Internet advertising: what is this digital marketing tool for?

For many years, online advertising has equaled, and in many ways surpassed, advertising in other media. Having an online presence is essential for brands; not only for those whose activity takes place on the internet, but for any brand that wants to connect with its consumers.

General advertising from traditional media offers us very few possibilities to personalize the contact of a brand with its target: the same message is broadcast through a medium that reaches thousands or millions of people. Through the online advertising and digital marketing, we will be able to segment our audience based on parameters that suit our campaign but, in addition, we will have the possibility of analyzing the consumer's behavior once they have received the message. This is why more and more brands are basing their communication on Digital Marketing techniques and, in fact, it is increasingly difficult to get ahead with the commercial activity of a company if its communication does not go through Online Marketing.


What is advertising and digital marketing for?

Digital Marketing is the use of a set of strategies aimed at promoting a brand, product or service on the internet. Furthermore, unlike what happens with Traditional Marketing, digital strategies allow us to analyze the results in real time, so that we can improve our communication in a short period of time, and we can modify the communication if it does not work as we expected at first. moment.

Due to the limited interaction with the consumer that Traditional Marketing offers brands, the final communication that our target audience receives is, on many occasions, too direct and not very focused on the person who receives it. Digital Marketing, on the contrary, aims to generate quality content through which we can connect with our consumer, so that the perception of our product or service will be notably more positive than in Traditional Marketing And, furthermore, we can launch our message only to those users who represent the target audience of our brand.

Main tools of digital marketing

The use of Digital Marketing tools It is essential to ensure that our strategy works optimally. Precisely, based on these tools, we will be able to streamline the processes we want to carry out and we will be able to generate non-intrusive advertising for our audience (and we will, therefore, prevent consumers from generating a negative feeling when receiving our message).

Web analytics to measure results

Regardless of whether your website is small, a blog, or you are part of a huge company, web analytics is essential for analyze the results of our marketing actions and, on this, make the best decisions to optimize our website, improve our online actions or correctly identify our target.
This tool is not intended to quantify the website traffic, but rather understand and analyze it, so that we can obtain valuable information to build future strategies and improvements on our website, which help us achieve the final objectives that we have set for our site (increase sales, increase loyalty, publicize a new product…).

SEO (Search Engine Optimization)

SEO is the acronym for “Search Engine Optimization”, in Spanish: Search Engine Optimization. Through this Online Marketing strategy, we can carry out certain actions, both inside (on-page) and outside (off-page) of the website to enhance its visibility through organic positioning in search engines. That is, we will generate the appropriate content so that our consumers' searches related to our products take them to our website.

This strategy does not have standard or static parameters. In fact, changes to search parameters are continually updated, forcing brands to Frequently update your websites and Digital Marketing strategies, in order to continue appearing among the first search engine options in queries related to the brand's activity.

 Linkbuilding or external links

With this strategy we will be able to direct external links to our website and, with this, we will help improve natural positioning in search engines. It is an essential factor. The objective is to obtain quality links so that they transmit authority to our site, so that Google improves the position in which it shows our website for a specific search. In addition to improving positioning, this strategy can get our siteor quality visits from the website that links to us. In this way, we will have more possibilities of selling or publicizing the product/service we offer.

To understand how this strategy works, we must understand the concept of PageRank: It is a rating system (from 0 to 10) that Google assigns to each website and that indicates the importance that certain site has in the search engine. In this system, quality is rewarded over quantity; That is, it benefits us more to have few backlinks from high authority pages, than having many from pages that are not known or do not have a high PageRank.

Furthermore, it is very important that the pages that link to us belong to our sector or, at least, are related to our commercial activity. On the one hand, it will be easier for link building to be more natural if the website in question has a relationship with us. Because? Because Google is very smart, and is capable of identifying marketing strategies and generating results with this information. That is, if Google realizes that all the backlinks that go to your website have the same text in the link, it will penalize your page and its authority, since it will consider that it is not natural (and rightly so, because it is not) .

On the other hand, although it may seem obvious, the fact that the website that links us is related to our activity is essential so that visitors who come from that site are interested in the products/services that we can offer them.
There are many Techniques to improve the link building of your website and are within reach of any user. You simply have to invest time and find the best sites to interact with to improve your brand.

publicidad y marketing digital

Blogs: keywords and queries

Although historically it is one of the most widespread tools for content creation, not all businesses with an online presence have a blog for their brand. However, this tool can generate benefits for our brand in many aspects.

The cost of maintenance and creation is not high. In fact, if you already have your website online, you probably have a domain for your business. In this case, the creation of the blog and its maintenance, if carried out with internal company services, will not have an economic impact. It will simply take time to generate the valuable content we need to position our brand.

Through the blog, we will also be able to generate a community around our brand, improve communication with our audience and attract new traffic. The greater the content quality, the more value it will have for new visitors and the more loyalty we will generate.

Regarding content generation, it is important that we know two fundamental elements for our blog: keywords and queries. It is common to hear these two terms used as synonyms, although in reality they are different concepts:

  • Keywords: Although there are many ways to formulate a search, we know as keywords those terms or formulations most used by users. As you can imagine, it is not enough to repeat a keyword many times within our text for Google to recognize it. This could have been useful a few years ago, when Google was not yet so developed and made certain concessions to positioning that would not cross our minds today. Once the best keywords for our content have been identified, we must manage to integrate them into our text in a natural way, so that when a user does that search, we appear within the options offered by the search engine and it does not penalize us for keyword stuffing.
  • Queries: While the keyword is the ideal term that the user is expected to search for, the queries are the words that the user actually uses when doing the search, and which are normally not correctly written: lack of connectors, accents, spelling mistakes in general... In short, it is the implementation of our beloved Keywords.

Paid Media for publications

They are those media outlets that the brand can use to publish its communications, in exchange for an economic amount. Just as we buy space in traditional media such as television, newspapers or radio, we can find these spaces in more modern media, such as websites, blogs... They are a good way to give visibility to our services or products through a larger showcase that reaches large masses of people. In the eyes of the consumer, this type of strategy is completely accepted, since we are used to buying/selling advertising space in large media, so we are not surprised to see it in online media.

There are different forms of Paid Media. We explain the most frequent ones below.

herramientas de marketing digital y publicididad

Ways to advertise on the internet

What is SEM and what is it for?

SEM, SEO. SEO, SEM. It is important not to confuse these two concepts. As we explained a little before, the SEO is based on natural and organic positioning of our content in search engines (and, fundamentally, it does not represent an economic investment). On the other hand, we have the SEM: Search Engine Marketing. This term encompasses the tools and strategies that boost and optimize our visibility in search engines, normally through paid marketing actions.

It is the search engines themselves, on many occasions, who offer us SEM services: Google AdWords, Yahoo! Search Marketing… With these tools, we can appear in places of privileged visibility when a user does a search related to us. This, of course, includes other actions such as searching for keywords, creating ads, bidding...

Advertising on the Display Network

The Display Network partners directly with Google and the platforms it contains. This is a set of millions of websites on which we can place our Google ads. Through this tool we can correctly segment our audience, refining the profile of the users to whom we want our communications to be shown, depending on the product or service.

This network is very effective because it generates immense dissemination of our brand. However, we must plan our strategy correctly, since by involving a high number of advertisers, it can be difficult to make our communication stand out.

Advertising on social networks: Facebook, Instagram and Linkedin

Advertising on social networks consists of showing paid ads to users of a specific social network. Depending on the social network in which we place our advertisement, we will have costs, parameters to follow and results. We must keep in mind that not all social networks are suitable for all types of businesses. Before investing in advertising on social networks, we must analyze the options of each one, its audience and its use, to know if it matches the target that we want to reach.

Once we have chosen the social networks that fit our objectives, we can start creating our online campaign. Depending on the social network, we will have to access one platform or another to launch our campaign. Facebook and Instagram share the same ad platform, so it is very easy to synchronize our campaigns on these two social networks. Through Facebook Business Manager, we will be able to manage our accounts and advertising campaigns, analyze the development of the campaign and generate results reports, among many other things.

Linkedin has its own online advertising platform, called LinkedIn Ads. Although it does not allow you to synchronize campaigns with Business Manager, the operation and segmentation options are very similar to each other, so the campaign creation process will be very similar.

We can establish the objective of our campaign, so that the platform can analyze the effectiveness of the campaign and its implementation (and generate segmentation suggestions for the advertiser based on the objective). To do this, the platform offers us different options: increased interaction and traffic on the website, brand awareness, video views, conversions (purchases, subscriptions...).

Besides, the audience segmentation What these platforms offer us is practically infinite. We can segment our audiences by those parameters that we believe are most convenient for our brand: interests, age, location, gender, marital status... And many other aspects that are fundamental for the segmentation of our target.

In recent years, brands have increasingly used pixel audience targeting. But how does this work? To simplify it a lot: a pixel is a tiny fragment of your website, app or email in which a code is embedded that allows a cookie to be set in the visitors' browser, to later show them specific ads based on their activity.

Email marketing

This strategy consists of sending commercial messages, usually to a group of people from a database, through emails. Broadly speaking, any communication with a potential client via email could be considered Email Marketing, since the content of the communications can be of very varied nature. However, in this case we will consider email marketing only those actions aimed at a specific group of people with a common objective, differentiating them from those specific interactions with individual consumers.

There are many purposes of this strategy: get new customers, retain those we already have, inform about new services or products, offer promotional gifts, order confirmation, newsletter, etc.

To get the most benefit from this strategy, we must adapt our email to the audience we want to reach. Taking care of certain aspects, such as the design of newsletters, the language used or that the content is interesting for the segment, is essential so that the consumer receives our communication positively and we can more easily achieve our objectives.


Increase sales with remarketing

Remarketing is a technique used to connect with people who have previously interacted with your website or application. Through this tool, we have the possibility of strategically locate our ads so that they appear at target audiences when browsing through web search engines. Thus, we will be able to increase awareness of our brand or once again offer a product or service to audiences that have previously been interested in them, adapting the message to more specific audiences than in the early stages of our digital marketing strategy, where we have not yet We had this information.

A essential tool in remarketing are conversion funnels, a methodology that serves to establish and plan the steps a consumer must take to complete one goal (or more). Depending on the objective, we will establish different funnels: lead capture, loyalty, sales... Therefore, through the conversion funnel we will be able to generate more conversions and reduce the number of steps that a consumer must take for the same objective. That is, thanks to the funnels we manage to optimize remarketing, making it adapt to each user depending on the stage of our strategy in which they are: is this the first time they visit our page? Have you already stopped by and been interested in a certain product?

This process can be very laborious if you do not have sufficient knowledge and experience in this type of action. Let's remember that these procedures involve an economic investment, so the more knowledge we have about remarketing tools and how they work, the better we can make our investment profitable.

For this, there are digital agencies that outsource this and other Digital Marketing services for companies. If you do not have personnel specialized in digital actions in your company, going to a digital agency may be the best option to correctly implement your marketing strategies.

Most important reports and metrics to analyze the profitability of digital advertising campaigns.

The entire previous communication strategy would be of no use if we were not able to measure and analyze how they have been developed and the results we have obtained from consumers. Through the metrics or KPIs (behavioral indicators) We are able to express with numerical values the effectiveness of a strategy, campaign or communication, analyze its performance and study possible changes to optimize our marketing plans in the future.

More than one metric needs to be taken into account in order to obtain specific results on a specific issue. Below, we explain the main metrics to analyze the profitability of our marketing actions:

– Bounce rate: This metric indicates which users have not found what they were looking for on our site, since they leave our site without having navigated through any link or having interacted with the elements of our website. It helps us, along with the length of stay, to know the satisfaction of users.

– Engagement: It measures the audience's interaction with a brand's content and, by extension, their degree of commitment to it. Good examples of this metric are comments on a post, page views per user, mailing opening ratio, percentage of unsubscribes, number of subscribers... Each indicator will be used depending on the medium we are analyzing and the objective we want to meet (not It will be the same to analyze the engagement of a Twitter account about comedy as that of a website selling luxury products online).

- Traffic: The traffic of, for example, a website, refers to the number of users who visit it. We can measure different factors: number of visits/sessions, number of visitors/users, number of pages viewed per user, views per page... and an eternal list of indicators that will help us, along with other metrics, to correctly analyze our traffic. website and implement improvements that help us optimize it.

Both during the development of the marketing action and after analyzing the relevant metrics for our website, it is essential to monitor the campaign, so that the data we obtain can be analyzed and converted into valuable information for future campaigns.


Examples and success stories of internet advertising

There are many brands that carry out Original and ingenious strategies to generate traffic to your websites or meet certain objectives. Some big brands, such as Mercedes Benz or Apple, do not show their products in large media advertisements so that the consumer goes to the web and thus generates more traffic. Nike, as another example of success, bases its strategy on collaboration with influencers, who act as brand ambassadors and help promote visits to Nike's online profiles (Instagram, YouTube, website...).

In general, the strategy we carry out for our digital marketing actions will depend on the objectives we have, the type of commercial activity carried out by our company, the audience segment we are targeting... Due to the numerous factors involved in making Digital Marketing decisions, and taking into account that the vast majority of these involve an economic investment, it is very important that we have control over our actions and that, if we do not have the necessary knowledge, we look for a good advisor that helps us correctly implement and measure our digital actions.

And for a good marketing strategy, there is nothing better than thinking creatively. Get to know our creativity school in Madrid and start your professional path in the best way.

Did you find the article interesting?

3 thoughts on “Publicidad en internet: ¿para qué sirve esta herramienta de marketing digital?”

Leave a Comment