The idea of digital advertising is to reach your target audience on websites that offer advertising space.
Digital advertising comes in many shapes and sizes. Some online ads can instantly cover your entire viewport. Others are more subtle “nudges” posted in places where you need them the most.
Works best when:
Dividing the workload like this whatsapp number list allows both the vendor and the affiliate to focus on their strengths. The improvements are similar on desktop and mobile. Most of the focus in 2021 was on mobile results.
You can afford to run campaigns long enough to identify how to get the most out of them.
You advertise to an audience that is aware of your brand or at least has an awareness of the problem your company solves.
You work out a dependable model of attribution.
Your landing page delivers what the ad promises.
Your offer actually fits your target audience. Some ads will be ineffective because of how they are designed, and some will fail because the offer turned out to be unattractive.
Fast way to get traffic. You can start fast and get results fast. Suffers from symptoms like ad fatigue and banner blindness.
Allows for specific targeting. Increasing use of ad blocks and default third-party cookies blocking by web browsers.
Can be used to promote anything: product, content, or the brand itself. Arguably the most expensive way to get your message across online.
Easy to measure, control, and scale. Showing too many ads with too persuasive content can compromise your brand.
Wide range of ad formats and advertising platforms.
Can be used to test hypotheses, e.g., the best converting value proposition of a product.
How we use it
Digital advertising is an auxiliary source of traffic in Ahrefs’ omnichannel strategy. Thanks to PPC ads, we can reach people we haven’t reached before and/or create another touchpoint with the people who are already aware of our brand.
Here is an example of ads used to promote content.
Two paid ads promoting Ahrefs' article and guide, respectively
When it comes to directly promoting our products, we usually go with promoting our free tools. The less friction on the landing page, the more effective the campaign. Besides, some users of our free tools upgrade their plans and become paid customers.
PPC Marketing: Beginner’s Guide to Pay-Per-Click Ads