Quick Guide to Online Advertising

June 16, 2020

A form of marketing and advertising which we see everywhere when we use the Internet is Online Advertising. The main goal of Online Advertising is to deliver promotional marketing messages to consumers. This advertising is also known as online marketing, Internet advertising, digital advertising or web advertising.

Whenever we search for some keywords for your business in the Search Engine, we can see some kind of Ads either at the top of the SERP(Search Engine Result Page) or at the bottom. According to the standard format, for each page, you may see three to four ads at the top or the bottom.

If you are a fresher in the field of SEO or completely new to advertising you may think how all these ads are delivering. How is it showing at the SERP? How does it work? How much do we need to pay for advertising? What does it look like? Etc.. 

So below we are covering some of the basics you need to know about Online Advertising.

What are the Types of Online Advertising?

Due to the expansion of the World Wide Web and its reach to every nook and corner of the world, Many advertisers started preferring Internet-Based- Advertisements. Nowadays, the Online Ads have become pretty common on the internet. 

The Online Advertising have more conversions than Offline Advertising which includes outdoor advertising, print media (for example newspapers, magazines, flyers and brochures), television advertisements and radio ads.

For the freshers, it might be very confusing to grasp all the online advertising means available, as there is very less difference between them. So here we are listing and giving a brief explanation of types of Online Advertising available on the web.

1. Native Advertising

Unlike Banner Ads or Display Ads, Native Ads don’t look like ads. Instead, they look like a part of the normal post of the page. These ads can be found in either a recommended post or social media feeds on a web page.

2. SEM (Search Engine Marketing)

In an increasingly competitive marketplace, SEM is the most effective way to promote your products and to grow your business. SEM is used to increase the visibility of your website in the Search Engine Result Page(SERP).

SEM is also referred to as paid search or pay per click (PPC).

When the marketer is setting up a campaign, he/she is supposed to 

 – Do keyword research and list out some set of keywords related to their service. 

 – Need to find an ideal target audience which includes defining geography, age, gender, likes and dislikes for the ad to be displayed.

– Need to create a text-based ad to display in the search results

– Bid on a price they are willing to pay for each click on their ad.

3. Display

Display Advertising is simply a method of attracting visitors to a website, any social media platforms and other digital mediums. It is generally graphic advertising on social media, any apps, or social media through banners or other advertising formats made of text, images, flash, video, audio, etc..

4. Mobile Advertising

A subset of Mobile Marketing that appears in mobile devices like smartphones, tablets that have wireless connections. It can take place as text ads via SMS or banner advertisements that appear in a mobile web site. 

Because of the smaller screens of the mobile devices, the advertisements are optimized for small displays by being compact.

4. Social Ads

Social Ads are the other quickest and most effective way to get connected with the target audiences. With the help of the social ads, one can easily create campaigns on social media to meet a selection of different business goals at relatively low costs

5. Re-targeting 

Retargeting or Remarketing is a very common and popular form of Digital Marketing in which the marketers serve ads to those people who have visited their website or social media at least once.

6. Email Marketing

Email Marketing is the act of sending a commercial message using Email to a group of people. It includes sending advertisements, requesting business, any sales, etc via email. It is a highly effective digital marketing strategy.

7. Digital Signage

Digital Signage is a sub-segment of electronic signage that uses an LCD, LED or projection screen, e-paper to convey information to in-store audiences and customers. It displays videos, graphics, web pages, weather data, restaurant menus, or text that educate, engage, and inform nearby viewers.

8. Video Advertising

A promotional content that usually plays before, during, or after streaming content is Video Advertising. You can usually see this type of advertising when you use youtube, in movie theatres before playing the movie, on television, etc..

How does Online Advertising Works?

For an advertiser the most important thing to market his product is to reach out to the correct audience for his products. 

In offline marketing, it is very difficult and time-consuming and you have to create a proper marketing funnel to reach out to your target audience but in online marketing, it’s easy as most of us are present in various social media platforms and while browsing we knowingly or unknowingly disclose our likes, dislikes, interests, our purchase intentions, etc.

Our demographics like gender, age group, language, location, etc. also get tracked online. So as a marketer by applying a few filters we can reach out to our ideal market audience and display our ads.

Ads basically work like this: there are advertisers and there are publishers. Advertisers want to reach their desired audience as efficiently and as cleverly as possible. Publishers want to monetize ad properties as much as possible with minimum impact to user experience on their website. 

There are really three ways that ad inventory is priced: by impression, by click, and in some rare cases a flat-rate. The first two are by far the most common.

Where can I Advertise for Free?

  1. Use Google My Business (To Optimize For Local Search)
  2. Write Free Guest Posts For Other Websites
  3. Try to Answer Questions On Quora
  4. Create Content For LinkedIn
  5. You can Create YouTube Videos
  6. You can Post On Social Media
  7. Try to Promote Your Website On Your Email Signature
  8. You can Send Email Newsletters.
  9. You can List your Business according to the respective Niche.


In today’s volatile world it is essential for each business to be online and engage with their customers effectively. With online marketing you cannot only serve your ads to your target audience but also retarget your ads or give info about any new product launch and stay connected with your customers.

For any brand, the cost of acquiring new customers is high. So, it is desirable to make existing customers as brand loyal and induce repeated purchases from them. Online marketing is the most effective tool for the same and staying connected with them.

I hope this article gave you a basic idea of Online Advertising and its types. Now the next step is to create the right ads for your business to achieve your goals.