The small business guide to digital ad types

Why different digital ad types matter

In the fast-paced digital world, staying relevant means knowing how to use digital ads effectively. Whether you're a business aiming to boost visibility or a marketer trying to up your game, understanding digital ads is key.

With so many tools and opportunities to grow your brand, from creative TikTok campaigns to precision-targeted search engine ads, the landscape is as exciting as it is dynamic! Let's dive into what digital advertising is all about, the types you need to know, and how to use them to make an impact!

What is digital advertising?

Digital advertising is all about promoting products or services through online channels. Think of it as your gateway to reaching the right people, at the right time, with the right message. Whether it's display ads, search engine marketing, or video content, it's all about leveraging the internet to connect with your audience.

Why it matters:

• Reach your audience where they spend time - online!

• Real-time performance tracking and easy adjustments.

• Multiple channels mean multiple touchpoints: TikTok, search engines, websites, mobile apps - you name it.

Types of digital ads you need to know

Digital advertising isn't a one-size-fits-all game. Here's a breakdown of the most impactful types:

Display advertising

Visual banners and images that catch the eye. Strategically placed on websites and apps, these ads boost brand visibility. Add in videos, and you've got an even more dynamic presence!

Video advertising

Nothing grabs attention quite like video! It's engaging, dynamic, and memorable - perfect for capturing your audience's imagination. TikTok videos are an immersive, sound-on experience where ads feel natural and resonate with viewers.

Search engine advertising

Ever seen those sponsored results at the top of your search? That's search engine advertising - paying to appear where your audience is looking.

One standout format is TikTok Search Ads, where brands connect with users actively seeking products. Major perks include:

• Enhanced targeting

• Better brand awareness

• Higher conversion rates

Email advertising

Old-school? Maybe. Effective? Absolutely. Email campaigns work best when personalized and optimized for mobile. Keep your messages clear, compelling, and relevant to maximize open rates.

Influencer partnerships

Collaborate with creators who already have an audience! It's an instant way to boost credibility and brand awareness. Plus, influencers help humanize your brand, making connections more personal.

When it comes to finding the right creators for your brand, TikTok One offers two free tools: Creator Marketplace streamlines the entire production process, from creator discovery to campaign delivery, while Content Suite finds organic videos where people are already talking about your products - and lets you boost them as ads.

Best practices for high-performing digital ads

1. Be bold: Make a statement! Bold ads catch attention because they stand out. Think vibrant colors, striking imagery, and words that pack a punch. Experiment with unexpected visuals or witty headlines that make people stop scrolling and take notice.

2. Test, test, test: A/B testing is your friend. For example, create two versions of an ad with different headlines: one that's question-based and one that's statement-based. See which one gets more clicks! You can also test varying visuals or calls to action. The goal is to find out what truly resonates.

3. Stay fresh: Keep your content exciting by staying in tune with what's trending. Follow industry leaders, participate in webinars, and keep an eye on social media trends. Don't be afraid to update your visuals or messaging to align with what's capturing attention right now. If you're stuck, Insights Spotlight can help you find up-to-date information about what's popular on TikTok, based on real-time trends, audience behavior, and brand perception.

Current ad trends to watch

• Short-form video: Quick. Snappy. Effective. These bite-sized videos are perfect for grabbing attention and delivering your message fast. Whether it's a catchy challenge or a behind-the-scenes glimpse, keep it dynamic and relevant. Inspire your audience to engage and share!

• Personalization with AI: Adapt in real-time to keep your audience engaged. Use tools like TikTok Symphony to elevate your content creation journey: here you can discover trends, create content scripts, generate TikTok-fit video, brainstorm unique creative concepts and more. Once your ads are ready, you can optimize targeting and delivery with Smart+.

• Community-driven campaigns: Build brand love by fostering genuine interactions. Encourage your audience to participate, create content, and share their experiences. The more your brand feels like a community, the more people will want to be part of it!

TikTok ad formats you can't miss

• Catalog Ads: Powered by your product catalog, Catalog Ads delivers tailored product recommendations on the For You page and other placements to boost sales on your e-commerce website.

• Search Ads: Tap into the power of search on TikTok and connect with high-intent audiences in the moments that matter most.

• Spark Ads: Boost existing content to maximize its impact. Take a popular post and give it a visibility boost - perfect for amplifying organic success.

Stay on top of your ad game with these insights, and watch your campaigns thrive!