posted byMuse Media Marketing10/19/2020
Just as technology has become a ubiquitous part of our daily lives, online advertising channels have become a crucial part of any successful advertising campaign.
With extensive reach and the ability to target specific audiences, online advertising channels will put your business on the map. Or on the web, we should say!
Are you interested in learning more about online advertising channels? In this article, you will learn:
With consumer’s growing reliance on technology, online advertising and digital marketing have become increasingly profitable. We are going to touch on some of the many benefits of online advertising.
Online advertising allows for any size company to enter the media landscape. While traditional campaigns may not be accessible for small businesses, online advertising allows any business owner to run a marketing campaign directly from their smartphone!
This accessibility is also because online advertising is cost-effective, meaning most businesses can afford to do it yet still yield a large return on investment.
For example, with pay-per-click advertising, the advertiser pays the search engine hosting that advertisement every time the advertisement is clicked on.
An additional benefit of online advertising is its ability to target specific audiences. Many online advertising channels, like Facebook, even allow marketers to set specific parameters for their audience, such as age or location.
Finally, online advertising is versatile and flexible. Not only are there many digital platforms to advertise on, from social media to Google, but advertisers also have the freedom to change or update their campaigns whenever they deem necessary.
One of the most prominent online channels is social media , considering its capacity to reach billions of consumers daily and its ability to communicate with highly targeted markets.
Most social media platforms offer highly intuitive advertising options that allow users to create complex campaigns with the click of a button.
Let’s begin with the king of social media advertising: Facebook. Not only does Facebook have approximately 2 billion users per month, but many consumers use Facebook daily, making it the prime platform to promote top-of-mind awareness of your brand.
While brands can choose to have a Facebook page through which they interact with their consumers, a more lucrative option is to pay for placed advertisements on Facebook.
Facebook Ads use interests, demographics, location , and other information gathered through the social media platform.
For example, an advertiser can customize different audiences by defining the age, gender, and location of their target market. Therefore, Facebook provides the infrastructure for a business to advertise directly to entire networks at a time.
In the same regard, Facebook also allows marketers to create lookalike audiences , those that are likely to be interested in a certain product because it is purchased by those who are demographically similar.
As if Facebook couldn’t become even more ubiquitous, it owns Instagram, another one of the most prominent platforms for advertising through social media, with 500 billion users daily.
Instagram and Facebook advertising is integrated, meaning a Facebook advertising campaign can also be presented on Instagram.
Additionally, advertising on Instagram is just as user-friendly. For example, an Instagram user with a business profile can pay to have their advertisement sponsored for a certain period directly from the app.
However, Instagram targets a slightly younger demographic. So, depending on what age group you hope to communicate with, advertising on Instagram could prove more successful.
Instagram is also more dependent on visuals rather than on text. So if the benefits of your product or service are more accurately communicated through photos, Instagram is the perfect platform for you!
Finally, we have Snapchat.
Although not the first platform to come to mind in regards to social media advertising, Snapchat provides unique advertising options, such as “Geofilters,” sponsored lenses, and sponsored video advertisements.
While most search engines, like Google and Bing, have advertising options, today, we are focusing on the world’s most powerful search engine: Google.
Through Google ads, a marketer can create a search ad , featured in search engine results.
With Google advertising , marketers also have the freedom to have their advertisement featured on other Google websites such as Google Maps, and its subsidiaries, like YouTube.
An alternative option is Google Display Ads, which do not show up as search engine results, but rather as graphic advertisements on other websites. Reaching 90% of internet users on over 2 million websites, Google Display Ads is a highly effective online advertising option.
Google Display Ads are especially effective for maintaining the brand’s top-of-mind awareness by advertising to consumers already familiar with or who have shown interest in the product.
Since there are many options when it comes to choosing an online advertising channel, taking a personalized approach will help narrow down your options and help you pick the best channel for your business.
When taking a personalized approach to your online marketing campaign, the first step is clearly defining your target market because this will affect what online platform will be the most lucrative for your business.
Your market can be stratified in many different ways, most commonly by demographics such as age and gender.
Then, based on user data for the different marketing channels, you can choose the channel that best aligns with this audience.
For example, Instagram has a slightly younger demographic than Facebook. So, if you hope to target a younger audience, you would choose Instagram.
Additionally, online advertising provides the advertiser with data regarding the performance of the campaign, using metrics such as clicks and conversions.
Therefore, advertising content can be personalized to serve each brand’s specific needs and can be adjusted based on its performance.
Finally, based on the product or service you hope to advertise, different channels can communicate what your brand hopes to offer.
For example, when advertising e-commerce, a consumer would want to see photos of the clothing. Therefore, advertising on Facebook and Instagram would be highly effective, considering these platforms allow for photos and visually stimulating content that showcases the products.
Online advertising channels have endless potential! From running a targeted social media campaign to reaching billions of internet users through Google ads, online advertising ensures your content is reaching your target market.
Our team and Muse Media Marking will not only help you create high-quality and engaging advertising campaigns but will also work directly with you to create a customized marketing strategy for your brand.
If you are ready to take your online advertising campaign to the next level, book a consultation with Muse Media Marketing today!