Online Advertising Ultimate Guide: Everything You Need to Know in 2022

Online advertising guide
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What should your business do to remain relevant and successful in online advertising? I will walk you through everything you need to know about online advertising in 2022.

Emphasis is on 2022 because the landscape of online advertising is a revolving door of changes, updated search algorithms, evolving market trends, changes in consumer tastes, the introduction of new and better technologies, and more.

 This is how advertising always is; there’s always something new. In this light, there are a series of factors that make it impossible to continue doing things the same way.

To continually be on the cutting edge of online advertising and to be able to build to best strategies, continual training and realization of experiments and tests within the current market is required. If you do this, you’ll have the best campaigns for your business.

So to stay ahead of the pack, you will always need to grease the wheels of your marketing campaign with up-to-date tact and strategies.

This guide promises to walk you through the safe road when you embark on your online advertising journey.

The road is going to be long but I promise you, it is going to be as interesting as it will be worth the tour.

So let’s start from the beginning

What is Online Advertising?

It is the form of marketing that uses the internet to deliver promotional marketing messages to consumers. It is the use of the virtual world to create awareness about a product or service.

 It includes email marketing, search engine marketing (SEM), social media marketing, and many types of display advertising like web banner advertising, mobile advertising, and more.

How to Advertise Online?

If you’re like many marketers, two of your biggest concerns when evaluating your options are cost-effectiveness and results.

Now, know this, not all online advertising has to cost you money, there are plenty of ways to get people to find your business organically through social media marketing.

For example, you can make business content on your Facebook page, Instagram handles, Twitter, and other social media platforms.

People will see this content and may engage with your business.

And yes! Some online advertising has to cost you money, but hey! Don’t freak out, I haven’t said it’s going to dig a hole in your pocket or cause you to break a bank to go for paid advertising.

There are so many effective ads succeeding on the thread of a very slim budget.

Most social media offers business pages the ability to pay a fee to promote posts/ads within the interface. For example, if you want to use pay-per-click (PPC) marketing,

Or if you are looking to advertise on a search engine for targeted keywords, Google Ads maybe be your sure place.

Let’s put more details into the best ways to advertise online.

#1. Social media marketing

Social media marketing includes the usage of social media platforms like Facebook Instagram, LinkedIn, Twitter, WhatsApp, and more as marketing tools.

This marketing tool is one you shouldn`t/ can’t ignore, whether your company is small, large, or enterprise-level. Most businesses are finding out that traditional marketing is only a small piece of the large marketing landscape and they are all out to leverage the bigger landscape.

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Analysis from Kepios shows that there are 4.70 billion social media users around the world in July 2022, equating to 59.0 percent of the total global population.

Global Social Media Statistics reveals that Social media user numbers have continued to grow over the past 12 months too, with 227 million new users joining social media since this time last year.

So it is almost an easy guess to say social media won’t die, at least not anytime soon.

So, if you want your firm to obtain such exposure, you can hire social media marketing experts or find the best social media marketing company and deal with them.

Let’s briefly touch on some examples of social media marketing platforms available

Online Advertising Platforms

#1. Facebook Marketing

 Facebook Marketing is a powerful marketing tool that allows businesses to connect with their target audience on Facebook

Benefits of Facebook Marketing

#1. Precise targeting: Within demographic targeting, you can select an audience with a particular income, education level, life events, relationship status, or job, Facebook makes this possible.

You can also look for customers, taking into account their interests, such as their preferred entertainment, sports, hobbies, and shopping habits. Also, it makes easy market retargeting where you can reach clients based on purchase behaviors, intent, and device usage.

#2. Positive impact on SEO:  Some marketers say that social media influences search rankings. While we are still digging into understanding the level of impact, know that your social media engagement contributes so much to SEO rankings

The shares, likes, and comments under a post tell Google that people are interested in your brand and this is what Google considers as relevant content and rewards it with a good ranking.

#3. Advertisers can spy on their competitor`s ads: You can enhance your Facebook ad campaign by spying on ads of your competitors using a variety of spying tools.

Facebook Ad format

Advertising on Facebook includes a range of ad types, from Photo ads to Video ads, Story ads, and

Lead ads.

Photo ads are great for sharing collections of image content. Video ads are great for product explainer videos and branding and you can use a simple video ad maker to create eye-catching and engaging videos.

Story ads allow you to use a combination of photo and short-form video content.

#2. Instagram

Instagram is a suitable social media for running marketing strategies to find the best place in your desired niche market. Well, you can take advantage of its features and tools to start your marketing journey and see the result of your marketing attempt as soon as possible.

Basic features of Instagram advertising

Choosing a relevant platform for marketing is a smart decision. If we are looking at Instagram as marketing tools first we have to understand the features around it.

1. Stories Instagram has a feature called stories that allow customers to post pictures or videos on their account for only 24 hours before it disappears. The story posting also has several features like stickers, gifs, hashtags, account tagging, questions, etc. that can also be smartly utilized for marketing.

2. Reels: Instagram launched reels as a new feature to fill the gap for its consumers. Users can make short video clips with overlay audios and effects and use these to promote themselves or other endorsers.

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3. Post the most basic and easy of all Instagram features, posts on one’s account in the form of a carousel, or a single picture. The caption is a great place to mention and tag businesses that you may be looking at marketing through your post.

4. IGTV Videos: IGTV videos may not be as big as YouTube, but they have gathered a fair share of the market over the years and attracted a wide variety of audiences. Unboxings hauls, and trails are some of the videos that are used for marketing via Instagram.

Reel is a platform for short videos. You can create a small video showcasing your product in a much more attractive way.

#3. LinkedIn

LinkedIn is the place for professionals.

LinkedIn advertising can be described in many ways. First, it is important to understand that it is a B2B marketing platform, second, it is a little expensive as compared to other social media channels for paid marketing like Facebook or Instagram.

LinkedIn marketing is quite important for businesses whose customers are the business perspectives. But it doesn’t mean that it is less important for the businesses that directly deal with the end customers.

The presence of a business on LinkedIn increases its credibility. For wider engagement with customers, LinkedIn marketing is necessary.

 LinkedIn Marketing types

#1. Organic Marketing: In this, people connect you through your organic activities like your content, your posts, etc.

#2. Paid Marketing: In this, business leads or people connect you through paid advertisement.

How to do LinkedIn marketing

#1. First, you need a LinkedIn profile to create the LinkedIn business page.

#2. Find your targeted customer and try to make the connection with them

#3. Focus on your customer and tell them your product/services through your regular content.

#4. For leads make your email marketing list, do personalized emails to your connections for joining your email list.

#5. High-quality and relevant content gives you quality & genuine connections

#6. Join the groups and stay active.

#7. Create your LinkedIn group and make your network strong.

#8. Build relationships with your connection as well as your clients.

#9. Paid ads also help you to generate leads, new connections, and networks.

Digital marketing

#4. Twitter

With a whopping total of 229 million monetizable daily active users around the world in April 2022, Twitter should be a part of your marketing strategy.

It’s the fifth most popular social media network, and it’s a gold mine of customer insights and opportunities to build your brand, drive sales and win fans.

Twitter ads strategies

#1. Be not only present but more importantly active, so your audience can find and interact with you. Don’t be too busy for your followers, they don’t fancy it.

#2. Twitter is not about republishing, it is about interaction. If you don’t have time for content creation, redistribution and engagement, try to automate some of your tasks with smart social media management and scheduling tools.

#3. Lastly, analyze and optimize, always and forever to keep content fresh and updated.

#5. WhatsApp marketing

The lead generation process through Whatsapp marketing has proven to be effective given the low investments required.

The platform offers an immediate and direct form of messaging, as the user responds sooner than in comparison to other forms of social media.

In April 2022, WhatsApp had approximately 2.44 billion unique active users worldwide, up 6.4 percent compared to the corresponding month in 2021. WhatsApp is expected to reach over 2.26 billion unique users in June 2022.

While email open rates suffer at 10% in best-case scenarios, Whatsapp messages are opened at a rate of 98%. Yes, if you send out a message to a prospect or client on Whatsapp, there’s a virtual guarantee that it’ll be seen.

That’s why Whatsapp is the preferred marketing tool for millions of small businesses worldwide. People who have created amazing markets for their products with just a small list of prospects.

The best way to market your products and services via Whatsapp is by using WhatsApp marketing tools.

#2. Content marketing

Content marketing is the strategic process of creating and publishing interesting, engaging, and relevant content that helps your business reach its target audience.

This type of marketing involves planning and writing articles; building a blog or website; conducting market research; developing social media strategies; and advertising your content.

Content marketing is an important part of any online business strategy, and it’s one of the best ways to generate leads and build relationships with customers. If you’re not already doing it, now is the time to start.

#3. Email marketing

Email Marketing has outpaced traditional methods of communication for brands to improve their reach and visibility.

However, as there can be endless email opportunities, it is essential to keep low costs. Email marketing can only remain at a low cost and high ROI if the correct strategy is applied to each client’s journey.

As much as I hold no doubt in mind that email marketing is a great idea to start relationships with customers. Still, not all customers are excited to interact with a business via email.

Perhaps for this, email marketing is gradually changing advertising habits with the transmission of messages to businesses by personalizing email content and evolving with each marketing campaign.

#4. Pay-per-click (PPC) advertising

Google receives billions of searches per day; therefore, businesses use PPC (Pay Per Click) ads to attract more visitors or conversions to their website.

With this tool, you only pay for an advertisement when someone clicks on it.

The UI is basic, and it’s very straightforward to produce advertising now, but mastering the art of making effective PPC ads takes time.

PPC is typically more expensive than other forms of online advertising, but it can be effective in reaching a wide audience.

#5. Search engine optimization (SEO)

Search engine optimization, or SEO, is the process of improving the ranking of a website on search engines. The higher the ranking, the more likely people are to find the website.

Several things can be done to improve a website’s ranking, including optimizing the website content, increasing the number of backlinks to the website, and improving the website’s design and structure.

Search engine optimization is a complex and ever-changing field, so if you are using it as your marketing tool, it is important to stay up-to-date on the latest trends and techniques.

The Advantages of Online Advertising

#1. Endless Opportunities: Business owners should take advantage of the endless opportunities that online advertising offers as it keeps growing and evolving with the calendar.

#2. Flexible: Online advertising offers flexibility and support for businesses even in the face of uncertainty. Take the period of the pandemic for example; online stores were still able to conduct their business activities.

#3. Online advertising is affordable: When money is tight, it can be tempting to halt marketing to keep the company afloat.

The good news is that digital marketing is flexible enough to handle budgets of all sizes. A reduced budget should not keep you from pursuing your marketing goals or from crafting a compelling online presence.

Many digital marketing channels, for example, are free to use. Many social media channels are available for no cost. Writing a blog can be inexpensive, as can list new promotions on your website.

#4. Online Advertising is customizable: There is no one size fits all approach to online advertising. Instead, online advertisers can be customized to the needs of each business.

#5. Effortless: Online advertising makes it easy to promote your products on Google, Facebook, SEM, and others without breaking your back with efforts.

#6. Time saver: The execution of online advertising campaigns goes much faster. In just a matter of minutes, you can have your ads ready across multiple different platforms and then published moments later.

#7. As opposed to other means of communication, the online market makes it possible for publishers and prospects to interact. 

Online advertising creates a two-way street so that both the advertiser and user can interact. This two-way street helps companies have a much more fluid line of communication and to learn more about their customers` tastes.

#8. Segmentation: the internet’s ability to reach the target audience via segmentation by age, interests, sex or other predetermined socioeconomic conditions is unprecedented.

To find the right User, you can simply launch an advertising campaign focused specifically on the type of person who meets a handful of pre-established requirements.

Online advertising is the present, but the future of online communications promises a great number of resources necessary to be a cutting-edge company that effectively connects with its target market.

Search engine optimisation (SEO)


In the latest IAB study, online advertisement spend has been constantly increasing and is predicted to exceed printing. So if you are yet familiar with these online advertising advantages enough to make you consider taking your business online

This article has covered in great detail mouthwatering reasons why online advertising should become your first choice if you have to picture between from a pool of options.

With the knowledge from the article, you’re now equipped with the proper knowledge to successfully kick your online advertising journey off. Doing is the best way to learn.

Start small, crawl, stand, fall, rise and walk strong.

Terhemba Ucha

Terhemba Ucha

Terhemba has over 11 years of digital marketing and specifically focuses on paid advertising on social media and search engines. He loves tech and kin in learning and sharing his knowledge with others. He consults on digital marketing and growth hacking.

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