44% . That was the click-through rate on the very first banner ad purchased by AT & T on HotWired.com in 1994
Today, this ad would be considered a mix of clickbait.
Fortunately, online advertising has evolved rapidly since the 1990s, so you do not have to rely on banner ads anymore. You can create engaging ads in multiple formats and target the people who really need your product or service.
Online advertising and learn the capabilities of the most effective advertising channels on the internet today.
Online Advertising: All You Need to Know in 2018
1. Search-Paid Advertising
With over 3.5 billion search queries on Google every day, where you pay Google or other search engines to post your content on SERPs for relevant keywords, ads
Naturally, the ranking of the most requested ads is huge, so Google raises the bid each time at least two advertisers bid for keywords that are linked to search queries in Google.
Advertisers then rank the keywords and their corresponding advertising copy and web page in groups, choose the group they want to bid on and choose their maximum bid. Google will choose a keyword from the advertiser's ad group that it deems most relevant to users' search queries and will use it for the auction.
They want to level the playing field with respect to the size of their litters. Instead of the highest bidder always winning the auction, the highest ranked bidder always wins.
AdRank is calculated by multiplying your maximum cost -press a click on the auction with the quality of your ad's score, calculated by measuring the relevance of your page against the keyword, to the experience user and click rate. This means that organizations can not acquire the best rankings for the desired keywords simply because they have the largest advertising budgets. Their content must be attractive.
Photo Credit: WordStream
Google AdWords wants to encourage top advertisers to show the best content on their SERPs, to reward ads with high quality ratings and higher rankings
In the same order of # They also want to deter malicious advertisers from advertising bad content. Advertisers with poor quality scores will generally only get a high position if they pay a huge cost-per-click bid. . If they want to reduce the cost per click, they just have to bend at the bottom of the ad rank.
If you win a Google bid, your actual cost-per-click is calculated by the second ad rank divided by your quality score, plus one cent. The only time you pay your maximum bid is if you are the only bidder in the auction or if you bid the highest bid in the auction, but you have the lowest ranking. In this case, you will get the latest ranking of the ad.
Photo credit: WordStream
2. Paid Social Advertising
More than 80% of the US population uses social media, but social networks all try to monetize as much as possible their audience, the organic reach is at its lowest. Social advertising is the fastest and most effective way to meet your audience where they spend most of their time.
On the payroll, advertisers have plenty of opportunities to optimize their campaigns. They can choose the purpose of their ad campaigns, the type of ad they promote and the targeting of their ads, which can be incredibly accurate. Here is a summary of the advertising capabilities of Facebook, LinkedIn, Instagram and Twitter.
With nearly 1.5 billion daily active users who spend an average of 41 minutes a day on the platform, Facebook has the largest user base and the most more engaged. on all social media platforms. And to effectively leverage their audience, they designed the best targeting tools and the most profitable ads for advertisers.
When you create an ad campaign, the first step is to choose the goal of your campaign. You can either build brand awareness, consideration, or conversions. Here are the performance indicators for each objective:
- Brand Awareness
- Installation of the application  Video Views
- Catalog Sales
- Store Visits
After choosing the objective of your advertising campaign, you will choose the type of ad you want to promote. a link ad, image ad, video ad, carousel ad, slideshow ad, link ad, dynamic ad, pickup ad, lead generation ad, and email ad.
or email ads are, here is a quick overview of them:
- Ads Collection promote your products, allowing potential customers to learn about your product without leaving Facebook. They also generate traffic to the pages of your products.
- Dynamic ads automatically promote products on websites, apps, or the Internet. Just download your product catalog and create a campaign. Facebook will continue to find the right people for each of your products until you turn it off.
- Lead generation ads generate leads by pre-filling forms with personal information entered on Facebook for subscription, free trials and registrations of your brand
- Facebook Messenger Ads allows you to leverage the popularity and convenience of the app to increase brand awareness and revenue: two billion messages are sent each month between individuals and businesses and 53% of users that they can directly send a message. You can view Messenger ads on the home screen of the email application, create news feed ads that spark conversation with the users of the application and send sponsored reengagement messages to people who have already started a conversation with Messenger.
When you're done designing and choosing your ad format, you'll be able to use the most granular and powerful social media targeting tools to grow your audience.
If you want to create your audience from scratch, you can use the Main Audience Function, which allows you to choose from hundreds of options to target specific users with ads. Facebook segments options based on demographics, interests and behavior. Here is a list of all the targeting options:
- Relationship Status
- Level of Study  Field of Study  Schools
- Graduate Years
- Position Title
- Net Worth
- Type of Survey home
- Domestic composition
- Parental status
- Life events
- Political Affiliation
Interests Data (Interests, Activities and Preferred Pages from the following topics)
- Business and Industry
- Family and Relationships
- Fitness and Wellness
- Food and Beverages
- Leisure and Activities
- Shopping and Fashion
- Sports and Outdoors
Behavioral Data (Purchasing Behaviors or Intent, Appliance Use and Other Activities Surrounding the Following Topics)
- Charitable Donations
- Numerical Activities
- Mobile Device User  Page Administrators
- Buying Behavior
- Residence Profile  Seasonal & Events
- Web Browser Type
To effectively target the right audience and optimize your social budget, have a deep understanding of your ideal client. If your buyer characteristics are very detailed and accurate, you'll be able to take advantage of most targeting options and make your ads as relevant as possible.
If you do not want to create your own audience, you can let Facebook do it for you. By using the similar audiences feature, you can search and target similar audiences to your customers or prospects. All you have to do is to import a list of their contact information into Facebook.
If you want to target people who already have a relationship with your brand, use the Custom Audience feature. By simply importing your CRM data or customer contact lists into Facebook, you can place targeted ads on current customers, site visitors, and mobile users.
LinkedIn has a much smaller reach than Facebook About 250 million active users per month, but as professionals constantly update their career information and specifically search for content on the platform, LinkedIn is considered the best social network for B2B lead generation.
other social networks, but they generally generate the conversion rates and the quality of the highest prospects, which justifies the high advertising costs of the platform.
For example, on HubSpot, we published an eBook for marketers on LinkedIn and Facebook. After the campaign, we discovered that LinkedIn clicks cost four times as much as Facebook clicks. But we also discovered that LinkedIn conversions, the most important metric, accounted for half the cost of Facebook conversions. In terms of subject and target audience, LinkedIn was the best choice for generating leads.
When you advertise on LinkedIn, you have the choice between three marketing goals: build brand awareness, drive traffic
After setting your goal, you can advertise sponsored content such as publications or videos in LinkedIn's news feed, InMail sponsored in your audience's LinkedIn inbox and text ads placed to the right of the news feed. Once you have finished choosing your ad format, you will start doing things that are fun. The targeting capabilities of LinkedIn are the dream of a B2B marketing specialist. Most business information is updated on LinkedIn. You can precisely target your customers based on their information, experiences, training and interests. Here are all the LinkedIn targeting options:
- Company Name
- Company Size
- Title Job Postings
- Post Graduate
- Years of Experience
- Fields of Study
Centers of Interest and Identity
With 500 million daily active users and 64% of their users aged 18 to 29 years, Instagram is the best platform to attract the attention of Generation Y and Generation Z. Facebook is owner of Instagram, so their goals for ad campaigns naturally match those of Facebook : awareness, consideration and conversio not. Here are all the performance indicators for each category:
- Scope and Frequency
- Brand Awareness
- Local Awareness
- Views  Scope Conversion
- Website Conversions
- Dynamic Ads on Instagram
- Mobile App Installs
- Mobile App Engagement
After setting your goal, you can create four types of announcements: photos, videos, carousels and stories.
In terms of targeting, the features of Instagram are the lite version of Facebook. You can target people based on their location, demographics, interests, and behaviors. Here are all the targeting options of Instagram.
- Using applications
- Ads Clicked
- Accounts After
- Activities Your Audience Performs on Instagram and Facebook
Similar to Facebook, Instagram also offers custom audiences, automated targeting audiences, which analyzes location, Demographics and centers of interest of your current audience to create an audience likely to be interested in your business.
Twitter lost a million active users in the last quarter. users – 80% of those living outside the United States. If you want to expand your international reach, especially in Asia, Europe and South America, Twitter advertising is your best way to succeed.
When you advertise on Twitter, you can choose from five marketing goals:
- Awareness & Reach
- Tweet Commitments
- Clicks Site
- Installation Installations  After setting your goal, you can promote your Tweets with two tools: Twitter Promote and Twitter Advertising Campaigns. Twitter Promotes your first 10 daily organic tweets that pass a quality test to your target audience. All you have to do is specify the interest of five of your potential subscribers or subway locations, and Twitter will do the work for you.
the following targeting options:
- Relevant accounts
- Adequate public
- ] Geography
3. Native Advertising
Publishers like BuzzFeed and The Dodo are producing snowball content in popularity on social media almost every day. And they make money by helping other brands do it too. Brands will pay these publishers to create publisher-compliant publications and videos. They also pay publishers to distribute this sponsored content to their large audience via social media and their website.
When you pay for a publisher's native advertising services, you can leverage their editorial expertise and their audience to help your brand. tell captivating stories to a larger and better audience.
During the creative process, you will collaborate with publishers to create sponsored content covering one of their main topics and resembling regular content on the publisher's website. This way, even if your message is technically promotional, it will not interfere with the browsing experience of its audience. They will appreciate reading your message and will not feel like you or the publisher to advertise them. This exposes your work to a large and engaged audience and attracts new subscribers to your brand.
Native advertising creates a symbiotic relationship between publishers and brands. Publishers who broadcast sponsored content enjoy the benefits of another source of income and gain more confidence if they promote a native ad from a trusted brand – 41% of readers say they trust publishers to publish with a reliable brand. ] For brands, collaborating with leading publishers can unleash unprecedented amounts of creativity to help them conquer audiences and drive engagement – 31% of readers are more likely to buy T Brand Studio, the ad network New York Times native, has designed sponsored articles that have garnered as much engagement as some of nytimes.com's top performers.
4. Pre and Medium Advertising
Forcing people to undergo a YouTube advertisement of 30 to 60 seconds is not the best way to attract the attention of a new audience: it irritates them quite simply. But shortening video ads can actually engage viewers without testing their patience. According to Google, 90% of exceptional advertising campaigns boosted overall ad recall by an average of 30%.
If you want to advertise on YouTube, where adults watch more content than any other television network each month, video ad types: TrueView ads and Bumper ads.
With TrueView ads, you only pay an ad when users watch the entire, view it for at least 30 seconds or click on its CTA. . YouTube knows its users are expecting shorter ads. Therefore, non-skippable ads must be between 15 and 20 seconds long. If you want to take advantage of TrueView ads, you have two options: streamed ads and video discovery ads.
- Instream ads are played before the start of certain YouTube videos or Google Display Network websites. After the first 5 seconds of your ad, people can ignore it, but YouTube allows you to place CTAs on your ads to drive traffic to your website or YouTube channel.
- Video discovery ads can be shown on the YouTube home page. the results page or recommendation section when users search for certain topics and keywords. If someone clicks and looks at your ad, an associated banner will appear to the right of the video, which will inspire people to learn more about your business.
Small ads are the shortest YouTube ads. When YouTube broadcasts such short advertising for its viewers, it can not really bother them. And when brands create these ads in fast, captivating stories, they can reach the public.
Exceptional ads last up to six seconds, appear before, during, or after YouTube videos or on Google Display Network sites and apps. You will bid on the cost per thousand impressions of each ad. So you pay every time YouTube shows your ad 1,000 times.
With over one billion users from over 70 countries and access to the site. Google Display Network, YouTube offers some of the most accurate targeting of the digital marketing market.
With YouTube's advertising tools, you can target audiences based on their location, demographics, and interests. You can also market with old readers, place your ads on certain properties, and place ads on videos on specific topics and keywords. Here are all the targeting options in each of the following categories:
- Parental status
- Income from the household
- People very interested in topics similar to those covered by your channel.
- People who go through certain life events, such as moving, getting a university degree, or getting married.
- Viewers that have already had interactions with your videos, TrueView ads, or YouTube channel
- YouTube Videos  Websites on the Display Network
- Display Network Applications
- If you target the topic "Fitness", your ads will appear on YouTube videos related to bodybuilding.
- on specifi c videos related to certain keywords.
5. Advertising Display
Display ads are a controversial topic in the digital marketing community. For almost 25 years, advertisers have been abusing them by encouraging people to click on misleading ads – some malicious ads have even infected the computers of people with viruses. It's easy to see why internet users have developed banner blindness and stop downloading ad blockers: graphic ads have a reputation for being intrusive, distracting and uninteresting.
Advertising networks such as the Google Display Network and Facebook's Audience Network are the leaders in the rebirth of the banner ad. They can show your ads on the right target audience in the right place and at the right time. And if you want more control over your advertising, they'll let you decide where to place your ads. Below, we'll cover the features and targeting capabilities of each ad network:
Google Display Network
When you use the Google Display Network, you can build engaging ads on more than two million sites Web and applications. and Gmail. You can also create new audiences by targeting the people most likely to be interested in your products or services and visitors to your websites simply by importing a list of their contact information.
If you do not want to create your ideal audience or process bids, you can let Google AdWords do it for you. Their automated targeting and bidding features help identify your audience with the best return on investment.
Facebook Audience Network
With Facebook's Audience Network, brands can expand their Facebook campaigns and use the same targeting. the data they use on the platform to advertise on a vast collection of websites and apps – Facebook's audience network publishers account for 50% more time spent on mobile apps than Snapchat and Twitter together. Brands can place native ads, banner ads, full-screen ads, in-stream video ads, and watch award-winning video ads on their frequently visited websites and apps on their Facebook page.