Online Advertising: Pros and Cons of Paid Advertising


Online advertising refers to the use of the Internet, often through blogs and other distributed media, to promote business. Online advertising is often seen as part of cost-per-impression marketing because it requires the least amount of direct human contact between the company and the customer. It is also often used to publicize upcoming products and services. Online advertising differs from traditional marketing in that the user does not have a physical product to purchase, but can only shop online, and the advertiser only pays for the traffic that goes through the website. Online advertising also uses many of the same strategies as regular advertising. For example, advertisers can use search engine optimization (SEO) to improve the ranking of websites in search results, paid advertising on major networks such as Google and Yahoo !, and paid inclusion in emails and content emails.

Online ads are typically small text or picture ads placed on specific sites to attract users. The number of these ads displayed on a website is called “visibility” and advertisers can choose to pay per click or per impression, or a combination of the two. Online ads are generally targeted to the interests of the user they are displayed with, as opposed to traditional ads that are not personalized for any user.

There are several types of online advertising methods and formats available. Pay Per Click (PPC) programs are designed for advertisers to bid on keywords related to their products or services and to track the number of times each keyword appears on a website. The keywords can be chosen with a view to optimizing the ads for search engines, or they can be chosen at random to provide more diverse exposure. Another important factor when choosing an advertising program is keyword targeting capabilities. Most PPC ad providers offer some form of data collection targeting capabilities, although some do not have this functionality at all.

Another type of online advertising is display advertising. Display ads are typically small images that can be featured on a website or in a pop-up window. Publishers who decide to display advertisements on their websites should carefully consider the audience that will be exposed to the advertisements. If too many people see a display ad, it can lead to fewer people clicking the links in the page content, or visiting the advertiser’s website in the first place.

YouTube is another area where online advertising is concerned. Video ads, like those that appear in search engine results, allow advertisers to create a short ad with a short clip, which can be uploaded to YouTube and then used in different ways. One of the advantages of video ads is that they are very easy for users to ignore and can be quickly and easily turned off by the viewer. However, other disadvantages of YouTube include the fact that it takes time to generate good quality videos and the demographics of those who watch YouTube videos make them particularly difficult to market.

All of these points are important for those who choose the paid advertising methods. However, there are a number of drawbacks to advertising online as well. For example, those who want to use graphical ads or video ads may have difficulty finding an audience for their product or service. Certain demographics of Internet users can make it difficult to reach people who may be more receptive to television advertisements.