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Digital advertising refers to online ads delivered through digital channels such as search engines, social media, websites, and mobile apps. The goal of using digital ads will vary depending on your business goals, marketing strategy and target audience. From reaching a wider audience to increasing conversions whatever your goal there will be a type of digital ad that can help you. To learn more about digital advertising, how each type works, and what it means, read this article.
SEM is a powerful way to make your brand visible to potential customers who are searching for your brand directly or through any of your selected keywords relating to your brand or products/services. Below are two main types of SEM:
These ads appear at the top or bottom of search engine results pages (SERPs) when users search for specific keywords. They're marked as "Ad" or "Sponsored" and are a quick way to get your website noticed.
This model allows you to place ads on search engines and only pay when someone clicks on your ad. It's a cost-effective method to drive traffic to your site, as you can set a budget and only pay for actual engagement.
Social media platforms are home to a diverse user base and through the advanced targeting options your brand can cleverly reach the audience suited to you. Some key types of Social media advertising include:
Facebook has the largest user base out of all the platforms with over 3 billion users each month. Ads can show up in people's news feeds, stories, Marketplace and Messenger. (Below is one we created for our client Just for Pets).
As Instagram is part of Meta (same as Facebook) their ad features are extremely similar. However, Instagram focuses more on visual content, appearing in user's feeds, stories and the Explore page. The below is an example from our campaign "Wrap Mission your way".
Twitter/X ads let you reach a wide audience through promoted tweets, accounts, and trends. They help increase engagement and make your content more visible in the busy feed.
The go-to place for B2B marketing. Its ads target professionals based on their job titles, industries, and interests. They show up in users' feeds, messages, and sidebar sections.
TikTok is growing quickly and offers fun video ads that can reach a young, active audience, if you want to learn more about this exciting platform head over to our TikTok guide. Ads can appear as videos in users' feeds, branded hashtag challenges, and special effects.
Display ads are visual advertisements that appear on websites and apps to attract attention and drive engagement. They come in various formats to capture users' interest in different ways.
These are graphic ads that show up at the top, bottom, or sides of web pages. They can be static images or animated to draw attention.
These ads play short video clips before, during, or after video content on websites or apps. They help convey messages through motion and sound (we’ll talk more about these later in this blog).
These ads include interactive features like animations, games, or videos. They engage users more actively than standard banner ads by responding to user interactions.
Native ads blend seamlessly with the content around them, making them look like a natural part of the website or app. They aim to engage users by matching the style and format of the content they are placed with.
This type of ad is designed to look and feel like regular articles or posts on a website. It provides valuable information or entertainment while subtly promoting a brand or product.
These ads appear within users' social media or news feeds, looking similar to regular posts or updates. They blend with the content to catch users’ attention without disrupting their experience.
Email marketing involves sending messages directly to people's inboxes to promote products, share updates, or build relationships with customers.
These emails are sent to advertise special offers, discounts, or new products. They are designed to drive immediate action from recipients.
Newsletters provide regular updates and valuable information to subscribers. They can include company news, industry insights, and tips related to the subscribers' interests.
Drip campaigns consist of a series of automated emails sent over time. They are used to nurture leads, guide new customers through a process, or keep existing customers engaged with ongoing content.
Affiliate marketing involves partnering with others to promote products or services, with the partner earning a commission for each sale or action generated through their efforts.
This approach means affiliates earn money based on how well their promotional efforts perform, such as generating sales or leads. It’s a way to pay only for successful results.
In this model, businesses collaborate with affiliates who promote their products or services through various channels. Affiliates use their platforms to reach potential customers and drive traffic to the business.
Now going back to Video advertising. This involves using video content to promote products or services. It can appear on various platforms and in different formats to capture viewers' attention.
These ads appear on YouTube before, during, or after videos. They can be skippable or non-skippable and are designed to reach a broad audience on one of the world's largest video platforms.
These are video ads that play before, during, or after a video on a website or app. They are integrated into the content stream, aiming to catch viewers' attention while they watch other videos.
These video ads appear outside of video content, such as within articles or web pages. They start playing when they come into view on the screen, making them less intrusive and more engaging.
Influencer marketing involves working with individuals who have a strong online following to promote your brand or products. These influencers use their platforms to reach a large and engaged audience.
This involves partnering with influencers who create content featuring your brand. They might review your products, share their experiences, or incorporate your brand into their regular posts to reach their followers.
These are posts created by influencers that promote your brand or products. The influencer shares the post on their social media accounts, and it’s clearly labelled as sponsored content to inform their audience.
Whether you are new to digital marketing or have been in the game for a while, understanding the various types of digital advertising can simplify your strategy and help you achieve your goals. We’ve gone through 8 key types of digital ads that can help boost your online presence and reach your goals. If you need help with your digital strategy and running ads for your brand, get in touch with our team today.
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Sources:
SEM Image: https://searchengineland.com/w...
Social Ads Image: https://later.com/blog/create-...
Display Ad Image: https://www.semrush.com/blog/b...
Influencer Marketing Image: https://brynfoweather.medium.c...
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