Internet advertising services

Internet advertising is a powerful promotional tool that allows businesses to build effective communications with their audience and achieve marketing goals. According to the analytical agency eMarketer, in 2022, global spending on online advertising will reach a record $526 billion, which is approximately 64% of total advertising budgets.

The popularity of online advertising is due to a number of factors, including precise targeting, real-time performance tracking, scalability and the ability to fine-tune.

Thanks to this, advertisers can not only attract new customers, but also build the loyalty of the target audience, create brand awareness, and stimulate sales at all stages of the funnel.

What kind of online advertising services do we provide?

Below are presented and described the main types of advertising that we can recommend and effectively customize to promote your product on the Internet.

What other types of internet site advertising are there?

Among other types of website advertising on the Internet, the most popular are:

Teaser advertising

Teasers are small banners that contain advertising text, a headline and a picture. Usually clickbait in headlines is used to attract attention, due to this sometimes the clickability of teasers can exceed the CTR of media advertising from Google on the same site.

To place teaser ads you need to use special teaser networks (Marketgid, Kadam and others). Search engines have nothing to do with such advertising, and some sites that place too aggressive teasers on their pages may even be downgraded.

Payment for teaser advertising is usually charged per 1000 impressions. The cost is relatively low. However, such ads are not suitable for promoting services or expensive goods. But they can be very effective for selling emotional products or cheap goods.

Targeted advertising in social networks

Targeting in social networks is now one of the most popular and effective types of advertising in Ukraine. The largest target audience can be obtained by using Instagram and Facebook to place ads.

Unlike SMM (Social Media Marketing), targeted advertising involves displaying ads to attract interested users to a website or account on the platform. And in the case of SMM as a service is filling the company’s page with content and writing new posts.

Targeted advertising works well for working with demand that has not yet formed – when you start advertising for a brand new product on the market. And for some topics, targeting in Instagram and Facebook is the most effective advertising tool.

E-mail marketing

Email newsletters are an old, but still working tool for advertising a website on the Internet. It involves delivering information to interested subscribers in a form that is convenient for them.

Email marketing works best for:

1. Online stores. You can send your subscribers information about current promotions and discounts, as well as tips and instructions on how to use certain products.
2. News and information sites. Make a selection of the most relevant news of the day or the best articles of the month and send it to your audience.
3. Coupon and discount services. For this kind of business, mailings are one of the main tools for attracting sales. They form compilations with current offers and send out to their audience on a regular basis.

Search engine optimization

SEO-optimization will help to bring targeted traffic to the site from organic search engines. It is a combination of technical work on the site, content marketing and external optimization work – attracting links from third-party thematic resources.

Search engine promotion is a long-term work, unlike contextual advertising, it will start to show the first results only 2-3 months after the start of work. In this case, you do not need to pay for traffic from the organic output. The fee is taken only by the SEO-specialist who is in charge of the site.

In the long term, promotion in Google search is very profitable for the customer, because traffic with successful promotion becomes more and more, and payment for a month of work is fixed at the same level.

Affiliate Marketing

Affiliate Marketing (or Affiliate Marketing) is practically direct cooperation between an advertiser and an affiliate (who attracts visitors to the advertiser’s site).

The intermediary in this model is still present – it is an affiliate service (or CPA-network) that unites advertisers and partners. A webmaster (the owner of a thematic website), an arbitrageur (he buys traffic from contextual advertising, social and teaser networks and drives it to the advertiser’s website) or a blogger can act as a partner.

The payment model used in this case is Cost Per Action (payment for a targeted action). Such an action can be a subscription to an online service, registration on the partner’s website, ordering its products, downloading a mobile application, etc.

Push-mailings

These are short messages that appear on mobile screens and browsers. They are used to notify users about new events and activities in apps and websites.

Push notifications are displayed even when the smartphone screen is locked and therefore allow you to get a very high level of audience engagement. According to Accengage research, push messages have an average open rate of 40%, which is significantly higher than email newsletters.

Push notifications show the best effect for mobile apps, online stores and entertainment content. Notifications require user permission to be sent, which increases their effectiveness as people consciously subscribe to a useful communication channel.

Advertising in messengers

Popular messengers (Telegram, Viber) today are one of the most popular channels for communication and information. This advertising channel provides high discoverability of messages, the ability to personalize the dialogue and instantly receive feedback from customers.

To interact with your audience in messengers you can use:

• Order sponsored posts in Telegram channels.
• Use chatbots for automated user consultation, order taking and mailings.
• Set up targeted advertising in the chat feed (for example, this function is available in WhatsApp Business).
• Order mailings based on a database of phone numbers. In this way you can notify the target audience about promotions, sales, as well as the appearance of new products in the range.

Native advertising

This is a special format of online advertising that fits as seamlessly as possible into the style and operation of the platform on which it is placed. Unlike conventional ads, the native format is not perceived as explicit advertising, but more like really useful articles, interesting videos or publications in social networks.

Due to its unobtrusiveness and naturalness, such marketing is perceived by people more loyal and helps to effectively convey information about the brand, products or services.

There are several main platforms for placing such advertising:

1. Informational websites and blogs. Here it often becomes useful material consonant with the topic. For example, a culinary website may post an article with recipes that mentions a certain brand of sunflower oil.
2. Social media. Here, advertising usually takes the form of posts or “stories”, which are similar to the usual author’s material, but contain an unobtrusively integrated message. Posts on behalf of bloggers and opinion leaders are a vivid example of such promotion.
3. Mobile applications. Here, advertising content fits seamlessly into the interface, without violating usability and imitating the design of the application itself.

This format does not contain direct appeals to purchase, but works more subtly – by offering useful information, fascinating stories, curious facts related to the promoted brand. This approach allows you to win the attention of the audience, increase loyalty to the brand and the level of trust.

Placing native advertising on popular platforms with large audiences (BuzzFeed, AdMe, Fishki.net, etc.) or in the blogs of well-known Influencers gives companies the opportunity to reach a wide range of potential customers. At the same time, promotional materials are presented in an entertaining or informative way and in an unobtrusive manner, so that the reader/viewer often does not realize that something is being advertised to him.

In order for this advertising to be really effective, it is necessary to create a truly high-quality, valuable material. This requires competent copywriting, storytelling, and thoughtful visual design. Although production is more expensive than other formats of online advertising, this approach brings very good results in the form of high user engagement and increased traffic to the advertiser’s site.

At the same time, native advertising is always accompanied by the label “Affiliate Material”, “Special Project” or other similar marker. This distinguishes it from hidden marketing and makes it possible to comply with the rules of advertising legislation.

Thanks to these features, such advertising is perceived quite differently from traditional formats. It does not cause rejection and “banner blindness”, but, on the contrary, stimulates interest in the brand and increases memorability. Even people who have developed a strong immunity to direct advertising accept native advertising.

Press releases

A press release is an official message from a company that is distributed simultaneously through a large number of online media outlets. It can be news about the release of a new product, an announcement of an upcoming event, a statement of the company’s position on an issue, etc. Press releases give businesses the opportunity to communicate information to the general public and attract attention.

For a press release to be an effective marketing tool, it must be informative, easy to read and unobtrusive. A competent press release does not contain direct advertising, but at the same time gives readers an idea of the key advantages and features of a product or service. Experienced copywriters, journalists, and PR specialists are usually engaged to create high-quality press releases.

There are two ways to distribute press releases:

1. Manual distribution to a media database. When choosing this method, the company sends its press release to the editorial offices of selected online publications. This makes it possible to target the media resources that are of the highest priority for the business.
2. Distribution through specialized services. PR services offer services for publishing press releases on a large number of information sites. This saves time and allows you to get wide coverage quickly.

Viral online advertising

Users themselves actively spread viral content by sharing it on their pages in social networks. The key feature of this approach is that it evokes vivid emotions in the audience (delight, humor, laughter, surprise) and a desire to share what they see with their friends.

Viral advertising can take different forms – videos, photos, posts, infographics, memes, etc.

In order for content to go viral, you need to create a really attractive, catchy piece of content aimed at the right target audience, and then post it on social networks, on YouTube, or on thematic platforms.

Then “word of mouth” comes into effect and people themselves begin to actively share the content they like. As a result, the reach grows exponentially, and the brand gets a huge number of mentions and gains the desired popularity.

Advertising with bloggers

Popular Influencers have a huge loyal audience that listens to their opinions and recommendations. Therefore, advertising with bloggers gives brands the opportunity to reach a large number of potential customers and significantly increase sales. The most popular platforms for such marketing today are Instagram, TikTok and YouTube.

Let’s consider the main types of advertising from bloggers:

1. Direct. The blogger talks directly about the product, shows it, and shares his personal experience of using it. Such advertising unobtrusively introduces the brand and at the same time remains one of the most budget-friendly formats.
2. Native. The product is seamlessly integrated into the blogger’s usual content. For example, an advertisement for a clothing store fits unobtrusively into a post about fashion trends. The audience loyally accepts this format, not considering it direct advertising.
3. Product placement. The product appears in the frame, but is not directly mentioned. This format is used when there are restrictions on direct advertising (for example, for alcohol or dietary supplements). The viewer sees the product, but does not consider it an advertisement.
4. Takeover. The blogger temporarily “takes control” of the brand’s page and runs it on his or her own behalf – filming stories, going live, publishing posts. This helps to “humanize” the brand and bring it closer to the audience.
5. Affiliate marketing. Influencer hosts a personalized promo code for a discount or free shipping. Subscribers benefit and the brand gets new customers and increased sales.
6. Ambassadorship. Long-term cooperation in which the blogger becomes the “face” of the brand, shares and broadcasts its values. Subscribers associate the brand with a specific person, trust is increased.

Advertising in mobile applications

This is a demonstration of ads in free versions of iOS and Android apps. These can be banners, videos, interactive blocks and other formats integrated into the application interface and content.

Placing such ads allows you to reach a huge audience of potential customers. At the same time, setting up the campaign itself does not require special skills – everything can be done through the familiar Google Ads interface.

At the same time, advertising in apps has certain disadvantages. First of all, it is a rather low quality of traffic. All ads are shown without additional filters and audience segmentation. That is, it is quite difficult to get exactly the right target audience.

In addition, free apps and games are often used by insolvent schoolchildren, students, and users with low incomes. They may actively click on ads, but rarely become real customers.

Google Performance Max

This is a new type of campaign for online stores from Google Ads, which was developed to maximize efficiency and audience reach through automation and machine learning. Performance Max combines the capabilities of Google’s different ad formats and allows ads to be shown on almost all platforms in the ad network.

The system’s smart algorithms analyze the effectiveness of ads on different platforms in real time and automatically reallocate the budget in favor of those placements that bring the maximum return. This allows you to optimize costs and get more conversions for the same money.

Intelligent algorithms work on the basis of huge amounts of data on user behavior. The system learns from thousands of campaigns and continuously tests and optimizes placements to ensure advertisers get the most out of every dollar spent.

Performance Max is a great fit for both large advertisers and small and medium-sized businesses. Large companies will appreciate the opportunity to fully automate promotion and free up resources for strategic tasks. And small advertisers will be able to get access to advanced technologies and compete with larger players.

Advantages of advertising on the Internet

• Broadest audience reach. According to DataReportal, the number of internet users in the world will reach almost 5 billion in 2022. This is about 63% of the world’s population. At the same time, the growth rate in developing countries is 8-12% per year. Thus, the potential reach of online advertising is constantly growing.
• Segmentation. Modern technology makes it possible to customize ads to specific segments of your target audience based on their demographics, interests, intentions, and previous online behavior. Advertisers can set hundreds of targeting settings, down to individual users. This allows you to increase the conversion rate of advertising many times and significantly save budgets.
• Promptness of results. Within the first 24 hours after the launch of an advertising campaign, you can track the growth of targeted traffic, conversions, calls and requests. This allows you to quickly assess the effectiveness of advertising and, if necessary, adjust settings to improve ROI. This distinguishes Internet marketing from traditional advertising, where it can take a week or more to get the first results.
• Affordability for businesses of all sizes. According to WordStream, the average cost of attracting a customer online is 7 times lower than using traditional channels. Both large corporations and small companies can afford online advertising.
• Precise geo-targeting. Ads are seen only by the local audience. For example, if you need to set up online advertising in Kiev for a co-working space in the city center, it makes sense to show ads to residents of several districts within a radius of 2-3 km.
• Variety of formats. Advertisers have access to the widest range of advertising formats – media and contextual advertising, teaser networks, video advertising, e-mail newsletters, promotion in social networks and much more. This allows you to choose the optimal channel of communication with the audience to solve specific marketing tasks.
• Instant reporting. The main advantage of advertising on the Internet – you can measure its effectiveness (unlike radio, TV advertising, distribution of leaflets, etc.). It becomes much easier to analyze the effect of an advertising campaign, thanks to various tools for maintaining statistics, and automation of processing this data. Reports containing key indicators are available in real time. This gives you the opportunity to make changes to campaign settings and improve its effectiveness in the shortest possible time.
• High interactivity and audience engagement. Unlike classic advertising on TV, radio or in the press, online advertising allows people to interact with ads instantly. Having seen an interesting offer, a person can literally go to the advertiser’s website in one click, get to know the product better and make a purchase. The whole path from viewing the advertising material to conversion often takes only a few minutes.

Are there any disadvantages to online advertising?

With all the obvious advantages, advertising on the Internet is not without certain peculiarities that must be taken into account when using this tool:

1. A lot of competitors. Of course, in some niches there are very few advertisers competing for the user’s attention. But in most topics, the competition in online advertising is quite high, and the rates per click are quite high. However, they can be reduced if the advertising accurately covers the needs of the target audience, and the setup was performed by professionals.
2. Mistakes are expensive. Choosing an unsuccessful target audience, too general key phrases, not enough attention to minus words in an advertising campaign – all this can lead to a quick and fruitless expenditure of the marketing budget. To avoid these mistakes you need to either understand the settings of advertising systems yourself, or work with an experienced marketing agency. And this requires large investments.
3. Uncomplicated project analytics. Special analytical systems (Google Analytics and others) help to track the results of online advertising campaigns. It is not easy for a beginner to understand them. Large marketing agencies have in-house analysts who help interpret the results, but this is necessary only with large advertising budgets, because there the cost of error is very high.
4. Banner blindness. Due to the abundance of advertising on the Internet, many people do not notice it against the background of the main content of the page and do not read the essence of the ads. To circumvent this effect, it is necessary to select the target audience as carefully as possible and stand out with your offer against the background of competitors.

4 reasons to order online advertising in Kiev and Ukraine from Adwservice

1. Interaction on a permanent basis. The reputation of the studio is of great value to us, which can only be matched by the value of our clients. This is confirmed by the constant availability of advice and support, both marketing and technical. More than 70% of clients work with us on a permanent basis. Together we realize new projects and tasks. We provide non-standard solutions.
2. More than two hundred successful projects. Professionals in our team have successfully proved themselves in more than 200 client projects. The solutions offered by our company are always individual and aimed specifically at the growth of sales of your business;
3. Regular reporting. We always provide detailed reports on how your project is working – what tools are used, what results each advertising tool shows, their effectiveness, costs and conversions for each type of ads;
4. Openness in communication. Providing support for your business development with effective solutions is our main goal. We will definitely warn you – if the chosen strategy cannot provide guaranteed results.

How to make online advertising more effective?

• Track ROI. This way you can understand which of the types of online advertising is effective and brings a margin, and which is working in the negative. Be sure to analyze key performance indicators. To do this, set up end-to-end analytics on your site.
• Divide the audience into groups. Consider the age, interests, location and gender of your target audience. For example, creatives and ads that work well for men may not work well for women.
• Place on platforms where your target audience is. For example, advertising for the B2B sector is better placed on Facebook or business bloggers on YouTube, while mobile games can be advertised on TikTok.
• Be inventive and creative. Placing an advertisement on the Internet is not a guarantee of success. You need to be able to surprise and bribe the audience, to create a WOW-effect. This is the only way to make an advertisement viral, and users will spread it among their friends and acquaintances.
• Insert a call to action in your ads. The audience should understand what the advertiser wants them to do. Use short and clear CTAs – “go to the site”, “order now”, “subscribe to the newsletter”, etc. Such a simple action can increase the clickability of ads by several percent.
• Adapt ads for smartphones. All online advertising should look equally good on all devices. Special emphasis should be placed on mobile traffic, because in some topics it accounts for more than 90%.

Current trends in the development of online advertising in Ukraine

The Internet advertising market in Ukraine is dynamically developing, following global trends. In the coming years, experts expect its transformation in the following directions:

1. An increase in the share of interactive advertising, compared to text advertising. Traditional text messages are not enough to keep the attention of the audience on the Internet today. Today’s advertisers interact with the user with the help of quizzes and polls and other interactives. The share of video advertising is also growing from year to year – according to the research company InMind, its share of the Ukrainian market will grow to 35% in 2021.
2. Automation. More and more Ukrainian advertisers are abandoning manual campaign setup in favor of automated tools. Due to the widespread trend towards the use of artificial intelligence and its development, the opportunities and share of programmatic marketing are increasing. Advertising platforms today optimize impressions directly in real time to achieve marketing goals at a given budget.
3. Demand for personal user data. For effective targeting and personalization, advertisers will increasingly enter into collaborations with real estate agencies, mobile operators and delivery services to gather more information about the customer.
4. The growing importance of the personal brand. Recently, personalization is playing an increasingly important role in online marketing – the customer wants to know exactly who they are working with. This is becoming a long-term strategy for many advertisers who actively run their blog on popular social networks or a channel on Telegram to interact with their audience.
5. Increasing share of mobile traffic. According to Factum Group Ukraine, in 2022, 79% of Ukrainian users accessed the Internet from smartphones. Therefore, the mobile Internet is becoming a priority channel for advertising, which allows for more precise geotargeting, depending on the location of the user at a particular moment.

What is the cost of advertising on the Internet?

The price of placement on the Internet can vary depending on the chosen advertising channel, target audience, possible competitors and other factors. For example, let’s consider the approximate cost of the most popular types of online advertising in Ukraine.

1. Search advertising. The average cost of a click on an ad is about 15 UAH. The final price depends on the frequency and competitiveness of key queries, as well as on the auction rates. The higher the competition, the more expensive a click will cost.
2. Mailing. To attract 2000 subscribers on average you need to spend about 500-600 UAH. The cost depends on the quality of the email address base and the effectiveness of the advertising campaign.
3. Advertising in social networks (SMM). In Facebook, the average price per click is 7 UAH, and for 1000 impressions – about 150 UAH. Instagram is a bit cheaper – one click costs 5-6 UAH. The price strongly depends on the level of competition in the niche and the correct setting of targeting.
4. Media advertising. Formation of the price is based on the choice of advertising platform, duration of display on the page and the average number of visitors to the site. The cost of 1000 impressions (CPM) usually varies from 50 to 300 UAH and more depending on the authority of the site.
5. On YouTube. Video ads are paid according to the Cost-per-View model – you pay only when the user has watched your video. The minimum price per view is about 1 UAH.
6. Google Shopping. The price of a click on product ads depends on the competition, your CA, the region of promotion. On average, one click costs from 5 to 40 UAH.