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There are so many names for digital advertising. Search engine marketing, pay-per-click, paid digital marketing, and paid online marketing, just to name a few. It all boils down to the same overarching concept: Any time you pay a digital platform (such as search engines or social sites) to show your listing or advertisement to users. You goal is might be to drive traffic to your site, collect email addresses, get people register for an event, make a purchase, or a myriad of other actions to complete a marketing goal.
wifiAccording to old lore of the great Wikipedia, the start of digital advertising can be traced back to 1998, when companies would buy banner space on individual websites and pay that website owner on the basis of how many impressions that ad received in a given time frame. Using an online auction system didn’t come along until a company called ToGo.com (later acquired by Yahoo) launched the concept in 2001 and Google followed suit in 2002.
Social Media Marketing
Search Engine Advertising
Search engine advertising, or search engine marketing involves bidding for key search terms (using the word keywords is a bit outdated in the industry) with a text-based ad to win the highest position in a search engine results page, or SERP, if you please. For the purpose of this section, we will be referencing Google Ads (formally Google AdWords) given their commanding domination of the online advertising industry over the past decade.
Display Advertising
Display advertising is search advertising’s counterpart. Instead of just text for ads, you use static or dynamic images that appear on websites, apps, or videos within the display network. An example of this is when you go to a website--often news and other sites offering free content--and see ads embedded in the content and in the sidebar of the site. In order to provide free content to their users, these companies will opt into Google’s display network
Social media paid ads
Depending on who you want to believe, it’s estimated between 75% to 80% of people in the U.S. actively use at least one social media site. The most popular to date, and has been for quite some time, is Facebook. Instagram is second and further down the list is LinkedIn, Twitter, and Snapchat. Most of those social media users are checking and posting to those platforms everyday.
Shopping ads
Shopping Ad are one of the best converting ad types Google, Bing, and even Amazon offer, especially for for B2C (business to consumer) markets with products under $150. When potential customers searching for items such as hiking boots, non-stick frying pans, or retractable dog leash, product images, prices, website URL and sometimes special offers are returned for the user to quickly compare competing products.
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