Ads on the Internet will bring users directly to your website—and improve targeting of future customers.
Online advertising, the industry’s leading engine, jumped by 10.1% in 2023, generating an additional $52.5 billion compared to 2022. With an annual growth rate of 9.5% until 2028, it will account for 77.1% of global advertising spending, according to PwC Global Entertainment & Media Outlook.
Online advertising offers definite advantages: costs are lower than for traditional advertising and circulation is easier. In addition, if an ad attracts users' interest, they can go directly to the SME’s website in just one click. This type of ad does, however, run a risk: users do not generally like being bothered by online ads
Effective advertising banners
Banners are square or rectangular electronic ads around the edges of a website. When users click on the banner, they are taken directly to the company’s website. An effective advertising banner includes the following:
- A suitable design. The ad should attract the user's eye with a simple, clear, and attractive message. Sometimes, a title, logo, and one or two lines of text, or just the brand name and an illustration, are enough. The goal is to make the product known without waiting for immediate action.
- Targeted positioning. The ad's location must reach the company’s potential customers.
- Regular frequency. Repeating an online advertisement on the same site can be effective in increasing brand awareness and enhancing message recall. However, avoid too high a frequency of appearance, as this may lead to "ad fatigue" for the user.
The ad must be simple and capture the user’s attention long enough for them to get the message. In general, the function of a banner ends there. To maximise its effectiveness, it is crucial to add a quick contact (call to action) or information about the company on the online advertising poster, for example, through an embedded link. The user will only have to click on the banner to be redirected to the company’s website, a contact form, etc.
Pop-ups
Pop-ups are ads that look like banners. They appear in the navigation window when the user is surfing certain pages. However, they are one of the least popular types of ad.
Search ads and social networks
When a user uses a search engine, the first results that come up are paid ads which match the keywords used in the search. More information here:
