Digital advertising: what is it and why is it so important for your business in 2021?
One of the most important and effective methods to launch your company’s success on the internet is to engage in and apply online digital advertising practices.
Is it worth investing in digital advertising?
What can online advertising offer to my company?
Very often, we hear questions like these and realize how many entrepreneurs have not yet taken advantage of the potential and benefits of digital advertising for their company’s success.
The answer is simple: Definitely worth it.
So let’s analyze why digital advertising is important and some practices through which you can implement an online ad on your website.
What is digital advertising?
The term digital advertising means any form of advertising that takes place in the digital space of the internet. You may come across other terms that mean exactly the same thing, such as online advertising, digital marketing or even online marketing.
Digital advertising includes many different methods and practices that a website can choose and apply either individually or in combination in order to better promote its products or services.
Why does my company need digital advertising?
It is well known that Google and the Internet in general and all its services, collect information about its users, so as to automatically and fully respond to their searches and desires. Specifically, based on every search, discussion or provision of data that one performs, the internet collects information that helps the search engines present to the respective user products that directly concern and interest him.
And why is digital marketing relevant to this?
It’s simple. Through digital marketing you are given the opportunity to promote your business in such a way that it appears to fully targeted consumers who have searched or been informed about products and services similar or exactly the same as the ones you offer.
For example, if your business products are kitchen utensils and you run a digital advertising campaign, your juicer ad will appear to internet users who have either searched for juicers and juices or commented on a related post, or even shared some relevant content.
You can now understand the power of digital marketing, since it can present and promote your products and services to interested customers, before they even make a google search for them!
What are the main methods and forms of digital advertising?
Search Engine Marketing / Pay Per Click (PPC)
Search Engine Marketing (SEM), also known as Pay Per Click, is the practice of using paid advertising to promote the content of a web page, through which the goal is to better rank the search engine results in each relevant user’s search. Nowadays it is one of the most popular and effective digital advertising practices.
How does Pay Per Click work?
Unlike advertising methods that require a large capital investment from the beginning, in terms of pay per click practice every time an internet user selects by clicking on one ad, the advertising company pays the amount set by the campaign it has selected and applied.
More specifically, every time someone makes a search, targeted web page ads appear in search engine results, such as Google, based on the user’s search keywords. When from these ads the user selects that of your own website, you pay the corresponding amount you have selected in advance (cost per click).
This cost (cost per click) is determined based on the ranking position of your website only with its organic results, the quality of advertising, the quality of construction of your website, how relevant to your website is the audience you are targeting, the keywords that trigger the ad to appear in search engines etc.
Why is Pay Per Click so popular?
As we mentioned before, the Pay per Click advertising method of a website is one of the most effective practices and that is why it is basically used by most companies that want to apply digital advertising practices.
Initially, with pay per click you can target a constantly new audience that may not yet know about your product and services, since the presentation of the ad is basically based on the keywords of each google search. Also, you and each advertiser have the ability to track and examine the clicks your website receives. This way, you can see the performance of your website’s ad and modify it based on your current business goals.
At the same time, the fact that you choose in advance the amount of money that you will pay with each click, allows you to start with any amount you can allocate, even if you are a new and still small business.
The term display marketing refers to the advertisements of a website that appear on other sites collaborating with advertising networks, in the form of images (banner), texts (text ads) or rich media ads.
Based on user searches, banner ads on a website appear either on content-related websites or on websites that link directly to the relevant google search. Every user who clicks on the so-called banner, is automatically transferred to the advertised page.
Ads of this type appear as texts either on various websites that provide this feature or on search engines during the process by which the internet user performs a search.
Rich media Ads
In terms of rich media advertising format, the ad is presented as a multimedia system, a combination of banners and text ads that is often enriched with video material.
In this particular method of online advertising, the main way of promotion is to send advertising and informative emails. Either through a newsletter or through a business’ customer list, email marketing is widely used by most businesses in conjunction with other forms of advertising.
What’s important is that email marketing should be done in a correct, careful and discreet way so that recipients do not have the impression that your business is following spam practices as this will definitely take them away from both your newsletter and your website, as well as your company in general. However, recipients should be allowed to unsubscribe from the recipient list at any time they want, so that they do not receive systematic information emails in case they are not interested.
Social Media Marketing
Facebook, Instagram, LinkedIn, and all other social networking platforms are offered to promote products or services by all businesses with an online presence.
Although in this case the appearance of an ad is not based on specific keywords, it is a fairly dynamic form of promoting the activities of a company since the presentation is made to a constantly updated and different audience increasing the chances of boosting website traffic through these ads.
At the same time, through smart and targeted ads on social media you can promote your brand’s recognition, creating discussions about the products and services offered by your business. Also, through social media and your promotion on their platforms, you are easily given the opportunity to create a channel of communication with your audience and customers by establishing direct relationships of trust by answering their questions about the activities of your business.
By Content Marketing we mean any process of optimizing and updating the content of your website. In one of our other articles, we have analyzed in detail the importance of systematically adding new content and updating existing content with new and relevant information.
With the right and smart methods of promoting your constantly evolving content, you are given the opportunity to retain your existing customers but also to attract new audiences who are interested in active and interesting content related to your company.
Digital Marketing in conclusion
Through digital advertising and all its forms that every business has the opportunity to use, consumers and internet users in general can be immediately and easily informed about the products and services offered, giving fast results to the advertised website and business.
Nowadays that the digital world is accessible and functional for the majority of consumers, digital marketing is the best solution that a company should follow in order to better promote its services.
Unlike in the past, when the most common way of advertisement was on print or on television, in 2021 digital marketing has conquered the world of advertising as it is effective for any business, regardless of its subject, capital or existing clientele. All you need is a well-designed advertising campaign, which in combination with website optimization methods, can bring consistent and multiple success results.
Our article doesn’t end here
As we have already pointed out, a particularly important method for every website and online store of your business, is the constant and systematic updating of its content, even if it has not yet reached the size you want. The important thing is to often post new material and then you can enrich it with new data and relevant information.
This is exactly what we do! We update the content of our site very often and it is highly likely that when you visit our website again you will find other useful information and data in our other articles – as in this one!
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