You’ve gotten used to scheduling your display, banner, and keyword campaigns through your agency or directly. And even if you don’t want to, you’ve sometimes adapted or adapted your 4*3 display campaign on Google and Facebook. But do you know all the different types of online advertising that are available to you? In this article, we propose you to take a tour of the most relevant solutions today.
To begin with, let’s introduce Google Ads, the advertising platform of Google. This one allows you to create several types of campaigns:
- Search networks by displaying ads when people search for your products or services,
- Display to attract attention with visual ads. These are the ones we will develop,
- Shopping: ideal for e-commerce sites to highlight their products with the prices displayed and the opportunity to remarket following abandoned carts.
- Video: for example, recounting the history of your company or the process you use. A fantastic tool to increase your brand awareness.
- Applications, as you can imagine, this type of campaign will be used to promote your application to the right audience.
Once these campaigns are created, don’t forget to define your objectives in the ad groups which will allow Google Ads to display your ads at the right time and to the right audience (according to their socio-demographic characteristics and their appetence).
A) The purchase of keywords / sponsored links via the search network
The purchase of keywords under AdWords corresponds to the different ads that appear during a Google search.
You know, those famous links that appear at the top of the results page, sometimes on the right or at the bottom of your first search page. These commercial links are usually identified by a characteristic note “Ad”:
You are a travel agency in Reunion Island offering trips to Seychelles? Imagine that for each Internet user typing “travel agency reunion Seychelles”, a sponsored link appears and points directly to your booking page in order to convert this Internet user into a prospect. It’s still “tactical” but it’s pretty useful, isn’t it?
Please note: for each search including a specific keyword, an auction will be automatically activated between all advertisers for this specific keyword, and the best one will win (according to the maximum price invested by the advertiser and its quality score determined by Google, this is the basis of RTB Real Time Bidding). The winning advertiser will then see his sponsored link appear in the first position. Beware, depending on the sector, prices can quickly soar!
This is the type of online advertising that you use most often. They appear on Google’s partner sites in the form of display.
During the year 2020, the display was the most impacted lever by the health crisis and thus accumulates a drop in revenue of 2%, from 1.165 billion euros of revenue to 1, 140 billion euros.
The term “display” is often used when talking about online advertising. It is advertising space on the Internet. It includes visual elements, graphics, or videos: banners, videos, GIFs, etc.
Note that the display is strongly marked by the rise of “programmatic”. What is programmatic advertising? Programmatic advertising represents the purchase of advertising space in an automated way.
Programmatic advertising represents 61% of display revenues, so it is becoming the norm in the display market.
The share of automated purchases is increasing by 4%, from 582 million euros of revenue in 2019 to 602 million euros of revenue in 2020, while the share of non-automated purchases is decreasing (-1%) (source).
Some examples of the display:
- The banner,
- The website’s skin
- display ads on a website
Your display ad is displayed in 2 ways on Google:
1. It will appear on a site based on content, context, and theme. The search engine will analyze the content pages of its partners in agreement with your ad and decide to display it on the corresponding sites. This is called contextualization or contextual links.
2. You have previously targeted the sites on which you want to appear by establishing targeting criteria.
There are also websites that market their own advertising space. In this case, you have to get in touch with them directly or go through an advertising agency that takes care of everything for you. In terms of the type of online advertising, we are still on display, but outside the Google network.
Facebook offers its own advertising service. Thanks to this feature, you have the possibility to promote your page on the social network, but not only…
Advertising on Facebook allows you to target your audience according to various criteria:
- centers of interest
- social demographics
- user behavior
There are multiple advertising formats on Facebook:
A) The photo and its text
Linkedin ad (1)The photo is an excellent way to attract the attention of Internet users! Do not hesitate to define your own style by highlighting your products while personalizing your images. Accompany it all with a strong tagline and you’ll get engagement (including clicks to your site)!
Video is the most popular format online. 64% of shoppers are ready to take action by ordering online after watching a video from a brand. In addition, a Facebook video has on average 135% more organic reach than a photo.
Take advantage of this to give your advertising campaigns a boost!
C) The Carousel
The carousel allows you to display a maximum of 10 photos in a single ad. The advantage is the possibility to add a link to each photo, which allows you, for example, to present a panel of products/offers of your brand in a single ad.
Remember, however, that an online advertisement is not necessarily a transposition of your poster campaign to the internet.
Youtube (which belongs to …Google) is clearly a vector of influence not to be neglected with more than 2.2 billion users and also allows you to broadcast your ads online.
Good to know on Youtube, that the average visibility of ads is 95%. Let’s see the different ad formats that exist:
A) The Graphic Ad
Graphic video ads are usually displayed to the right of the video being watched and above the list of suggested videos.
B) The Overlay Ad
These ads are banners that are displayed as an overlay in the bottom frame of the video.
C) The video ad
The most commonly used type of advertising on Youtube: the video ads can be ignored by users after five seconds. They are usually inserted before the main video. This is called pre-roll.
3 types of Youtube ads:
D) The non-reactivity video ad
Users must view your non-disabled video ads to watch your videos. It can be positioned before, during, or even after your videos. The duration of these video ads does not exceed 15 seconds.
Be careful, we warn you, this can be very annoying for users… and could have a counter-productive effect in terms of brand perception.
E) The Bumper Ad
Unlike the video ad that cannot be deactivated, it only lasts 6 seconds but otherwise, the principle remains the same. It can be inserted either at the beginning, middle, or end of your videos. In France, 66% of the measured Bumper campaigns have generated a 14% increase in brand awareness.
Via Linkedin Ads
Linkedin is the professional social network par excellence. If you are in the B2B business, this network is for you! Advertising on Linkedin takes 3 forms:
A) Sponsored content
Linkedin offers you the possibility to appear in the news feed of your prospects like on Facebook. After defining your targets by setting various criteria (demographics, positions, hierarchical level..), your ad will naturally appear in the news feed of the desired users.
B) Advertising by text ad
Like Google Adwords, you can place a text ad in several places. This ad can contain only text or insert display:
C) The sponsored email
The sponsored emails allow you to send a private message to a member directly in his Linkedin mailbox. The user receives the message only if he is connected, which guarantees a high rate of deliverability.
Instagram has become a very popular social network over the years with nearly 1.39 billion monthly active users. The photo-sharing network also influences the purchasing process of Internet users, since 81% of “Instagrammers” indicate that they decide to buy a product or service more easily.
In addition to the classic image or video ads, Instagram offers 2 other forms of advertising:
1/3 of the most viewed stories on Instagram come from corporate brands.
B) Collection ads
Knowing the different types of online advertising is good, exploiting them to their fullest is better: so, don’t forget that, in addition to the famous click on your online ad, you must above all generate leads through the internet. How do you do this? We refer you to our article on content marketing…
It is also essential to respect the sales cycle and to propose educational content at each step, such as a white paper to download for example, or a request for an appointment, a trial, or a quote. But please, don’t send your ads (don’t laugh, we see them often) to… your website’s homepage or your Facebook page, all your efforts would be lost. Finally, although effective, consider that online advertising remains tactical and short-term and does not constitute the basis of your digital strategy.