Paid advertising in the digital marketing world will continue to be one of the fastest growing areas of marketing alongside video marketing and web content management. This is because users are increasingly replacing traditional entertainment and information media, inquiries, product reviews and purchases through social networks using Internet.
Here’s a compilation with more than 15 types of paid advertising so you can compare what type of campaign and ad format best suits your budget and get your advertising goals:
- More sales and traffic to your website
- Multiply brand visibility and visibility
- Reach new markets
- Customer loyalty
- Redeem lost conversions
- Optimal short-term results
- Direct conversions
- Positive ROI
15 Types of paid advertising and ad formats
Paid Advertising on Google Adwords Search Network
Visibility: in the Google search engine
Format: text ads
Google Adwords search network is the most used by advertisers whose main goal is to get clicks (traffic) and conversions through your ads because you reach users who are looking for your products.
Depending on how good you are choosing keywords and depending on how relevant your ads in relation to those keywords, you will have more or less success.
|Headline 1||30 characters|
|Headline 2||30 characters|
|Path (2)||15 characters each|
Advertising on the Google Adwords display network
Visibility: on Google web pages and partners
Format: image, text, video, and rich media ads
The Google display network is ideal for new brands whose main objective is the visibility of their ads and which have a well defined target audience (age, gender, interests, etc.). Apart from notoriety and branding , you can also get profitability and conversions, but keep in mind that the average CTR will usually be lower than the search and is usually between 0.50 and 1%.
In the display the ads are of banners and you have option to show them in millions of publishers (websites) associated to the inventory of display.
The good thing is that if you have a low budget to hire a designer, display campaigns incorporate an ad editor and an ad gallery with templates and predefined styles that you can customize to create banners of various sizes and formats: image in html5 , Interactive lightbox or videos.
Advertising with shopping campaigns
Visibility: in the Google search engine
Format: product listing ads (image + text)
Shopping campaigns share space in the Google search engine with search campaigns. They are a good choice for large ecommerce and off / online product stores as it combines branding and conversion goals.
In order to launch Shopping campaigns you have to follow these steps:
- Sign up for Google Merchant Center
- Link Merchant with your Adwords account
- Create a data feed that includes the description and attributes of the products.
- Set up your campaign and ad groups
Product Listing Ads are characteristic to include a product image, a description of 70 characters or less, price (mandatory) and a visible Url with your domain.
Advertising and video campaigns
Visibility: mainly Youtube
Format: Trueview video ads
The best branding campaigns are those that include video ads. It is the most direct, intense and enveloping format of the moment, as pointed out by some references of the stature of Mark Zuckerberg. In addition, with videos you will, on average, attract twice as many users as with an image or text.
The video campaigns Google Adwords work primarily with bids CPC (cost per click) and CPV (cost per view). They are cheap and easy to set up, especially when you have an active YouTube channel and have the resources to create and edit your videos .
Two formats are used: the trueview in-display ad , which appears to the right of the video as a play hint, and the trueview in-stream ads that are activated before viewing a video.
You also have the option of targeting video ads on websites and activating these types of campaigns on Twitter and Facebook Ads. For Youtube I recommend that you read the definitive Guide with strategies and tips for Youtube channels and Tips to optimize your Youtube channel .
Visibility – mobile devices and tablets
Format: image, text or video ads
Who does not have a smartphone or Iphone today? Obvious, but, besides, who does not live hooked, to a greater or lesser extent, to his mobile? Everybody! That’s why mobile-oriented advertising is increasingly relevant. It is certainly the best way to reach users wherever they are .
In Google Adwords display campaigns, you can target ads in mobile apps or even sponsor your own app on Google Play with the new “Universal Application Campaigns.”
If you want to target your advertising to mobile, you must take into account that the behavior of the user is different from that of a computer. Choose a responsive web template and adapt to the maximum design and content of your landing page. Bets on direct and brief messages , neutral colors and buttons with clear and proportionate calls to action.
Booking Advertising on Youtube
Visibility: Youtube main page
Format: masthead ads
They are special campaigns that work by reservation instead of the traditional auction and that consists of contracting during a day (24hrs) a banner called “Masthead” of 970 x 250 pixels that is shown in the main page of Youtube.
They are campaigns that require more budget, compared to others, and can be paid for impressions or for a CPD cost per fixed day, which can vary according to the final format, complements and the country for which is requested between 10.000 € / Day at 60,000 € / day approx.
- All of the above are part of Google Adwords. If you are interested you can also get the official Google certifications.
Visibility: websites, Facebook and Twitter
Format: image or video ads
It is the # 1 technique of online segmentation for good performance and high% return on investment (ROI) that involves small and large advertisers. With Remarketing, you can show the ad only to people who have previously visited your website and can differentiate between those who have left without buying and those who have purchased.
With a good configuration and creating specific remarketing lists does not have to be negative, but everything contrary, useful for the user and very profitable for your pocket.
You need to insert a <html /> tag on your website that memorizes visitors’ cookies and links that information to your remarketing lists.
As part of standard remarketing, in Google Adwords you can set up more advanced remarketing called dynamic remarketing . It shares the concept of normal, but differs in ad format, which is now dynamic, and where it is necessary to create and corresponding upload a data feed to your Adwords account.
The data feed or product feed for dynamic ads is similar to Shopping campaigns, except that you do not have to sign up for Google Merchant Center and you can create it directly from the Shared Library of your account . Depending on your industry and to incorporate more information into the ad, you’ll need to add special attributes with <html> tag in the standard remarketing tag.
Paid Advertising with Facebook Ads
Visibility: main and / or lateral news feed
Format: image or video ads
Facebook is still another great option when it comes to investing in oaid advertising and stands out from other platforms by offering the advertiser segmentation filters that allow you to reach people with specific personal characteristics like: age, studies, sentimental situation, job post, Behaviors and interests. If you are clear about how your target audience will be able to get great results.
Designing a good paid advertising strategy on Facebook Ads is the key to getting results. Currently, there are 10 types of campaigns each focusing on one goal. The most used are: “promote your post”, “attract people to your website”, “increase conversions” and “increase video views.”
If you already have good content in your Fan Page, I advise you to create a calendar to invest on specific days of each month and promote your best publications . You will increase the virality of the post and reactivate your fans.
You could also activate remarketing on Facebook to reach users who visit your website but are not yet your fans, that ensures you reach more receptive people who somehow already know you. And try some video playback campaign . It is proven that they get more interaction and impact than any other format.
Direct contract advertising
Visibility: web pages
Format: image and video ads
It is one of the oldest paid advertising methods and I like to plan it in 3 steps: research, negotiation and contract. It consists neither more nor less than in finding the most visited web pages of your sector and contacting the department in charge of advertising (research), compare prices and available formats (negotiation) and reach an economic agreement of so much money for so many clicks or leads (contract).
Rate the traffic volume of the page where the ad appears, using, for example, Similarweb as a tool to compare with each other. Also ask about the available space: top, side or footer and the size that the banner should have. On the other hand, select webs in which your ad is in a context relevant to what you offer . Take care of these aspects to get good results.
Advertising and affiliate marketing
Format: Trueview video ads
In advertising through affiliate platforms or affiliate marketing, three roles come into play: the advertiser, the webmaster and the intermediary that puts them in touch. The affiliate platform represents the third role, and helps brands and people who have websites, to reach an economic agreement to show the ads. Of course, as you can imagine, the platform takes a percentage of the profits.
You may be interested in this option if you are looking for a quick solution and want to see at a glance the supply and demand market and offer a commission in exchange for showing your ads . I recommend: Zanox, Commission Junction, Amazon Associates or the renewed Rakuten Affiliate.
Collaborative Blog Advertising
Visibility: relevant blogs
Format: mentions, links, videos and texts
This modality is relatively new and many brands still do not know its advantages. If you want to make collaborative advertising, it detects who are referrers and bloggers in your sector, to pay them in exchange for writing a post talking well about some product or service you offer.
It does not have to be always with money, sometimes you can reach an agreement of another type, special discount, batch of products, try free service, etc., when you are interested in both.
Do not focus only on blogs, also search Youtubers collaborators with own channel to sponsor in a video a mention or talk about your product. The costs can be minimal with the repercussion that you can have.
Paid Advertising on Twitter
Visibility: users’ news feed
Format: tweets and twitter cards
Twitter continues to increase the number of companies that already know and have active their own advertising campaigns. Compared to Facebook, we could say that it just broke the shell, but points out unique targeting filters and ways like:
Segment by users: to reach the followers or followers of your competition
Segment by television: to reach people who follow, write tweets and retuitean content related to series and current television programs. Curious, right?
For ads to stand out from other tweets, create multiple Twitter Cards combining different images, texts, calls to action and colors to add several to the same campaign and then compare which one worked better.
After choosing one of the objectives, set a maximum daily budget, the total budget and if you want a specific amount per click with a manual CPC bid. Twitter can get away very profitable and getting a boost visibility for less than 50 € . Study the results after each campaign to see if it suits you to replicate or maintain it over time.
Paid Advertising on Instagram
Visibility: Instagram news feed
Format: image ad
Since October 2015 we can also campaign on Instagram. Facebook has incorporated this service from its ad manager and its famous Power Editor, so that the management of these campaigns will be linked to your Facebook account.
If you have resources to promote your products through quality images, you want to increase your visibility and consider that in Instragram you can reach your target community-audience, it can be a great alternative.
The costs per click to the website are very cheap! Between 0.01-0.02 and competition with other brands is infinitely less than on Facebook or Google Display. Take advantage now that it is the novelty because this will not last forever
Paid Advertising on Linkedin Ads
Visibility: Linkedin news feed and sidebar
Format: text and image ads
Ads on Linkedin are, for the moment, more expensive compared to other platforms like Twitter or Facebook but if you have clear that your target audience is in this network, you can be good to try with little budget and see if it works.
Linkedin ads can be customized by incorporating your own images and sales pitch. You can also choose to promote the best content , articles and advice you have posted on your company page.
Regardless of the minimum CPC around € 2 click, your campaigns can be very profitable. I advise you if you go to other companies and not the end customer and if your company is dedicated to the training, employment or sale of high purchasing power items, such as: cars, luxury travel, insurance, logistics, business , etc.
Free Advertising Portals
Format: text and image ads
There are platforms on which you can place your ad for free, did you know? It may not generate as much traffic and sales as Google Adwords, Youtube or Facebook but may be an alternative advertising channel if you have zero or little budget. Equally, it is a way of publicizing your products and services.
The most commonly used classified ads websites are Craigslist, OLX, Clickooz and kijiji but there are many more classified in this list depending on whether you want the website to be responsive, to exchange banners, with possibility of video format, etc.
Latest tips for your online paid advertising
In case you still have doubts that advertising can be a great ally next to your social media strategy, you summarize in 3 points its advantages and optimizing your campaigns well, you can take advantage of:
- Low cost or affordable prices because you choose the platform you choose, you can get real results and profitability for much less money than if you advertise on TV, radio, newspapers, magazines and online spaces. You set the maximum to spend.
#Tip: Invest slowly until you have more experience and adjust the budget of each campaign, thinking about achievable goals.
- Mix of immediacy, control and multimedia because on average you will not have to wait more than 24 hours for your campaign to be active, because you can stop them, pause them or program them as you want and because all the platforms are adapted with visual formats: graphic and video according the tendency. That translates into maximum flexibility.
#Tip: Campaigns created for specific dates, with start and end, concentrate the budget in less time so they tend to be more effective.
- Current and specific targeting filters. The options for segmenting campaigns are changing as the use of the internet and social networks evolves. With online advertising you will always be on your toes to reach a specific target audience by using filters such as: location, age, gender, language, navigation and purchase interests, behaviors or even personal characteristics.
#Tip : Study your target audience from Google Analytics and from Facebook statistics so that targeting is a success.
I hope you found the summary interesting and encouraged you to try some of the advertising options to boost your brand. Do not forget to optimize and check your campaign reports daily.
More resources and online advertising content
Online advertising has become our best ally and it is because it allows us to make a more personalized and close advertising. When we do good advertising campaigns we get to connect rather than invade. Personally in recent years I have seen how my projects and those of my clients have grown with campaigns focused on conversions.
Advertising online is not about making an announcement and specifying who will see it. It really is about combining different techniques of marketing and online sales. Here’s what you’ll need to make a good online advertising campaign.
- Landing pages focused on conversions. In sales or capture campaigns we need at least two or three pages. The information that comes being the capture or sales page, the payment yes sell and thanks. To measure the actual return on our advertising campaigns, it is imperative to have a page of thanks.
- Capture, email marketing and automation tools that are really good. I recommend InfusionSoft or Active Campaign for you to do good automations. Remember that by having these tools we can improve our campaigns with ads only to our subscribers or users who have clicked on some links of our mail. But above all, after they register or buy we can continue to communicate with them through the mail.
- Tools to sell online. We have many alternatives, the best and most complete if you do automation and advertising online is Thrive Cart, although you can use others like Sendowl, Selz or Gumroad.
- Complementary advertising tools such as: Google Tag Manager for pixels, Adespresso for Facebook Ads campaigns, Leads Bridge for audiences and leads with Facebook Ads campaigns, etc.
Last but not least I want to tell you that you should always measure the results of your advertising campaigns with good metrics. To help you I have created a Facebook Ads calculator (although it will serve you for other advertising platforms) that allows you to know three important metrics:
- The ROI of your campaign
- Revenue after your advertising spend (actual earnings)
- What you earn for every dollar / euro you invest. For me this last metric is extremely interesting and important for making decisions.