Goshen News, Goshen, IN

Business

April 27, 2014

Digital advertising provides new opportunities

There’s been a lot of advancement in the opportunities to run ads online in the recent year. While the term “advertising” immediately turns some businesses off in terms of an approach to reach new clients, with the advancements to ads available online today it shouldn’t.

Online ads are increasingly focused and can help a business reach its ideal audience and not simply broadcast to the masses. It’s much more powerful for a business to deliver a relevant and focused message to its ideal audience than to simply advertise a generic message to the masses. Plus, ads can be much smarter and “softer” in approach with many of the new tools, thereby flowing with the information and not using a hard sell style that can turn off some viewers.

Just a few years ago the only online ad types available were banner ads and search display ads. Now, however, with the increase in the socialization of the Web combined with the knowledge about individuals that social networks have, there are more opportunities for businesses to really narrow down the search and reach those who are truly interested and those that fit a detailed demographic profile such as location, age, gender, and even specific interests. As we run ads for clients, we continue to learn and stay in touch with the amazing ways to reach even the narrowest of audiences. Let’s look at a few of the newer ad types available for businesses to reach key audiences.

Google Remarketing: This type of ad by Google enables a business to reach visitors on the Web who have just been on their site or a particular page of their website. Since the user has shown interest, by being on your site, this type of ad can be a follow-up to build more awareness and connection. The ads display across the Google Display Network, which are sites that Google owns and other sites by companies that allow ads on their site.

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