Online Advertising Tools And Techniques

Online advertising is one of the most effective ways to get your message in front of your target audience. It’s also one of the most expensive ways to do so, but if you’re willing to invest some time and energy into learning how to use it effectively, it can be an incredibly powerful tool in your marketing arsenal.

In this article, we’ll be discussing the different types of online advertising tools and techniques that you can use to get your message out there and increase sales. We’ll also discuss some common mistakes people make when they’re trying to advertise online and how you can avoid them.

Online Advertising Tools And Techniques

As the internet evolves, so do online advertising optionsIn fact, today, there are many different types of advertising that you can integrate into a digital marketing strategy. As the landscape of digital advertising changes, it is important to stay up to date on the latest trends, techniques, and strategies. These different online advertising options can be combined to form a 360° campaign, or they can be used individually. 

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If you want to learn about both the different types of online advertising and the different advertising campaign formats you can use, keep reading!

Types of Online Advertising

Types of Online Advertising

1. Native Advertising

This term is associated with a less conventional type of online advertising. It uses a strategy which shies away from banner ads or sponsored content in an attempt to gain a user’s trust by offering them solutions to their problems. There are many tools you can use but the easiest one is creating a blog. In your blog, talk about topics related to your sector, but don’t just advertise. Include something useful and interesting for your users. From there, using SEO, email marketing, and lead nurturing, you can successfully offer the right content according to the stage of the sales funnel potential clients are in. The best thing about native advertising is that it is not intrusive and therefore, it’s more highly valued by both the general public and people who use ad blockers.

2. SEM (Search Engine Marketing)

With this type of campaign, the goal is to achieve increased brand awareness in a very short time. All it takes is an ad with a title, a description, and a call to action (make sure to rely heavily on the use of keywords). Depending on the quality of the website and the established CPC, the ad will be shown when users type your preselected keywords into a search engine. In this case, a bid (usually) based on CPC is established.

3. Display Advertising

Among the more visual online advertising formats are display ads. They are called ‘display ads’ because they generally contain images or videos and are published in designated places within any given website, like a blog.

They can be purchased directly or through platforms such as Google Adwords. The cost is estimated by CPC or CPM

4. Mobile Advertising

Although there are different types of mobile advertising, all advertising campaigns should be adapted to mobile platforms, or at least follow a responsive typology which allows pages to be formatted to the size of any given screen. Nowadays, everyone has a phone and/or a tablet that they constantly use. In fact, Google has said that since 2016 mobile traffic has surpassed that of desktop computers. So if you’re still not investing in mobile platforms, it’s time to take the plunge. Not only will you get better reach and an improved user interaction but, you’ll also improve your SEO through Google’s Mobile First algorithm in ads you show on your own website.

5. Social Ads

Social media is an incredibly important part our everyday lives. Therefore, creating ad campaigns on these platforms is necessary in order to generating brand awareness and acquire potential new clients. Thanks to the extensive segmentation possibilities social networks offer, they can also be the perfect places to launch new products/services geared towards very specific audiences. Regardless if your goal is to make conversions or to implement a branding strategy, Social Ads are a great choice!

6. Retargeting and Remarketing

Reminding repeat customers or users who have shown interest in your company, is a solid strategy for making conversions. Remarketing makes your banner appear on whichever website people who previously visited your site go to after (provided that these sites offer remarketing spaces). These types of ads are good for making sales and raising brand awareness, which emphasizes a company’s presence within the consumer’s buying process.

These ads can be purchased through search engine advertising management tools such as Google Adwords. The prices are usually established by CPC metrics.

7. Email Marketing

Email marketing isn’t anything new but it has resurfaced with a renewed efficacy. This type of campaign yields high conversions. Thanks to the many automation tools available, you can get highly profitable conversion. If you consider that getting a new client it is over 7 times more expensive than maintaining a current one, you can be sure that email marketing is a good idea.

8. Digital Signage

Although the name may be not ring a bell, this format is gaining ground. This is the technological evolution of traditional outdoor advertising. It’s used on billboards, MUPIs, window displays, bus stops, or any other stand that has a screen. The efficiency of this type of advertising resides in its capability to grab the attention of potential clients during the most mundane parts of their day.

9. Video Marketing

Video content is an incredibly entertaining to users, which makes using videos as an advertising strategy a fantastic idea. Another idea is to partner up with YouTubers who feature and discuss your product/service (similar to native advertising). You can also come up with original video content to help you get a better, more organic position on SEO. By sharing these videos, you can gain more direct web traffic and increase your chances of going viral. With videos, there are countless possibilities if you bear in mind that soon an estimated 80% of the internet will be video-based content.

What Are the Benefits of Online Advertising?

The Internet is a crucial part of launching an advertising campaign because more and more people spend an increasing amount of time online. All brands want to have a presence in the digital world, but what are the pros to consider in online advertising?


The ability to segment more accurately online has created more options and channels through which you can reach your target audience. This makes it possible to have a grater impact on them.

Measuring and Tracking

Online advertising campaigns can be easily measured thanks to the tools that exist today. Unlike traditional advertising, where metrics are approximate or are limited to a small proportion of the population, the statistics on online advertising are truly accurate.


Although, as with offline campaigns, the important task of planning your strategy and creating materials may take a while, online advertising can be implemented vey quickly. In just a few minutes, ads can be set up and published on various online media.


One of the characteristics of digital advertising is its flexibility. Images, videos, and text can be used to reach your target audience at any time of day. The possibilities of an ad are immense if it is published on the right network at the right time. When it comes to native advertising, the options are virtually infinite.

All this can be implemented from anywhere in the world. All you need is a computer and the Internet.

Low Cost

Compared to the budget required for high impact offline advertising, the cost of Internet advertising is very low.

Interaction with the Users

The Internet is a medium that allows a high level of interaction with users. Brands not only send messages, but are able to receive comments, likes, questions, etc. from users. This allows for more fluid and quick communication. Although it requires more attention from the company, there are many advantages such as understanding their users’ interests, concerns, opinions, etc.

6 tools of marketing

The vast majority of businesses use several different marketing tools, such as advertising, direct mail, and market research to boost their sales.

Companies have a range of marketing tools at their disposal. Some of them are specifically for boosting sales, while others focus on gathering consumer data.

It is important to know which tools are best for your business. In other words, which tools you need to achieve your primary goals and objectives. In most cases, people use multiple marketing tools at the same time. says the following regarding marketing tools:

“Businesses use various marketing tools to communicate company information, stimulate customer interest and motivate action. An integrated marketing approach applies several tactics to engage customers and build business.”

Marketing Tools
You need to determine which marketing tools you need. They should help boost sales.

Types of marketing tools

Below are some marketing tools with an explanation of what they are and why businesses use them.

Classified adverts

Classified adverts or classified ads are useful for generating leads. In this context, the word ‘leads‘ means potential customers.

Classified ads can direct people to a specific website or webpage (the word exists as one or two words, i.e., ‘web page’). They can also attract people who seek further information.

Social media

In the world of Internet marketing, social media is a marketing tool where you try to develop an interactive online relationship with consumers. Your aim is not, for example, to surreptitiously mine customer data.

Blogging, posting, sharing and tweeting are popular social media marketing tools. Media sharing, pinning, bookmarking, and commenting on social media websites are also popular.

Internet marketing refers to marketing that only occurs online. Search engine optimization (SEO) and online advertising are examples of Internet marketing. There are several ways to increase your SEO. One of the first steps is to secure a reliable and simple domain name that is relevant to your site, industry, or keywords you want to match for.

Search engine optimization refers to techniques to increase one’s website’s appearance on search engines.


Surveys are useful for determining which products to create and also for improving or upgrading existing goods. The word ‘goods‘ in this context means ‘products.’

Surveys are also useful if you want to rate your and your rivals’ products. A survey can ask a representative sample of consumers what they like about your and your competitors’ products.

You can carry out a survey face-to-face, on the telephone, by normal post, or online.

Most marketing professionals will mention surveys when you ask them to list their most important marketing tools.

Google Analytics

If you have an online business or your company has a website, Google Analytics is extremely useful. It gives you an overview of where your visitors are coming from. It also tells you what type of people are visiting, and which content on your website performs best.

You can also use Google Analytics to work out visitor conversions. This data will help you set up conversion goals.

Organic CTR (organic click-through rate) is a way you can utilize Google Analytics to improve your website traffic. You can optimize page titles and descriptions and see how they perform by implementing A/B testing.

Direct mail

Direct mail or direct mail marketing specifically targets potential customers. Traditionally, we have referred to the letters as ‘mailshots.’ Ever since the advent of the Internet and emails, we also have ’emailshots.’

Regarding emailshots, says:

“Designing an emailshot differs from creating a webpage or designing for print as you have to consider the specific needs of your target audience and the technical requirements of different email applications.”

This brings us to modern-day email marketing tools which many marketers still consider to be more effective than other types of digital marketing.

Media monitoring tools

These marketing tools scan the web and inform you of conversations that are relevant to your company, product, or brand. These tools scan, for example, social media sites, forums, blogs, and videos.

In a Huffington Post article, Matthew Collis, a marketing and communications professional, makes the following comment:

“Media monitoring lets you discover what people are saying about you online so you can jump in and respond or react to conversations, decrease the spread of negative PR, and even help increase awareness of your product, service, or organization.”

Customer loyalty programs

Customer loyalty refers to the likelihood that existing customers keep coming back. In other words, how frequently customers come back for more again and again. It differs from brand loyalty.

Among marketing tools that many small businesses overlook, customer loyalty programs are one of the most common. This is a pity.

It is much cheaper and requires less time to get an existing customer to buy your products than new ones. Some studies suggest that it costs seven times more to get a new customer to buy from you than an existing one.


Automation tools are marketing tools that save a lot of time. Marketers can save time wasted doing those daily tasks like saving files and emails to spreadsheets.

Some tools allow you to create chains of applets. In other words, simple conditional statements or ‘if this then that’ statements. IFTTT (IF This Then That) is one of those services. It works with Facebook, Twitter, Fitbit, Google Drive, and Gmail.

There are hundreds of marketing tools out there. They all sound fantastic when you read about them. Many of them are fantastic! However, be careful. You will only need a few of them. Be selective.


Let us know your thoughts in the comment section below.

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