The United States marketers will only invest almost $120 Billion in digital marketing between now and 2021. A large portion of this will go to digital advertising. Digital advertising was the fastest-growing type of digital marketing in 2016. In 2016, digital ad spend surpassed television ad expenditure, and 65% marketing leaders plan to increase digital advertising budgets this year. You can see
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How to choose the right digital marketing option for you. Prior to using digital advertising for any purpose, you must first identify your goals. You want brand recognition? Immediate sales? Nurture promising leads? Answering this question will determine the type of digital advertisement to be used.
Display Ads
If you are looking to increase your audience, display ads can help you reach those who may be interested in the products or services you promote. Display ads work well for companies who want to build brand awareness, rather than driving immediate sales. You can use display ads to target individuals based upon their age, gender, interests, websites visited, and content read. Advertisements are shown to those who may be interested in the advert based upon their related interests but haven’t proactively searched for the service or product advertised. Display ads look more like digital billboards but can target certain interests or profiles.
PPC (Pay Per Click)
If you want people to know about your product and make a purchase, search ads will help you reach them. Pay-per click ads are a form of pull marketing. This means that they attract people to your products, as opposed to traditional advertisements which push a product at the consumer. The people who view your pay-per-click (PPC) or search ads have already expressed interest in your products or services, so they’re more likely convert.
For companies that provide services which people may search for (such as “pest management CT” or “apartments to rent in NYC”), using Search Ads is a great option. If someone does a Google search using that term, the PPC ads will show up alongside organic search results. They can then take advantage of your service at precisely the moment they are looking for it. When they click on the ad you will pay for your bid and they are taken to a landing page where they may sign up or purchase a product.
Advertising Social Networks
You can use social ads to promote your brand and engage with people who are interested in the services you offer. Display ads offer a wider exposure than social ads because they only work on one channel. PPC ads offer the option to choose based on immediate intent. The best thing about social advertising compared to other forms of digital marketing is that you can target the exact audience you are looking to reach.
With social media advertising, you can reach out to your audience with high accuracy. Social ads can be tailored to a wide range of criteria, such as age, gender and location. Other factors include interests, hobbies, connections and buying habits. Facebook and LinkedIn both offer lookalike-targeting, which allows you to find new customers based upon their similarity with your existing audiences.