What are the Online Advertising Methods and Their Tools?

Safalta Expert Published by: Aditi Goyal Updated Sat, 24 Jun 2023 10:26 PM IST

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Online advertising is now a crucial part of marketing plans for companies in a wide range of industries. Businesses are using a variety of techniques and tools to effectively market their goods and services as a result of the Internet's rising popularity and growing user base. The various online advertising strategies are covered in this article along with the related tools.

Businesses are turning to online advertising as a result of the internet's rapid expansion and rising usage to efficiently reach their target market. Businesses can promote their goods and services in a targeted and quantifiable way using a variety of tools and methods available through online advertising. Let's examine a few of these techniques and the supporting equipment.

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SEM (Search Engine Marketing)

The practice of promoting a website by making it more visible on search engine results pages is known as search engine marketing (SEM). Both paid search advertising and search engine optimization (SEO) are included. For SEM campaigns, programs like Google Ads and Bing Ads are frequently used because they let companies bid on keywords and display ads next to pertinent search results.

Display Advertising

Display advertising involves posting visual advertisements on websites, mobile apps, or social media platforms in order to reach a larger audience. These advertisements could be displayed as banners, pictures, videos, or interactive media. Businesses can effectively create, target, and track their display ad campaigns with the help of networks like Google Display Network and social media platforms like Facebook Ads and Instagram Ads.

Social Media Advertising

Social media marketing has become incredibly popular in recent years. Platforms like Facebook, Instagram, Twitter, and LinkedIn give companies the chance to market their goods and services to a highly targeted audience. These platforms give businesses access to powerful advertising tools that let them design compelling ads, pinpoint precise target audiences, and monitor the success of their marketing initiatives.

Content Marketing

For the purpose of attracting and retaining a particular audience, content marketing entails producing and disseminating worthwhile, pertinent, and consistent content. This strategy aims to increase brand recognition, establish credibility, and encourage customer interaction. Organizations can plan, develop, and assess the success of their content marketing initiatives with the help of tools like content management systems (CMS), email marketing platforms, and analytics tools.
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Influencer Marketing

Utilizing people's popularity and influence on social media, influencer marketing promotes goods and services. Businesses work with influencers who interact with their target market and have a sizable following. Businesses can manage collaborations, find the best influencers for their campaigns, and assess the effectiveness of influencer marketing with the aid of a number of tools, including influencer discovery platforms.

Video Advertising

Online video advertising has become a very compelling and successful medium. Businesses have the opportunity to create and market video ads to a large audience on websites like YouTube, TikTok, and Snapchat. By giving businesses the tools for ad creation, targeting, and tracking, these platforms enable them to reach their target audience with compelling video content.

Email Marketing

For businesses to directly reach their target audience, email marketing is still a potent tool. Advertise products, disseminate updates, and foster customer loyalty, it involves sending targeted emails to prospects and clients. Tools for creating aesthetically pleasing emails, audience segmentation, and campaign performance are available through email marketing platforms like Mailchimp, Constant Contact, and Sendinblue.

Affiliate Marketing

Affiliate marketing is a form of performance-based advertising where companies pay affiliates for each client or visitor they bring in as a result of their marketing efforts. Affiliate marketers advertise goods or services via a variety of platforms, including websites, blogs, and social media. Tools for tracking sales, creating affiliate links, and managing partnerships are available from affiliate networks like Amazon Associates and Commission Junction.

Native Marketing

Native advertising seamlessly integrates with the content on a website or platform, giving users an unobtrusive advertising experience. It optimises user experience and engagement by matching the form and functionality of the platform on which it appears. Businesses can create and distribute native ads across a network of publishers using native advertising platforms like Taboola and Outbrain, which increases their visibility and reach.


Remarketing also referred to as retargeting, is a strategy used by companies to reconnect with customers who have previously interacted with their website or app. As these users browse other websites or use other online platforms, targeted advertisements are shown to them. Businesses can design unique remarketing campaigns and deliver personalized ads to potential customers using the remarketing tools offered by platforms like Google Ads and Facebook Ads.

Mobile Marketing

With the widespread use of smartphones and mobile apps, mobile advertising has become a crucial component of online advertising strategies. In-app ads, mobile search ads, and mobile display ads are a few types of mobile advertising. Ad networks like AdMob and Facebook Audience Network provide tools for effectively creating mobile ad campaigns and targeting particular mobile audiences.

Automated Advertising (Programmatic Advertising)

Real-time bidding (RTB) and artificial intelligence (AI) algorithms are used in programmatic advertising to automatically buy and sell ad inventory. Using data-driven insights and targeting options, it enables businesses to reach the appropriate audience at the appropriate time. Tools are available for managing programmatic campaigns, optimizing ad placements, and tracking performance on platforms for programmatic advertising such as Google Marketing Platform and The Trade Desk.

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Utilizing Online Advertising Tools

In addition to the particular tools mentioned for each type of advertising, a number of general tools help businesses manage and maximize their online advertising initiatives. Among these tools are:
  • In-depth website and campaign performance analysis is provided by Google Analytics.
  • Tracking codes and pixels are managed more easily with Google Tag Manager.
  • Ahrefs: Provides thorough backlink analysis and SEO analysis.
  • Tools for competitive analysis and SEO are available from SEMrush.
  • Hootsuite: Allows companies to plan and manage social media posts across various platforms.
  • Canva: Makes it easier to create visually appealing graphics and ad designs.
  • To improve website performance, Hotjar provides heatmaps and user behavior analysis.
  • Mailchimp: Enables companies to plan, manage, and evaluate email marketing campaigns.
  • BuzzSumo: Aids in locating well-liked content and influencers in a particular market.
  • Supports social media engagement, management, and analytics with Sprout Social.
  • Facebook Ads is a platform that lets companies design and control social media advertising campaigns.
  • Using the platform LinkedIn Ads, companies can design and manage social media advertising campaigns on LinkedIn.
  • Display & Video 360 is a platform that enables companies to plan, implement, and manage display and video advertising campaigns.
  • HubSpot: HubSpot is a platform that offers a variety of marketing tools, such as social media, email, and content marketing.
Your specific objectives and available budget will determine the best online marketing strategy and tools for your company. It's critical to do your homework and pick the approaches and resources that work best for you.


A wide range of techniques and resources are included in online advertising, which enables companies to market their goods and services successfully in the digital environment. Each strategy has its own advantages and needs a specific set of tools in order to be effective, from influencer marketing to social media advertising to search engine marketing. Businesses can connect with their target market, raise brand awareness, and foster meaningful engagement by leveraging these online advertising strategies and using the right tools.

How do I choose the right online advertising method for my business?

Choosing the right online advertising method depends on various factors such as your target audience, marketing goals, and budget. It's essential to understand your audience's behavior and preferences to determine which method will resonate with them the most.

Are there any free tools available for online advertising?

Yes, many online advertising tools offer free versions or trial periods that businesses can utilize to get started. However, premium versions of these tools often provide advanced features and capabilities for more in-depth analysis and optimization.

How can I measure the effectiveness of my online advertising campaigns?

Measuring the effectiveness of your online advertising campaigns can be done through various metrics such as click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS). Most advertising platforms provide analytics and reporting tools to track these metrics.

Is it necessary to use all the online advertising methods mentioned in the article?

No, it's not necessary to use all the methods. The selection of online advertising methods depends on your business objectives, target audience, and available resources. It's important to focus on the methods that align with your goals and have the potential to yield the best results.

How often should I update my online advertising strategies?

Regularly reviewing and updating your online advertising strategies is crucial to stay relevant and competitive in the ever-evolving digital landscape. Keep track of industry trends, consumer behavior, and performance metrics to make informed decisions and adapt your strategies accordingly.

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