[2023] Essential knowledge and complete guide to web advertising!

44%. The number is the click-through rate of the world’s first banner advertisement published in the online magazine “HotWired.com” in 1994 by “AT&T”, the largest telephone company in the United States .

Even if this ad were displayed today, no one would click on it without a second thought, as it would seem like such a transparent way to entice people to click.

Luckily, since the 90s, web advertising has evolved so quickly that we no longer need to rely on distracting banner ads . Now you can create engaging ads in multiple formats and target your products and services to the people who really need them.

In this article, we’ll take a closer look at what’s new in web advertising and what features each of the most effective advertising channels on the Internet today offer.

web advertising

Essential Knowledge of Web Advertising [2020 Edition]

1. Paid search advertising

Now that more than 3.5 billion search queries are executed on Google every day , paid search advertising is gaining popularity as a highly effective form of web advertising. This is a form of advertising that pays search engines such as Google to display content on the search results page for related keywords.

→Download: Free Google Ads Guide

Naturally, countless advertisers will want to advertise in the top slots. That’s why Google always auctions positions when there are two or more bids for related keywords in a frequently searched query .


Advertisers create groups of keywords, corresponding ad copy, and webpages, then select the groups to bid on and specify their bid amounts. When a user performs a search query, Google selects ad groups based on the most relevant keywords and adds those ads to the auction.

Google’s auctions are not what you might think of as antiques auctions. To ensure that all advertisers have an equal opportunity to take advantage of their massive reach, we rank ads by highest ad rank, not highest bid .

Ad rank is determined by “bid per click x ad quality score”, and quality score is calculated by measuring the relevance of pages and keywords, user experience, and click-through rate. In other words, having a large ad budget doesn’t necessarily increase your Ad Rank for your target keywords. The content is also considered important.

Google Ads is set up so that the higher the quality score of the ad, the higher the ad rank and the lower the cost per click, in order to attract the highest quality advertisers to place high-quality content.

For the same reason, to discourage poor quality advertisers from posting low quality content, advertisers with low Quality Scores are generally not allowed to rank high unless they bid a high cost-per-click (CPC) bid. If these advertisers want to keep their cost-per-click (CPC) low, they have no choice but to put up with a low Ad Rank.

Let’s say you won first place in a Google auction. In that case, the actual cost-per-click is calculated by dividing the 2nd place Ad Rank by your own Quality Score, plus 1 cent. You only pay what you bid if you are the only bidder in the auction or if you have the highest bid and the lowest Ad Rank. In this case, you will receive the lowest Ad Rank.

2. Paid SNS Ads

Nearly 80% of the U.S. population uses social media , but organic reach is at an all-time low as social media companies seek to maximize audience revenue . The fastest way to effectively reach your target audience is to advertise on social media, where your audience spends most of their free time.

Paid social media advertising allows advertisers to optimize their campaigns in a number of ways. For example, you can choose the purpose of your advertising campaigns, the type of ads you want to promote, and you can be more specific about the targeting of your ads. Let’s take a quick look at the advertising features offered by Facebook, LinkedIn, Instagram, and Twitter.



Facebook is the largest and most engaged social media platform. The number of active users per day is about 1.5 billion, and each user spends an average of 41 minutes on the site each day . It also excels at leveraging audiences as a revenue stream, and is known for its exceptional targeting tools and cost-effective advertising.

→ Download: Facebook Ads Completely Free Guide

When creating an advertising campaign, you first choose a campaign objective. You can specify from improving brand awareness, improving opportunities for consideration, and improving conversion, and the following KPIs are measured for each.


  • brand awareness
  • reach


  • traffic
  • engagement
  • App installation
  • number of video views
  • lead acquisition
  • message


  • conversion
  • Sales from catalog
  • number of visits

Once you’ve chosen your ad campaign objective, specify the type of ad format you’d like to promote. You can choose between link ads, image ads, video ads, carousel ads, slideshow ads, dynamic ads, collection ads, lead ads and Messenger ads.

For the record, here’s a quick overview of each of Collection, Dynamic, Lead, and Messenger Ads.

  • Collection Ads : A format for product promotions. Potential customers can see product information without leaving Facebook. It also has the effect of driving traffic to the product page.
  • Dynamic Ads : Automatically promote your products to users who have expressed interest in your products anywhere on the Internet, including your website or app. All you need to do is upload your product catalog and register one campaign. After that, Facebook will automatically find suitable targets for each product until you stop using the ad.
  • Lead Ads : Uses personal information you provide on Facebook through branded email newsletter subscriptions, free trials, and registrations to drive lead generation by pre-populating forms.
  • Facebook Messenger Ads : Drive brand awareness and revenue with the convenience and popularity of Messenger. Two billion messages are exchanged between individuals and businesses each month, and 53% of people say they want to buy products from businesses they can communicate with directly. Messenger Ads allow you to display ads on the home screen of the Messenger app. You can also create newsfeed ads to direct users to your Messenger communications. Plus, send sponsored messages to people you’ve already interacted with on Messenger to encourage them to re-engage.

Once you’ve selected and designed your ad format, build your audience with powerful targeting tools that are the most granular in social media.

The Core Audiences feature is useful when creating audiences from scratch. You can select the required conditions from a number of items and define the target audience for your advertisement. Facebook provides the following items, which are categorized into user demographics, hobbies/interests, and behavior.

user base

  • region
  • age
  • sex
  • language
  • relationship status
  • educational background
  • Major
  • school
  • University enrollment period
  • workplace
  • director
  • industry
  • income
  • net worth
  • household type
  • Ownership
  • household composition
  • Race
  • generation
  • father/mother
  • life event
  • politics
  • Hobbies/interests (interests, activities, liked pages, etc.)
  • Business/Industry
  • leisure
  • family and relationships
  • fitness and wellness
  • Food/beverage
  • Hobbies/Activities
  • shopping/fashion
  • Sports/Outdoor
  • technology

Behavior (purchasing behavior, purchase intention, device usage, etc.)

  • car
  • business-to-business transactions
  • business trip
  • charity and philanthropy
  • Digital activity
  • expat
  • economy
  • Profession
  • media
  • mobile device user
  • Page admin
  • purchase behavior
  • trip
  • Consumer classification
  • anniversary
  • Internet browser used

To accurately target the right audience and optimize your paid social media advertising budget, it’s important to understand your ideal customer. With detailed and accurate buyer personas defined, you’ll be able to maximize the effectiveness of your ads with multiple targeting options.

Facebook’s Lookalike Audiences feature is useful when you don’t need to create your own audience. Simply import a list of your existing contact information to find and target audiences similar to your existing customers and prospects.

If you want to target people who already have a relationship with your brand, use the Custom Audiences feature. Simply import data from your CRM or customer contact list into Facebook to show retargeting ads to current customers, site visitors and mobile users.


LinkedIn has a significantly smaller reach than Facebook, with around 250 million . However, LinkedIn users are constantly updating their career information and gathering business-related information, so LinkedIn is considered the most effective social media for B2B lead generation .

LinkedIn’s overheads are generally higher than other social networks, but the conversion rates and quality of leads are usually the highest, so the higher advertising costs are justified.

For example, HubSpot once ran an eBook ad for financial marketers on both LinkedIn and Facebook. After running this campaign, we found that LinkedIn’s cost-per-click (CPC) was four times higher than Facebook’s. But that’s not all we learned. When we looked at the most important metric, conversion cost, LinkedIn was half as expensive as Facebook. For the subject and target audience of this eBook, LinkedIn was the best choice for lead generation.

When using LinkedIn Ads , you can choose from three marketing objectives: increase brand awareness, drive traffic to your website, and generate leads and deals.

Once you’ve set your goals, choose your ad type. You can choose Sponsored Content, such as posts and videos that appear within your LinkedIn News Feed, or Sponsored InMail, which is delivered as an email to your audience’s LinkedIn inbox. Also, if you choose text ads, your ads will appear on the right side of your news feed.

Once you’ve chosen your ad format, the fun stuff awaits. LinkedIn’s targeting feature is a B2B marketing dream tool. Since the majority of LinkedIn users frequently update their profiles, it is possible to accurately set ideal targets based on information such as company, work history, educational background, hobbies and statistical data. LinkedIn offers the following targeting options:


  • Company Name
  • company size
  • Representative business
  • company followers
  • Company connection

work history

  • director
  • job type
  • job level
  • years of experience

educational background

  • Alma mater
  • degree
  • Major


  • skill
  • member group
  • age
  • sex
  • location


With 500 million daily active users and 64% of users aged between 18 and 29 , Instagram is perfect for appealing to millennials and Generation Z. Now that Instagram is owned by Facebook, Instagram ads naturally share the same objectives as Facebook: brand awareness, consideration, and conversions. The KPIs associated with each category are:

→ Download: Easy to publish even for beginners! Instagram Advertising Basic Free Guide


  • reach
  • Reach & frequency
  • brand awareness
  • Recognition in Neighboring Areas


  • website clicks
  • number of video views
  • Reach & frequency


  • website conversion
  • Dynamic Ads on Instagram
  • Install mobile app
  • mobile app engagement

After setting the ad objective, you can choose the ad type. You can create four types of ads: photo ads, video ads, carousel ads, and story ads.

Instagram’s targeting feature is a simplified version of Facebook. You can create audiences based on information such as geography, demographics, interests and behaviors listed below.


  • prefectures
  • municipalities
  • Country

user base

  • age
  • sex
  • language


  • App usage
  • Ad clicked
  • accounts you follow


  • Audience activity on and off Instagram and Facebook

Like Facebook, Instagram offers custom audiences, lookalike audiences and auto-targeting features. Auto-targeting analyzes your current audience’s location, demographics, and interests to automatically define audiences that might be interested in your company.


Twitter’s active users fell by 1 million in the second quarter of 2018, but it still has 335 million monthly active users. 80% of them are non-US users. If you’re looking to expand your international reach with a focus on Asia, Europe, and South America , Twitter Ads can be your shortcut to success.

When using Twitter Ads, choose from the following five campaign objectives:

  • Increased brand awareness
  • Tweet engagement
  • follower
  • Website clicks or conversions
  • Number of app installs

Once you’ve chosen your objective, you can promote your Tweets using two tools: Twitter Auto Promote and Twitter Ads Campaigns. Twitter Auto Promote is a tool that promotes the first 10 daily organic tweets that pass the target audience quality test. Simply specify up to 5 of your potential follower interests or major metropolitan areas and Twitter will automatically promote them for you.

When you use a Twitter Ads campaign, you set up your ad campaign yourself with targeting options such as:

  • language
  • sex
  • interest
  • Associated account
  • follower
  • terminal model
  • action
  • Tailored Audience
  • keyword
  • region

3. Native advertising

Publishers like BuzzFeed and The Dodo are creating content that snowballs on social media every day. We also make money from creating such content for other brands. Brands can pay these publishers for their know-how to create posts and videos that go viral. In addition, publishers can pay to distribute this sponsored content to their vast audiences through social media and the publisher’s website.

With native publisher advertising services, you can take advantage of the publisher’s strong editorial skills and audience reach to tell a compelling brand story to a larger, high-quality audience.

When creating content, we work with publishers to produce Sponsored Content that addresses one of the publisher’s core topics and is no different than regular content on the publisher’s site. This way, even if it’s actually a promotional post, it doesn’t look bad to your audience. You can enjoy reading the article without being aware that it is an advertisement. As a result, more people will be engaging with your content and gaining new followers for your brand.

Native advertising fosters a symbiotic relationship between publishers and brands. Publishers can not only generate new revenue streams by distributing sponsored content, but also further increase audience trust by promoting native ads from trusted brands. According to the survey, 41% of publisher content viewers say that working with trusted brands makes publishers more credible.

With the help of well-known publishers, brands can be far more creative than ever before to captivate and engage their audiences. 31% of native ad viewers say they are more likely to buy a brand’s products after seeing a brand’s native ad. For example, sponsored articles created by “T Brand Studio”, which is in charge of producing native advertisements for “The New York Times,” are as engaging as the articles that are performing particularly well on nytimes.com . I have acquired .

Use StackAdapt or Nativo to identify the best opportunities for native advertising on your brand .

4. Pre-roll and mid-roll ads

Forced YouTube ads for 30-60 seconds are not the way to go if you want to win the hearts and minds of new audiences. On the contrary, it will irritate the opponent. A shorter video ad will be more appealing without testing your viewers’ patience. A Google study found that 90% of bumper ad campaigns saw an average 30% improvement in global ad recall .

Adults now watch more YouTube content per month than any TV channel . If you use YouTube as an advertising medium, you can use two types of video ads: TrueView ads and bumper ads.

→ Download: Complete Guide to YouTube Ads Free

TrueView Ads

TrueView ads are a form of advertising where you only pay if a viewer views the entire ad, or for at least 30 seconds, or clicks on the CTA. We know that users like short ads, so we require non-skippable ads to be 15-20 seconds. There are two types of TrueView ads: in-stream ads and video discovery ads.

  • In-stream ads play before a given YouTube video and can also appear on websites on the Google Display Network that have purchased video inventory from Google. This ad type allows viewers to skip the ad after 5 seconds have passed since it started playing. However, you can place CTAs on your YouTube ads, so you can drive traffic to your website or YouTube channel.
  • Video discovery ads are video ads that appear on YouTube’s homepage, search results pages, or featured sections when users search for specific topics or keywords. When a user clicks on an ad to watch it, a corresponding banner display ad appears to the right of the video, prompting access to more information about the company.

bumper ads

Bumper ads are the shortest and most memorable ad format on YouTube. Viewers won’t mind seeing these short ads on YouTube. In short, creating ads that tell a compelling story in a short amount of time allows brands to reach the hearts and minds of their audiences. For example, every bumper ad for the car insurance company Geico is unforgettable.

Bumper ads can be up to 6 seconds long and can appear before, during or after a YouTube video, or on sites or apps on the Google Display Network. Bumper ads are sold with a cost-per-thousand-impressions bid, so you pay for every 1,000 impressions of your ad on YouTube.


With over 1 billion users in over 70 countries and the Google Display Network, YouTube has some of the most granular targeting capabilities in digital marketing.

YouTube’s advertising tools allow you to define your target audience by specifying criteria for each category, including geography, demographics, and user intent listed below. You can also remarket to past viewers, tie ads to pre-determined properties, or place ads on videos related to specific topics or keywords.


  • Country
  • City

User attributes

  • age
  • sex
  • Presence of children
  • household income

User Intention

  • Topics covered by your channel and users with strong interests in similar topics
  • Users who are approaching or approaching a life milestone such as graduating from college, moving house, or getting married
  • Users who are actively researching products or services similar to your company’s offering, or users who are considering purchasing


  • Users who have visited your company’s videos, TrueView ads, or YouTube channel in the past


  • YouTube channel
  • YouTube videos
  • Websites on the Google Display Network
  • Apps on the Google Display Network


  • For example, if you target the topic ‘Fitness’, your ads will appear on YouTube videos about weightlifting.


  • Display ads on videos related to a given keyword

5. Display advertising

Display advertising is a hot topic in digital marketing. For nearly 25 years, advertisers have abused display advertising, misleading Internet users into clicking on them. Some malicious display ads even infect users’ computers with viruses. It’s easy to see why the ability to hide banner ads has been developed and why so many people are downloading ad blockers . Display advertising has been labeled a nuisance, an annoyance and a waste of money.

→ Download: Advertising creative basics and free design templates

Meanwhile, display advertising technology has evolved significantly. Today’s ad networks leverage data and machine learning to help advertisers develop more effective targeting strategies and deliver more relevant ads to consumers.

Ad networks such as the Google Display Network and the Facebook Audience Network have driven this resurgence of banner ads. Ad networks provide services that display company advertisements to the desired target audience at the right place and time. Furthermore, it is possible to fine-tune the display of advertisements, such as specifying the display location of advertisements. The characteristics and targeting functions of each ad network are described below.

Google Display Network

With the Google Display Network, you can design eye-catching ads and display them on over 2 million websites and applications, YouTube and Gmail. Additionally, you can define new audiences to target those most likely to be interested in your products and services, or import existing contact information lists to remarket to website visitors. It is also possible.

If you don’t want to do audience building or bidding, let Google Ads do it for you. Google Ads comes with automatic targeting and bidding features that help you identify the audiences that convert the most and maximize your ROI (return on investment).

Facebook Audience Network

With Facebook Audience Network, you can extend the reach of your Facebook advertising campaigns beyond Facebook by leveraging the targeting data you use on Facebook to serve ads across websites and apps. Mobile apps spend 50% more time with Facebook Audience Network publishers than Snapchat and Twitter combined . Within this network, brands can place native, banner, full-screen, in-stream and rewarded video ads on websites and apps frequented by their Facebook audience. can be displayed.

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