The Different Types of Digital Advertising (And Which You Should Use)

You can take advantage of multiple digital advertising types to promote your brand, including display ads, native advertising, paid search, retargeting, and native video. But which one is best for your business? Let’s explore these types and how they work. Display ads consist of images, text, and animation. They can be released in responsive and traditional sizes, and they can also be personalized based on user behavior. Native ads, on the other hand, consist of branded content or sponsored articles displayed on other websites.

Native advertising

Native advertising is a form of digital advertising that focuses on creating an experience. One example is an infographic produced by UPS, which focuses on supply chain management operations. The ad uses a brown and yellow color scheme and a problem/solution format to sell the company’s services.

Native ads often blend in with the content surrounding them. They are often found on news-based websites. They typically take up the entire footer or sidebar. They feature news-style headlines and eye-catching images. The advertisements are often labeled as sponsored or presented by the publisher.

Despite the fact that native advertising is relatively new, it can help brands stand out from competitors. By providing content that is relevant to the audience, brands can increase audience engagement. According to a Stanford University study, native advertising “fools no one”. While consumers are aware that the ads are ads, they still engage with them.

Another successful form of native advertising is content recommendation widgets. These are usually found on leading news websites. They contain an image and a compelling headline and direct the user to a third-party website that offers more information. These native advertising units are an example of how to create a content recommendation widget.

Unlike traditional advertising, native advertising is flexible and adapted to changing needs. It can be applied to various digital categories. While the terms are often used interchangeably, there are many subtle differences between the two forms of advertising. The differences between digital sectors can lead to considerable confusion. Nevertheless, smart advertising can enhance brand integrity.

As with other forms of digital advertising, native advertising combines traditional and non-traditional media. Its goal is to engage the audience without interrupting their daily lives. It is the ideal medium for brands that have content to share. Native advertising also enables brands to reach a targeted audience.

The most common example of native advertising is on search engine results pages. Google will usually place two to three paid ads at the top of search results. These ads will look similar to organic listings below, but they will have a small label that says “Ad”. These ads are positioned in a way that the user doesn’t notice that they are ads.

Native advertising has become increasingly popular with digital marketers. Native ads are less intrusive than traditional ads and are seen as editorial content. Moreover, native ads can be displayed on most platforms and devices. However, they require more time to create, as they need to choose the right ad creative and target audience.

The technological innovations behind native advertising have made this form of advertising more accessible. BI Insider estimates that native advertising revenues will reach $36B worldwide by 2025, and it is predicted that native ad revenue will grow by a staggering 17% CAGR in the next decade.

Paid search

Paid search is a powerful tool that gives you full control over your advertising budget. For example, you can choose the country or zip code where you want your ads to be shown. This allows you to control which demographics and interests your ads will appeal to. Additionally, you can test and refine your ads to ensure that they are effective before you spend money on them.

Paid search is also very budget-friendly and has no hidden costs, which makes it a smart choice for small and seasonal businesses. To maximize the value of your advertising budget, you should review each element of your PPC account to identify the best strategies. You can even use Google Analytics to reduce your costs.

Paid search ads show up on search engine results pages, so your ads will be displayed to customers who are actively searching for the type of product or service that you offer. This presents a great opportunity for catching their attention and directing them to your website. You can target potential customers by age, location, and interests by using specific keywords. Paid ads also help you increase your website’s visibility and traffic.

While paid search brings in leads to the bottom of the funnel, paid social brings leads to the top of the funnel, requiring a bit more work to convert. Each type of paid search ad has its own strengths and weaknesses. Understanding the differences between the two types of ads will help you choose the right strategy for your business. Paid search advertising gives you complete control over your ad spend.

Pay-per-click (PPC) ads are a common form of digital advertising. These ads appear on search engine results pages as sponsored links and are aimed at increasing click-through rates. This type of advertising requires regular monitoring and adjustment of bids to ensure that the ads appear in front of relevant searches. The main goal of paid search is to convert visitors into customers.

Quality score is a critical factor when using paid search. This score is an index that allows paid search platforms to determine which ads have the highest quality. By using a quality score that matches the quality of the ads, you can ensure that your paid search ads will be seen by those who want to buy your products and services.

Paid search advertising also helps you improve brand recognition. It does not mean that everyone who searches for your product or service will click on your advertisement, but the more exposure you get, the more people will become aware of your brand name and website. This can lead to a sale at a later date. It is also a useful tactic if you sell products or services locally. You can also take a look at entrepreneurs guide to Google Ads to further promote your business.


Retargeting is a great way to follow up with website visitors and inspire them to make a purchase or take a specific action. You can offer incentives such as a discount on a future purchase or a free consultation. One example is a 15% discount on the first purchase. However, make sure to exclude recent purchasers from your retargeting campaign.

Retargeting allows businesses to get back in front of visitors immediately after they visit a website. It sends highly relevant ads based on the buyer’s journey. This reduces friction in the buying process and increases the chance of converting visitors. To use retargeting, you need to keep a record of the previous interactions your website visitors had with your brand.

Retargeting works through the use of cookies. These small files are stored in the web browser of your site visitors and allow websites to remember their details. This way, when a visitor logs into a website, the site’s cookies remember their information and can display a relevant ad. You can install retargeting on your website by adding a line of code to your site. This code will notify your retargeting provider if your website visitor visits another website with ad space. This way, your ad will automatically appear when the visitor visits that website again.

One of the best digital advertising strategies to use is retargeting. It allows you to reach out to previously visited visitors and remind them of their expressed interest. This method is effective for capturing leads, recovering abandoned shopping carts, and increasing your ROI. When you use retargeting, you can use different digital marketing channels for the best results.

Retargeting campaigns are a great way to persuade hesitant website visitors to give your brand a second chance. They can also be used to offer new offers to existing customers. Retargeting and remarketing are terms that are often used interchangeably. This type of advertising uses cookies and tracking pixels to display advertisements to website visitors who left your website without completing a desired action.

Retargeting allows you to reach high-intent website visitors. With the help of this advertising strategy, you can easily convert visitors into customers and build a stronger brand recognition. It also allows you to share eye-catching ad creatives with your audience.