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Published on Thursday, 4 Aug 2022

Types of Digital Adverts & Their Benefits

Digital advertising has become a prominent force in marketing. The Internet Advertising Bureau UK reported in 2021 that digital ad spend in the UK grew by 41% to a total of £23.5 billion. With the demand for online content continually increasing digital marketing will only continue to grow and dominate - but the question remains, how can it benefit your business?

There are many different ways to advertise your business online, this article will breakdown some of the main types of digital marketing and the best application for them.

Paid Search Adverts

Example of a Google search engine ad. LinkedIn is top of the page, with descriptions and links to convince potential customers to click on them.

Paid search ads allow businesses to appear at the top of a relevant search result on search engines such as Google and Bing. They are usually text based consisting of a headline, description and a link to the business’ URL.

These ads usually work on a “Pay per Click” system, so businesses are only charged when someone clicks the link to their website. Companies like Google offer companies the option to run multiple ad campaigns to target certain customers based on particular key words.

Key Benefits:

  • Paid search ads are cost effective, as you only pay for per click and know that a customer will have viewed your website.
  • Your ad will only be shown to relevant customers who are already trying to search for keywords related to your business.
  • By appearing at the top of a search engine customers are more likely to engage with your website.

Social Media Adverts

Example of a Facebook social media advert. It looks like a normal facebook post and will show up in a users feed - the only difference is the “Sponsored” tag.

Social media websites can contain many types of online marketing - e.g. native, video, display. Generally when a business pays for a social media ad they are promoting content that looks native to that platform.

For example, a paid Facebook ad will appear on a users feed looking like a normal Facebook post but will have a “Sponsored” tag attached to them. These types of ads will use targeted audiences to show your ad to specific people most likely to purchase your product or service.

Key Benefits:

  • Social media ads can have higher conversion rates because they blend in with the social media site and can target specific audiences.
  • Sponsored content can be liked, shared or commented on by users. This is a low-cost method of increasing brand awareness and sales.

Display Adverts

Example of a display advert in the form of a banner on Rightmove.

Some large websites will sell advertising spots on their website in the form of banners or pop-ups, this is what we call a display ad. These ads can include graphics, audio or video that encourage a user to click the ad to visit a business’ website.

Display advertising websites exist where you create your advert and they manage where and when your advert gets shown. This ensures your ad is shown on websites with related subject matter to your business and targets visitors that are most likely to be interested in what you have to offer.

Key Benefits:

  • This type of ad can be very affordable, mainly because the content is shown to a wider audience and may be less targeted than the previously mentioned types of digital ad.
  • Display ads are a good way of raising brand awareness and getting your company’s name out there.

Native Adverts

Example of native adverts found on NBC news. The ads use the same fonts and formatting as the original website to blend in and encourage clicks.

Native ads integrate with the content that is already on a website without interrupting the navigation. Examples include display ads that match surrounding content or sponsored content on social media platforms.

Think of the ads listed at the bottom of a news website that look like an article from the original website but instead redirects you to another website. Often a user might not even realise they are clicking on an ad because it looks so authentic.

Key Benefits:

  • Native ads have a high click-through rate especially compared to display ads as they are less disruptive to user experience and appear more relevant.
  • These ads can also appear more trustworthy as they blend in with the original website or platform.

Digital advertising has become increasingly important for businesses to grow their brand and drive sales. If you are interested in building your online presence and advertising your business online, get in touch with us today.

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