Digital Marketing is the part of internet marketing that uses internet-based technologies like mobile phones, desktop computers and other internet-based media and platforms like social networking sites etc to promote services and products. The digital marketing includes online advertising, pay per impression (PPI), Pay for Inclusion (PAI) and display advertising. Online advertisers generally bid for specific keywords by using pay per click (PPC) search engines. PPC is used to let the internet users know about advertisements.
PPC is a very effective way of promoting products and services to make them reach out to a larger audience. But the success of PPC depends upon the quality of online advertising. To attract a large audience, the internet marketing requires an efficient online advertising campaign which should include effective online advertising.
Most of the times, people prefer to click on banner ads rather than reading the full contents of the website or reading the product descriptions. Banner ads are often clicked only because of the animated graphics and attractive appearance of the advertisements. Most of the times, people prefer to read content-rich articles and visit blogs to get more details about particular items and services on a website before buying them. But the main role of web-pages is to sell products and make profits, so the role of banner ads is limited to a certain extent.
Banner ads do not provide tangible goods and services online, rather they just help in driving traffic towards specific websites. However, digital marketing campaigns provide tangible goods and services online. Digital marketing experts also try to change the buying behaviors of the consumers to make them spend their money online. A good digital marketing campaign focuses on providing excellent website design along with various other internet marketing services like search engine optimization (SEO), paid inclusion, video marketing, email marketing, pay per click (PPC), web content writing and bookmarking etc.
Search Engine Marketing (SEM) is an internet marketing strategy that focuses on improving search engine rankings of websites by paying for placement in the search results. SEM uses specific keywords in an effort to increase the chances of users finding websites. A good SEM strategy will help you gain top ranking in the search engines which will help you attract a lot of new visitors to your website.
Pay per click (PPC) is another technique of internet marketing wherein advertisers only have to pay when their ads are clicked. Whenever an internet user clicks on the ads, the advertiser will be charged. Sometimes, these clicks may appear on the sides of search results, where the users may not be consciously aware of the presence of ads. However, you can avoid this situation by making sure that you place the ads on high traffic web pages. Also make sure that the keywords of your site are included in the meta tags. An effective PPC campaign will help you bring more traffic to your site.