E-Commerce

Assignment
Types of Online Advertisements

V. Iswarya
121813901045
BBA(BA)-3rd year
 Online Advertising

Online Advertising have become a regular part of the

modern marketer’s toolkit. It has evolved since its humble
beginnings as a static image that pops up at the top of a
website. Now, there are a wide variety of advertising types
you could use.
-In general, there are 7 types of online advertisements are
there:
1. Display ads
2. Social Media Ads
3. Search Engine Marketing (SEM)
4. Native Advertising
5. Remarketing/Retargeting
6. Video Ads
7. Email Marketing

1.Display ads: The original form of online advertising,

these are visual ads that appear on third party websites
(usually ones that are related to your content or service in
some way).
Display ads have evolved from the basic form of banner ads.
Nowadays, display ads come as:
o Static images – these are your basic banner or square ads
that appear around the content.
o Text – these are text ads that are created by algorithms to
make text ads relevant to the surrounding content.
 o Floating banners – these move across the screen or float
above the regular website’s content.
o Wallpaper – these appear and change the background of
a website, filling the whole page.
o Popup ads – these are new windows that appear in front
of the website content; newly opened window displays
the full ad so visitors can see.
o Flash – these are moving ads that “flash” different
content at the viewer.
o Video – these are small video ads that auto play or wait
for the video to be played by the visitor.
Display ads are usually very affordable. If you contact the
third-party site directly, their rates will vary from site to site.
If you go through a marketing site, they will charge you a
base rate.
Some third-party sites, like the Google Display Network,
allow for demographic, geographic, contextual and/or
behavioural targeting – all of which help you target the
audience that would be most likely to be interested in your
product or service.

2.Social Media Ads: In 2015, Social Media commerce

totalled $30 billion in the US. It’s a marketing arena that is
not only efficient but effective. Very similar to Display Ads,
Social Media ads can be anything from a simple banner or
image to an auto-play video.
Social Media advertising is great because you can target your
audience perfectly. For example, Facebook’s targeting options
include age, region, interests, educational background and
more.
Social Media advertising is great because you can target your
audience perfectly. In Facebook, it has targeting options like
age, region, interests, educational background and more.
 Here are two types of Social Media advertisements:
o Organic – creates loyalty and gives you feedback from
your target audience; new form of Word-of-Mouth
o Paid – leverage promoted posts and reach specific
people
 The best platforms to target are:
o LinkedIn for B2B sales
o Facebook for display and top of funnel marketing
o StumbleUpon for amazing, attention-grabbing content
 Other platforms to hit up if you have the budget for it:
o Twitter
o Google+
o Pinterest
o Instagram
o Tumblr
o Reddit
Anyone can prepare their own Social Media campaigns their
self or they can work with a marketing agency to prepare their
campaign.
3.Search Engine Marketing (SEM): The most
dependable form of online paid advertising (and also the most
common). SEM works based on keywords – you and other
businesses like yours bid on keywords through search engines
in an effort to get your website up higher on the Search
Engine Results Page (SERP).
All SEM ads that appear in Google, Bing and other search
engines are text ads. They’re listed at the top or sides of the
SERP.
Paid ads can either be Pay Per Click (PPC) or Cost Per
Thousand (CPM).
o PPC
o You bid on keywords and your results appear at the top of
the SERP based on bid value.
o This is the best value package because you’re only charged
when people click on the ad.
o Also, it’s the easiest to track during the campaign.

o CPM
o You’re billed a flat rate for 1,000 impressions.
o This makes it easy to apply a budget and you’re
guaranteed a number of “shows” on the SERP.
o However, you risk overspending – if no one clicks
through you’re paying for wasted results.
o Also, you can’t assess or track the campaign until it’s
over.
You can also use SEM in the unpaid form by optimizing your
website for keywords (also known as SEO). Search engines
list the unpaid results based on relevance so improving the
SEO of your site means you’ll be able to get more hits for free
if you improve your site’s SEO.
The best platforms for SEM are Google AdWords, which
allow you to create highly targeted campaigns; to make the
most of your Google AdWords campaigns. Another platform
that’s great for SEM is Bing, which has less competition than
AdWords.

4.Native Advertising: Native advertising is those

sponsored listings at the end of blog posts, appearing on your
Facebook feeds and posted to other Social Media.
These pieces of content are integrated and camouflaged into
the platform on which they appear. You can promote and post
your Native Advertising through networks like Adblade,
Adsonar, Outbrain and Taboola.
There are several forms of Native Advertising:
o In-feed
o Search ads
o Recommendation widgets
o Promoted listings

5.Remarketing/Retargeting: The best way to market to

people who already know about your product and service is to
remarket to them. Or retarget. Depends on who you’re talking
to.
When people visit your site, you drop a cookie on them so
that, as they travel around the web, your ads will appear over
and over to remind them about your product or service.
This form of advertising is inexpensive and, if done right, can
be more effective than PPC. It increases conversions because
it reminds people of you who already know who you are.
You can try to set this up yourself on Facebook Remarketing,
Google Remarketing and more. Or, you can use a third-party
platform or provider to set up your remarketing campaigns –
read our Retargeting Cagematch for the 4-1-1 on all of the
available platforms you could use… and which are best.

6.Video Ads: While YouTube ads are the most popular and
well known of video ads, there are actually several different
formats, types and content options.
You can go the route of educational/informative. Or maybe
you want to post a how-to. Try to pull on the emotional
strings of your viewers by creating a visual story. Ideal for
branding, especially if you have a product or service that is
best demonstrated visually.
Whatever you choose, Video Ads are gaining in popularity
because they avoid blatant advertising while also attracting
the limited attention span of many YouTubers.
Once you’ve created your video, you can post to:
o YouTube/Google
o Facebook
o Twitter
o Vimeo
 o Brightroll
o YuMe
o Hulu
o Live Rail
o Adap.tv
o Specific Media
o Tube Mogul
o Tremor Video
o AOL
o Auditude
YouTube also have the fun little Pre-Roll ads (those short…
sometimes long… ads that appear before the video you
actually want to watch starts).

Email Marketing: Email Marketing is a cheaper, faster and

effective form of advertising. It’s a great way to build
customer loyalty and boost sales; when you use an email
campaign manager (see the list below) to prepare and send
your emails, you can easily track how well they do and
monitor your ROI.
Email Campaign Managers:
o MailChimp
o Constant Contact
o A Weber
o Convert Kit
o Get Response
o Campaign Monitor
o Active Campaign
In order to succeed at email marketing, you first need to build
a list of email addresses. You can do so by using quizzes, or
you can put a simple Newsletter sign-up on your site.
Then, you can send email campaigns that focus on
promotions, discounts, features or content you’ve posted to
your blog. Most emails are short, sweet and to the point. A
concise message makes it easy to get your point across and
increase conversions.
Just don’t forget to check your region/country’s spam rules.