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Resource Library for Digital Advertising

Advertising online, whether through search, social media, or another medium, can help your business build brand awareness, attract leads, and capture sales. If you’re looking to learn more about digital advertising so you can capture more online revenue, check out this resource library!

Top Media Buying Agencies

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Explore Media Buying Agencies You Can Hire Spending on paid search advertisements reached $185 billion in 2022 and will continue rising. Finding the right buying agency will help you succeed if you invest in paid media. Check out our list […]

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Podcast Ad Pricing

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Podcast Ad Pricing

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What is OTT Advertising? Ultimate Guide to Over-the-Top Ads

Glossary

How to Open an Amazon Storefront (And Start Selling) With more than one million small-to-midsized businesses selling on Amazon, your company needs to stand out from the competition. Opening an Amazon storefront, also called an Amazon Store, can set your […]

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Delve into the Best Account-Based Marketing Agencies and Services

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Delve Into the Best Account-Based Marketing Agencies and Services Account-based marketing (ABM) is one of the best ways to increase your return on investment (ROI) when investing in marketing services from an outside agency. ABM agencies can help you target […]

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Programmatic advertising example
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Programmatic Advertising 101

Programmatic Advertising 101: Learn Programmatic Advertising Programmatic advertising, also called programmatic marketing, offers your business a fast and easy way to deliver ads customized to your audience — automatically. The usefulness and effectiveness of programmatic advertising are why it’s now […]

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Top Geofencing Companies Globally

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Learn About the Best Geofencing Companies Conversion rate optimization (CRO) can help you grow your business and convert leads on your site. However, managing your own CRO efforts takes a lot of time and expertise. That’s where conversion optimization companies […]

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Explore a digital advertising topic more in-depth using the buttons below or keep reading for an introduction to digital advertising.

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Learn the basics of digital advertising

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Learn key digital advertising terminology

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Get the latest digital advertising statistics

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Learn about digital advertising technology and tools

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Learn about digital advertising for SMBs

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Learn about digital advertising for B2B companies

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Learn about digital advertising for B2C companies

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Learn about digital advertising for ecommerce companies

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Learn about digital advertising for enterprise companies

What is digital advertising?

Digital advertising refers to placing ads through online and digital channels such as websites, apps, streaming content, and more.

While both digital and traditional advertising have the same end goal, the methods they use to achieve this goal are quite different.

Unlike the broad, catch-all approach that is the staple of traditional marketing, digital marketing uses data to identify how, where, and why customers purchase products and services. Digital marketers use this data to create specific, targeted online campaigns that they can adjust at any point. These capabilities help digital marketers to maximize efficiency and return on ad spend (ROAS).

How digital advertising works

When someone wants to advertise their company on a billboard on the side of the highway, they typically pay upfront for the right to advertise for a specific amount of time. This is generally how advertising is thought to work.

However, digital advertising typically only charges the advertiser when a user completes an action regarding their ad. A metric called cost per click (CPC) is often used to analyze how much your company spends relative to how many clicks you get from a specific ad.

By using methods such as targeting keywords and showing ads to users who have previously visited your website, you can effectively advertise online.

Why use digital advertising?

Digital advertising meets consumers where they are. The online space has grown exponentially, and with users turning to the Internet for so many of their questions and needs, getting the word out online about your business is not just an advantage but a requirement.

Some of the most valuable benefits of online advertising are its affordability and specificity. If you’re a small to medium-sized business, you don’t have to set up multi-million dollar nationwide campaigns to reach your customers. You can create your own budget and adjust it in an instant. The fact that you can better target your ads to your ideal audience also reduces costs.

Advertising digitally can provide not only faster results but also results catered to you and at a manageable price point.

Types of digital advertising

There are various digital advertising types, each with its unique advantages. Learn about a few of the most common types here:

  1. Search: Odds are that when you have a question, you go straight to a search engine like Google or Bing to find the answer. With paid search ads, you can attract users looking for what you offer. By targeting keywords that users are searching for, you can appear at the top of search results.
  2. Display: Display ads are visual ads that appear on websites across the Internet. These ads typically include images or video, text, and a link to your website. Some of these ads are static images, while others are animated, contain video, or include interactive features. A common format for display ads is the banner ad.
  3. Video: Video ads that appear on sites like YouTube and social media sites are another excellent way to reach potential customers with digital advertising. YouTube is far and away the king of video advertising, and by setting up a display campaign with Google, you can get your media in front of qualified consumers on the platform.
  4. Social media: Platforms such as Instagram, Twitter, and Facebook offer an opportunity to put your business in front of millions of users. While text ads are one of the options used on social media, video and photo ads more easily stand out to the user.
  5. Influencer: Working with an influencer to promote your business can be a great way to establish rapport with your target audience since the influencer already has the trust and attention of a large number of people. Influencers may promote your brand through social media, their website, or other channels.

Learn more about the types of digital advertising

digital marketers working at computers in officeDigital advertising platforms

You may be ready to start advertising online, but what platforms should you use for optimal engagement for your business? Here is a look at a few of the most popular spaces to run your ads:

  • Google Ads: Google Ads is the leader in online advertising and for good reason. The traffic numbers are immense, and by targeting keywords and search terms, advertisers can place their ads directly in front of those looking for them. Google Ads is fairly seamless to set up and can lead to tremendous results.
  • Facebook: Social media sites like Facebook are another favorite due to their large user base. Facebook enables you to advertise to groups with niche interests and use visual and video ads, which create greater user engagement.
  • Amazon: This is a no-brainer if you are a company that sells products on Amazon, but many people don’t know that you can still use the site for advertising even if you don’t use it to sell. Looking past the Sponsored Products and Categories that Amazon sellers have access to, Amazon still offers video and text ads for other companies, so you can advertise next to products your target audience is buying.

Digital advertising targeting strategies

With ad targeting, you can ensure your ads reach your ideal audience. Here are some of the ad targeting strategies you can use to maximize your campaigns’ effectiveness:

  1. Keywords: Targeting keywords places your ad in front of users who are searching terms related to your content. For example, if you operated an auto service and repair shop, you might target a phrase like “oil change and tire rotation.”
  2. Interests: You can also target users based on things they have searched for or interacted with in the past. If you run a sporting goods store, for example, you could target users who previously looked into buying baseball equipment.
  3. Demographics: Targeting users by demographic characteristics is another practical way to put yourself in front of the population segment you want to reach. There are many demographic characteristics you can target. Examples include age, job type, and marital status.
  4. Remarketing: Remarketing targets users who have previously shown interest in your products or services. For example, if a user views a product on your website but doesn’t make a purchase, you could target them with remarketing.
  5. Geofencing: Geofencing targets users in a specific geographic area, such as an area around your business, a competitor’s location, or a special event. Users who enter the area you defined can receive targeted ads on their mobile devices.

Working with a digital advertising agency

With so many elements and moving parts, starting a digital advertising campaign can be time-consuming and overwhelming. Luckily, you can rely on a digital advertising agency to do the heavy lifting, freeing you to focus on all the new leads heading your way!

Digital marketing agencies offer a number of services, like managing search, display, and social media advertising campaigns. Typically for a monthly fee, an agency can create, implement, and track ad campaigns for your business across various channels.

The expertise, technology, and team available to digital advertising agencies allow them to help their clients maximize the results of their online advertising campaigns.


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Learn more about working with a digital advertising agency

Want to learn more about digital advertising?

While the world of advertising is continually evolving, one thing is for certain. Digital marketing is here to stay and continues to see tremendous growth year-over-year.

To keep up with all of the emerging trends and the latest advice related to digital marketing, sign up for our email newsletter. We provide key industry insights and expert tips to take your online presence to the next level!

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