Which online advertising strategy is right for your business?

Part of running a business in this age of technology is establishing an online presence. It doesn’t just mean having a well-designed website and being active on social media, both of which are a big part of what online marketing means. In order to reach audiences and turn them into customers, you must also invest in online advertising.

Sometimes, finding the right advertising strategy for your business can be quite daunting, especially since you have so many options to choose from. the sea of ​​digital marketing. The affordable costs of digital advertising, especially compared to traditional advertising, may inspire you to invest in as many types of advertising campaigns as possible, but keep in mind that not all of them may work for your business.

That being said, let’s explore some of the options available to you to help you decide which one is best suited to achieving your business goals.

Image source: https://unsplash.com/photos/OGOWDVLbMSc

Pay-per-click advertising

Remember all the ads you see next to your search results in Google, Bing, or other search engines? Well, that is pay per click (PPC) advertising. PPC advertising means paying a fixed amount to the publisher who shows your ad every time someone clicks on it and is redirected to your website. Ads appear based on the keywords searched by the user. Although one of the oldest forms of online advertising, pay-per-click advertising remains a very effective way to attract potential customers.

One of the downsides of PPC advertising now is that most of the popular keywords have started to get pretty expensive. For example, a popular keyword, such as “online course” can end up costing you up to $ 100 per click. For small businesses, this may not be the most financially feasible solution.

The key to making PPC ads workable is to choose long tail keywords instead of short keywords. This means that instead of using “online course” as a keyword, you can find it much cheaper by using something like “online chemistry course” or whatever your business has to offer. Long tail keywords are much more specific and will attract a more specialized audience, but it can work to your advantage.

Pop-up and pop-under ads

Pop ads first saw the light of day in the 90s, and they don’t seem to be going anywhere. In fact, this is a pretty popular advertising strategy, being even more effective than banner ads (which we’ll talk about in a moment). In terms of click-through rate, pop ads are 6 times more effective than banner ads, and that can make a big difference in the number of visitors who come to your website.

A big advantage of pop advertising, whether you use pop-up or popunder ads, is that it isn’t as disruptive to the audience as a dozen flashy ads appearing on a single webpage can be. The ad appears on a separate web page, so that the user is not interrupted in their activity, and also gives you plenty of screen space to customize it as you like.

As advertising experts of AdMaven notice, users have developed what is called blindness banner, which means their brain subconsciously ignores the advertisements that appear on a website page. You can call it some sort of defense mechanism if you like. With pop ads, visibility becomes the main benefit because it becomes much more difficult to ignore a web page that opens on its own. This is why pop ads typically convert much better than other ads, having the potential to increase your ROI by up to 250%.

Email campaigns

Another popular form of digital advertising is email newsletters, and they are very easy to implement. All you need to do is create a page on your website or create a registration form on your home page, where visitors can sign up to receive emails about your company’s upcoming projects. The great thing about email campaigns is that they can be highly customizable, ensuring everyone who signs up to receive newsletters has a type of content that works best for them.

There are countless ways to profit from email newsletters, so the only thing you need to do is choose the right one for you. You can start by sending them a welcome email when they first subscribe to your newsletter, along with a discount code. This will encourage users to try your products. Then you can move on to promotional campaigns, as well as seasonal ads, during the time of year when your product is more likely to be sought after by consumers. Finally, you can also use a re-engagement campaign, for subscribers who have become inactive over time.


Last but not least, even if they are less and less popular, banner ads are always effective and quite inexpensive so you might want to try them out. You can find many specialty websites that allow banner advertising, and the costs are usually quite low. The advantage of advertising on specialty websites is that you have access to a much more personalized audience, which can sometimes be quite difficult to connect with otherwise. Think of websites or forums for professionals in a certain field related to your product. This is where you want to go for a banner ad campaign.

Banner ads can be targeted to specific demographics, to ensure that the audience you reach are most likely to click on the ad once they see it. This allows for better personalization and a potentially greater return on investment.

There are many things to consider when choosing the best advertising strategy for a travel agency. The costs, the length of the campaign, as well as the type of audience you plan to reach are just a few of the things you need to keep in mind. If you make a plan and figure out all of these variables, you will be able to decide whether pop ads, banners, email campaigns, or PPC advertising are the best type of strategy to increase your brand visibility.

Don’t forget to check the competitors’ strategy

This is a very important step that many companies often skip. Take the time to study the strategy of your main competitors and create your own advertising plan.

1. First, find out your competition by searching Google with certain keywords.

2. Investigate their websites (look for pop-ups, social media links, partners, etc.).

3. Use Spokeo’s reverse phone search or email search to uncover hidden social media profiles.

4. After the phone number search, investigate all of their social media profiles.

5. Take notes.

You can take some advertising ideas from your competition (of course if their strategy is helpful and brings traffic). Moreover, you can discover some completely unnecessary mistakes and strategies and avoid them in your business.

Authors biography :

Maguire Haigh is Marketing Manager for Spokeo. He is interested in the latest technological trends, marketing strategies and business development. He also prefers to travel, explore the world and meet new people. Maguire has extensive experience in creating and editing articles on different topics.

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