When it comes to promoting your business, it is usually very common for you to go through the safest, most popular platforms or those you know, but there is a great diversity of digital ways to get your messages to the right audience.
On this occasion I want to share with you the eight channels in which you can advertise online so that you have a frame of reference to request new tests from your staff or your agency. In the digital world everything is about test, measure and optimize, so try to do different things to achieve better results.
SEARCH ENGINE ADVERTISING (SEM)
One of the most common ways to advertise on the Internet is Search Engine Marketing (SEM) or search engine marketing, especially in one of them: Google. The SEM is the creation of advertising campaigns of ads per click in search engines such as Google or Bing. It is one of the most widespread digital advertising formats when it comes to creating written ads. The key to its success is that it responds in a real way to the needs of users, since it is based on the keywords they search for (for example, “house rentals in the north zone of CDMX”).
SOCIAL ADS
Social ads are one of the most interesting digital advertising formats used by businesses, since they have millions of users and allow you to segment to reach your target audience. Use advertising on social networks to maximize your presence on these platforms, taking advantage of their different features and options: Facebook, Instagram, Twitter, LinkedIn, TikTok, YouTube (Google). Choose the one where your target market is most.
DISPLAY
We call display any advertising visual element that we can place on a website, portal, blog, etc. such as the well-known banner, pop-up and interstitial. Although this format has been affected by the growth of ad blockers, I think it still has a lot to say. But the answer is not to try to bypass the blockers to invade the user, but to create ads that are really worth seeing.
NATIVE ADVERTISING
Native advertising is integrated into the content or the platform where it is published, without causing interruption in navigation.
It is a form of advertising in paid media that adapts in form and functionality to the environment in which it appears, allowing the user to be impacted in a less intrusive way than with traditional advertising. An essential element of this type of advertising is that it is not perceived as advertising, since it is 100% integrated into its environment.
To be successful, native advertising depends on the quality of the content. This must not be excessively promotional and must always provide value to the user, whether in the form of information, entertainment or, better yet, both at the same time!
There are numerous native advertising formats, as well as different classifications of them. For this workshop, we are going to focus on the three that we consider most relevant today: branded content, native display ads, and content ads.
a. branded content
Branded content consists of content created and published by third parties and sponsored by the brand. The most common example is the sponsored posts of influencers, who reach agreements with brands to promote them through their social networks. This type of content is especially popular on Instagram.
b. native display ads
Native display ads are promotional advertising 100% adapted to your environment. They are displayed through a network of publishers, such as search engines, apps or blogs.
c. content ads
We can define content ads as content sponsored by the brand that is shown as suggested reading in editorial media and blogs. What we are looking for is to attract traffic to our site through high value and non-commercial content, which focuses on the topics of interest to the user. Therefore, this type of native advertising not only integrates into its environment on a functional and aesthetic level, but also in the background.
MOBILE ADS
All advertising formats must be designed for mobile devices. So instead of adapting your web campaigns to mobile, the time has come to put mobile first and give it all the prominence it deserves. Google understood it long ago in its organic positioning, if a page does not have a mobile version, it does not index that page. Ads specifically designed and planned to appear to mobile users in SEM and Social Ads campaigns are becoming more and more powerful.
ONLINE VIDEO
Video is very effective, as it achieves better CTRs than traditional advertising and makes it easier to boost a campaign. It’s an increasingly popular format, and with the speed of connections and the ever-increasing size of mobile screens, you no longer have to be limited to desktop campaigns.
RETARGETING
Retargeting takes advantage of the information about users collected through cookies to show them ads that are more appropriate to their latest actions. In this way we will be able to create really relevant and timely advertising and, therefore, with more possibilities of succeeding.
EMAIL MARKETING
One of the best examples is campaigns in Gmail. Sponsored emails with promotional information arrive in the inbox. Another example is campaigns specifically on Messenger, Whatsapp, InMail on Linkedin to name a few.
As you can see, you have more variety of types and channels of advertising than you may be currently using. Test, test and test. It doesn’t matter if your budget is limited, create different campaigns every 15 days and see what works best for you, for what market and for what products/services.
I hope this information be useful for you. yeah!