Here is a collection with more than 20 types of paid advertising so you can compare what kind of campaign and ad format is best suited to your budget and get your advertising goals:
A more sales and traffic to your website
Multiply the visibility and brand awareness
Reach new markets
customer loyalty
Rescuing lost conversions
best short-term results
direct conversions
positive ROI
15 Types of paid advertising and ad formats
Advertising on the search network Google Adwords
Visibility: in the Google search engine
Format: text ads
The search network of Google Adwords is the most used by advertisers whose main objective is to get clicks (traffic) and conversions through your ads because you get to users who are looking for your products.
Depending on how good you are choosing keywords and depending on how relevant your ads that are related to those keywords, you will have more or less success.
The star format this type of campaign is the text ad consists of a title of 25 characters, visible to show your domain url, and two description lines of 35 characters each. Also, you can add ad extensions to make it bigger and with more information.
Display advertising on the Google Adwords network
Visibility: web pages and Google partners
Format: image ads, text, video and rich media
The Google Display Network is ideal for new brands that are aimed visibility of their ads and have a target audience (age, gender, interests, etc.) well defined. Besides visibility and branding, you can also achieve profitability and conversions, but keep in mind that the average CTR is typically lower than search and is usually between 0.50 and 1%.
On display are image ads (banners) and you have option to display them in millions of publishers (websites) associated with display inventory.
The good news is that if you have a budget to hire a designer, display campaigns incorporate an ad publisher and gallery ad templates and predefined styles that you can customize to create banners of various sizes and formats: image in html5 , videos or interactive lightbox.
Advertising campaigns shopping
Visibility: in the Google search engine
Format: PLAs product (picture + text)
Shopping campaigns share space in the Google search engine with search campaigns. They are a good choice for large ecommerce and off / online stores that combines products and branding goals and conversions.
In order to operate shopping campaigns have to follow these steps:
Signing up in Google Merchant Center
Merchant link your Adwords account
Create a data feed that includes a description and product attributes.
Set the campaign and ad groups
PLAs are characteristic product to include an image of the product, a description of 70 characters or less, price (mandatory) and a display URL with your domain.
Advertising and video campaigns
Visibility: mainly Youtube
Format: TrueView video
The best branding campaigns are those that include video ads. It is the most direct, intense and surround format of the moment, as some references suggest the likes of Mark Zuckerberg. In addition, videos will get, on average, twice attract users with an image or text.
Video Campaigns Google Adwords work primarily with bid CPC (cost per click) and CPV (cost per view). They are cheap and easy to set up, especially when you have a Youtube channel resources active and you have to create and edit your videos.
the TrueView in-display, which appears to the right of the video as a suggestion playback and TrueView in-stream that are activated before a video: two formats are primarily used.
You also have the option to target video ads on websites and enable such campaigns on Twitter and Facebook Ads. For Youtube you need to read the definitive guide with strategies and tips for YouTube channels and Tips for optimizing your Youtube channel.
Mobile Advertising
Visibility: mobile devices and tablets
Format: image ads, text or video
Who today does not have a smartphone or Iphone? Obvious, but, besides, who lives not engaged, to a greater or lesser extent, your mobile? Everybody! That's why mobile advertising oriented, has increasingly relevant. It is certainly the best way to reach users wherever they are.
Display campaigns in Google Adwords, you can target ads on mobile applications or even sponsor your own application on Google Play with the new "Campaigns Universal Application".
If you want to target your advertising to mobile, keep in mind that user behavior is different from a computer. Choose a web template responsive and adapts the most of the design and content of your landing page. Betting on clear and provided direct and short messages, neutral colors and buttons with calls to action.
Advertising booking Youtube
Visibility: Youtube homepage
Format: mastheads
They are special campaigns run by reserve rather than the traditional auction and is recruiting for one day (24h) a banner called "Masthead" of 970 x 250 pixels displayed on the main page of Youtube.
They are campaigns that require more budget compared to others, and can pay for impressions or for CPD cost fixed day, which can vary depending on the final format, supplements and the country for which application is made between 10,000 € / day to 60,000 € / day approx.
All previous sections are part of Google Adwords. If you are interested you can also get you out official certifications Google. Here I leave with some of advice to pass exams. I also teach a course in Aula CM which can be useful if you want to get certified.