Home Digital Marketing Ads and advertising in Digital Marketing that you should know

Ads and advertising in Digital Marketing that you should know

written by Walter Ponce April 12, 2018

Online advertising will continue to be one of the areas of Marketing with the highest growth, along with video marketing and content management for websites. This is due to the fact that users increasingly substitute traditional entertainment and information media, for consultations, product reviews and purchases through social networks and the Internet.

Here is a compilation with more than 20 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 notoriety
  • Reach new markets
  • Loyalty customers
  • Rescue lost conversions
  • Optimal short-term results
  • Direct conversions
  • ROI positive

15 Types of paid advertising and ad formats

1. Advertising in the Google Adwords search network

Visibility: in the Google search

Format: text ads

The Google Adwords search network is the most used by advertisers whose main objective is to get clicks (traffic) and conversions through their 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 are in relation to those keywords, you will have more or less success.

The star format in this type of campaign is the text ad that is made up of a 25-character title, a visible url to show your domain, and two descriptive lines of 35 characters each. In addition, you can add ad extensions to make it bigger and with more information.

2. Advertising on the Google Adwords display network

Visibility: in web pages and Google 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 who have a well-defined target audience (age, gender, interests, etc.). Apart from notoriety and branding, you can also achieve profitability and conversions, but you should bear in mind that the average CTR will normally be lower than the search and is usually between 0.50 and 1%.

In the display ads are images (banners) and you have the option to display them in millions of publishers (websites) associated with the display inventory.

The good thing is that, if you have little budget to hire a designer, the 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 lightboxes or videos.

3. Advertising with shopping campaigns

Visibility: in the Google search

Format: product listing ads (image + text)

Shopping campaigns share space in Google search with search campaigns. They are a good option for large ecommerce and off / online product stores as it combines branding and conversion goals.

To be able to start Shopping campaigns you have to follow these steps:

  1. Sign up in Google Merchant Center
  2. Link Merchant with your Adwords account
  3. Create a data feed that includes the description and attributes of the products.
  4. Set up the campaign and ad groups

Product listing ads are characteristic for including an image of the product, a description of 70 characters or less, price (mandatory) and a visible URL with your domain.

4. 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 involving format of the moment, as pointed out by some referents of the stature of Mark Zuckerberg. In addition, with the videos you will get, on average, to attract twice as many users as with an image or text.

Google Adwords video campaigns work primarily with CPC (cost-per-click) and CPV (cost-per-view) bids. They are cheap and easy to set up, especially when you have an active YouTube channel and have resources to create and edit your videos.

We mainly use two formats: the trueview in-display ad, which appears to the right of the video as a reproduction suggestion and the trueview in-stream ads that are activated before watching a video.

You also have the option of targeting video ads on websites and activating these types of campaigns on Twitter and Facebook Ads.

5. Mobile advertising

Visibility: mobile devices and tablets

Format: image, text or video ads

Who does not have a smartphone or Iphone today? Obvious, but also, who does not live hooked, to a greater or lesser extent, to your mobile? Everybody! That’s why mobile-oriented advertising has more and more relevance. Without a doubt it is the best way to reach users wherever they are.

In the Google Adwords display campaigns, you can target ads in mobile applications or even sponsor your own application on Google Play with the new “Universal Application Campaigns”.

If you want to target your mobile advertising, you should bear in mind that the behavior of the user is different from that of a computer. Choose a responsive web template and adapt the design and contents of your landing page to the maximum. Bet on direct and short messages, neutral colors and buttons with clear and proportionate calls to action.

6. Advertising by reservation in Youtube

Visibility: YouTube home page

Format: masthead ads

They are special campaigns that work by reservation instead of the traditional auction and that consists of hiring a banner called “Masthead” of 970 x 250 pixels that is shown on the main Youtube page during a day (24h).

They are campaigns that require more budget, in comparison with others, and can be paid for impressions or for a CPD cost per fixed day, which may vary according to the final format, the supplements and the country for which it is requested between € 10,000 / day at € 60,000 / day approx.

All the previous sections are part of Google Adwords. If you are interested you can also get official Google certifications. Here I leave some with tips to pass the exams. I also teach a course in Aula CM that can be useful if you want to certify yourself.

7. Direct contract advertising

Visibility: web pages

Format: image and video ads

It is one of the oldest advertising methods and I like to plan it in 3 steps: research, negotiation and contract. It consists neither more nor less than finding the most visited websites in your sector and contacting the department in charge of advertising (research), comparing prices and available formats (negotiation) and reaching an economic agreement of so much money for so many clicks or leads obtained (contract).

Rate the traffic volume of the page where the ad appears, using, for example, Similarweb as a tool to compare with each other. It also asks about the available space: top, side or footer and the size that the banner should have. On the other hand, select websites where your ad is in a context relevant to what you offer. Take care of these aspects to get good results.

8. Remarketing

Visibility: websites, Facebook and Twitter

Format: image or video ads

It is the # 1 online segmentation technique 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.

Beware that remarketing badly used can become aggressive and can think of your brand things like: “how heavy, all day chasing me!” With a good configuration and creating specific remarketing lists does not have to be negative, but everything opposite, useful for the user and very profitable for your pocket.

You need to insert atag on your website that memorizes visitors’ cookies and link that information to your remarketing lists.

Apart from standard remarketing, in Google Adwords you can set up a more advanced remarketing called dynamic remarketing. Share the concept of normal, but it differs in the ad format, which is now dynamic, and in which the creation and corresponding upload of a data feed to your Adwords account is necessary.

The data feed or product feed for dynamic ads is similar to the Shopping campaigns, except that you do not have to register in the 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 must add special attributes withcode in the standard remarketing tag.

9. Advertising with Facebook Ads

Visibility: main and / or lateral news feed

Format: image or video ads

Facebook is still another of the great options when investing in advertising and stands out from other platforms by offering the advertiser segmentation filters that allow you to reach people with specific personal characteristics such as: age, studies, sentimental situation, job position, specific behaviors and interests. If you are clear about how your target audience is, you will be able to obtain great results.

Designing a good advertising strategy in Facebook Ads is the key to later obtain results. Currently, there are 10 types of campaigns each focused on a goal. The most used are: “promote your publication”, “attract people to your website”, “increase conversions” and “increase video views”.

If you already have good content on your Fan Page, I advise you to create a calendar to invest in 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 who are not your fans yet, that guarantees you reach more receptive people who already know you in some way. And try some campaign to reproduce the video. It is proven that they get more interaction and impact than any other type of format.


10. Advertising and affiliate marketing

Visibility: all

Format: trueview video ads

In advertising through affiliate or affiliate marketing platforms, 3 roles come into play: the advertiser, the webmaster and the intermediary that puts them in contact. The affiliation platform represents the third role, and helps brands and people who have websites, to reach an economic agreement by showing 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 market of supply and demand and offer a commission in exchange for showing your ads. I recommend you: Zanox, Commission Junction, Amazon Associates or the renewed Rakuten Affiliate.

11. Collaborative Advertising in blogs

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 do collaborative advertising, find out who are the referents and bloggers in your sector, to pay them in exchange for writing a post talking about a product or service that 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 the service for free, etc., when it interests you both.

Do not focus only on blogs, also look for Youtubers collaborators with their own channel to sponsor a video in a video or talk about your product. The costs can be minimal with the repercussion that you can have.

12. Advertising on Twitter

Visibility: user 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 has just broken the shell, but points out unique segmentation methods and filters such as:

  • Segment by users: to reach the followers or followers of your competition
  • Segment by television: to reach people who follow, they write tweets and retweet contents related to series and current television programs. Curious, right?

To make the ads stand out from the rest of the tweets, create several Twitter Cards combining different images, texts, calls to action and colors to add several to the same campaign and then compare which one worked best for you.

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 very profitable and get a boost of visibility for less than € 50. Study the results after each campaign to see if it suits you to replicate it or keep it in time.

13. Instagram advertising

Visibility: Instagram news feed

Format: image ad

Since October 2015 we can also make campaigns 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 audience, it can be a great alternative.

14. Advertising on Linkedin Ads

Visibility: news feed and Linkedin sidebar

Format: text and image ads

Linkedin ads are, for the moment, the most expensive compared to other platforms such as Twitter or Facebook but if you are clear that your target audience is in this network, it may be good to try with little budget and see if it works for you.

Ads on Linkedin can be customized by incorporating your own images and sales arguments. You can also choose to promote the best content, articles and tips that you have posted on your company page.

Regardless of the fact that the minimum CPC is around € 2 per click, your campaigns can be very profitable. I advise you if you address 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.

15. Free advertising portals

Visibility: directories

Format: text and image ads

There are platforms where you can place your ad for free, did you know? Possibly not generate so much traffic and sales as Google Adwords, YouTube or Facebook but can be an alternative channel of advertising if you have zero or little budget. Likewise, it is a way to publicize your products and services.

The most used classified ads websites are Locanto, Segundamano (Vibbo). There are many more classified in this list depending on whether you want the website to be responsive, exchange banners, with the possibility of video format, etc.

Latest tips for your online advertising

In case you still have doubts that advertising can be a great ally along with your social media strategy, I summarize your advantages in 3 points and by 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 a lot less money than if you announced on TV, radio, press, magazines and online spaces. You set the maximum to spend.

#Tip: invest little by little until you have more experience and adjust the budget of each campaign, thinking about achievable objectives.

  • 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 or program them whenever you want and because all the platforms are adapted with visual formats: graphic and video according to the tendency. That translates into maximum flexibility.

#Tip: campaigns created for specific dates, with start and end, concentrate in less time the budget so they tend to be more effective.

  • Current and specific segmentation filters. The options when segmenting campaigns are changing as the use we give to the internet and social networks evolves. With online advertising you will always be up to date to reach a specific target audience using filters such as: location, age, gender, language, browsing and buying interests, behaviors or even personal characteristics.

#Tip: study your target audience from Google Analytics and from Facebook statistics so that segmentation 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 review your campaign reports daily. Also to continue training and investigate everything possible to be a better advertiser.

1 comment

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1 comment

nagesh lingayat June 8, 2018 at 8:48 am

Nice blog! Thanks for sharing such a blog.


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