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Online advertising ads placed on social platforms, display networks, or via affiliate programs can help you generate leads, increase website traffic, raise visibility and drive sales. Online advertising allows you to place highly targeted messages on multiple devices and media outlets. Today there is greater flexibility in ad format and size. Text ads, display ads, interactive ads and of course video. Every ad network has different placement and budgeting options. The most common being cost per impression or cost per click.

A good online advertising strategy aligns campaign spending to specific business goals. These measurable conversions include:

  • Online Purchases
  • Contact Form Submissions
  • Demo Requests
  • Impressions
  • Video Views
  • Shares
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Online advertising may sometimes be used to cover a broader scope of paid online communication. This includes search engine marketing (SEM/PPC), display ads, email marketing, promoted social media posts and ads, video ads on YouTube, SMS text ads and mobile marketing. The online landscape is ever changing and the U.S. is by far the largest advertising market in the world.

To navigate this landscape, and create a successful campaign, you must define your business goals, target audience and offer through creative development, budget, metrics, and fulfillment.