Elements of an Online Advertising Campaign
People are constantly searching online for products and services. Keywords in your advertisement match with a search typed by a customer, causing your ad to appear next to or above the search results. Your advertising is configured in such a way that is easy for people to call you, visit your website, or go to your business directly.
Text and Visual Ads. Google AdWords and Bing Ads, for example, offer the choice of either text-based ads or more visual ads (display ads, banners).
Landing Pages. Specialized, optimized web pages that visitors are taken to upon clicking on an ad. They usually feature specific products or services and provide links to the original web page.
Email marketing. Email campaigns highlight time-specific offers or content downloads, or complement other digital marketing.
Re-marketing. Allows you to track users who have visited your website, but have failed to convert or take action, and place ads for them on other websites.
Phone Call Tracking. You can choose to track phone calls generated from any online advertising in order to determine the specific ad and keywords that prompted a call.
Analytics. Analytic tools are invaluable to determine how consumers discover and interact with your website, how well your advertising campaigns are performing, and from where their traffic is coming.
Sponsored Content: Sponsored update options (Facebook’s Promoted Posts, Twitter’s Sponsored Tweets, etc.) and native advertising are used as part of a wider promotional effort. Corporations can buy articles, infographics, videos, etc. from businesses, and publishing platforms will promote it. Native advertisements, in most cases, are difficult to spot (they blend in with the “organic” content), and there are no defined rules or guidelines on how publishers must label native ads for the time being.