Online advertising has many benefits. However, many brands have yet to make the leap from traditional advertising (Radio, TV, and Print) to more targeted and cost-effective online advertising. Although there are as many different reasons as there are different businesses, the biggest obstacle I encounter is fear of the unknown.

Why should I consider online advertising? What online advertising options are available? What platform is best for my business and my goals? How much does it cost? Where do I begin?

In Electrum Branding’s blog series Online Advertising 101, we will provide easy-to-understand answers to these questions in hopes of leaving you with a basic understanding of online advertising.

Why should I consider online advertising?

Online Advertising’s Low Cost

Unlike a newspaper ad which is calculated by the publication’s circulation (the higher the readership the higher the advertising rates), digital ads are pay-per-click (PPC), meaning you pay only when your ad is clicked – usually by someone who is interested in your product or service.

Online Advertising Is Highly Targeted

Unlike a TV spot that may reach a broad geographical area and a diverse population, digital ads can be delivered to a specific geographic area and/or demographic allowing you to pay to reach only your highly targeted audience. Digital ads can also be tied to certain keywords so that those seeing your ads have already shown an interest in your product or service.

You Set Your Budget

Granted, certain keywords are more competitive than others and therefore the Cost-Per-Click (CPC) is greater, however you set the budget. You may have to expand your budget to have your ad appear a minimum number of times or accept that your ad will be seen by fewer people.  Either way, you are guaranteed to spend only the amount you want.

You Can Reach Your Target Audience 24/7

Unlike traditional advertising where your target audience can easily miss a 30 radio spot, fast forward through a TV commercial, and overlook a print ad, digital ads are repeatedly delivered 24/7 across several websites increasing the odds of being seen.

Online Advertising Increases Engagement and Conversion

Unlike a radio spot that piques the listener’s interest only to be forgotten when the next song plays, your online ad links to your website. Ideally to a specific landing page that enables the viewer to easily continue their desire for more information about your product or service – and hopefully to make a purchase or request more info with only a few clicks.

Online Advertising Is Easy to Evaluate and Revise

With the average cost of a national TV spot running upwards of $115,000, an advertiser’s message better achieve its desired response the first time.  With a 6-figure price tag, there’s little room in the budget to update, run the ad and test again. Digital ads are inexpensive and allow for testing to determine which images and messages are performing best and to build on that performance for even greater success.

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