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Online advertising uses the Internet to deliver a marketing message to consumers. Due to the nature of the Web, such messages can often be highly focused and precisely targeted. Search engine advertising is a form of online advertising that places ads on a webpage based on results from a search engine query.
Search engine advertisements are very effective due the targeting allowed by the search query, and advertisers can choose to pay for impressions or limit their costs to only ad impressions that result in click-throughs. With this in mind, let us consider the six most prominent forms of search engine advertising.
Search is the most basic form of online advertising, but it is very effective. Advertisers only have to pay per click-through, and they can assign ads to keywords and phrases known to generate leads. Search is an excellent option for those who have a limited marketing budget or as part of a broader effort.
Search advertising generally uses text ads, and the display strategy differs in that it typically employs banner ads. In addition, a banner ad is generally charged per impression or view rather than click-through. This technique is more expensive, but it has the added benefit of creating brand awareness.
Like re-marketing, re-targeting has the benefit of allowing you to generate new leads from pre-existing clientele. Re-targeting has the added benefit of focusing on an interest that may have been impulsive or the consumer was not prepared to act upon immediately.
Videos ads can be used in place of banner ads for display advertising, and they can be used for re-marketing and re-targeting as well. Text and banner ads are generally static and limited in the ways that they can engage an audience. Video ads, on the other hand, allow you to engross a potential customer, as in showing rather than telling, and the use of YouTube or other display network can help to limit overall costs.
Product listing ads (PLAs) are a highly focused form of search advertising that makes your products visible to the consumers who are actively shopping for such items. PLAs have one of the highest return-on-investment (ROI) rates of all search engine advertising types, and it is a particularly effective option for retailers that sell products through an online storefront or marketplace.
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