A beginners guide to advertising

Jul 28, 2022Business Support

Advertising is one of the most important aspects of a successful business. It is the means by which a company can reach and communicate with their customers about a product or service. In this article, we will develop an understanding of what advertising really means, why it plays a big role in business success and help identify the best approach for your business. We will also discuss how you can measure the effectiveness of your adverts so you can optimise your future campaigns, with the data insights you have gathered.

What is advertising?

Advertising is a specific aspect in Advertising is the activity or profession of producing content for commercial products or services to reach their customers. Advertising can be in many forms, but most commonly it manifests as some kind of paid media, such as television commercials, radio ads, online banner ads or sponsored posts on social media. It is important to remember that advertising is just one part of the larger marketing mix, which also includes activities such as public relations, market research and product development. Advertising is usually used to either raise awareness, generate leads, create brand loyalty or drive sales of a product or service.

Why is advertising important?

Advertising is important for business success because it allows companies to reach a larger audience than they would normally be able to reach with an organic approach. Advertising also allows businesses to track how well their campaigns are performing and make necessary adjustments to ensure they are getting the most out of their investment.

Different types of advertising

There are two main types of advertising: traditional and digital. Traditional advertising goes back to a time when marketing was less evolved than it is today, an approach that is seen as a less optimised method compared to the highly data orientated digital advertising approach.

Traditional Advertising

Traditional Advertising

Before the 1990’s, traditional advertising, such as tv, radio and print, was essentially the only form of promotional activity that existed for businesses. Prior to the invention of the internet, marketing was a fairly underdeveloped area within business compared to what it is like now. Due to the lack of data you can collect on your customers from traditional advertising, it is a better approach to utilise for: mass appeal products, a more vague or general target audience or a strategy to enhance your general brand awareness to a larger population.

However both traditional and digital advertising have their advantages and disadvantages.

Traditional channels
Television Advertising

Television advertising is one of the most popular and well-known forms of traditional advertising. Advertising on television is a great way to reach a large audience with your message especially when following on from a tv show that draws in high viewership rates, bringing the audience straight to your promotion.

Although Tv ads have been known to be a strong advertising strategy, it should be noted that it comes with a large cost and a low conversion rate.

Billboard advertising

Outdoor advertising, or more specifically billboard advertising, is another form of traditional Advertising that can be used to reach a large audience. Billboards are usually placed in high traffic areas such as on the side of highways or in busy city streets. This type of Advertising is best used for products or services with a quick and easy call-to-action such as a restaurant with a new menu item.

Radio Advertising

Radio Advertising is most effective when your target audience is commuting to work or running errands as they are likely to have the radio on during these activities.

It should be noted that similar to television advertising, radio Advertising can be quite costly and has a low conversion rate.

Print Advertising

Print Advertising generally comes in the form of newspapers or magazines. This type of Advertising is most effective when targeting a niche market as you are able to specifically target publications that your audience is likely to read.

Digital Advertising

Digital Advertising

Digital Advertising is a more data-driven approach to advertising, which has evolved significantly since the early days of the internet. It utilises many different channels, such as email marketing, search engine optimisation, display advertising, social media marketing and content marketing. Due to the vast array of digital channels available today, businesses can be very specific with the targeting on their campaign, specifying an exact demographic, with certain interests and online behaviours. This allows for a more personalised approach to marketing, which can result in a higher conversion rate and ROI.

Digital advertising also offers businesses the ability to track how well their campaigns are performing in terms of leads, sales or brand awareness. This data-driven approach is what sets it apart from traditional advertising and is the reason why it is such an effective marketing tool.

Digital Advertising Channels

There are many different digital channels that can be used for advertising, but some of the most common include:

Search Engine Optimisation (SEO)

Search Engine optimisation, more commonly known as SEO, is a process of optimising your website to rank higher in search engine results pages (SERP’s). This means that when someone types a word, phrase or sentence relating to your industry into a search engine, your site will appear in the results.
There are many different strategies on how to improve the placing of your website on search engines such as google or bing. Which can usually be achieved through the use of keywords, backlinks, and other on-page SEO techniques.

Although it should be noted that SEO is a long-term marketing strategy that should be incorporated into your overall digital marketing plan. It is not a short term solution to receive instant success.

Search Engine Marketing (SEM)

Search Engine Marketing, or SEM for short, is the process of marketing your website through paid search listings. This includes paying for your website to appear as an advert on the SERP’s when someone searches for keywords related to your product or service.

The main benefit of using this digital marketing technique is that you can achieve instant results and target your audience more specifically than with SEO alone. However, it should be noted that SEM can be a very costly marketing strategy if not managed correctly.

Display Advertising

Display advertising is a form of online marketing that uses banner ads and other forms of visual marketing to promote your product or service. It can an effective way to reach your target audience as it allows you to specifically target them with relevant ads based on their interests, demographics and online behaviour.

There are many different types of display advertising, but some of the most common include:

Banner Ads – These are the most common type of display ad and appear as a banner across the top or bottom of a website.

Interstitial Ads – These are full-page ads that appear between pages on a website. They are usually more intrusive than banner ads but can be more effective at getting attention.

In order to perfect the use of display advertising is by creating highly engaging visuals that will draw your users attentions, with a strong call to action, whilst also ensuring you do not make the ad too intrusive or distracting.

Social Media Marketing

Social media marketing is the process of using platforms like Facebook, Twitter, and LinkedIn to build relationships and interact with potential and current customers.

It’s a great way to humanise your brand, build trust and credibility, and increase awareness of your product or service.

Additionally, social media platforms can be used to drive traffic back to your website, where you can then convert them into leads or customers.

When done correctly, social media marketing can be a very effective way to connect with your target audience and build long-lasting relationships.

Linked In Advertising

Linkedin Advertising is a form of social media marketing that uses the professional networking site, LinkedIn, to connect with potential and current customers.

It’s a great platform to use if you are targeting a business-to-business (B2B) audience as it allows you to specifically target your ads towards professionals in your industry.

Facebook Advertising

Facebook is the world’s largest social network in the world, making it one of the most effective social media channels to use when thinking about conducting a paid ad campaign, as it also allows you to advertise through instagram, messenger and Whatsapp through its creative studio platform.

Facebook Ads have been recognised as the most accurate paid ads for targeting your exact customer, as they already have data on interests, demographics, and online behaviour of its users.

Youtube Advertising

YouTube Advertising is the process of creating video content to promote your product or service on the world’s largest video-sharing platform.

It’s an effective way to reach a large audience as YouTube has over two billion monthly active users, making it one of the most popular social media platforms in the world.

When creating a YouTube Advertising campaign, it’s important to create engaging and relevant video content that will resonate with your target audience.

Additionally, you should make sure to include a call-to-action (CTA) at the end of your video so that viewers know what they should do next.

Podcast Advertising

Podcast Advertising is the process of creating audio content to promote your product or service on popular podcasting platforms, such as iTunes and Spotify.
It’s a great way to reach a wider audience as there are over 700 million active monthly listeners of podcasts.

Tiktok Advertising

TikTok Advertising is the process of creating short-form videos to promote your product or service on the popular social media platform, TikTok.

It’s a great way to reach a younger audience as TikTok has over 800 million monthly active users, making it one of the most popular social media platforms in the world.

Content Marketing

Content marketing is the process of creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. It is synonymously associated with SEO practices.

The main aim of content marketing is to drive profitable customer action by building trust and creating relationships with your customers.

It is a long-term marketing strategy that focuses on creating valuable content that is relevant to your target audience. The goal is to attract and retain customers by providing them with information that is useful and interesting.

Content marketing can be used in many different ways, such as blog posts, articles, infographics, eBooks, and more. It is important to note that the content you create must be high quality, valuable and relevant to your target audience.

Email Marketing

Email marketing is a process of sending out commercial messages to a group of people via email. It is a form of direct marketing that can be used to promote a product or service.

The main benefit of email marketing is that it is a very cost-effective way to reach a large audience. It is also a very effective way to stay in touch with your customers and build relationships with them.

Another great thing about email marketing is that it is very easy to track the performance of your campaigns. This means you can see how many people have opened your email, clicked on the links, and more.

It is important to note that email marketing should be used in conjunction with other marketing strategies such as content marketing and social media marketing. It should not be used as a standalone strategy.

Influencer marketing

Probably the biggest and one of the most effective advertising channels in recent years. It’s a form of marketing in which provides its focus on utilising influential people to build towards a product to their engaged audience.

It is a great way to reach a large audience as influencers have a huge following on social media platforms such as Instagram, YouTube, and TikTok. Additionally, it’s a great way to build trust and relationships with your target audience.

To be successful with influencer marketing, it’s important to choose the right influencer for your brand. You should also make sure that the content they create is high quality, relevant, and engaging.

How to measure advert effectiveness

How can you measure your adverts effectiveness?

The first step to measuring your advert’s effectiveness is to set up some goals and KPIs before you launch your campaign. This will give you something to track against and help you determine whether or not your campaign was successful. Once your campaign is live, there are a few different metrics you can track to measure its success.

Some of the most important metrics to track include:

Audience Reach and impressions

This metric measures how many people your ad reaches. It’s important to track this metric to see if your ad is being seen by enough people.

Engagement

This metric measures how often people interact with your ad. The higher the engagement, the more successful your ad is.

Click-Through Rate (CTR)

This metric measures how often people click on your ad. The higher the CTR, the more successful your ad is.

Cost per Click (CPC)

This metric measures how much it costs you to get someone to click on your ad. The lower the CPC, the more successful your ad is.

Conversion Rate

Conversion Rate measures how often people who see your ad go on to do the desired action, such as make a purchase or sign up for your email list. The higher the conversion rate, the more successful your ad is.

There are a number of other metrics you can track, but these are some of the most important ones to focus on.

Average order value

Average order value measures how much people spend when they make a purchase from your store. The higher the average order value, the more successful your ad is.
Advertising one of the most important processes of promoting commercial products or services to reach a desired group of customers. Advertising is important for businesses to succeed as it helps them reach a larger audience and build relationships with them.

In order for a campaign to be successful, it’s important to implement a strategy which incorporates multiple channels to guarantee a desirable outcome.

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