October 15, 2019
What is Digital Advertising? | A Beginner’s Explanation of Digital Advertising

What is Digital Advertising? | A Beginner’s Explanation of Digital Advertising


Oh, hey there! I was just working on a new
digital advertising campaign and had no idea that we were filming a video today.
You know, digital advertising is such a great addition to any marketing strategy.
So many businesses have adopted it, and around the world today, businesses spend
over 250 billion dollars on it. That is a lot of money. Digital advertising can have a
huge return on investment for your business so it’s great to take advantage
of those benefits. You might be wondering, what exactly is digital advertising? Well
it’s similar in some ways to traditional advertising. Like traditional advertising,
the goals of digital advertising can be to promote your products or services,
generate brand awareness, or increase sales. We want to use your campaign to
move people through the marketing funnel and turn them into paying customers but
that’s really where the similarities stop. Digital advertising gives you
access to so many pieces of data that can help you create the most targeted
and personalized campaign to reach potential customers. Picture your
campaign like a blank canvas, and the data points are different paint colors
that blend together to make a whole picture. You can target people by their
interests, demographics, keyword searches, and even previous web activity. You can
also track how your campaign is performing in real time and make
adjustments if needed to help get the results that you want. Let’s say that you
run a sports equipment company and you want to advertise your brand-new tennis
racket. You choose to pay for billboard advertising for your new equipment. You
pay a lot of money, and your ad might be seen by your target audience. But it
might also be seen by a lot of people who aren’t in the market for a new
tennis racket. Let’s say now that you decide to go with digital advertising.
Your ad shows at the top of the search results when someone near your business
types in tennis rackets for sale. Your ad is going to someone who is actually
looking to make a purchase. You’re not paying to show your ad to a lot of
people with the hope that a few might possibly be interested. You’re using your
money efficiently with digital advertising by
targeting people who are actually interested in your offer.
That’s what data can do. You know, advertising also offers so many choices
for your business when it comes to different types of ads. Search ads look
similar to organic search results and show up when someone searches a certain
keyword. Display ads are like mini billboards on different websites and can
showcase different visuals with your advertisement. Social media ads look like
social media posts and also have that same visual and textual element to them.
Around the world people spend an average of over two hours on social media every
day, so there are a lot of opportunities to get your ads in front of people. Your
business can also partner with an influencer or online to use their
followers to help grow engagement with your brand. There are so many options
online when it comes to creating your ad. You can dive into different multimedia
elements with your digital ad campaign to really get users to interact with
your ad and your brand. The customization with digital advertising doesn’t just
stop there, either. You can go as far as choosing how you’ll pay for your ads.
First, here’s an overview of how it works. Ads are chosen via a bidding system
between a website and an advertiser. If you’re ad is relevant and your bid is a
top bid, your ad will appear on the user’s screen. You pay when someone
online completes an action you want them to like clicking on your ad or viewing
your ad. For the payment options, first there’s cost per click which means you
pay each time someone clicks on one of your ads. Second is cost per thousand
impressions or CPM. In this model, you pay when you get 1,000 views on your ad.
Third is cost per lead, or CPL. Cost per lead, you pay when your ad gets you a new
lead. Fourth is cost per action, or CPA. Cost per action, you pay when a person
completes the action you want them to. This might be buying a product or even
signing up for your company’s emails. So you know all about the basics of digital
advertising, but there’s one more thing I should mention. The Internet is always
changing and digital advertising evolves with it.
There are new ways to reach your audience developing online right now. The
use of video in digital advertising is growing and it can play a valuable part
in your strategy. Video is a very shareable medium and it’s a great way to
familiarize your brand with your target audience. The internet is also focused on
mobile first. Cell phones are everywhere and it’s great to keep in mind that your
ads are likely going to be seen on a mobile device. So when you’re creating
your campaigns, design with mobile in mind. So those are the basics of digital
advertising. If you want to keep learning about digital advertising, you can check
out our digital advertising handbook. See you next time.

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