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Introduction

The high presence of brands or companies on the Internet and, therefore, increased competition for them, requires achieving a good search engine positioning.

It is for this reason, that said objective must respond to the proposal of an initial strategy, in which in addition to proposing actions to position the website in a natural or organic way (SEO), the option of combining SEO with SEM is contemplated ( sponsored positioning). This combination will be especially useful for start-up businesses that need to increase their brand awareness.

In order to develop advertising campaigns that help us position our business and connect with customers on search engines, we will mainly use the Google Ads tool.

What are the advantages of online advertising?

Segmentation

Online advertising becomes more effective than offline advertising because it allows us to segment as much as possible the target audience we want to address, since we can tell the payment tools where our audience is geographically, how old it is, if it is preferably male or woman, what interests do you have, and a long etcetera.

Therefore, this segmentation is one of the remarkable advantages of online advertising.

Example

If we have a physical beauty and hairdressing business in a specific city, it would not make sense to advertise in another city or at a national level, it would even be ideal to carry out advertising aimed at people who live within a ratio of 10 kilometers to physical location of the business.

Cost

The cost of online advertising is lower and more effective than that of offline advertising, because by being able to segment every detail, it can also be done with the budget.

For example, you can run a campaign in which only € 80 is invested and the ad only appears on Mondays, Wednesdays and Fridays at certain times. On the other hand, as a notable advantage is that there is no minimum investment, that is, we can invest from € 1 onwards, and you can also pause a campaign whenever you want and resume it again.

In this sense, it means that there is no established contract of X amount and for X time, but it is the person in charge of the campaign or the company in question who decides what to invest, when and for how long. In addition, it can be indicated that the budget is only consumed when a person clicks on the ad or campaign that we have carried out. After knowing this last detail, we can confirm that it is also a more efficient advertising, since we will only pay for the advertising objectives set.

Easy analytics:

Another advantage of online advertising is the ease it offers to analyze the results, during and after the campaign, and therefore, know what the real return on investment is. For example, if we have invested € 80 in advertising in Google Ads, how many of those € 80 have we really recovered in sales or if we have lost them completely.

The Google search engine itself offers us, in addition to the Google Ads tool, the Google Analytics tool, through which we can accurately analyze each data, each investment, each advertisement we have made and user behavior on our website. 

Remarketing:

Remarketing is one of the essential advantages that online advertising offers us, because when a user is undecided in the purchase and leaves our website, we can finally make that purchase when our product appears throughout their Internet browsing.

Effectiveness:

It is deduced from all the advantages mentioned above, but without a doubt, effectiveness is one of the advantages of online advertising: we reach the audience we really want, at the time we want, with the budget that we set, which can vary depending on what that we can invest, we can analyze the results from minute 1 and we can have several opportunities for the user to finally decide on our product.

Campaign management:

It is one of the great advantages of online advertising, because at any time we can modify or alter the ads and campaigns according to our interests or, for example, if we verify that the effectiveness of the ad is not being as desired.

Different uses:

Traditional advertising was characterized by the objective of selling only, however, with the appearance of online advertising, different objectives of use can be established: promote a business or company, sell services or products, raise awareness of a subject in the user, increase the traffic of a blog, a media outlet, or a website.