Online advertising strategies for industrial companies
Currently, online advertising is an essential tool in digital marketing for companies to reach their audiences effectively and with a wide variety of objectives.
One of the advantages of online advertising is the ability to segment audiences in a very precise way, which allows to narrow down the objectives and increase the effectiveness of campaigns.
This type of advertising allows for immediate interactivity with the consumer. Even with a very limited budget, online advertising can be carried out, which is why it is cheaper than traditional advertising.
Moreover, thanks to certain metrics (clicks, conversions, impressions, etc.) we can measure the performance of our campaigns in real time.
Depending on your company's objectives and audience, you can choose between 3 types of online advertising:
Display Advertising
Display advertising is characterized by displaying a banner anywhere on the website, but it is usually placed at the top of the website. The banner elements can be a text, an image, an audio or a video.
This type of advertising appears on specific websites and thanks to its call to action helps to attract traffic to the landing pages and allows advertisers to obtain important information about their campaigns and their performance.
The main objective of this type of advertising is branding, although it can also generate clicks and conversions.
Search Advertising
Search advertising is advertising that uses paid advertisements to appear in the search results.
Search advertising ads are related to keywords that potential customers enter into search engines.
Search ads are generally text ads and their main objective is to generate traffic to the website and immediate conversions, because they are based on the search intent of users.
Programmatic Advertising
Programmatic advertising is the automated purchase of advertising spaces that connect with the user in a specific place and time. Algorithms are used to establish a segmented audience that adapts to the target audience in order to offer our product or service.
Advertising spaces are bought and sold in real time through demand-side platforms (DSP) and supply-side platforms (SSP).
This type of advertising is characterized by very high efficiency and precision in the delivery of ads.
Which of the 3 types of advertising is best for an industrial company?
Display Advertising, Search Advertising and Programmatic Advertising are three variants of online advertising that, when used well, are perfect for generating leads. Choosing one or the other will depend on the objectives of the campaign and the audience you want to reach.
Summary:
- Format:
- Display: graphic and multimedia
- Search: text
- Programmatic: various automated formats
- Placement:
- Display: websites and applications
- Search: search engine results
- Programmatic: websites and platforms
- Targeting:
- Display: based on interests and behaviours
- Search: based on keywords
- Programmatic: based on detailed, real-time data
- Objective:
- Display: branding
- Search: immediate conversion
- Programmatic: efficiency and precision in ad delivery
At BCM Marketing we are specialists in online advertising and we can help you find the best fit for your company. Contact us!
