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How Do I Choose the Best Online Advertising Campaign?

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  • Written By: Tara Barnett
  • Edited By: Melissa Wiley
  • Last Modified Date: 09 September 2016
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Choosing the best online advertising campaign is all about finding the right advertising for your audience. Although it might seem that broad and popular advertising is the best way to go for any business, small and targeted campaigns are often better online. Market research can reveal where the best online advertising campaign for a particular business or object might be targeted and sometimes even how to best reach that customer base. Making choices based on thorough research is the best way to conduct any advertising campaign, online or not.

Generally, a large business will be involved not with choosing an online advertising campaign directly, but with choosing an advertising group who will create the campaign. Looking at past work can help in selecting an advertiser who will effectively run an online campaign. It is important, however, to not only ask about past campaigns, but also to approve of the pitch the advertiser provides.

Creating an online advertising campaign independently is also a possibility for small businesses. In this case, you will primarily be choosing an overarching strategy through which advertising will be conducted. This may involve online banners, tie-ins, or viral marketing. An online campaign can utilize any tool available online, including making websites, advertising on social networking sites, and posting videos. Which strategy will be successful depends on the service or product being advertised.

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One of the most common strategies for an online advertising campaign is to place ads on websites frequented by the target audience. These ads may be animated or still, but they typically must conform to certain size constraints. By advertising on strategic websites, you can reach your audience without wasting money on ads no one will see.

Most people find that an advertising campaign that takes place online is best served by a variety of tactics. A website that draws potential customers in may be extremely lucrative, even if it must include less information in order to maximize entertainment. Getting customers interested in a brand can be much more interactive online, which can make it difficult to design compelling campaigns.

Viral marketing is one type of marketing that blossoms online, because customers do the work of spreading information about the product or service themselves. This type of advertising is ideal for small businesses with excellent products who cannot afford the high cost of ads or to hire an advertising agency. By having an extremely compelling service or product, a business can avoid the need to advertise widely. When advertising online using this strategy, it is important to make sure that current customers are invested enough in the brand to say positive things about it online.

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