Online Advertising Strategies You Should Be Using This Year



Senior editor

Parul Saxena

Chief editor

Last updated: May 27, 2021

Ad targeting has had a bad rep recently, partly thanks to the complaint hurled against Facebook’s ads platform by the Department of Housing and Urban Development (HUD). HUD has accused the social media giant of housing discrimination by allowing real estate businesses an option to show ads to a specific segment of their audience. In response, Facebook has stressed that it has been working to improve its ad targeting platform to remove features that supposedly promote the practice of redlining.

For a lot of tech and digital marketing experts, this recent controversy will open other online ad platforms to scrutiny, and we’re talking about bigger fish like Google which also manages its own ads business through the Search and Display Networks. Despite these gaffes, however, free targeted advertising is still very much a powerful strategy that companies can harness to promote products and services to people who need them.

Online advertising has undoubtedly come a long way and, sure enough, new strategies have since come up. This provides businesses with even more options based on their budget and the objectives they want to accomplish. But what makes online advertising so successful is the amount of ROI it’s able to secure. With only a few resources at hand, a startup can still build a successful promotional campaign that resonates with the needs of their audience.

While targeting remains an essential feature in online advertising, some strategies can help you in making the most out of it in terms of revenue and brand-building.

Here are a few Online Advertising Strategies you Might Want to Adopt:

1. Focus on quality landing pages

You can never go wrong with Google’s AdWords platform. With the introduction of AdSense, businesses monetize their websites. If you’re planning to use this strategy in your campaign, you will have to invest heavily in active landing pages. If you want to convert users into paying customers, it’s crucial to have a landing page that is informative, engaging, and compelling enough to generate revenue.

In this case, optimizing your landing pages is an important approach if you plan to increase your Quality Score and reduce your bounce rates. For this, you will need to focus on creating an effective design for your landing pages using color palettes that define your brand. You may also need to develop clear and compelling call-to-action or CTAs, as well as informational copy that will help your audience decide on taking the next step towards a conversion.

But the most crucial ingredient of an effective landing page has to be the loading speed. Users are more likely to bounce away when your landing page takes more than three seconds to load. To fix a slow loading time, you might want to compress your images, reduce the number of plugins you have, and simplify your design. For that last part, you might want to include a straightforward fill form and opt for a smaller amount of highly effective content.

With these tips, you can create a landing page that best supports your promotional activities.

2. Build an effective email campaign

According to HubSpot, 99% of consumers check their email every day, which explains why many businesses are still using email marketing as an important driver of sales conversions. About 83% of B2B marketers are running email campaigns, with 59% saying that email gives them their most significant ROI.

As the mobile penetration rate increases, more businesses will build email campaigns in a bid to advertise new offers to existing clients using the right mix of predictive analytics and marketing personalization. New strategies are making the rounds, providing businesses with even more effective solutions for increasing their revenues. A push notification ad network service, for one, can benefit users, advertisers, and publishers by placing ads alongside content that gets the most engagements.

3. Use an omnichannel marketing strategy

If you’re not yet familiar with omnichannel marketing, that’s okay. You’re probably not alone in trying to understand what this new concept is. Marketo has a good feel of the essence that’s behind this approach by saying that “omnichannel provides customers with consistent experiences throughout many channels where engagements take place.” Let’s keep it simple. Omnichannel marketing is about creating a compelling presence wherever your clients are online. So, we can also say it’s a more unified form of multichannel marketing.

For this, you might want to segment your audience and keep tabs on their expectations using a variety of market intelligence platforms. With these, you can get a better idea about the needs of each segment of the market, create content that caters specifically to each segment. You can also deliver them across all channels for a strategy that’s sure to result in better sales numbers.

Despite the controversies hounding the practice of online advertising, businesses — along with consumers — can benefit from new practices that can create better long-term relationships and without any controversial trade-offs.

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