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Digital Marketing Explained

Digital Marketing Explained

Digital Marketing Explained

Digital marketing is a wide-ranging and fascinating area within marketing and in this article, I am going to offer some insights into the different areas within digital marketing and explain how they correlate, sometimes even overlapping with one another.

Broadly speaking, digital marketing can be broken down into two distinct areas – paid and non-paid advertising. This is exactly what it says – some advertising can be paid for, whilst other areas are not paid for.

In breaking this down further, it’s important to remember that there is a cross over between both, for example, its free to post on social media, however, if you want to boost a post on Facebook, this then becomes a paid service. This a very basic example but highlights the point made in the previous paragraph about there being a certain degree of cross over.

Paid Advertising

When looking to use paid advertising services within your digital marketing campaigns, Pay Per Click, or PPC as it often referred to will be one of the most popular forms of paid advertising. In its most basic form, PPC simply means that advertisers pay a certain amount (typically a bid-based amount) for their ads to show on search engines such as Google and Bing. They only pay when users click on these ads and the amount paid is set by the advertiser when the ads are created. In more recent times, a similar advertising model has also been adopted and used by social media sites such as Facebook. (To find out more about PPC on both Google and Facebook, read our blog title The PPC Game on Facebook and Google).

In addition to ads being shown on search engines such as Google and Bing, ads can also be shown on certain websites, providing they are part of the Google Display Network and have signed up to use Google Ad Sense. This form of advertising is known as display advertising and typically works well as a remarketing tool, however, this is not its only purpose. When ads are created in Google Ads, for example, you are given the option of where you would like the ads to show – so this could be solely on the search network (which means solely on Google search) or you can choose to show your ads on the display network (which means showing your ads on display network websites) or you can choose to show your ads on both the search and display networks. Choosing where to display your ads is an important choice as you will want to maximise your return on investment (ROI) and each option varies in this respect, depending upon sector, budget and how the ads are created.

Social Media Marketing Strategy Blog Cover Image

In more recent times, paid advertising has moved to social media and although as an advertiser you are still paying for your ads to show, there are a number of subtle differences between advertising on social media and advertising on search engines. The main one being that when you search on Google, for example, you are actively looking for something, whereas when you are scrolling through Facebook you are not really searching for a product. It all boils down to user intent – paid advertising on Google is more of an ‘’intent-based search’’ whereas Facebook advertising is more ‘’opportunistic based advertising’’. That’s not to say they are completely different as they both offer a number similar advertising options, such as remarketing for example.

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