Even with inbound marketing tactics taking center stage in recent years, advertising is still an important part of a comprehensive lead generation strategy, particularly online. Today, online advertising offers a variety of options when it comes to how your ads will look and where they will appear. Try the following types of online advertisements, and their accompanying tips, to generate more leads for your organization.
1. Pay-per-click ads. Placed at the top of search engine results, pay-per- click (PPC) ads are a great way to get noticed. They are highly targeted to the keywords you select, so PPC ads are often extremely effective at generating high-quality leads. To help your ads stand out from the crowd, be sure to use clear and engaging language and have a compelling offer.
2. Display ads. More visual than their text-based PPC counterparts, display ads are also highly effective at lead generation because of their targeting abilities. Display ads can be placed on selected websites and come in a wide variety of formats including static images, GIFs, videos, wallpapers, popups and more. Be sure to keep your ads free of clutter and to be creative – interactive ads are a great way to grab attention and earn clicks.
3. Remarketing ads. Also known as retargeting, remarketing ads are much like display ads in appearance, but with a different process behind how these ads appear where they do. When someone visits your website, a cookie is dropped on that visitor and as they travel around the internet, your ads will appear to them on many different sites they visit. Remarketing is often very cost-effective, so it can be a great way to stretch your ad dollars or get started with online advertising. Try A/B testing your ads to see which ones resonate with your audience and result in conversions.
4. Native ads. While PPC and display ads are more obviously advertising, native ads seek to blend in with their surroundings. The content for these non-traditional, non-disruptive ads should be helpful, engaging and highly targeted to a specific audience. While different from content marketing, native advertising can be a great way to repurpose and extend the reach of your content marketing efforts.
5. Social media ads. To stay competitive on social media, many businesses today complement their organic social media efforts with paid initiatives. Ad options vary by social platform, but can encompass everything from static images to auto-play videos. These ads can appear directly in the user’s feed or on the side of the page. With social ads, beware of too much repetition. People typically spend lots of time on social media every day, so you want to be sure to switch your ad content frequently to avoid message fatigue.