To make effective advertising on the Internet, it is not enough to simply create a good ad or banner and launch impressions in all possible channels. It is necessary to evaluate the advantages and disadvantages of each tool, determine the country email list most suitable for your project, find out the habitats of your target audience, develop a strategy, levers of influence, etc. For a better understanding of the features of various promotion methods, let’s consider the types of Internet advertising.
Types of Internet Advertising
The most commonly used and effective are:
- contextual advertising (both search and advertising networks);
- search engine optimization (SEO);
- advertising in social networks (SMM);
- banner advertising;
- video advertising;
- e-mail marketing;
- native advertising;
- viral marketing.
All of them have their own subtleties of interaction with the audience. Understanding these features will allow you to determine the most industries use ai-powered whatsapp chatbot optimal option for your project.
Contextual advertising
It is displayed according to the content (context) of the page the user is on. There are two types:
- search (displayed directly in search results in accordance with the user’s request);
- thematic (shown in advertising networks, on partner sites in accordance with the content of the web page or the user’s behavioral characteristics).
In the RU segment, the most popular contextual advertising services are Yandex.Direct and Google AdWords, which allow you to place ads in the Yandex and Google search engines, respectively.
The advertiser pays only for transitions (clicks) to the advertised page.
Search advertising is a text-and-graphic ad that looks exactly the same as the snippets in the search results: title, description and additional information (contact information and address, quick links, clarifications, ratings from catalogs, etc.), which the advertiser adds at his own discretion.
He also determines for which queries jiangsu mobile phone number list and in what position his ad will be shown. But, as a rule, there is a competitive struggle for the first positions for popular and “hot” queries. Each advertiser specifies his bid, and the higher it is, the more times his ad will be shown.
Search engines (SE), in turn, ensure that only relevant ads corresponding to the user’s query are shown. If the user enters “buy flowers in Moscow”, then flower shops from Moscow should be shown. SEs encourage advertisers with the highest quality and most clickable ads, reducing the cost per click for them.
Advertising networks (YAN and KMS) are thousands of Yandex and Google partner sites where you can place media advertising. The main emphasis is on the visual component.
Direct and AdWords offer various ad formats: text and graphic, video, banners only, etc.
Such advertising can be show in two ways:
- in accordance with the theme of the site on which it is post (for example, on a site about pets – advertising for food);
- depending on the user’s interests and requests (what they have been searching for recently, what sites they have visited, what products they were interested in, etc.).
Probably everyone has encountered a situation when after searching for a particular product, ads with it start appearing everywhere. This is contextual media advertising.
The clickability of ads in advertising networks is an order of magnitude lower than in search, since users are not looking for a specific product or service, and therefore are not interest in buying. They simply visit various sites, view the content that interests them. But the cost of a click in this case is also lower.
YAN and KMS are often use to increase brand awareness. Large coverage with a minimum number of clicks (and therefore a minimum consumption of advertising funds) allows this to be do.
Retargeting is worth mentioning separately – this is an opportunity to interact with users who have already visited your site, performed certain actions there, but have not made a purchase.
Users who have visite your site and fulfill certain conditions (for example, visited the checkout page or added a product to the cart) are add to a special group – the retargeting audience. Then you can set up separate impressions for these people, creating individual trade offers (UTP), offering a discount on the product of interest, etc. Retargeting allows you to “catch up” with lost visitors and bring them back.