What Type of Ad Campaigns Are Right for Your Business?

Post by 
Sergio DeSoto
Published 
January 14, 2020

If you're running a company or product line with a major digital footprint, the best way to increase sales is with a well-designed digital ad campaign. Digital ad campaigns come in many formats, each with different target audiences and home bases, so knowing the different types and which works best for which product is the key to standing out in the crowded digital marketplace. That's why many entrepreneurs are turning to full-service digital marketing firms like Desoto LLC, based in Surprise, Arizona.

What Types of Ad Campaigns Are Right for Your Business?

What Is Display Advertising?

Display advertising is the oldest type of digital marketing campaign consisting of online paid advertising using images and text to sell a project in a fixed location. You pick a location to place your ad, usually a website or blog with a similar subject to your product or service, and wait for interested viewers to click on the ad. The ad should redirect to your website or the place where your product can be purchased.

Pros and Cons of Display Advertising

Display advertising is one of the most predictable digital ad campaigns because you know where your ad is appearing and what you will be charged. You pick the length of your campaign, your website, and the style of your ad. The ad can be configured to fit the permanent structure of the page and ensure your ad is seen by visitors, making display advertising a cost-effective starter ad campaign for small companies.

Because display advertising is static and stays on one site, your traffic is dependent on the visitors to the blog and can get lost in the shuffle if the chosen site loses traffic. Many people who use display advertising partner it with retargeting to give their ad more visibility. Display advertising also doesn't show up in search engines and is easy to block.

What Is Retargeting?

Retargeting is one of the most advanced digital ad campaigns, using cookies to track users' IP addresses as they visit different websites. It partners with display advertising, tracking the visitors of the original site and sending the ad to the other sites they visit until the user clicks. Only two percent of people click an ad the first time they see it, but those numbers increase when the ad becomes a regular feature of their internet browsing.

Pros and Cons of Retargeting

Retargeting is a cost-effective way to target the most interesting potential customers without paying for ads on every site they're likely to visit. It uses a simple code that reminds them of your product without the heavy buy-ins of ad campaigns on the top social media sites. Because you're targeting the customers who already visited a related site, your odds of getting a customer are higher than general advertising.

Retargeting is an effective strategy, but it requires the help of an experienced coder or a third party to set up. Because it's dependent on cookies, it's vulnerable to being blocked by ad blockers or web browsers that turn off cookies in private browsing mode.

What Is Social Media Marketing?

The top social media platforms on the internet include Facebook, Twitter, Instagram, Google, and its sister site YouTube. These sites get more visitors than any other on the internet and offer a massive platform for companies ready to make the buy-in. These companies use a marketplace and auction system to sell their ad space.

Each site has its benefits for different companies. Twitter's quick style and general audience are ideal for general interest products. Facebook skews older and is ideal for selling products that require more text explanation. Instagram is ideal for products with a unique visual style, and YouTube allows for short videos to be played before popular ads.

Pros and Cons of Social Media Marketing

Social media marketing gives you access to the biggest group of potential customers on the internet, and savvy targeting of your core demographic can make the high buy-in a smart investment. The sites use their own software, so your promotions have a better chance of getting around ad blockers. For those advertising on Instagram, influencers interacting with your ad can boost your profile.

The downside of social media marketing is that these are the biggest platforms on the internet and competition is stiffer than on any other side. You'll be competing with hundreds of other brands seeking attention, and many are among the biggest brands in the world. The high cost of advertising on a top platform makes many smaller companies start with more targeted ads on blogs and subject-specific websites.

What Is Search Engine Marketing?

Search engine marketing, most commonly associated with Google Ads, is an alternative system that partners with top search engines and offers a payment system per click rather than a flat rate for the ad placement. This is commonly partnered with search engine optimization, where businesses use keywords to get their website ranking higher on search engine results. Paid ads are placed above the top of the search results, doubling your chances of getting noticed if your SEO is paying off.

Pros and Cons of Search Engine Marketing

The biggest advantage of search engine marketing is the access to Google's statistical tools, free with any purchase on the marketplace. You'll get better information about who is viewing your product and how they're interacting with your ads. Because you pay for clicks rather than a flat fee, you won't pay the high up-front fees of top platforms.

SEO is one of the trickiest fields for a start-up company to break into, which is why many companies are turning to digital marketing experts. The top brands have camped out on the top of the rankings for years, so your best bet to get noticed is to target a secondary, more specific keyword that applies to your brand.

What Is Email Marketing?

Email marketing is a more personal alternative to paid ad campaigns, relying on a mailing list of past visitors or customers who want to be updated on your product. Your company then sends out mass mailings containing product announcements, blog posts, sales information, and anything else relevant to your customer base. Because this method relies on a pre-existing audience, it's not a first step for marketing your product but can be effective at driving long-term sales.

Pros and Cons of Email Marketing

Email marketing is almost free and doesn't use any third-party sites, although investing in a professional email domain to ensure you don't run up against any daily limits on free services is smart. Because you're speaking to an audience interested enough to sign up, the rate of converting advertisements to customers is higher than the average.

Email marketing is an effective second step for your marketing campaign, but you'll need an earlier ad campaign to drive people to sign up for your website. The work of sending out mass emails can be significant, so many companies use email bots to send their regular mailings.

Let Us Roll out the Perfect Ad Campaigns for Your Business

Many top companies use a combination of these strategies to reach a larger audience and spread the word on their product. A full-service digital marketing agency can take the work off your hands and let your team focus on what you do best. Contact Desoto LLC today for more information on how we can help you with the perfect ad campaign.

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