Internet business, promotion and advertising. Advertising on the Internet, also known as online advertising or online advertising, is a type of advertising that has the means or channels of communication to Internet. Internet advertising allows us to introduce our brand, product or service and persuade your purchase, consumption or use, millions of people located around the world, 24 hours a day, 365 days a year.
But in addition to its broad scope, the are several other advantages of advertising on the Internet, among which are:
- Its high effectiveness: mainly because it allows us to specify the type of audience to which to direct our ads.
- Its low cost: use half or design a banner usually does not involve higher costs.
- Its ease of use: use half or design a banner usually is a simple task that any of us can do.
- Easy measurement: enables us to easily and in real time to measure the results of our advertising campaign.
- Flexibility: we can change or modify an advertising medium ad immediately.
All these advantages have made Internet advertising one of the most used today when announcing a brand, product or service, and that we are not left behind and can also take advantage of the benefits offered by this type of advertising, this guide will show in general terms how to advertise on the Internet:
1. Create a web page
If you do not have one, the first step for Internet advertising is to create or design a website for the brand, product or service you want to advertise.
It is possible to advertise on the Internet without having a website (for example, when we published a post with the description, phone and physical address of our business somewhere classified ads); but in most cases, and whenever we want to maximize the advantages of this type of advertising, you need to have one.
The idea of having a website is to have a site to which users are directed after clicking on one of our ads, and where they can find more information about the brand, product or service you're advertising, including means by which they can contact us, and the physical locations where they can purchase the product or service.
To design a website is necessary to have knowledge in web design that can be acquired through different manuals that exist on the Internet, the majority of which are free; but if we have the time or the necessary willingness to learn or design our site, we can always use the services of a professional designer.
Whether that we design ourselves or send it out to design some tips to consider when designing a website is attempting to have a professional and attractive design, publish good quality images that clearly show the product or service, write a clear and precise description of it and, if possible, publish testimonials from satisfied customers to help us to build trust.
It notes that an alternative to a web page is a page on Facebook, which today is almost as effective as a website upon advertising as well as it allows us to showcase and promote our brand, product or service, but also provides us with other benefits such as the ability to attract followers and interact with them.
2. Choose a medium advertising
Once you have a website we chose the means or advertising media that we will use to publish our report or send our advertising message. In Internet there are different ways to advertise that vary in effectiveness and cost. The choice of media or advertising media to use will depend basically on the type of product or service you want to advertise, the profile of our target audience (for example, if our target audience consists of young audiences, would be an appropriate means of social networks), and our advertising budget.
Here we name the major advertising media available on the Internet:
A major advertising media used on the Internet are websites that offer the possibility of placing advertising on them in exchange for a periodic payment.
- Third party websites
These sites are usually comprised of portals or blogs (but also include online programs and platforms) that rent advertising space on their pages (or interface in the case of programs and online platforms) for placing ads usually graphics ( banners ).
When using this method, it is advisable to look for websites with high visitor traffic (although the greater is the visitor traffic that has a site, the more often the price charged for the car), and have a similar theme to the brand, product or service you want to advertise (the ad).
Another means quite used when advertising on the Internet are advertising programs that exist in this environment, most notably the program AdWords from Google.
These programs allow us that our report is automatically published on various websites associated with the program and related to the theme of our brand, product or service (in our report), as well as search results of Google when a user searches for words or Related (in the case of AdWords) sentences, being able to reach a large audience that may be interested in these.
But besides allowing automatically reach a large number of target audience, another advantage of these programs is that they allow us to only pay every time our ad receives a click by the user (cost per click or CPC), but also we provide other payment options such as paying only whenever our message is displayed thousand times (cost per thousand or CPM).
A medium increasingly used the Internet to advertise are the social networks, among which the social network Facebook.
- Social media
Social networks are like adware in the sense that we allow our ad automatically reach a large audience that may be interested in our brand, product or service, but with the difference that instead of being ad published on websites, it is published in profiles or pages of users of social network.
Another similarity of social networks with adware when advertising is that they allow us to specify the type of audience that heading; for example, in the case of Facebook, it allows users to segment which will target our message by country, age, interests, etc.
Another means commonly used to advertise online are classified ad sites that exist in this environment, such as OLX.
- Classified ad sites
These sites allow us to publish them an advertisement for our product or service usually free, but also provide the ability to pay if we want to highlight, for example, making it appear at the top, or is larger than the other.
Usually these types of sites advertise products or services, although there are those who specialize in a particular type of product or service, such as sites that are dedicated only to advertise property or cars, and in some cases, because of their specialization, may prove more effective.
Another means commonly used to make online advertising and does not carry virtually no cost is email.
Email allows us to send advertisements which are usually made up of electronic brochures, letters, and advertisements for products or services where, for example, a product or service briefly describes the main features noted, and includes end an invitation and a link directed to your website.
When using this medium is advisable to send advertising messages only to people who have previously given us your email address and subscribe to our newsletter as sending messages to people whose email address was obtained without their consent, in addition to today hardly generate any results, it is regarded as spam and may be punished.
Said means are most effective when advertising on the Internet; however, there are others that are worth considering:
- Other media
- Yellow Pages : medium and not as effective as before, but still remains a good alternative especially when you advertise a service. This means we can advertise our company or service in exchange for a periodic payment which varies according to the position where we want to show (the better is the position, the higher the price they charge).
- Web directories : medium increasingly disused allows us to publish in them the URL or web address of the website. These web directories are usually free, and mostly dealing with various issues, although there are directories that only cover a particular topic (thematic directories), such as business directories in a given country.
- Pay per click sites or PTC (Paid To Click) sites : sites in exchange for a certain payment enable us to publish in them an image ad is displayed only to people registered on the site. These people are offered some of the money that advertisers pay for your ads in exchange for viewing ads for a certain amount of time or click on them.
3. Design of advertisement
After choosing the media or advertising media that we use, we design the ad or publish or send message through this medium.
Internet ads or advertising messages are usually formed basically by textual ads and image ads:
- Textual ads : text ads are made up of a title, a short message and a link or link directed to the advertiser's website. The text ads often have the characteristic of being integrated into the content of a website, making them seem part of the content, and thus giving them a character of non-intrusive advertising.
- Display ads or banners : advertisements are boxy or rectangular shaped by a static or animated image. Image ads allow visual impact, but also usually include a link or link integrated which allows them to click on them, be directed to the advertiser's website.
However, in addition to text ads and image ads, ads or advertising messages on the Internet also they may be formed by links or links, emails, logos, videos, animations and anything liable to be viewed in this way.
The choice and design of the ad or creative depend basically on our marketing objectives (what results you want to achieve with our advertising), the profile of our target audience, and advertising means that we will use.
Design a text ad for the Internet is something that any of us can do; however, in the case of image ads it is necessary to have knowledge in graphic design, but unless we have these, we can use some of the design tools that can be found on the Internet, which helps us to easily create your ad, and they are mostly free; or at least use the services of a professional designer.
As for the content of the ad, as in the case of traditional media ads, for this to be effective, generally must highlight the main features and benefits of our product or service, be short and precise and consist of a language clear and easy to understand; but also you must be able to persuade the user to click on it and so this is directed to our website.
4. Launch advertising campaign to track and correct
Once you choose the advertising medium that we use and designed our announcement or advertisement, we launched our advertising campaign (make effective our advertising), for example, send the code of our report to the administrator or webmaster of a website that has rented us advertising space, activate our AdWords advertising campaign, we send our advertising messages via email, etc.
Once we launched our advertising campaign tracking the same advantage of one of the main advantages of advertising on the Internet that is to allow us to make an easy measurement of results.
The idea of monitoring is basically to measure the performance or effectiveness of the medium or advertisement you're using, and thus know whether we should continue using the same advertising strategy, modify or change it entirely.
To follow up, we can use some of the various monitoring tools of the Internet, which are mostly free; for example, to know the origin of users who visit our website and thus measure the effectiveness of advertising media you're using, we can use the program Google Analytics, which also allows us to know the number of users who visit our site and the way they interact with.
For AdWords can use your own control tool, which allows us to know, for example, what are our most effective ads; and the same in the case of Facebook if we go to the statistics section, where we can see, for example, how many "likes" will receive each of our ads.
Finally, once our monitoring done, in case you are not getting the desired results, make necessary corrections exploiting another advantage of online advertising is its flexibility; for example, change of advertising medium, change or edit our report, we increased our advertising budget, etc.