Digital advertising is a type of digital marketing that focuses on direct promotion. Digital advertising campaigns can be a smart addition to your overall digital marketing plan. To help you develop an effective digital ad strategy, we’ll cover:

  • The best digital advertising channels
  • The different types of digital advertising campaigns
  • The keys to a successful digital ad campaign

What Are the Most Popular Digital Advertising Channels?

Digital advertising channels are the routes you use to deploy a digital ad campaign. Below are some of the most popular channels for digital ads.

Search Engine Marketing and PPC

Search engine marketing (SEM) refers to the advertisements that appear when you do an internet search. These are often PPC ads, meaning you pay for the ad when people click it.

This is one of the most popular ways to do paid search ads since it ensures you aren’t paying for an ad no one is paying attention to. Clicking on the ad doesn’t guarantee the person will buy from you, but it ensures your company is on their radar.

The cost for PPC ads on Google is typically about $1 per click. This can add up quickly, so it’s important to monitor the conversion rate you’re achieving from these ads. If the majority of the clicks don’t result in purchases, your budget could take a serious hit.

Social Media Ads

The way we use social media has changed dramatically over the last few years. Rather than just a place to connect with friends and family, social media is now a way for customers to engage with brands directly. This wasn’t possible in the past with traditional advertising, and it’s created a more personal, engaged relationship between brands and their communities.

Nearly 30% of internet users have found new products and brands from social media ads. Social media is one of the most popular ways consumers find new products now, which means users are more receptive to ads on social media than on other channels.

Social media platforms also collect an enormous amount of data about their users. This puts your ads in front of your target audience without any additional legwork and increases the effectiveness of your campaigns.

Email Advertising

Email is a tried-and-true channel for digital advertising. Every few years, edgy marketers like to proclaim that email is dead, but the statistics don’t lie. In the United States, more than 90% of people use email regularly, meaning your email campaigns have the potential to provide an excellent return on your investment.

The only drawback with email advertisements is that you have to first get customers to sign up for them. There are several ways you can grow your email list, but one of the best is by offering a free resource or a discount in exchange for a user’s email.

Growing your email list can take a while, but it’s well worth the effort. Once you have the user’s consent, you’ve got a direct invitation to their personal inbox. This allows you to get your ads in front of someone who has actively indicated they’re interested in your brand, making them much more likely to convert.

What Are the Best Types of Digital Ad Campaigns for Small Businesses?

Although they’re sometimes used interchangeably, digital advertising campaigns aren’t the same as digital advertising channels.

Businesses create ad campaigns with a specific goal in mind, and they have an end date. A digital advertising channel is the place where the campaign is launched, such as a lead generation ad campaign on social media.

Your end goal defines the type of campaign you create. Below are some of the best types of digital ad campaigns that small businesses can use.

Brand Awareness

A brand awareness campaign is about more than just getting your company name out there. The goal is to establish a brand identity that customers will recognize instantly. When customers see your brand name or logo, you want them to associate it with your brand’s mission or values. This creates a strong affinity for your company and is a solid step toward brand loyalty.

A brand awareness advertisement is perfect for social media channels and is especially conducive to video. This type of campaign is most successful when the ad connects to the audience on an emotional or intellectual level. It’s about evoking strong, positive feelings and tying them to your brand.

For example, if your company sells outdoor gear, you could create a short video of a person with a backpack summiting a mountain. With the right dramatic music and beautiful landscape shots, you can evoke a sense of rugged resilience and deep respect for nature. These sentiments would then become associated with your brand.

Conversion Campaigns

A conversion campaign is best for businesses that already have an existing customer base. This type of campaign aims to get established customers to make another purchase.

This type of advertising is a smart investment because, on average, 65% of sales come from existing customers. It’s much easier to get a past customer to buy from you again than it’s to convince a new prospect to make a purchase.

Conversion campaigns are most effective when done via email. When buying online, most customers are happy to share their email addresses to ensure they get a purchase receipt and updates about shipping. If you add a notice to this signup form about receiving marketing emails, you’re free to email your customers marketing materials, such as conversion campaign ads.

To get even more out of your conversion ads, try personalizing them using analytics from the customer’s time on your site. You can send an email with persuasive ad copy inviting them to make another purchase and include images of specific products they’ve viewed in the past to help nudge them toward the “add to cart” button.

Lead Generation

Lead generation ad campaigns aim to collect contact information, such as names and email addresses from new potential customers. Many social media channels now offer lead gen ads where you create an offer in exchange for the user’s contact information and the platform generates an “instant” form for users to fill out.

This in-browser form saves prospects from having to leave the social media page to visit your site. Though it only takes a few seconds, that one extra step is often enough of an obstacle to make people change their minds about sharing their information with your business.

A good lead generation ad campaign is dependent on the offer you make in exchange for the prospect’s information. Be sure to tailor the offer to your target audience’s interests. Free shipping, samples, or discounts are always popular choices for generating new leads.

What Are the Keys to a Successful Digital Advertising Campaign?

  • Set a goal and a time frame: To know whether your campaign was successful, you first must have a clear goal in mind. Decide what goal would most benefit your business, and then choose a start and end date for your campaign.
  • Select a channel: What digital advertising channel will you launch your campaign on? Consider your goal, your audience, and the type of content you want to create, and let this inform your choice.
  • Create quality content: To be effective, your ad has to look appealing. You need high-quality graphics or video and compelling ad copy. This isn’t an area where you can cut corners.
  • Measure your success: Marketing analytics software can help you determine whether your campaign was a success. The insights you gain from this data will help inform your next advertising campaign so you can move the needle even further.

Digital advertising is a great way to grow your small business because it’s less expensive and more flexible than traditional advertising. With the information from this article, you can create a successful digital ad campaign to support your specific company goals.

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