Types of Digital Ad Campaigns

About two out of every three companies use digital ads to get new customers, and the global digital advertising spend is predicted to increase by over $600 billion in the next couple of years.

Digital advertising is a form of paid marketing effort that utilizes digital channels to promote products and services.

The cost of this type of advertising is a lot lower compared to traditional advertising channels, which is very affordable for businesses of all sizes and across all industries.

Paid Ads

One of the most important digital advertising channels is paid search ads. Most of the digital interactions that consumers have with businesses tend to begin with search engines, which makes search engines a great place for companies to target potential customers.

Aside from Google being the dominant search engine, other smaller search engines like DuckDuckGo and Bing also offer companies paid ad campaigns. There are two models that companies can create for their paid ad campaigns on search engines, CPM and PPC. With CPM, companies pay a set cost for every thousand views that it gets.

On the other hand, with PPC ads, companies pay every time someone clicks on one of those ads. Generally, both types of ads are positioned at the top of search results pages, but sometimes they can also be featured at the bottom of those pages or in separate tabs on the search engine.

Companies get to target specific keywords, devices, locations, and more, which is why most companies tend to use this type of digital advertising tool. However, out of all the different digital ad channels that companies can use, paid search ads are the most expensive ones.

Native Ads

Companies can partner with publishers to create content that’s going to be sponsored and provides readers with a lot of value, while still promoting those companies.

These types of ads are called native ads, and all of the content is published on the publishers’ website, and distributed as regular content.

While native ads can be expensive with most major publications charging as much as $200,000 for companies to get featured, they also offer native ad packages or other forms of sponsored content which makes it easy for companies to get featured in a variety of high-quality publications.

This type of advertising effort allows companies to appear more authentic and build trust with the customers, without them feeling like they are being sold to.

Social Media Ads

The second-biggest digital advertising market is social media advertising, mostly because many consumers tend to spend a lot of time on social media platforms.

Every major social media platform offers companies an advertising solution, but the ad formats tend to vary depending on the platform.

The cost of those ads also tends to vary depending on the platform, with Instagram and LinkedIn being the most expensive platforms on average, while Facebook and Twitter tend to be the cheapest.

Social media ads, similar to page search ads provide companies with a lot of targeting options and the ability to reach a white audience, however, there’s also a lot of competition, and if a company decides to go with a popular social media channel, it’s going to cost it a lot more.

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