In these times, in which advertising on Facebook is no longer as profitable as before (although it still is), it is important that we broaden our sights towards other digital advertising tools. As the saying goes, you shouldn’t put all your eggs in one basket. Therefore, in this post we would like to explain how to do digital advertising through various examples, tools and strategies.
What is digital advertising?
The best way to start will be with the definition of digital advertising. In this sense, we can start from two concepts:
- Advertising: Dissemination of news or announcements of a commercial nature to attract potential buyers, viewers, users, etc.
- Digital: Said of some media, especially the press: That are published on the Internet or in electronic format.
SOURCE: RAE
Therefore, the definition could be:
Dissemination of commercial information in the form of advertisements over the Internet.
Types of digital advertising
There are practically as many types of digital advertising as there are platforms that offer these services. In a previous post we already delved into this topic, so we will refer you to it so that you can discover the:
More than 50 online advertising formats that you should know about
How to do digital advertising?
The truth is that there is no master formula that we can apply to all online advertising formats, platforms and tools out there. Ideally, you should try each possibility one by one, while you train. So you can get an idea of which ones are best suited to the business you manage, both for the type of clients and sector to which you belong, and for the budget you manage.
Apart from all this, we are going to give you 10 tips that you can apply to practically all the online advertising tools and formats that exist:
- Use quality photos. Remember that a picture is worth a thousand words, so with it you will say a lot about yourself, your business, product or service.
- Bet on the video. It is the star format that has been imposed for a few years and the favorite of the new generations.
- Empathize with your buyer personas, if you know them thoroughly it will be easier for you to connect with them and attract their attention.
- Do not settle for the first results, try to optimize your advertising whenever you can.
- Before making large investments, test and optimize.
- Work well your texts and call to action to increase efficiency. If you do not have a copywriting expert on your team, it will be important that you train in the area.
- Take care of the design of your ads to the maximum. If you don’t have enough knowledge, hire a professional for it.
- Be sincere in the message. If you try to “sell the motorcycle” and in the end the user finds something he did not expect, it can bring you more problems than customers.
- Don’t copy the competition. Look for your differentiating value and enhance it!
- Use your star products as a claim so that the customer knows the rest of the catalog.
Digital advertising tools and campaign examples
There are countless possibilities of platforms for digital advertising. Next, we talk about our favorites:
Facebook Ads and Instagram Ads
From facebook.com/business/products/ads you can easily and step by step create a complete advertising campaign to display on the social networks Facebook and Instagram. You will only have to choose the objective (recognition, prestige or conversion), define the audience, locations, budget and calendar, design the ads in the formats you consider (sequence, single image, single video, presentation or collection)… and put it on March!
If you have never made an ad on Facebook Ads or would like to optimize your campaigns, I recommend this post by Vilma Nuñez:
A good advertising campaign on Facebook Ads can multiply your income
An example of digital advertising on Facebook would be:
Twitter Ads
On Twitter they follow a similar dynamic, although they have fewer possibilities of segmenting the public. To make an announcement on this social network you will have to enter ads.twitter.com, choose your objective (app installs, followers, tweet interactions, promoted video views, website clicks or conversions, app repeats, video in-stream views or recognition) and define the type of ad format you want to use ( plain text tweet, image website card, image app card, promoted video, individual image tweets and GIFs, multi-image tweets, video app card, video website card, conversational ads, or direct message card). Finally you put your budget and design the ad, and it starts working!
An example of digital advertising on Twitter would be:
LinkedIn Ads
In the case of the professional social network LinkedIn, you can access business.linkedin.com to start your advertising campaigns where the first step will be to choose the type of ad:
Then, each type of ad has a different configuration but basically you will have to follow the step by step that LinkedIn itself shows you to complete all the steps: add the necessary information (texts, images or videos and links), establish the budget and define the public and calendar.
Two examples of digital advertising on LinkedIn would be:
Google Adwords
To publish an ad on Google you will have to use its famous platform adwords.google.com that will allow you to make search, display, video (on YouTube) and mobile application ads. Each of these formats has a different form of configuration but following the step by step that the tool itself offers us, we can easily create the ad that interests us.
In addition, the best of Google Adwords are the tools that it makes available, free of charge, for the optimization of advertising and a more optimal management of its platform:
An example of digital advertising in Google Adwords would be:
In short, we invite you to investigate the different possibilities that digital advertising offers us and consider the importance of having a budget set aside for online advertising in the next marketing strategy that you plan for your business or that of a client.