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Online Advertising 101: What Works Best?


Wouldn’t it be great if there was one online advertising technique that ticked all the boxes?  Imagine if you could just find that one perfect way to advertise your business online and didn’t need to worry about any other tactics?  An annoying reality prevents this.  People are most responsive when they’ve seen your campaign in more than one format.

Because each target audience is distinct, a one-size-fits-all approach to digital market fits no one.  Every company needs to hone its own blend of online advertising options to find what combination is most powerful to reach and motivate the target audience.  You need an array of tactics, and you need to track and monitor how well each one is doing.

What’s in Your Online Advertising Toolbox?

Here’s a quick overview of the most effective types of digital ads available today.  Most successful businesses use a combination of these to reach and motivate their audience of potential buyers.

  • PPC – Pay per click ads are those ads you can put up and only pay for each time the ad is clicked. This is a good way to avoid wasting money on ads that don’t work.  But like any form of advertising, your ad’s placement is critical.
  • Banner – Banner ads appear on websites other than your own where visitors have come to enjoy the content. They are popular on news sites and blogs and work well when they are carefully matched to the content.
  • Affiliate – Affiliate marketing is a confusing term because it refers to the relationship between the page hosting the ad and the advertiser, not the type of ad. Both PPC and banner ads can be affiliate ads.  Amazon is an example of an affiliate advertiser; they offer a reward programme for bloggers who host their ads.  The host page earns a reward when a visitor clicks the ad.
  • AdWords – You’ve no doubt seen the paid ads above the search results on Google. That’s Adwords.  Powerful stuff.  You reach people while they are actively looking for something but before they land on another website and get engrossed in the content there.
  • Social Media – Your social media presence is advertising, and it offers two options. The basic option is free.  You post, and if you’ve done well, people will share your post so it reaches an audience beyond your followers.  You can also opt for paid advertising on social media such as the sponsored posts on Facebook to put more muscle into your social campaign.

Effective digital marketing is a coordinated strategy using a combination of these methods. You need to monitor everything closely and test different versions of ads to learn which works best.  Sounds like a huge amount of work, doesn’t it?  That’s why Hubspot has designed a dashboard that allows you to handle everything from one place.

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