7 Types of Online Advertising
O n l i n e a d v e r t i s i n g h a s e v o l v e d s i n c e i t s h u m b l e b e gi n n i n gs a s a s t a t i c
image that pops up at the top of a website. Now, there are a wide variety of
a d v e r t i s i n g t yp e s yo u c o u l d u s e - w e ’ v e l i s t e d t h e s e v e n t o p t yp e s h e r e ( a n d
t r i e d t o g i v e yo u t h e q u i c k d e f i n i t i o n f o r i t ) .
1. Di s p l ay Ad s
T h e o r i gi n a l f o r m o f o n l i n e a d v e r t i s i n g , t h e s e a r e v i s u a l a d s t h a t a p p e a r o n
t h i r d p a r t y w e b s i t e s ( u s u a l l y o n e s t h a t a r e r e l a t e d t o yo u r c o n t e n t o r s e r v i c e
i n s o m e w a y) .
D i s p l a y a d s h a v e e v o l v e d f r o m t h e b a s i c f o r m o f b a n n e r a d s . N o w a d a ys ,
display ads come as:
S t a t i c i m a g e s - t h e s e a r e yo u r b a s i c b a n n e r o r s q u a r e a d s t h a t a p p e a r
around the content.
T e x t - t h e s e a r e t e x t a d s t h a t a r e c r e a t e d b y a l go r i t h m s t o m a k e t e x t a d s
relevant to the surrounding content.
Fl o a t i n g b a n n e r s - t h e s e m o v e a c r o s s t h e s c r e e n o r f l o a t a b o v e t h e r e g u l a r
website’s content.
Wallpaper - these appear and change the background of a website, filling
the whole page.
Popup ads - these are new windows that appear in front of the website
c o n t e n t ; n e w l y o p e n e d w i n d o w d i s p l a ys t h e f u l l a d s o v i s i t o r s c a n s e e .
Fl a s h - t h e s e a r e m o v i n g a d s t h a t “ f l a s h ” d i f f e r e n t c o n t e n t a t t h e v i e w e r .
Video - these are small video ads that autoplay or wait for the video to be
p l a ye d b y t h e v i s i t o r .
D i s p l a y a d s a r e u s u a l l y v e r y a f f o r d a b l e . If yo u c o n t a c t t h e t h i r d p a r t y s i t e
d i r e c t l y, t h e i r r a t e s w i l l v a r y f r o m s i t e t o s i t e . If yo u go t h r o u g h a
m a r k e t i n g s i t e , t h e y w i l l c h a r g e yo u a b a s e r a t e .
S o m e t h i r d p a r t y s i t e s , l i k e t h e G o o gl e D i s p l a y N e t w o r k , a l l o w f o r
demographic, geographic, contextual and/or behavioral targeting - all of
w h i c h h e l p yo u t a r g e t t h e a u d i e n c e t h a t w o u l d b e m o s t l i k e l y t o b e
i n t e r e s t e d i n yo u r p r o d u c t o r s e r v i c e .
2. Social Media Ads
In 2 0 1 5 , S o c i a l M e d i a c o m m e r c e t o t a l e d $ 3 0 b i l l i o n i n t h e U S . It ’ s a
marketing arena that is not only efficient but effective. Very similar to
D i s p l a y A d s , S o c i a l M e d i a a d s c a n b e a n yt h i n g f r o m a s i m p l e b a n n e r o r
image to an auto-play video.
S o c i a l M e d i a a d v e r t i s i n g i s g r e a t b e c a u s e yo u c a n t a r g e t yo u r a u d i e n c e
p e r f e c t l y. F o r e x a m p l e , F a c e b o o k ’ s t a r g e t i n g o p t i o n s i n c l u d e a g e , r e gi o n ,
interests, educational background and more.
Here are two t yp e s of Social Media advertisements:
O r g a n i c - c r e a t e s l o ya l t y a n d gi v e s yo u f e e d b a c k f r o m yo u r t a r g e t
audience; new form of Word -of-Mouth
Paid - leverage promoted posts and reach specific people
The best platforms to target are:
Li n k e d In f o r B 2 B s a l e s
Facebook for display and top of funnel marketing
S t u m b l e U p o n f o r a m a z i n g, a t t e n t i o n - g r a b b i n g c o n t e n t
O t h e r p l a t f o r m s t o h i t u p i f yo u h a v e t h e b u d g e t f o r i t :
Twitter
G o o gl e +
Pinterest
In s t a gr a m
Tumblr
Reddit
Y o u c a n p r e p a r e yo u r S o c i a l M e d i a c a m p a i gn s yo u r s e l f o r yo u c a n w o r k
w i t h a m a r k e t i n g a g e n c y t o p r e p a r e yo u r c a m p a i g n .
3. S earch E n gi n e Mark eti n g (S E M)
The most dependable form of online paid advertising (and also the most
c o m m o n ) . S E M w o r k s b a s e d o n k e yw o r d s - yo u a n d o t h e r b u s i n e s s e s l i k e
yo u r s b i d o n k e yw o r d s t h r o u gh s e a r c h e n g i n e s i n a n e f f o r t t o g e t yo u r
w e b s i t e u p h i gh e r o n t h e S e a r c h E n gi n e R e s u l t s P a g e ( S E R P ) .
A l l S E M a d s t h a t a p p e a r i n G o o gl e , B i n g a n d o t h e r s e a r c h e n gi n e s a r e t e x t
a d s . T h e y’ r e l i s t e d a t t h e t o p o r s i d e s o f t h e S E R P .
P ai d ads can ei t he r be P a y P e r C l i ck (P P C ) or C ost P er Thousand (C P M).
PPC
Y o u b i d o n k e yw o r d s a n d yo u r r e s u l t s a p p e a r a t t h e t o p o f t h e S E R P b a s e d
on bid value.
T h i s i s t h e b e s t v a l u e p a c k a g e b e c a u s e yo u ’ r e o n l y c h a r g e d w h e n p e o p l e
click on the ad.
Also, it’s the easiest to track during the campaign.
C PM
You’re billed a flat rate for 1,000 impressions.
T h i s m a k e s i t e a s y t o a p p l y a b u d g e t a n d yo u ’ r e gu a r a n t e e d a n u m b e r o f
“shows” on the SERP.
H o w e v e r , yo u r i s k o v e r s p e n d i n g - i f n o o n e c l i c k s t h r o u g h yo u ’ r e p a yi n g
for wasted results.
A l s o , yo u c a n ’ t a s s e s s o r t r a c k t h e c a m p a i gn u n t i l i t ’ s o v e r .
Y o u c a n a l s o u s e S E M i n t h e u n p a i d f o r m b y o p t i m i z i n g yo u r w e b s i t e f o r
k e yw o r d s ( a l s o k n o w n a s S E O ) . S e a r c h e n g i n e s l i s t t h e u n p a i d r e s u l t s b a s e d
o n r e l e v a n c e s o i m p r o v i n g t h e S E O o f yo u r s i t e m e a n s yo u ’ l l b e a b l e t o g e t
m o r e h i t s f o r f r e e i f yo u i m p r o v e yo u r s i t e ’ s S E O .
T h e b e s t p l a t f o r m s f o r S E M a r e G o o gl e A d W o r d s , w h i c h a l l o w yo u t o c r e a t e
h i gh l y t a r g e t e d c a m p a i gn s ; t o m a k e t h e m o s t o f yo u r G o o gl e A d W o r d s
campaigns. Another platform that’s great for SEM is Bing, which has less
competition than AdWords.
4. Native Advertising
Native advertising is those sponsored listings at the end of blog posts,
a p p e a r i n g o n yo u r F a c e b o o k f e e d s a n d p o s t e d t o o t h e r S o c i a l M e d i a .
These pieces of content are integrated and camouflaged into the platform on
w h i c h t h e y a p p e a r . Y o u c a n p r o m o t e a n d p o s t yo u r N a t i v e A d v e r t i s i n g
through networks like Adblade, Adsonar, Outbrain and Taboola.
T h e r e a r e s e v e r a l f o r m s o f N a t i v e A d v e r t i s i n g:
In - f e e d
Search ads
R e c o m m e n d a t i o n w i d ge t s
P r o m o t e d l i s t i n gs
5. Remark eti n g/ Retargeti n g
T h e b e s t w a y t o m a r k e t t o p e o p l e w h o a l r e a d y k n o w a b o u t yo u r p r o d u c t a n d
s e r v i c e i s t o r e m a r k e t t o t h e m . O r r e t a r g e t . D e p e n d s o n w h o yo u ’ r e t a l k i n g
to.
W h e n p e o p l e v i s i t yo u r s i t e , yo u d r o p a c o o k i e o n t h e m s o t h a t , a s t h e y
t r a v e l a r o u n d t h e w e b , yo u r a d s w i l l a p p e a r o v e r a n d o v e r t o r e m i n d t h e m
a b o u t yo u r p r o d u c t o r s e r v i c e .
This form of advertising is inexpensive and, if done right, can be more
e f f e c t i v e t h a n P P C . It i n c r e a s e s c o n v e r s i o n s b e c a u s e i t r e m i n d s p e o p l e o f
yo u w h o a l r e a d y k n o w w h o yo u a r e .
Y o u c a n t r y t o s e t t h i s u p yo u r s e l f o n F a c e b o o k R e m a r k e t i n g , G o o g l e
R e m a r k e t i n g a n d m o r e . O r , yo u c a n u s e a t h i r d - p a r t y p l a t f o r m o r p r o v i d e r
t o s e t u p yo u r r e m a r k e t i n g c a m p a i g n s - r e a d o u r R e t a r g e t i n g C a g e m a t c h f o r
t h e 4 - 1 - 1 o n a l l o f t h e a v a i l a b l e p l a t f o r m s yo u c o u l d u s e … a n d w h i c h a r e
best.
6. Video Ads
While YouTube ads are the most popular and well known of video ads, there
a r e a c t u a l l y s e v e r a l d i f f e r e n t f o r m a t s , t yp e s a n d c o n t e n t o p t i o n s .
Y o u c a n go t h e r o u t e o f e d u c a t i o n a l / i n f o r m a t i v e . O r m a yb e yo u w a n t t o p o s t
a h o w - t o . T r y t o p u l l o n t h e e m o t i o n a l s t r i n gs o f yo u r v i e w e r s b y c r e a t i n g a
v i s u a l s t o r y. Id e a l f o r b r a n d i n g , e s p e c i a l l y i f yo u h a v e a p r o d u c t o r s e r v i c e
t h a t i s b e s t d e m o n s t r a t e d v i s u a l l y.
W h a t e v e r yo u c h o o s e , V i d e o A d s a r e g a i n i n g i n p o p u l a r i t y b e c a u s e t h e y
avoid blatant advertising while also attracting the limited attention span of
many YouTubers.
O n c e yo u ’ v e c r e a t e d yo u r v i d e o , yo u c a n p o s t t o :
YouTube/Google
Facebook
Twitter
Vimeo
B r i gh t r o l l
YuMe
Hulu
Li v e R a i l
Adap.tv
Specific Media
T u b e M o gu l
Tremor Video
AOL
Auditude
YouTube also have the fun little Pre -Roll ads (those short… sometimes
l o n g… a d s t h a t a p p e a r b e f o r e t h e v i d e o yo u a c t u a l l y w a n t t o w a t c h s t a r t s ) .
7. Email Marketing
Hanging out with Display Ads back near
t h e s t a r t o f o n l i n e a d v e r t i s i n g, E m a i l M a r k e t i n g i s a c h e a p e r , f a s t e r a n d
e f f e c t i v e f o r m o f a d v e r t i s i n g.
It ’ s a gr e a t w a y t o b u i l d c u s t o m e r l o ya l t y a n d b o o s t s a l e s ; w h e n yo u u s e a n
e m a i l c a m p a i g n m a n a ge r ( s e e t h e l i s t b e l o w ) t o p r e p a r e a n d s e n d yo u r
e m a i l s , yo u c a n e a s i l y t r a c k h o w w e l l t h e y d o a n d m o n i t o r yo u r R O I.
Em ai l C am pai gn Ma nagers:
MailChimp
Constant Contact
AWeber
ConvertKit
GetResponse
C a m p a i gn M o n i t o r
Active Campaign
In o r d e r t o s u c c e e d a t e m a i l m a r k e t i n g, yo u f i r s t n e e d t o b u i l d a l i s t o f
e m a i l a d d r e s s e s . Y o u c a n d o s o b y u s i n g q u i z z e s , o r yo u c a n p u t a s i m p l e
N e w s l e t t e r s i g n - u p o n yo u r s i t e .
T h e n , yo u c a n s e n d e m a i l c a m p a i g n s t h a t f o c u s o n p r o m o t i o n s , d i s c o u n t s ,
f e a t u r e s o r c o n t e n t yo u ’ v e p o s t e d t o yo u r b l o g . M o s t e m a i l s a r e s h o r t , s w e e t
a n d t o t h e p o i n t . A c o n c i s e m e s s a g e m a k e s i t e a s y t o ge t yo u r p o i n t a c r o s s
and increase conversions.
J u s t d o n ’ t f o r g e t t o c h e c k yo u r r e g i o n / c o u n t r y’ s s p a m r u l e s .
