Before you dive into the world of digital advertising and marketing, there are several key concepts and preparations to keep in mind.
This checklist will guide you through the various types of advertising, formats, and what you‘ll need to launch successful ad campaigns.
Table of Contents
Digital Advertising Checklist
Available to subscribers only:
A convenient downloadable version of our checklist for creators preparing for digital advertising.
A) Types of Advertising: PPC, Social, etc.
In digital advertising, different types of campaigns serve distinct purposes, and it’s crucial to choose the right one based on your goals.
- Pay-Per-Click (PPC) Advertising:
- What it is: PPC is a form of online advertising where advertisers pay each time their ad is clicked. Google Ads is one of the most popular PPC platforms, offering ads that appear in search engine results or across websites in the Google Display Network.
- Best suited for: PPC is ideal for driving targeted traffic to your website or landing page quickly. It’s especially effective for businesses looking to capture leads or sales from people who are actively searching for related products or services.
- What you need to run it: To run a PPC campaign, you’ll need a Google Ads account, a keyword strategy, and an optimized landing page. Strong ad copy and compelling calls to action (CTAs) are essential for getting users to click on your ad.
- What it is: PPC is a form of online advertising where advertisers pay each time their ad is clicked. Google Ads is one of the most popular PPC platforms, offering ads that appear in search engine results or across websites in the Google Display Network.
- Social Media Advertising:
- What it is: Social media ads are displayed on platforms like Facebook, Instagram, LinkedIn, and Twitter. These ads can be in the form of images, videos, or carousels, and are typically targeted based on demographics, interests, behaviors, or custom audiences.
- Best suited for: Social media ads work well for building brand awareness, engaging with your audience, and promoting content or products to highly specific audience segments.
- What you need to run it: You’ll need business accounts on the relevant platforms, high-quality creative assets (images or videos), and a clear understanding of your target audience. You’ll also need engaging ad copy that aligns with the platform’s tone and style.
- What it is: Social media ads are displayed on platforms like Facebook, Instagram, LinkedIn, and Twitter. These ads can be in the form of images, videos, or carousels, and are typically targeted based on demographics, interests, behaviors, or custom audiences.
- Display Advertising:
- What it is: Display ads are visual banner ads that appear on websites within Google’s Display Network or other ad networks. These can be images, animations, or videos.
- Best suited for: Display advertising is great for building brand awareness and retargeting users who have previously visited your website. It’s useful when your goal is to keep your brand visible in front of a broad audience.
- What you need to run it: You’ll need eye-catching creative assets, including images or videos, as well as a strong message. Make sure your display ads adhere to platform specifications in terms of size and format.
- What it is: Display ads are visual banner ads that appear on websites within Google’s Display Network or other ad networks. These can be images, animations, or videos.
- Native Advertising:
- What it is: Native ads blend seamlessly into the content of the website or platform they appear on. These ads often take the form of articles or recommended content and are designed to feel non-disruptive.
- Best suited for: Native ads are ideal for content marketing strategies and work well for building trust with audiences. They’re often used to promote educational or engaging content like blogs, white papers, or videos.
- What you need to run it: To create native ads, you’ll need high-quality written content or video, along with a headline that draws in the reader without feeling overly promotional.
- What it is: Native ads blend seamlessly into the content of the website or platform they appear on. These ads often take the form of articles or recommended content and are designed to feel non-disruptive.
- Affiliate Marketing:
- What it is: In affiliate marketing, you pay third-party publishers (affiliates) a commission for driving traffic or conversions via their referral links.
- Best suited for: Affiliate marketing is great for e-commerce businesses that want to increase sales by leveraging the reach of influencers, bloggers, or content creators.
- What you need to run it: You’ll need an affiliate marketing platform (like ShareASale, Amazon Associates, or CJ Affiliate), a commission structure, and tracking tools to monitor performance.
- What it is: In affiliate marketing, you pay third-party publishers (affiliates) a commission for driving traffic or conversions via their referral links.
B) Advertising Formats: Text, Display, Video…
In addition to selecting the right type of advertising, choosing the right format is crucial for delivering your message effectively. Different formats are better suited to different campaign goals and audience preferences.
- Text Ads:
- What they are: These are simple ads that consist of a headline, description, and URL. Text ads are commonly used in PPC campaigns on search engines like Google.
- Best suited for: Text ads are ideal for search engine advertising, where users are actively looking for solutions or products. They are straightforward and focus on key selling points.
- What you need: You’ll need concise and compelling ad copy that highlights the benefits of your product or service, along with a strong CTA. Keyword research is essential to ensure your ad appears for relevant searches.
- What they are: These are simple ads that consist of a headline, description, and URL. Text ads are commonly used in PPC campaigns on search engines like Google.
- Display Ads (Banner Ads):
- What they are: Display ads are visual ads that can include images, graphics, animations, or videos. These ads appear on websites within ad networks like Google Display or specific sites.
- Best suited for: Display ads are perfect for raising brand awareness, promoting products visually, and retargeting users who’ve interacted with your brand before.
- What you need: You’ll need to create attention-grabbing visuals, whether static images or animated banners. Ensure you follow platform specifications regarding size and format. Copy should be brief and to the point, paired with a clear CTA.
- What they are: Display ads are visual ads that can include images, graphics, animations, or videos. These ads appear on websites within ad networks like Google Display or specific sites.
- Video Ads:
- What they are: Video ads are short promotional videos that appear on platforms like YouTube, social media feeds, or as pre-roll ads before online content.
- Best suited for: Video ads are great for storytelling, demonstrating products, or explaining complex services. They work well for creating a strong emotional connection with your audience.
- What you need: You’ll need well-produced video content, ideally no longer than 15-30 seconds for most platforms. Include a strong narrative, and make sure the message is clear even if viewers don’t watch until the end. Captioning is also essential for social media ads since many users watch videos with the sound off.
- What they are: Video ads are short promotional videos that appear on platforms like YouTube, social media feeds, or as pre-roll ads before online content.
- Rich Media Ads:
- What they are: Rich media ads are interactive ads that can include elements like animation, audio, video, or clickable content.
- Best suited for: Rich media ads are useful for engaging users in an immersive way. They work well for campaigns aiming to boost interactivity and engagement with the brand.
- What you need: You’ll need to develop interactive elements like animations or buttons, and the creative must be optimized for different platforms and devices to ensure a smooth user experience.
- What they are: Rich media ads are interactive ads that can include elements like animation, audio, video, or clickable content.
- Carousel Ads:
- What they are: Carousel ads allow you to display multiple images or videos in a single ad, where users can scroll through different frames.
- Best suited for: Carousel ads are ideal for showcasing multiple products or telling a step-by-step story. They’re commonly used on social media platforms like Instagram and Facebook.
- What you need: You’ll need several high-quality images or videos and creative copy that ties each frame together cohesively. Ensure each frame encourages the user to continue engaging with the ad.
- What they are: Carousel ads allow you to display multiple images or videos in a single ad, where users can scroll through different frames.
By understanding the different types and formats of digital advertising, you’ll be better equipped to select the best strategies for your campaigns and create effective, engaging ads that align with your brand goals.
