Online Advertising 101
Online Advertising 101
Terminology
Online Advertising: A form of advertising that uses the internet to provide advertising messages or content. Primarily different through enhanced data and analytics resulting in strong audience targeting and ROI.
Pay Per Click (PPC): A form of internet advertising where the value of the ad is paid by the advertiser every time it is clicked. PPC Ads are most common on Search Engines such as Google, but can also be found on some websites that support ads.
Call to Action: Part of a marketing or advertising message intended to prompt a response or action. Typically takes the form of statements or buttons (Ex. ‘Learn More’).
Landing Page: The webpage where a visitor first is sent after clicking on an ad. This page can be custom built with the ad in mind or be the most relevant webpage for the audience.
%
of consumers can recall a specific brand they have seen advertised on mobile in the last week. (Business Wire, 2018)
%
of all media time is spent on mobile devices. (Sprout Social)
%
of marketers use Facebook advertising regularly as part of their online ad strategy.
%
Paid YouTube mobile advertising is 84 percent more likely to receive attention than advertising on television. (Think with Google)
Common Questions
Q: How much does online advertising cost?
The cost of online advertising varies depending on the ad format, network, competitiveness of target audience, bid & pricing model. Many online ads are paid for at a flat rate, CPC/PPC, CPA or CPM.
Q: How long does it take to show results from advertising?
One of the main benefits of online advertising vs other marketing efforts is its ability to show near immediate results. ROI can often be seen within days of launching a campaign.
Q: How do I know if my ads are working?
Measuring the success of online ads can be specific to the outcomes which you are trying to achieve. Depending on the purpose of your ad (website traffic, sales, exposure, signups) each campaign should include measurable KPIs (Key Performance Indicators) that can measure the relative success of your ads. One of the main benefits of online advertising is the close measurability of these metrics in an online environment.
Q: Can I manage my on online avertising? Should I use an ad management agency to run my campaigns for me?
Today’s highly competitive online advertising environment often means that many industries require multiple skills and experience to achieve success from online advertising. A successful ad manager should deeply understand:
- Ad Targeting Strategies
- Online Analytics & Data
- Ad Art & Copy Design
- Audience Profiling
- Conversion Measurement
- Website & Landing Page Design
- Search Marketing
- Multi-Channel Attribution
- Social Media Marketing
While it is possible that you or someone at your business may hold most or even all of these skills, most businesses do not. Agencies are often a far superior value when trying to bring these diverse skillsets to benefit your online advertising campaigns.