Advertising on the Internet is promoting a website and its offer. It makes it possible to target a large audience at a much lower cost than traditional media. Online advertising has significantly changed the advertising market through customization and the return on investment it offers.
Internet advertising requires technical and creative skills such as graphic design, web design or sales. Digital marketing is constantly evolving, at high speed. A web advertising campaign takes many different forms. Paid referencing is available in different ways. It is therefore important to understand these actions as part of a more global marketing strategy.
What advertising campaign should be implemented?
Digital communication initially occupied only desktop computers. Today, mobile advertising has made it a part of our daily lives. We find there:
- Google Ads (Adwords ads)
- Google Adsense (display)
- Contextual advertising
- Corporate or personal blog
- Emailing (to build loyalty)
- Facebook Ads Ad
- Linkedin Ads
- Natural referencing (SEO, optimization for Google search, can be used to broadcast an advertising message)
- Behavioural advertising
- Advertising & geographic targeting
- Online press releases
- Promotional video
- Advertising banner (notoriety)
Before designing an advertising message, it is important to be aware of the company’s digital strategy.
- What is your commercial target?
- How do you want to reach your prospects to encourage them to act?
- How to subtly convey your brand image?
- What relevant message do you want to convey to attract your customers? ….
Advertising on the Internet can be very profitable
To reach your target audience, being known through web advertising is cheap compared to more traditional media such as mail, magazines or television. SMEs can reach many new customers for a low advertising investment. This is measured in relation to your returns.
The web allows consumers to search, compare and buy their products where and when it suits them. The time for displaying the unannounced advertising spot is over. Today, advertising appears when it is most likely to be of interest.
Advertising campaign measurement
Internet advertising also has the advantage of offering very accurate and accessible statistics in real time. Google Analytics is the most widely used free analytical tool today.
All aspects of a campaign can be monitored, measured and analyzed. The advertiser pays for the display of his banners, to the CPC (cost per click) on his advertising links or to the action performed. Its results are monitored in real time as it encourages the user to click on an ad, visit the website and take action.
Off-line advertising does not allow such measurements to be made because:
- It is difficult to know what action has been taken as a result of your vision
- Consumer action is generally deferred
Quick adaptation of your ads
Being able to measure in real time the traffic and actions carried out on your site, you can adjust your webmarketing campaigns very quickly. Reactivity to the behaviour of your potential customers is greatly facilitated.