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Digital advertising is a marketing action that consists in promoting a brand, a product or a service on the Internet. It uses digital terminals such as computers, smartphones and tablets to reach Internet and mobile users. For example, a marketer uses various digital channels to broadcast promotional ads. Instead of newspapers, magazines or billboards, advertisements are visible on search engines and social networks.

For online and mobile advertising, advertisers can choose between different possibilities. Although Google and Facebook seem to capture a significant portion of advertising revenues, there are a myriad of solutions to gain visibility on the Internet. Let's take a look at the most common formats.

Search or SEA

Search, SEA (Search Engine Advertising) or PPC Marketing consists of buying keywords to appear in the first results of search engines. The link to the website is then preceded by the word "announcement". We're talking about commercial links and paid referencing. This strategy is mainly deployed in e-business. Search is appreciated by the fact that it gives the possibility to personalize the ad. Indeed, you can add additional information about the ad: address, phone number, price, etc. A leading digital marketing agency will conduct keyword research and implement the digital strategy for you.

At Google, Search is done on an interface called Google Adwords. This paid referencing platform offers advertisers a keyword bidding system. Thus, the advertiser defines a Cost Per Click or CPC that it pays to Google's advertising network each time a user clicks on its ad.

The advantage with Google Ads is that it targets people who are already interested in the offer proposed by your company. Indeed, these Internet users are researching a need that your ad is likely to solve.

Contrary to natural referencing, search is particularly interesting for launching advertising campaigns over a limited period of time.

Display advertising

Display advertising is a set of graphic elements that are displayed on websites, blogs and mobile applications. Displays can be banners, pop-ups, a video that links to the advertiser's website. Display advertising is interesting to bring traffic during a special period or to communicate a strong message. You can choose between two ways to display a display. Either you let Google display it on its partner sites whose content is consistent with the offer. Either you choose yourself the pages on which it will appear. Many publishers monetize their websites by marketing advertising space dedicated to displays. The best digital advertising companies also have a number of partner websites where you can place your display ads.

Social Media Marketing

Social Media advertising broadcast ads on social networks such as Facebook, Twitter or LinkedIn. These platforms use data from Internet users to define the targeting criteria: gender, age, family situation, place of residence, profession, income, interests and many more. This allows advertisers to target an extremely precise audience, thus making Social Media marketing one of the best digital marketing strategy out there. When working with one of the best digital marketing companies, they can offer you a number of services related to social media marketing: social media campaigns, social media management and analysis and overall improving your social media presence.

Retargeting

Retargeting displays an incentive message to a person who visited the website but left without making a purchase. This practice is possible thanks to cookies and web development technologies for tracking and storing navigation data. This retargeting takes place mainly when the visitor has viewed a product page or filled a shopping cart. The idea is to remind the visitor of the existence of a product in order to convert it into a customer. It is a digital strategy widely used in e-business.

Retargeting is also a digital strategy widely used to offer complementary products. It has the advantage of broadcasting targeted advertising to an audience already interested in the products. The conversion rate will then be higher. Digital marketing companies can help you with your retargeting efforts by offering you digital solutions like: web development, web design services, email marketing services etc.

Native advertising

Native advertising is an online advertising practice that fits perfectly with the content marketing and form of a website. It is integrated into the heart of the content. Like a chameleon, it blends into the decor so as not to disturb the user experience as is the case with the display, which is considered too intrusive.

On the social media network Facebook, native advertising takes the form of a post with the mention "sponsored link". On a blog, it will appear as a post with the "advertising" tag, while on a news site, it will be a sponsored article.

This personalised online advertising appeals to advertisers because it responds to the target audience's interests. It generates more than half of the clicks you can get through organic SEO services.

Affiliation

Affiliation is a very simple marketing approach. The owner of a website, called an "affiliate", inserts a link or a display on his page that refers to the advertiser's offer. In return, it receives a commission each time a visitor clicks on the link or makes a purchase. For its part, the advertiser takes advantage of the affiliate's flow of visitors to find a new audience.

Influencer marketing

Influence marketing is a real lever to gain visibility. In fact, it is very popular with businesses.

The influencer is the main actor of this online advertising. It has the respect and trust of the public and becomes a force of proposition to its audience. He uses a variety of techniques to present a brand including product placement, buzz, unboxing, contests, event invitations, video buzz, web series, etc.

Influencers can be celebrities in film, sports or music. They have millions of fans that brands can use to boost sales. On the other hand, to call upon a famous influencer requires a large budget. Apart from the stars, there are also macro and micro-influencers that have tens of thousands to millions of followers on social media. Nano-influencers, on the other hand, have a small community brought together by a shared passion. This promises a strong commitment from the targets. This category of influencers is ideal for social media marketing in a niche market.

In the digital market, online advertising agencies are flourishing like mushrooms to the point where it is difficult to find your way around. However, you have to choose the best digital advertising agency that will be able to meet your objectives. These few criteria will help you make your choice.

The experience of the digital advertising Companies

The experience of a digital advertising agency is a guarantee of success. It is not a question of counting its years of experience in the business, but rather the type and number of projects already completed. However, before choosing the digital marketing company you will need to know what kind of expertise you will need. You can search for a very specific expertise like search engine optimization or for a more wider range like internet marketing services, paid media or lead generation.

After answering our questions, we provide you with a list of the top digital marketing agencies in your area. You can consult the profile and portofolio of each one on Sortlist.

Its expertise

The best digital marketing agencies embrace a variety of services. While some are generalist, others specialize in a particular branch: creation of text, image or video for display, social media marketing ads, adwords, search engine optimization, technical SEO etc.

It's up to you to choose the one that best meets your expectations. In any case, an internet marketing agency must be professional and have a broad knowledge on the subject. Moreover, since it has the image of your company in its hands, it is preferable that its vision matches yours perfectly.

On our website, we have established a rating system for our best digital advertising agencies so that you have an idea of the level of satisfaction of their clients.

Understanding the brief

You've briefed different digital advertising agencies? Now assess their responsiveness in terms of response time. In general, a good digital marketing company will respond to you before the deadline. Also, you will be able to judge their understanding of your needs from the very first lines of response.

At this stage, favour exchanges. The top digital marketing companies will not be satisfied with simply responding to your specifications. They will seek to deepen your needs. A good online advertising agency is first and foremost an advisor and not a mere executor.

If you need assistance with your digital strategy, the only thing you have to do is fill out our form with your requirements and Sortlist will provide you a list of the best digital marketing agencies that you need to meet!