All Things Digital


What You Should Know About Online Advertising in 2020

With the new year rapidly approaching, it’s time to once again take stock of how well your advertising initiatives are performing. Online advertising is an integral part of just about any modern business’ marketing plan. It only makes for you to keep searching out the best ways to optimize your results.

The following information will give a breakdown on some of the most important advertising channels and trends that we’ll see in 2020. Some you may already be familiar with; others may be uncharted territory for your company. Whatever the case may be, these 6 advertising techniques promise to drive growth for forward-looking companies in 2020, and in years to come.

1. Paid Search Advertising

Paid search advertising has many aliases, of course. Perhaps you know it better as PPC (pay per click), the foundational principle that informs everything about Google AdWords. This marketing method has the ability to deliver exceptionally quick results from a relatively low investment.

Just how effective is paid search advertising for driving the bottom line? According to research, on average advertisers can make $2 for every $1 they spend on a PPC campaign! Granted, there are limits to the effectiveness of paid search advertising as a standalone strategy: organic SEO is generally considered to be better for long-term growth. And you’ll need to weigh out important factors like budget, ad copy relevance and quality, and targeted days, times, and demographics. Nevertheless, paid search can yield an amazing short-term boost to your bottom line, and should be integrated into any well-rounded marketing plan.

2. Paid Video Ads (Pre- and Mid-Roll Advertising)

If you’ve ever watched a video on YouTube, no doubt you are very familiar with this type of advertising. Pre-roll ads run before the video that you’ve pulled up, and mid-roll ads occasionally punctuate the viewing of longer videos.

The thing is, both of these categories of paid video ads can be extremely effective in driving consumer awareness, and sometimes even intent. Studies have shown that only 20% of consumers are willing to read the text on a page, but a whopping 80% will watch a video. With that level of appeal, it’s vital to integrate paid video ads into your holistic marketing strategy, whether on social media platforms like YouTube and Facebook, or on other targeted sites.

3. Paid Social Advertising

Speaking of social media platforms, another effective form of online marketing is paid social advertising. Since social media and video viewing are the two most popular consumer activities on the Internet today, it only makes sense for your company to take advantage of the enormous appeal of sites like Facebook and Instagram. Here are 4 social media platforms, and why you should use them:

  1. LinkedIn. This is the default social media site for professionals and business people, and can be an excellent source of leads for B2B companies.
  2. Facebook. By far the largest social media platform with over 2 billion people using it worldwide, Facebook ads can provide huge exposure for your business at a low cost-per-click. In fact, the CPC could be as low as 28 cents!
  3. Twitter. For highly cost-effective advertising bursts, and the potential for driving massive brand awareness, Twitter is hard to beat. Here’s one stat to think about: Twitter has a 16% share among social media platforms of referrals to longer articles, meaning it’s a great place for directing consumers to meatier content from your company.
  4. Instagram. Half a billion people use Instagram every day (most of them under 35), and it is a great fit for kick-starting video campaigns that could quickly go viral.

4. Native Advertising

Native advertising is a non-obtrusive, appealing way to market your product to consumers. Since native advertising takes into account editorial context, it is as close to “organic advertising” as you can get without actually implementing organic advertising. And consumers don’t mind it at all. In fact, Adweek reports that 85% of Internet users don’t feel that their browsing experience is negatively impacted by native ads. That’s a big difference from other types of marketing that the typical consumer finds annoying.

5. Display Advertising

Display advertising is an excellent way to drive brand awareness, as opposed to providing immediate growth. While traditional banner ads and other common forms of display advertising generally have low clickthrough rates, when done right, this marketing technique can serve as a wonderful complement to all of your other advertising initiatives. For example, one company was able to reach 54% of its audience (about 35 million consumers) within a period of three days by using targeted display advertisements on Facebook.

6. Retargeting Advertising

Retargeted (or remarketed) ads are all about taking advantage of second chances. It’s no secret among marketers that, on average, about 98% of consumers will leave a website without converting. However, judicious use of cookies to track these visitors as they browse other sites, and delivery of ads to keep your company at the front of their mind, can lead to a gigantic increase in branded search and site visitation (up to 1046% and 726%, respectively).

Retargeting your ads on users that have already shown a measure of interest and/or intent to purchase is a smart, cost-effective way to generate more leads, and convert those leads into customers.

Partner with the Marketing Funnel Experts

At Highpurple, our team of digital marketing experts can help you to navigate all of the different online advertising options, and find which ones work best for your company. We take a long-term, growth-oriented approach to digital marketing, and tailor our services to each and every one of our clients.

The world of online advertising is constantly changing, and what works one year may not work the next. Because of that, it’s good to step back now and again, and see if your advertising efforts are delivering results that match your investment in them. We’re here to help you. Contact us at Highpurple today for a free audit; one of our team members would be glad to assist.