Also known as PPC or paid search, these ads appear when someone is using a search engine (typically Google or Bing). The ads appear at the top of search results and are programmed to appear when the user has searched for a specific set of terms. This allows businesses to target prospects interested in relevant terms exactly at the moment they are looking for the information. If done correctly, search advertising can be one of the best tools to help you drive leads.
Display advertising is probably what you think of when you hear the term “digital ad.” Display ads are typically graphic or video ads on websites, apps, or social media. These are widely used and generally not terribly expensive.
Native advertising is a form of advertising that matches the form on which the ads appear. For instance, sponsored articles on news sites that look like the content you would typically find on that site would be an example of native. If done correctly, this form of advertising can create trust and help to build the relationship between the brand and the buyer.
You know when you visit a site and then ads for that site start to follow you around the internet? That’s called remarketing and it’s incredibly effective. Remarketing is one of the easiest ways to reach people who have already shown interest in your company or product.
While posting organically on social media can help you reach your audience, the recent changes in algorithms mean the ideal way to reach your audience is through paid social. Paid social advertising can allow you to promote an event, push a specific product, drive site traffic, increase brand awareness, or just grow your audience.