When attracting customers on the Internet, web advertising is the fastest way to see results. However, since there are so many types of web advertising and it requires a budget for advertising, many people may feel vaguely uneasy about it.
Therefore, in this article, we will provide an overview of web advertising as well as introduce the types and characteristics of web advertising. We will also explain key points to increase the effectiveness of web advertising, so please refer to it.
What is web advertising?
First, we will provide an overview of web advertising. Web advertising, as the name suggests, is advertising that can be distributed (posted) on the web. Typical examples include search ads placed on the search pages of Google and Yahoo!, SNS ads placed on SNS timelines, and video ads placed on video media such as YouTube.
Web advertising basically sets a maximum budget on a daily or monthly basis, so it will never exceed the expected budget. At the same time, if you want to stop advertising once it has been distributed, you can do so immediately from the management screen, making distribution highly flexible.
Web advertising is recommended for those who are considering advertising that has a high ability to attract customers, as it tends to be more cost-effective than offline advertising.
Why web advertising is popular
It has become so popular that almost all companies looking to attract customers through web advertising are using it these days. There are two reasons why web advertising is so popular:
- Fine targeting possible
- You can feel safe in terms of budget management
Let’s look at each in turn.
Fine targeting possible
Web advertising allows for very detailed
targeting
. In search advertising, the more data that is collected about users who
(contract), the more the system learns and the ad delivery becomes better. In addition, since Facebook ads have detailed user data, it is possible to operate with a focus on attributes.
In the case of offline advertising, it is basically only possible to do general targeting such as “near a specific station” or “near a store,” so the excellent targeting can be said to be a unique advantage of web advertising.
You can feel safe in terms of budget management
As I mentioned earlier, web advertising can be used with peace of mind in terms of budget management. For example, if you set a budget of 50,000 yen per day and 150,000 yen per month, your budget will never exceed the upper limit.
Additionally, if you experience any inconvenience during the operation of your advertisement and wish to stop distribution, you can do so on the same day. Therefore, even individuals and corporations with limited budgets can distribute advertisements with confidence.
Typical types and characteristics of web advertisements
Up to this point, we have explained the overview of web advertising and the reasons for its popularity. From here, we will introduce the types and characteristics of typical web advertisements.
- Listing advertisement
- display advertising
- ad network advertising
- affiliate advertising
- retargeting ads
- native advertising
- tie-up advertisement
- article advertisement
- rewarded ads
- SNS advertising
- video ads
Let’s look at each in turn.
Listing advertisement
First of all, the royal road to Internet advertising is listing advertising. Listing advertisements can be posted on the search pages of Google and Yahoo!, and a pay-per-click method is used. In addition, ads will be posted for keywords searched by users.
For example, let’s say the keyword “YouTube ads” is searched and the charge per click is 500 yen. If you get 10,000 clicks per month, your monthly budget will be 5 million yen. You can set a maximum budget, so if your monthly budget is 100,000 yen, you can deliver up to 200 clicks of ads in the above case.
(*The bid amount will increase or decrease depending on the keyword search volume, time of year, and number of advertisers.)
display advertising
Display ads are ads that appear on specific websites or apps. It can display text, banners, videos, etc. Display ads are not shown to users who search, so they are suitable for capturing a potential audience.
In addition, you can target in detail by area, age, gender, etc., so it is recommended if you want to narrow down your target audience and acquire potential customers.
There are various billing methods, and you can set up billing based on 1 click (CPC), 1 impression (CPM), etc.
ad network advertising
Ad network advertising
is one type of display advertising. While display ads are delivered to a specific website or app, ad network ads can be delivered to multiple websites at once.
However, since it is distributed all at once, it is not possible to specify in detail that you want to distribute it to a specific website. Recommended for companies that have a budget that allows them to make a profit by distributing to multiple websites.
affiliate advertising
Affiliate advertising is advertising that works with an ASP (Affiliate Service Provider). Various affiliates are registered with ASP, and by linking your company’s services and products with ASP, you can have affiliates place advertisements.
A total of three costs are required: the initial fee paid to the ASP, the monthly fee, and the performance fee paid when the product is sold. In this respect, it is true that it costs money, but since it allows you to create a system that automatically sells, it is suitable when you cannot allocate much of your company’s resources.
retargeting ads
Retargeting ads
are ads that can be delivered only to users who have taken a specific action. It can be distributed to various surfaces such as the top of the LINE chat screen, websites, and apps.
For example, let’s say your company runs a hair removal salon. In this case, you can retarget ads with banners or text only to users who searched for hair removal-related keywords.
native advertising
Native advertising is an advertisement that distributes articles and posts in a way that does not look like a web advertisement. Sometimes called “native ads.”
One of its characteristics is that when viewed on a screen by a general user, it does not look like an advertisement at first glance. For this reason, click-through rates tend to be high. However, it needs to be delivered in a way that blends in with general articles, so a creative sense of design and title is required.
tie-up advertisement
Tie-up advertisements are advertisements launched in conjunction with web media. Promote your company’s services through general articles. By collaborating with web media that is highly relevant to your own services, you can produce great results.
article advertisement
Article advertising is one type of tie-up advertising. Currently, the mainstream PR format is in the form of interview articles. From a user’s point of view, it is easy to gain credibility in the form of, “If I have been interviewed by ____ media, I can trust you.”
rewarded ads
Rewarded ads are ads that pay users for performance. For example, there are many cases where you can receive a reward of 〇〇 yen if you
download
an app and answer a survey.
The disadvantage is that although the number of app and member registrations temporarily increases, the retention rate is low, so
LTV (lifetime customer value)
tends to be low.
SNS advertising
SNS ads are ads that can be distributed on SNS such as Twitter, Facebook, and Instagram. On Twitter, it can be displayed on the timeline, at the bottom of a specific user’s profile page, in the posting history, etc. The important thing is that each SNS has different attributes of users, so it is important to distribute to the SNS that has a large number of users that are targeted by your company.
video ads
Video advertisements are advertisements placed mainly on video media such as YouTube and TikTok. On YouTube, there are six main types of advertisements, and on TikTok, the majority of advertisements are project-type advertisements in which the broadcaster introduces a product. It is suitable for both the purpose of attracting potential customers for your company and the purpose of recruiting human resources.
Which web advertisement should I start with?
So far, we have explained the types of web advertisements, but we recommend listing advertisements, which are search advertisements, to start with. The reason is that listing advertisements are the most efficient way to collect prospective customers, who are the visible demographic, and the time and effort required for distribution is minimal.
Basically, all you need to do is decide which keywords to post and prepare one LP to get started. If you are wondering which web advertisement to start with, try listing advertisements.
To increase the effectiveness of web advertising
Web advertisements cannot be expected to have great effects just by distributing them. To increase the effectiveness of web advertising, keep the following two things in mind.
- Thinking deeply about the customer journey
- Narrow down your target audience
A customer journey
is the series of steps a user takes from learning about a product to purchasing it. The process by which users learn about a product is likely to be different depending on each advertising medium and aspect. Therefore, by being aware of what motivates users and where they view advertisements, it becomes possible to consider high-quality LPs and advertising strategies.
It is also important to narrow down your target audience in the beginning. Even if you aim for a wide target group like women in their 20s to 50s, there is a risk that you will quickly run out of budget or end up with an ad that won’t appeal to anyone. Be sure to focus narrowly and deeply at first.
summary
In this article, we have explained about web advertising. By using web advertising, you will be able to collect potential customers more efficiently than ever before.
It is easier to use than offline advertising, with effective targeting and budget management that can be specified step by step. For this reason, web advertising is so popular that almost every company has used it.
First, understand the types and characteristics of each web advertisement, and start with the advertisement that is most suitable for your company’s situation. Also, if you are not sure which ad to start with, we recommend starting with listing ads.