How to Advertising My Business Online: A Guide to the Best Platforms and Strategies

Online Advertising Platforms

Online advertising platforms are the tools or channels that you use to create and display your online ads. They can be divided into two main categories: search advertising and display advertising.

1. Search Advertising

Search advertising is a type of online advertising that allows you to show your ads on search engines like Google or Bing.

When someone searches for a keyword related to your business, your ad can appear above or below the organic search results. Search advertising is also known as pay-per-click (PPC) advertising, because you only pay when someone clicks on your ad.

The main benefits of search advertising are:

• It can help you reach people who are actively looking for your products or services, which means they are more likely to convert.
• It can help you target your ads based on keywords, location, device, time, and other factors, which means you can reach the right audience at the right moment.
• It can help you measure and optimize your ad performance, using data and analytics tools provided by the platforms.

The main costs of search advertising are:

• The cost per click (CPC) of your ads, which depends on the competition and quality of your keywords, ads, and landing pages.
• The cost of hiring an agency or a freelancer to manage your search advertising campaigns, if you don’t have the time or expertise to do it yourself.

The main tips for search advertising are:

• Do keyword research to find the most relevant and profitable keywords for your business.
• Write compelling ad copy that matches the search intent and highlights your value proposition.
• Create landing pages that are relevant, engaging, and optimized for conversions.
• Track and test your ad campaigns to improve your click-through rate (CTR), quality score, and return on ad spend (ROAS).

Some of the most popular search advertising platforms are:

• Google Ads: The largest and most widely used search advertising platform, with over 90% of the global search market share.
• Bing Ads: The second-largest search advertising platform, with over 6% of the global search market share.
• Amazon Advertising: The leading search advertising platform for e-commerce, with over 50% of the US online shoppers starting their product searches on Amazon.

2. Display Advertising

Display advertising is a type of online advertising that allows you to show your ads on websites, apps, social media, and other online platforms.

Your ads can be in the form of images, videos, text, or interactive elements. Display advertising is also known as banner advertising, because your ads can appear as banners on the top, bottom, or side of the web pages.

The main benefits of display advertising are:

• It can help you increase your brand awareness and reach, by showing your ads to a large and diverse audience across the web.
• It can help you target your ads based on demographics, interests, behaviors, and other factors, which means you can reach the most relevant and qualified prospects.
• It can help you create engaging and creative ads, using different formats, sizes, and features.

The main costs of display advertising are:

• The cost per thousand impressions (CPM) of your ads, which depends on the popularity and quality of the websites or platforms where your ads appear.
• The cost of hiring a designer or an agency to create your display ads, if you don’t have the skills or tools to do it yourself.

The main tips for display advertising are:

• Choose the right platforms and networks for your display ads, based on your goals, budget, and audience.
• Design your display ads to be eye-catching, clear, and consistent with your brand identity and message.
• Optimize your display ads for different devices, resolutions, and placements.
• Track and analyze your ad campaigns to improve your impressions, CTR, and conversions.

Some of the most popular display advertising platforms are:

• Google Display Network: The largest and most widely used display advertising network, with over 2 million websites and apps reaching over 90% of the internet users.
• Facebook Ads: The leading display advertising platform for social media, with over 2.8 billion monthly active users and over 9 million advertisers.
• LinkedIn Ads: The leading display advertising platform for B2B, with over 740 million professional members and over 30 million company pages.

Online Advertising Strategies

Online advertising strategies are the methods or techniques that you use to create and execute your online advertising campaigns. They can be divided into two main categories: inbound advertising and outbound advertising.

1. Inbound Advertising

Inbound advertising is a type of online advertising that focuses on attracting and engaging your audience with valuable and relevant content.

Instead of interrupting or pushing your ads to your prospects, you pull them in by providing them with useful information, solutions, or entertainment.

Inbound advertising is also known as content marketing, because your ads are essentially pieces of content that educate, inform, or entertain your audience.

The main benefits of inbound advertising are:

• It can help you build trust and credibility with your audience, by showing your expertise and authority in your industry or niche.
• It can help you generate organic traffic and leads, by optimizing your content for search engines and social media.
• It can help you nurture and convert your leads, by providing them with more content that guides them through the buyer’s journey.

The main costs of inbound advertising are:

• The cost of creating and distributing your content, which can include hiring writers, editors, designers, videographers, or other content creators.
• The cost of promoting your content, which can include using paid ads, email marketing, influencer marketing, or other content distribution channels.

The main tips for inbound advertising are:

• Define your audience persona and their pain points, goals, and challenges.
• Create a content strategy and a content calendar that aligns with your audience’s needs and interests.
• Produce high-quality and engaging content that provides value and solves problems for your audience.
• Promote your content to the right platforms and channels where your audience hangs out.
• Measure and optimize your content performance and ROI, using analytics and feedback tools.

Some of the most popular inbound advertising strategies are:

• Blogging: Writing and publishing articles on your website or other platforms that provide useful information or insights to your audience.
• Video marketing: Creating and sharing videos on your website, YouTube, or other platforms that showcase your products, services, or stories to your audience.
• Podcasting: Producing and distributing audio episodes on your website, Spotify, or other platforms that offer valuable advice or entertainment to your audience.

2. Outbound Advertising

Outbound advertising is a type of online advertising that focuses on reaching and persuading your audience with direct and compelling messages.

Instead of waiting for your prospects to find you, you reach out to them with ads that capture their attention and interest.

Outbound advertising is also known as interruption marketing, because your ads interrupt your prospects’ online activities and try to get them to take action.

The main benefits of outbound advertising are:

• It can help you increase your brand awareness and exposure, by showing your ads to a large and diverse audience across the web.
• It can help you target and segment your audience, by using data and technology to deliver your ads to the most relevant and qualified prospects.
• It can help you drive immediate and measurable results, by using clear and strong calls to action that prompt your prospects to click, buy, or sign up.

The main costs of outbound advertising are:

• The cost of creating and displaying your ads, which can include hiring designers, copywriters, or other ad creators.
• The cost of bidding and buying your ad space, which can include using platforms, networks, or exchanges to place your ads on the web.

The main tips for outbound advertising are:

• Define your advertising goals and budget, and choose the best platforms and networks for your ads.
• Design your ads to be eye-catching, clear, and consistent with your brand identity and message.
• Optimize your ads for different devices, resolutions, and placements.
• Track and analyze your ad campaigns to improve your impressions, CTR, and conversions.

Some of the most popular outbound advertising strategies are:

• Search advertising: Showing your ads on search engines like Google or Bing when someone searches for a keyword related to your business.
• Display advertising: Showing your ads on websites, apps, social media, and other online platforms in the form of images, videos, text, or interactive elements.
• Email marketing: Sending your ads to your prospects or customers via email, either as standalone messages or as part of newsletters or promotions.

Conclusion

Online advertising is a powerful and effective way to advertise your business and reach more customers. However, online advertising can also be complex and challenging, especially for beginners.

It requires a lot of technical knowledge, skills, and tools to navigate the online advertising ecosystem and execute successful campaigns.

That’s why it’s important to learn the basics of online advertising, such as the different platforms, strategies, benefits, costs, and tips for each option.