectiveness of video marketing is verified by Vidyard, an international scale company in the field of marketing that focuses on online video.
According to Vidyard’s 2017 report, 92 percent of companies (large and small scale companies) state that video is important for content marketing. In 2017, 41 percent of companies produced 11 to 50 video marketing. Still based on the Vidyard report, 70 percent of companies also stated that video marketing is more effective than other types of content to encourage consumers to convert.
What content can you use for video marketing? Here is some video marketing content that you can apply for your company: product videos, product demos, product explanation videos, social media videos, webinars, tutorial videos, consumer videos, live streams, and vlogs.