Guide to Online Advertising: What Tools to Use and Why in 2024!

For many years, online advertising has been pampering advertisers with unique tools that allow them to get clients even with a small budget. However, the main advantage of such advertising is more accurate analytics compared to traditional outdoor advertising.

In this article, we will talk about the types of advertising and advertising tools of the most popular advertising systems: Google Ads and Meta Ads.

Advertising classification

Online advertising can be classified according to the following criteria:

1) By coverage

• Display advertising is advertising that reaches as many users as possible and is shown to them as often as possible. Such advertising works to increase brand awareness or, for example, a major promotion.
• Targeted  – shown to a limited number of online users to whom the advertising message is most likely to be useful and relevant.

2) According to payment model

• With pay for coverage  – the advertiser pays for impressions or views (for video). Possible payment models: CPM (cost per mille) – per 1000 impressions, CPV (cost per view) – per 1000 video views.
• With payment for actions  – per click, CPC (cost per click), placing an order CPO (cost per order) for any conversion action CPA (cost per action).
• With a fixed cost  – the advertiser pays for the time of placement without reference to clicks, reach, impressions, etc.

3) By type of targeting

• By keywords  – advertising is shown to those who entered specific words, i.e., keys, into the search bar.
• By interests/behavior  – advertising is shown to people with specific interests that the advertising system recognizes from users.
• Remarketing  – advertising is shown to those who have already been to the site or performed some actions on it (for example, added products to the cart or visited the “contact” page).
• Special audiences  – ready-made audiences for advertising systems, Look-a-likes, audiences collected using parser services, etc.
• Automatic targeting  – the advertising system itself decides who to show your ad to.

5) By object of advertising

• Selective  – when advertising is targeted specifically to specific products/services or areas.
• Dynamic advertising and by feed  – used when there are a lot of advertising directions (for example, a large online store) and it is difficult to configure everything manually. In this case, you can prepare a feed – a special table with a list of products/services. It is then uploaded to the advertising system. Or you can use dynamic advertising when the advertising system scans the site and collects information about products/services on its own. Then everything that is on the site is included in the promotion.

4) By stages of the marketing funnel

The difference between advertising at each stage of the funnel lies in the messages. Let’s go through each stage:

1. Awareness – users do not yet know about the brand, service, or product. The purpose of advertising is to tell about them.
2. Interest – the audience already knows about the brand, service, or product. Now you need to interest her, that is, warm them, and push them to conversion. Advertising should convey the USP -Unique Selling Proposition. It refers to the unique benefit or feature that sets a product or service apart from its competitors in the eyes of the target audience- and information about why they should contact you and buy your product/service.
3. Sales – at this stage, the audience is maximally warmed up and ready for specific offers.
4. Retention (return) – this stage is relevant only for businesses where customers buy constantly (food, clothing, restaurants, etc. ). That is, advertising already addresses customers who have made a purchase (or purchases).

Examples: We haven’t seen you in our online store for a long time – grab a promotional code for a discount, New arrivals of clothes in your favorite store – check it out.

Now, after knowing the classification of online advertising, let’s consider the main advertising tools and their features.

List of Google Ads tools

List of Meta Ads tools

Are you overwhelmed by the number of tools or don’t know where to start? Our specialists will help you understand all the digital diversity, select the best advertising mix for you and prepare the optimal media plan! Leave a request:

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