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Online Advertising: Types of Ads and What Works

online advertising types
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In today’s digital age, having a strong online presence is crucial to the success of any business. One of the most effective ways to boost your digital presence is through online advertising. However, with so many different online advertising types available, it can be overwhelming to know where to start.

In this article, we will explore various online advertising types and provide insights on what works best for optimising your online strategy. By understanding the different ad types, you can make informed decisions on how to best reach your target audience and achieve your marketing goals.

Key Takeaways

  • Online advertising types offer a range of options for businesses to boost their digital presence and reach their target audience.
  • Understanding the strengths and strategies associated with each ad type is key to optimising your online strategy.
  • By implementing a comprehensive online advertising plan, businesses can generate leads, drive conversions, and build lasting relationships with their customers.

Understanding Display Ads

In today’s digital age, there are numerous online advertising types available to businesses looking to boost their digital presence. One of the most popular forms of online advertising is display ads, which use visually appealing graphics or images to convey a message. With the right strategy, display ads can be an effective tool for generating leads and increasing brand visibility.

In this section, we will delve deeper into display ads and explore what makes them effective. By understanding the key features of this type of advertisement, you can create compelling campaigns that resonate with your target audience.

What are Display Ads?

Display ads are a type of online advertising that shows up in various formats such as banners, sidebar or pop-up ads on websites and apps. They are called display ads because they are visually appealing and designed to capture the users’ attention. Display ads may include text, images, videos or a combination of all three. They are commonly used for remarketing and retargeting campaigns designed to show to users who have previously visited your website.

Effective Display Ads

The key to creating effective display ads is to make them stand out while still being relevant to the user. Here are some tips for creating effective display ads:

  • Use eye-catching images or graphics that are relevant to your product or service
  • Keep your copy short and to the point
  • Include a clear call-to-action that tells the user what to do next
  • Make sure your ad is consistent with your brand identity
  • Test different variations of your ad to see what works best

By following these tips, you can create display ads that capture your target audience’s attention and generate meaningful engagement. Remember that the goal of display ads is to drive traffic to your website or landing page, so make sure your ad clearly communicates your offer and what the user can expect when they click through.

Leveraging Social Ads

As we continue to explore different online advertising types, we cannot overlook the power of social ads. Social media platforms have become an integral part of people’s lives, and businesses are increasingly leveraging their reach to promote their products or services. Social ads are targeted ads that appear on social media platforms like Facebook, Instagram, LinkedIn, Twitter, and TikTok. They use audience data to display ads to specific individuals based on demographics, interests, or behaviours.

Social media provides businesses with an opportunity to connect with potential customers at a personal level. With 3.78 billion social media users worldwide, social ads can help your brand target and engage with your audience more effectively.

Effective Social Advertising

To leverage social ads effectively, it is essential to create a comprehensive social media advertising strategy. This should include setting clear goals and objectives, identifying your target audience, researching the platform’s ad formats and permissible content, and defining your ad budget.

When creating social ads, it is crucial to adhere to each platform’s rules and guidelines. This ensures that your ad content is not flagged or removed for violating policies, which can result in a waste of your ad budget. Create eye-catching visuals and compelling copy that resonates with your target audience.

To achieve the best results with social ads, you must track and analyse your ad campaigns’ performance regularly. This allows you to identify what works and what doesn’t, allowing for better optimisation of your social advertising strategy.

Social ads can be an effective way to boost your digital presence and drive conversions. By leveraging the platform’s targeting capabilities, creating engaging content that resonates with your audience, and tracking your ad campaign’s performance, you can maximise the effectiveness of your social advertising strategy.

Engaging Video Ads

Video ads offer a dynamic and engaging way to capture users’ attention and convey your message. With the rise in video consumption online, leveraging video ads can significantly impact your marketing efforts. In order to create effective video advertising, we must first understand the different types of video ads available.

Type of Video Ad Description
In-stream Ads These ads appear as pre-roll, mid-roll, or post-roll before, during, or after a video content is viewed, respectively. They typically allow viewers to skip the ad after a certain time has elapsed.
Out-stream Ads These ads do not appear within video content, but rather as standalone units that are displayed between editorial content.
Social Media Ads These ads appear on social media platforms and can take many forms such as in-feed ads, stories, or sponsored content. They can be used for brand awareness, lead generation, and driving conversions.
Interactive Ads These ads allow viewers to interact with the content, increasing engagement and viewer retention. Examples of interactive ads include shoppable videos, quizzes, or playable ads.

When creating video advertising, it is important to keep in mind the following tips to make your ads more effective:

  • Create a hook: The first few seconds of your video are crucial in grabbing viewers’ attention. Use an attention-grabbing image or statement to draw them in.
  • Keep it short and sweet: Viewers have short attention spans, so keep your video ads concise and to the point.
  • Include a call-to-action: Encourage viewers to take action after watching your ad, whether it’s to visit your website, download your app, or make a purchase.
  • Optimise for mobile: Many viewers watch videos on their mobile devices, so ensure that your video is optimised for mobile viewing.
  • Measure and adjust: Track your video ad performance and adjust accordingly to maximise effectiveness.

By understanding the different types of video ads available and implementing best practices, we can leverage the power of video advertising to drive results and boost our digital presence.

Targeted Search Ads: Reaching Your Ideal Audience

One of the most effective online advertising types is targeted search ads. These ads appear on search engine results pages, precisely targeting users who are actively searching for keywords related to your products or services.

With targeted search ads, you can ensure that your ads are seen by users who are most likely to be interested in what you offer. By selecting the right keywords and creating compelling ad copy, you can increase the click-through rate and generate more leads through your website.

To create effective search advertising campaigns, it’s important to understand your target audience and their search behaviours. By researching and analysing keyword data, you can identify high-performing keywords and tailor your campaigns to match the intent and interests of your ideal audience.

Benefits of Targeted Search Ads: Best Practices for Effective Search Advertising:
  • Precisely target users searching for keywords related to your products or services
  • Increase brand visibility and generate leads
  • Highly trackable and measurable, allowing for easy optimisation
  • Conduct thorough keyword research to identify high-performing keywords
  • Create compelling ad copy that matches users’ search intent
  • Ensure landing pages are relevant and optimised for conversions

By following these best practices and continuously optimising your search advertising campaigns, you can achieve maximum effectiveness and ROI.

Targeted search ads are just one of the many online advertising types that can boost your digital presence. By understanding the strengths and strategies associated with each type, you can optimise your online advertising efforts and achieve greater success in reaching your target audience, generating leads, and driving conversions.

Native Advertising: Seamlessly Blend In

In today’s world, consumers are constantly bombarded with advertisements, making it challenging for companies to stand out. That’s where native advertising comes in. As one of the online advertising types, native ads aim to blend seamlessly with the surrounding content, providing a non-disruptive and engaging user experience.

Native advertising involves creating ads that match the form and function of the platform on which they appear. Unlike traditional ads that are easily recognisable, native ads blend in with the environment, making them less intrusive and more effective in capturing the audience’s attention.

Effective native ads should be informative, entertaining, and relevant to the target audience. By creating content that fits seamlessly with the platform, you can enhance your brand’s credibility and boost engagement.

Benefits of Native Advertising Effective Strategies for Native Ads
  • Non-disruptive form of advertising
  • Higher engagement rates
  • Enhanced targeting and personalisation
  • Create content that aligns with the platform
  • Deliver ads to the right audience
  • Be transparent about sponsored content

Native advertising has become increasingly popular across platforms such as social media, news websites, and blogs. It offers a unique opportunity to reach your target audience in a natural, non-intrusive way. By leveraging the power of native advertising, you can enhance the effectiveness of your online advertising strategy and build lasting connections with your customers.

Influencer Marketing: Harnessing the Power of Influence

Influencer marketing is becoming an increasingly popular online advertising type. By partnering with influential individuals in your industry, you can tap into their engaged audience and boost brand awareness. The power of influencer marketing lies in the credibility and reach of these individuals. With the right influencer, you can significantly increase your online presence and drive conversions.

When it comes to effective influencer campaigns, it’s important to choose an influencer whose values align with your brand. The influencer’s audience should also match your target audience. This ensures that your message resonates with potential customers and that the influencer’s endorsement feels authentic.

Another key factor in successful influencer campaigns is transparency. Make sure that it’s clear to the audience that the influencer is being compensated for their endorsement. This can be done through hashtags such as #ad or #sponsored. Ensuring transparency helps build trust with your audience and avoids any negative reactions.

In addition to social media posts, influencer marketing can also take the form of blog posts, product reviews, or even event sponsorships. The key is to choose the right influencer and create a campaign that fits naturally with their content and style.

Overall, influencer marketing is a powerful tool for boosting your digital presence and reaching new customers. By following best practices and partnering with the right influencers, you can create effective campaigns that drive results and help grow your business.

Email Marketing: A Direct Approach

When it comes to online advertising types, email marketing remains a key player in driving results. With 99% of consumers checking their email every day, creating effective email campaigns can significantly impact your marketing efforts.

To begin, it’s important to consider your target audience and craft personalised messaging that resonates with their interests and pain points. This can involve segmenting your email list based on demographics or past purchase behaviour.

Additionally, it’s essential to create visually appealing emails that capture your audience’s attention. This can involve using engaging graphics or images, as well as succinct and impactful copy.

A key element of effective email marketing is crafting attention-grabbing subject lines that entice recipients to open your emails. This can involve using humour, curiosity, or urgency to drive clicks.

Another strategy for boosting the effectiveness of your email campaigns is incorporating clear and compelling calls to action. This can involve directing recipients to a landing page or encouraging them to make a purchase.

Finally, it’s important to track and analyse the results of your email campaigns to refine and optimise your approach. This can involve monitoring open rates, click-through rates, and conversion rates to identify areas for improvement.

By leveraging the power of email marketing, you can create direct and personalised connections with your audience that drive engagement, conversions, and long-term loyalty.

Retargeting Ads: Re-engage Your Audience

Retargeting ads are a powerful tool in any online advertising strategy. By displaying targeted ads to users who have previously interacted with your brand, you can rekindle their interest and bring them back to your website. This form of advertising is highly effective and has a proven track record of driving conversions.

One of the key benefits of retargeting ads is that they allow for a high degree of personalisation. By tracking users’ behaviour on your website, you can tailor your ads to the specific products or pages that they have viewed. This makes the ads much more relevant to the user and increases the likelihood of them clicking through to your website.

When creating retargeting ads, it’s important to consider the user experience. You want to avoid bombarding users with too many ads, as this can lead to ad fatigue and a negative perception of your brand. Instead, aim to deliver a few well-timed and relevant ads that will re-engage the user without overwhelming them.

Top Tips for Effective Retargeting Campaigns:
1. Use eye-catching visuals to grab the user’s attention.
2. Craft compelling ad copy that speaks directly to the user’s interests or needs.
3. Consider offering a discount or special promotion to incentivise the user to return to your website.
4. Use frequency caps to limit the number of ads shown to each user.
5. Test and refine your campaigns to continually improve results.

Overall, retargeting ads can be a highly effective way to re-engage users who have previously shown interest in your products or services. By delivering targeted and relevant ads, you can drive conversions and boost your ROI.

Programmatic Advertising: Automate Your Ads

In the world of online advertising, programmatic advertising has emerged as a powerhouse tool for increasing reach and optimising ad spend. Programmatic advertising refers to the use of automation and data-driven technology to purchase and display ads in real-time, allowing advertisers to target their ideal audience with precision and efficiency.

Programmatic advertising offers a range of benefits, such as:

  • Efficiency: Programmatic advertising automates the ad buying process, saving time and resources while increasing accuracy and effectiveness.
  • Targeting: By leveraging audience data, programmatic advertising allows for highly targeted campaigns that reach the right people at the right time.
  • Personalisation: Programmatic advertising allows for ads to be tailored to specific individuals based on their interests, behaviours, and preferences.
  • Real-time optimisation: Programmatic advertising algorithms analyse campaign performance in real-time and adjust bidding and targeting strategies to maximise results.

When implementing a programmatic advertising campaign, it is important to follow best practices to ensure optimal results. Key strategies include:

Strategy Description
Define clear objectives Establish specific goals for your campaign, such as increasing brand awareness or driving conversions.
Identify target audience Use audience data to create targeted segments that align with your campaign goals.
Choose the right ad format Select ad formats that best align with your campaign objectives and audience preferences.
Set bidding strategy Determine the optimal bidding strategy based on campaign goals, budget, and performance data.
Monitor and optimise Track campaign performance in real time and make adjustments to targeting and bidding strategies as needed for maximum effectiveness.

By leveraging the power of programmatic advertising and following these best practices, you can create highly effective and efficient campaigns that reach your target audience with precision and impact.


In conclusion, online advertising offers a multitude of options for boosting your digital presence. By understanding the different ad types and strategies associated with each, you can optimise your online advertising efforts and achieve greater success in reaching your target audience, generating leads, and driving conversions.

Display ads are effective for increasing brand visibility and generating leads, while social ads allow for highly targeted campaigns that reach specific audience demographics. Video ads provide dynamic and engaging ways to capture users’ attention, and targeted search ads ensure that potential customers actively searching for products or services like yours are reached.

Native advertising blends with surrounding content for a non-disruptive and engaging user experience, while influencer marketing harnesses the power of influential individuals to promote your products or services. Email marketing provides a direct and personal way to reach your audience, and retargeting ads allow for re-engagement with visitors who have previously shown interest.

Programmatic advertising offers the benefits of highly targeted and personalised campaigns through automated buying and selling of ad inventory.

Overall, by incorporating these different online advertising strategies into your marketing efforts, you can optimise your online presence and achieve greater success in reaching your target audience, generating leads, and driving conversions. Let’s get started on boosting your digital presence today!


Q: What types of online advertising will be covered in this article?

A: We will cover display ads, social ads, video ads, targeted search ads, native advertising, influencer marketing, email marketing, retargeting ads, and programmatic advertising.

Q: How can online advertising boost my digital presence?

A: Online advertising can increase brand visibility, generate leads, and drive conversions, which ultimately boosts your digital presence.

Q: How can I optimise my online strategy?

A: By understanding the different types of online advertising and their strengths, you can tailor your strategy to maximise effectiveness and reach your target audience.

Q: What are display ads?

A: Display ads are visually appealing graphics or images displayed on websites or apps to increase brand visibility and generate leads.

Q: How can I create effective display ad campaigns?

A: We will provide insights and tips on creating effective display ad campaigns using visually appealing graphics and compelling messaging.

Q: What are social ads?

A: Social ads are ads that target specific audiences based on demographics, interests, or behaviours on social media platforms.

Q: How can I leverage social ads for maximum reach and engagement?

A: We will discuss the power of social ads and provide tips on leveraging them to reach and engage your target audience effectively.

Q: What are video ads?

A: Video ads are dynamic and engaging ads that use videos to capture users’ attention and convey your message.

Q: How can I create captivating video ads?

A: We will explore the power of video ads and provide insights on creating compelling videos that drive results.

Q: What are targeted search ads?

A: Targeted search ads are ads that appear on search engine results pages and are triggered by specific keywords to reach potential customers actively searching for products or services like yours.

Q: How can I maximise the effectiveness of targeted search ads?

A: We will delve into targeted search ads and reveal strategies for maximising their effectiveness in reaching and converting potential customers.

Q: What is native advertising?

A: Native advertising aims to blend seamlessly with the surrounding content, providing a non-disruptive and engaging user experience.

Q: How can I create compelling native ad campaigns?

A: We will explore the concept of native advertising and discuss how to create campaigns that resonate with your target audience.

Q: What is influencer marketing?

A: Influencer marketing involves partnering with influential individuals in your industry to promote your products or services.

Q: How can I create successful influencer campaigns?

A: We will delve deeper into influencer marketing and provide tips on creating successful influencer campaigns.

Q: What is email marketing?

A: Email marketing is a direct and personal way to reach your audience through targeted and compelling email campaigns.

Q: How can I create effective email campaigns?

A: We will discuss the power of email marketing and share strategies for creating effective email campaigns that nurture leads and drive conversions.

Q: What are retargeting ads?

A: Retargeting ads allow you to re-engage with visitors who have previously shown interest in your products or services.

Q: How can I create successful retargeting campaigns?

A: We will explore the benefits of retargeting ads and provide tips on creating successful retargeting campaigns to increase conversions.

Q: What is programmatic advertising?

A: Programmatic advertising involves the automated buying and selling of ad inventory using algorithms and data analysis.

Q: How can I implement successful programmatic campaigns?

A: We will discuss programmatic advertising and its benefits, along with best practices for implementing successful programmatic campaigns.

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