What Kind Of Digital Advertising Is Right For Me?
I have had clients overwhelmed with all the different types of digital advertising and all the different forms it comes in, like PPC, CTV, programmatic, and social media ads. With all the industry buzzwords and lingo, it can be very difficult to get to the bottom line and understand exactly what each form of digital advertising can offer your business. In this blog, we will review the different types of digital advertising, and what the best use case is for each type.
Starting with PPC (Pay-Per-Click) advertising, this is what most of my clients have in mind when they say they want to run an ads campaign. PPC advertising is where you pay for each click you get on your campaign, by using relevant keywords to the services and products that your business offers. This form of advertising allows your business to appear at the top of search results of your targeted audience, using those relevant keywords, at the time they are looking for more information or are ready to convert. This is why being the first result in your target audience's searches on PPC platforms, like Google, is incredibly important for all businesses. Since you pay for each individual click, it is important that you have an optimized campaign with Key Performance Indicators (KPI’s) that are above average. This will help ensure that you get a good Return On Ad Spend (ROAS). If this is confusing with all the marketing terms, I have another blog coming out within the next week that goes into further detail about how this specific form of advertising works and its benefits.
CTV (Connected TV) advertising is a relatively new form of advertising that is significantly growing every year. This form of advertising allows businesses to get their video ads on their target audiences streaming apps and channels. There has been a drastic decrease in traditional cable and an significant increase in streaming services (especially among the younger demographic) over the past couple years. Even my girlfriends parents AND grandparents have both cut ties with traditional TV. This is why CTV advertising offers an appealing way for you to get your business on your target audiences TV screens. All at a fraction of the cost of traditional TV marketing. I remember when I first experienced YouTubeTV at my girlfriends, YouTube had a lot of advertisement slots that weren’t filled. Instead, they were just peaceful images that say that your show will be back momentarily. Recently, there are fewer and fewer of those peaceful nature slots where an advertisement would normally be. Some streaming platforms even allow the audience to interact with the ads by being able to click on the ads, or by having a QR code on the ad for the audience to scan. You can also track the traffic sent directly to your website from the QR code on the CTV ads. This allows interested users to immediately learn more about your business or your offer in your advertisement, which adds further value. Contact us for more information and pricing.
Programmatic advertising refers to the banner and full page advertisements that you see in apps and websites. This is a common form of advertising that relies heavily on visual creative. Programmatic advertising generally works in two ways. We will only focus on a single way to run programmatic ads today, since we only currently offer one form of programmatic advertising. The way that programmatic ads work is by targeting locations that you know your target audience will be. Once that has been determined, an invisible geofence is drawn around the desired target location. Once your target audience starts crossing the invisible geofence, you will be able to start advertising to them. So for example, if I owned a newly opened coffee shop, I could put a geofence around all of the competing local coffee shops. This would allow me to start advertising to anyone who walks into any of the competing coffee shops. The visual creative portion of the ad would probably have a couple cups of coffee, with a special promo offer like a “Buy One, Get One” special. This form of advertising is very versatile and can be a useful tool for not only being able to get in front of your target audience, but it allows you to retarget your audiences for up to 90 days. Some other use cases for this form of advertising are special events (charities, weddings, golf outings, business conferences, trade shows, etc.).
Lastly, is social media advertising. This is a pretty self explanatory form of digital advertising, where you are able to promote your business to new audiences based on the services and products that your business offers. Social media advertising is generally a form of PPC advertising where you pay for each click on your advertising campaign. What makes social media advertising attractive for some brands, is the ability to get their ads in front of a specific demographic they’re looking for. Tracking pixels can be set up in order to track conversions which allows you to have a definitive ROAS.
There are a few other forms of digital advertising that can be effective, but are not as common as what is mentioned above. If you would like me to write a blog or learn more about the other forms of advertising that are available for your business, please reach out using the links below!
Now that we have given a VERY brief overview of the different types of digital advertising, if you have any further questions about what digital advertising is best for your business, schedule a meeting on our Contact page. If you would like to speak to the author of this blog, feel free to reach out using the links below.
Email: logan@syriossolutions.com
Phone: (330) 203 -1577
Website: https://www.syriossolutions.com/contact
LinkedIn: https://www.linkedin.com/in/logan-syrios-263a0a195/
