While online advertising is a proven way to target and reach audiences with concise messaging, myriad options make it tough to know which avenues will be most effective for a business. The major online advertising options (described below) offer enough variety so businesses of any size, type, and budgetary constraints can conduct an ad campaign that suits their needs.

Benefits of Online Advertising for Businesses

Businesses of any size and type can participate – eCommerce (sells only online), local/regional service or product business (lawyers, restaurants, brick & mortar stores, etc.), services not limited by location (consulting, IT support, etc.) – and reach the right customers. Benefits include the ability to:

How Online Advertising Works

Online ads can and should be precise in who they target, going only to viewers based on location, age, interests, or other demographics relevant to the business. Most businesses structure and pay for online ads in one of the following ways:

In al cases, the ‘click’ goes to the business’s homepage or a content-specific landing page, and it’s easy to track.

Types of Digital Ads

Something else to keep in mind is the process of remarketing to or retargeting people who have visited a site but may not have made a purchase or contacted you. It works by placing a cookie in the user’s browser history (a common practice), so after the user leaves your site, your ads appear on other sites they visit as a reminder about your products or services.

Shown below: example of search ads, shopping ads, and display ads

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Additional Resources

Display Advertising
Digital Marketing: Laying the Groundwork to Succeed
Remarketing Your Website Keeps People Visiting
Glossary of online marketing and website development terms