Why Online Advertising: Strategies, Examples, Statistics and Tips for 2023

Ben Tippet

As businesses attempt to keep up with today’s competitive landscape, online advertising has become a crucial part of their marketing efforts. With the right strategies and technologies in place, companies can create successful campaigns that reach potential customers and increase sales. From A/B testing to retargeting automation, this guide will cover all aspects of online advertising so you have the tools for success. Learn how to measure performance metrics as well as best practices for creating effective ads that stand out from the competition – let’s get started!

The Importance of Online Advertising

Online advertising campaigns are increasingly becoming an important part of marketing plans due to their ability to reach a wide range of people around the globe with targeted ads. The use of search engine ads, internet advertisements and social media platforms allows businesses to craft cost-effective digital advertisement strategies that cater for their particular needs.

There is also great value in being able to measure results from online advertisement efforts. Something which could not be achieved through traditional offline approaches prior to now. All these factors together show why well thought out online advertisements have become essential components in today’s connected world.


Online advertising is a more economical way to reach wider audiences than traditional techniques such as print, radio and television. Businesses have the freedom to choose from multiple cost models (CPC, CPM, Cost per lead or engagement) in order for them to come up with a budget tailored specifically towards their objectives. Performing research on which platform yields the best return of investment can greatly improve the efficiency of online advertisement expenditure too.

Banner ads, social media ads and paid search are just some examples among many other methods you can use when it comes to building brand awareness and driving web traffic while keeping costs down at an acceptable level. It’s critical that one chooses suitable channels according to your desired goals along with understanding who comprises potential customers so as maximise ad-campaign outcomes. Targeted demographics make messaging much more appropriate resulting in higher chances of success regarding financial investments into these ventures. With this said, allocating resources properly should give significant improvement to any online marketing campaign strategies set by businesses today.

Global Reach

Online advertising offers companies a wide range of opportunities, allowing them to expand their customer base beyond geographical boundaries. By utilising platforms such as LinkedIn for B2B marketing and targeting audiences based on industry, location, interests or behaviour, businesses can effectively maximise the potential of their advertising budget with access to vast target groups each day. It allows them to break through barriers that traditional methods find difficult thus offering global reach in terms of brand recognition and awareness.


Advertisers are often attracted to online advertising due to its ability for measurement. Digital marketing allows businesses to see exactly how their campaigns and efforts perform, by monitoring metrics that measure success. For example, though some may view display ads as intrusive or distracting, data can still be obtained from them regarding user engagement levels with the ads and overall performance of them. Even if a viewer does not actively interact with an advertisement shown on digital platforms such as websites or applications, this impression remains in the individual’s mind. Allowing companies insights into what preferences people have when looking at branding/products and showcasing just how effective these strategies prove ultimately too. By analysing information collected during online advertising campaign tests – marketers get wisdom about buyer behavior so they’re able to amend plans accordingly going forward. Making sure output is always optimised towards ideal results!

Types of Online Advertising

With the rapid changes in digital technology, businesses need to identify which type of online advertising will best meet their objectives and reach their target audience. There are several forms such as paid search, social media ads, display banners, native content advertisements and video campaigns that offer distinct advantages but come with certain challenges too.

To help you decide on the most suitable option for your company’s needs, this article outlines each of these types’ pros and cons so that you can make an informed decision when selecting one or more for success.

Starting off with paid search. It is often popular among companies looking to get fast results through driving direct traffic from relevant keywords without dedicating significant resources to creating brand awareness long term. On the other hand, Social Media Advertising provides access to many potential customers while allowing organisations enough control over budgeting parameters like bid adjustment factors etc. Next up we have Display Ads – they provide high visibility ad impression opportunities due to their graphical nature hence leading brands gain maximum exposure at a low-cost rate if managed effectively given limitations by networks about design specs & trends.

Paid Search Advertising

Paid search, also known as pay-per-click (PPC) advertising or Google Ads, allows companies to gain higher positions on the SERPs through targeting keywords and reaching out to those who are actively searching for goods and services. Ad spend can generate a remarkable return of up to 200%. Nevertheless, it is important that businesses stay cognizant of the costs associated with this form of marketing due to its competitive nature. In order for paid search campaigns to be successful, they must adhere to effective keyword research procedures followed by creating compelling ad copy. All while keeping an eye on their data performance metrics so as not to lose sight in achieving maximum effectiveness. With proper execution, such endeavors should lead to traffic increase and conversions generation from desired target audiences.

Social Media Advertising

Social media advertising is becoming increasingly popular as businesses strive to reach and connect with their target audience. Ads can come in a variety of formats, enabling more advanced targeting options that allow companies to grow brand recognition, generate leads or sales, plus drive website traffic at the same time. According to research, this year’s spending on social media marketing will exceed $8.5 billion dollars globally – yet assessing its results may be difficult due to different platforms having various reporting features & metrics available for use. To make sure campaigns are most efficient, it’s important to test out diverse ad formats alongside unique budget allocations while tracking essential KPIs like engagement, reach rate, plus conversions figures too.

Display Advertising

Using banners, videos and pictures to capture viewers’ attention on external sites, display advertising is a successful way of connecting with potential customers. Ad networks like Google Display Network offer broad reach for relatively low costs compared to other online marketing techniques. By reserving ad space on these websites businesses can take full advantage of this powerful method by running their own advertisement campaigns which stand out amongst others.

To even better optimise results from such ads, retargeting strategies are used as well in order to focus on those who have already interacted with the company’s brand or website. Increasing chances for conversions and turning them into loyal users – ultimately improving the overall performance of any promotional venture utilising display advertising tactics successfully.

Native Advertising

Native ads blend in with other content on social media feeds, websites, and other online platforms to provide users an unobtrusive experience. They have been proven to generate higher engagement rates compared to traditional display advertisements and can increase brand awareness significantly. Tracking the success of native advertising may be more difficult than measuring performance for digital methods like display or search ads due to its specialty demands regarding tools or analytics capabilities. Despite this challenge, businesses still stand much benefit from applying it if they make sure their content is quality-driven and appeals to their target audience while keeping up with their marketing goals at large.

Video Advertising

Video advertising enables companies to connect with their target audience through emotionally engaging stories, leading to improved brand recall on sites like YouTube and TikTok. There are a variety of ad formats available, such as sponsored content or in-stream video ads, that can be effective for businesses wanting to make an impact. Developing good quality videos takes considerable time and money, which small firms might lack the resources for. To maximise success within these campaigns it’s best practice to craft shareable material relevant to your intended viewers while at the same time paying attention analytics such as reachability, conversions & engagement metrics etc.

Developing a Successful Online Advertising Strategy

Creating a successful online advertising campaign is an important part of accomplishing marketing objectives and effectively reaching one’s target audience. To develop such a strategy, the following steps should be taken: set SMART (Specific, Measurable, Achievable, Relevant and Time-bound) goals, identify your target group, decide upon an ad budget to allocate for this purpose, choose appropriate channels that will best connect with said demographic, and create attractive ads which are in tune with their interests. By taking all these factors into consideration when crafting an online advertising plan, companies can guarantee efficient reach amongst their intended consumers as well as help them achieve desired outcomes. To providing information on each component listed above, we also offer invaluable guidance about how best to formulate effective digital advertisements strategies so organisations may ensure maximum success within the realm of internet publicity campaigns.

Setting SMART Goals

When it comes to online advertising, setting SMART goals provides a sense of direction and focus for businesses looking to get the most out of their campaigns. For instance, an example goal might be that website traffic should increase by 10% within three months’ time. By having measurable objectives in place, companies can accurately gauge progress and make decisions based on data points instead of assumptions or guesswork.

There are extra steps beyond just laying down goals which makes attaining them more likely: reviewing performance regularly, making alterations where needed, writing down targets as well as tasks associated with them ; conducting weekly analyses — all these things together result in a higher probability (76%) than without following such practices when striving towards predetermined aims related to online advertising strategies. Keeping track, reassessing and modifying serves one purpose, staying aligned with broader marketing intents while ensuring success is achieved from Advertising campaigns overall.

Identifying Target Audience

Creating successful ads campaigns that appeal to the target audience requires an understanding of demographic, psychographic and behavioral data. This helps companies hone in on their preferences, interests and online activities, enabling them to create highly engaging ads that hit the mark. Through this insight into their audiences’ needs, businesses can not only develop more effective campaigns, but also tailor messaging and creative for optimal results when it comes to conversions or engagement goals.

Segmenting users according to such data points enables firms to optimise spends. Get a better return on investments made while ensuring ads reach right consumers at correct times with pertinent messages for ultimate success! By identifying key elements about potential customers beforehand could help boost advertising efforts going forward drastically as you go along seeking higher returns from your ad budget in time frames ranging from short-term to long-term ones too!

Allocating Budget

When allocating budgets for online advertising campaigns, businesses must ensure cost-efficiency while still prioritising their marketing plans. It is suggested that approximately 10-15% of expected revenue be devoted to digital advertisements and the majority (70%) used for such efforts. Companies should stay flexible when it comes to spending in this area by making adjustments according to campaign success so they can achieve optimal results from their investment. By actively monitoring ads spend through data analysis, companies are able to guarantee a higher return on what’s been allocated to online promotion strategies.

Selecting Channels

When planning an online advertising campaign, it is important to choose the channels that will reach the desired target audience and align with business objectives. To achieve this, companies should take into account their goals for the campaign, budget available, characteristics of their product or service, as well as those of their intended recipients. Through researching different platforms and experimenting with them, businesses can determine which ones provide optimal results in terms of meeting established aims and addressing customers’ needs effectively. By focusing on these effective outlets, organisations are sure to maximise performance from such marketing efforts while delivering desirable outcomes through online advertisement campaigns.

Creating Compelling Ads

For businesses, crafting ads that capture the attention of their target audience is essential for boosting engagement and conversions. Ads should incorporate appealing visuals, captivating copywriting, and appropriate calls-to-action to draw in users. Experimenting with various ad formats as well as placements helps identify which combinations are most effective in driving desired actions from customers. Audience segmentation can also be used to generate personalised campaigns tailored specifically to each user group’s interests and needs, allowing companies to get a bigger bang out of every marketing dollar spent on advertising efforts.

Advanced Online Advertising Techniques

Online advertising campaigns can reach their fullest potential when businesses utilise advanced tactics, such as A/B testing, retargeting and automation. These techniques are intended to boost the efficiency of ad campaigns by enabling greater targeting precision along with streamlined processes. In this section we will go through each technique in detail so that you can maximise your campaign’s success levels. Through carefully leveraging these tools, it is possible for online advertising endeavors to become more effective while ensuring all foundational principles remain intact.

A/B Testing

A/B testing enables businesses to analyse various variations of their ads and uncover which performs better. Through assessing components like headlines, pictures, and calls-to-action, they can determine the most successful combination that will bring about superior engagement rates from their target audience. Performance indicators such as ROI, conversion rate or CTR are measured in order to assess its success – consequently enabling marketers to optimise for maximum efficacy through continual A/B tests. By regularly revising content aimed at a specific crowd, business owners can ensure greater reach among potential customers, leading them towards desired results including higher clickthroughs and conversions.


Retargeting targets those who have already interacted with a brand – visiting websites, shopping on an eCommerce store, etc. By showing tailored ads to these individuals, companies can stay at the forefront of their minds and encourage them to act such as buying something or signing up for newsletters.

Research reveals that retargeted ads are more efficient than other advertising methods, with 92% of marketers indicating they work equally well if not better than search engine marketing (SEM), email campaigns and additional display advertisements. By focusing its efforts on people familiarised with the brand name before hand via retargeting tactics, there is a greater likelihood of conversion rates being achieved while concurrently maintaining steady clientele which ultimately maximises online ad success stories in general.

Automation and AI

Through the use of automation and AI technologies, online advertising procedures can be made more efficient while also helping to improve targeting accuracy for improved campaign performance. Automating repetitive tasks such as ad creation, bidding and optimisation allows businesses to save time that can then be spent focusing on other areas like strategy development or getting creative with ideas.

AI tools offer great help in identifying relevant audiences as well as enabling campaigns to adjust quickly according to shifting market conditions so they are always performing optimally. It is a big boost towards gaining an edge over competition when aiming at optimum return on investment from ads.

Measuring Online Advertising Success

Determining the effectiveness of online advertising campaigns is essential for organisations looking to optimise their marketing operations and maximise profits. Tracking KPIs such as ROI, click-through rate (CTR), and conversion rates allows them to gain insights into campaign performance and make educated decisions on future investments. This guide provides an in-depth analysis of these indicators, helping businesses accurately measure the success of their digital advertisements. By gaining knowledge about how effective each aspect performed or if there were any lapses they can adjust where necessary with regards to financial resources going forward when it comes down to creating successful ad campaigns.


Analysing ROI and ROAS are two key steps to evaluate the efficacy of online advertising campaigns, and make sensible decisions about investments. To calculate return on investment (ROI), one divides net profit by cost then multiplies by a hundred. While for Return On Ad Spend (ROAS), it is done through dividing total income from the expenditure in advertisement. Tracking these metrics can help organisations gain insight into their ad strategies’ accomplishments as well as determine what needs refinement so they get optimum results out of their ads with higher returns on money spent on marketing. By evaluating these figures consistently and modifying tactics accordingly, companies will be able to guarantee optimal performance resulting from those plans which provide them greater rewards financially.

Conversion Rate

To assess how successful their online advertising campaigns are, businesses track conversion rate, which is the proportion of users completing a specified task such as subscribing to newsletter or making an order. This way they can evaluate user behavior and modify ads for improved results.

For higher conversion rates, companies incorporate various tactics like modifying website design, creating persuasive content via A/B testing methods and retargeting strategies etc. in order to reap better returns on investments from their marketing activities over web platforms. Keeping close observation on conversions enables enterprises to ensure that internet publicising schemes obtain the necessary success desired by them before long periods have passed!

Click-Through Rate (CTR)

Measuring the click-through rate (CTR) is a great way to evaluate how successful an online advertising campaign has been with its target audience. CTR reflects the number of users who actually take action after viewing an advertisement, allowing businesses to assess ad relevance and engagement levels. A high CTR suggests that advertisements are connecting well with consumers while lower rates may reveal disconnection or indifference from them – making it essential for companies to monitor their metrics in order to keep campaigns optimised and relevant. By doing this, they can be sure they deliver content that resonates best among their intended user base, thereby driving higher ROI through increased conversions and engagements.


To reach a wider market, boost your brand and encourage sales growth, online advertising is indispensable. To devise an effective campaign that suits you well and resonates with the target audience, become familiar with its different forms. And don’t forget to use advanced tactics such as A/B testing, retargeting or automation for improved performance of ads – all can be measured by KPI’s like ROI, conversion rate & CTR in order to make data-driven decisions which will optimise outcomes even further! Are you ready now to tap into this massive potential?  

Need a reliable digital marketing agency in Perth? Contact the team at Perth Digital Edge to elevate your brand and stay ahead of the competition. Find your digital edge today.

Frequently Asked Questions

What are the three benefits of online advertising?

Online advertising has several noteworthy benefits such as being cost-effective, having the capacity for global outreach while targeting certain markets, allowing performance to be measurable and gauged quickly through feedback & trust. It also enables timely delivery of messages that can help establish customer relationships.

Is online advertising the most effective?

Online advertising is a great method to expand one’s consumer base, capture more income and reach out to potential customers. It can be optimised with thorough examination of the desired customer group in order for advertisements tailored towards them specifically. This tool allows you to connect better with your target audience on an extensive scale while remaining within budget limits.

What are the examples of web advertising?

Online advertising is a wide and varied field, incorporating display ads, Search Engine Marketing (SEM), pop-up messages, interstitial videos, and social media campaigns on various platforms such as Facebook or Instagram. Plus app promotions via emails together with sponsored content. It also includes different ads formats like pre-roll video spots for commercials which can be accompanied by banners/displays of products and services through Google Adwords search or related content appearing in the users’ feeds. Likewise, being able to add overlays to existing videos embedded within websites while taking advantage of retargeting methods using contextual advertisements.

What is the difference between ROI and ROAS?

ROI is an indicator of the profit from a certain investment, while ROAS focuses on how much revenue was earned To what was spent for marketing purposes.

How can businesses optimise their conversion rate?

Through A/B testing, content creation, retargeting and website optimisation tactics, businesses can increase their conversion rate.

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