Oh, hey there! I was just working on a new digital advertising campaign and had no
idea that we were filming a video today. You know, digital advertising is such a
great addition to any marketing strategy. So many businesses have adopted it, and
around the world today, businesses spend over 250 billion dollars on it. That is a
lot of money. Digital advertising can have a huge return on investment for your
business so it's great to take advantage of those benefits. You might be wondering,
what exactly is digital advertising? Well it's similar in some ways to traditional
advertising. Like traditional advertising, the goals of digital advertising can be
to promote your products or services, generate brand awareness, or increase
sales. We want to use your campaign to move people through the marketing funnel
and turn them into paying customers but that's really where the similarities
stop. Digital advertising gives you access to so many pieces of data that
can help you create the most targeted and personalized campaign to reach
potential customers. Picture your campaign like a blank canvas, and the
data points are different paint colors that blend together to make a whole
picture. You can target people by their interests, demographics, keyword searches,
and even previous web activity. You can also track how your campaign is
performing in real time and make adjustments if needed to help get the
results that you want. Let's say that you run a sports equipment company and you
want to advertise your brand-new tennis racket. You choose to pay for billboard
advertising for your new equipment. You pay a lot of money, and your ad might be
seen by your target audience. But it might also be seen by a lot of people
who aren't in the market for a new tennis racket. Let's say now that you
decide to go with digital advertising. Your ad shows at the top of the search
results when someone near your business types in tennis rackets for sale. Your ad
is going to someone who is actually looking to make a purchase. You're not
paying to show your ad to a lot of people with the hope that a few might
possibly be interested. You're using your money
efficiently with digital advertising by targeting people who are actually
interested in your offer. That's what data can do. You know,
advertising also offers so many choices for your business when it comes to
different types of ads. Search ads look similar to organic search results and
show up when someone searches a certain keyword. Display ads are like mini
billboards on different websites and can showcase different visuals with your
advertisement. Social media ads look like social media posts and also have that
same visual and textual element to them. Around the world people spend an average
of over two hours on social media every day, so there are a lot of opportunities
to get your ads in front of people. Your business can also partner with an
influencer or online to use their followers to help grow engagement with
your brand. There are so many options online when it comes to creating your ad.
You can dive into different multimedia elements with your digital ad campaign
to really get users to interact with your ad and your brand. The customization
with digital advertising doesn't just stop there, either. You can go as far as
choosing how you'll pay for your ads. First, here's an overview of how it works.
Ads are chosen via a bidding system between a website and an advertiser. If
you're ad is relevant and your bid is a top bid, your ad will appear on the
user's screen. You pay when someone online completes an action you want them
to like clicking on your ad or viewing your ad. For the payment options, first
there's cost per click which means you pay each time someone clicks on one of
your ads. Second is cost per thousand impressions or CPM. In this model, you pay
when you get 1,000 views on your ad. Third is cost per lead, or CPL. Cost per
lead, you pay when your ad gets you a new lead. Fourth is cost per action, or CPA.
Cost per action, you pay when a person completes the action you want them to.
This might be buying a product or even signing up for your company's emails. So
you know all about the basics of digital advertising, but there's one more thing I
should mention. The Internet is always changing and digital advertising evolves
with it. There are new ways to reach your
audience developing online right now. The use of video in digital advertising is
growing and it can play a valuable part in your strategy. Video is a very
shareable medium and it's a great way to familiarize your brand with your target
audience. The internet is also focused on mobile first. Cell phones are everywhere
and it's great to keep in mind that your ads are likely going to be seen on a
mobile device. So when you're creating your campaigns, design with mobile in
mind. So those are the basics of digital advertising. If you want to keep learning
about digital advertising, you can check out our digital advertising handbook. See
you next time.