There are so many names for digital advertising. Search engine marketing, pay-per-click, paid digital marketing, and paid online marketing, just to name a few. It all boils down to the same overarching concept: Any time you pay a digital platform (such as search engines or social sites) to show your listing or advertisement to users. You goal is might be to drive traffic to your site, collect email addresses, get people register for an event, make a purchase, or a myriad of other actions to complete a marketing goal.
According to old lore of the great Wikipedia, the start of digital advertising can be traced back to 1998, when companies would buy banner space on individual websites and pay that website owner on the basis of how many impressions that ad received in a given time frame. Using an online auction system didn’t come along until a company called ToGo.com (later acquired by Yahoo) launched the concept in 2001 and Google followed suit in 2002.
Today, digital advertising encompasses:
- Search Engine Advertising
- Display Advertising
- Advertising on Social Media
- Shopping Ads
WHY IS IT SO IMPORTANT
When any kind of paid online marketing campaign is well thought out, planned, and executed, it can mean the difference between flushing money down the toilet and being able to draw a direct line from your digital advertising efforts to a return on that investment.