Basic Guidelines of Digital Marketing

Basic Guidelines of Digital Marketing

If you are not online, you do not exist, so open the digital doors to your business now. Unfortunately, digital marketing is much more than writing a post on an Instagram feed, and it is always recommended to ask for help from the professionals. However, you should know the basics to understand what you are paying for and what you can expect from the advertising campaign.

Benefits of Retargeting

Retargeting is a cookie-based technology that allows you to follow your audience all over the internet. A small piece of imperceptible code is implemented on a website. Every time when a new visitor comes to a page, this code drops an anonymous browser cookie. Later, these cookies allow enabling your ads on other sites the same customer visits.

This technology focuses your ads on people who are already familiar with your brand and have an interest in it. Every time your customer sees your retargeting ads, your brand is more and more recognizable, so, basically, it works as a reminder. The high CTR and increased conversions are the main advantages. However, even if retargeting is a powerful branding tool, it works better as a part of a digital strategy.

Impressions

Basically, an ad impression is a single instance of a single advertisement appearance and there are two types of impressions. A standard impression is counted every time when an ad is displayed to a visitor. It includes duplications and repeated views. However, only one unique impression is counted per 24 hours, even if the same visitor views the same ad multiple times. The reports for unique impressions show the activities of your visitors and exact information is collected from the cookies. The number of unique impressions is always smaller than the number of standard impressions because one visitor usually sees more than one ad.

Impressions
Impressions

Banner Types

The oldest and almost dead type is flash ads. These ads just pop-up in front of a webpage and everyone hates them. The technology is outdated and slows down all browsers. Also, the top companies as Google or Amazon have banned these ads, so you must know what should be denied.

Another popular type is a static banner ad. These ads are clickable web images without any animation, they are easy to make and load fast but as they are not interactive, they may be less eye-catching. Animated GIF banner ads are silent videos. Usually, GIFs play on their own, are very engaging and easy to create. The main disadvantage might be different devices or apps that are blocking such files. HTML5 banner ads are built by coding (HTML, CSS, JavaScript) and may contain images, text, audio, or video. They can be dynamically and responsively optimized to be used on different devices.

Real-Time Bidding

RTB campaigns aka Real-Time Bidding is the best way to reach your current and new customers online as it includes buying and selling impressions through the real-time auctions that occur in a time when a webpage is loading. This way allows advertisers to reach their audience in real-time across multiple websites by using an accurate targeting criterion.