For businesses looking to make the leap into the digital age, online advertising offers an excellent opportunity to promote their products and services to a wider, more diverse customer base. But while online advertising campaigns can be a great way to build brand recognition, grow sales, and acquire new customers, they can also be complex, expensive, and ineffective if not properly managed. As such, businesses should consider incorporating some of the advanced online advertising strategies listed below to ensure the greatest return on their advertising investment.

1. Utilize Data and Targeting

Utilizing data and targeting to narrow in on customers who already have an interest in your product or service can be an extremely effective way to maximize your online advertising investment. Common data and targeting techniques include analyzing website visitors to see which pages and products they view, developing detailed customer profiles, and utilizing customer email lists or customer databases. Having access to such data can help inform your targeting strategies and help create more relevant, personalized ads for each customer type, resulting in higher customer engagement and improved customer conversion rates.

2. Employ Re-marketing Tactics

Re-marketing is an effective tool for ensuring that potential customers are re-engaged with your brand and your advertising. Rather than targeting broad customer segments with similar interests and behaviours, a re-marketing campaign allows businesses to re-target customers who have already visited and/or interacted with their website. Such campaigns can be highly effective, as businesses can serve up customized advertisements to customers based on how they interact with your website or what products they've already expressed interest in.

3. Take Advantage of Social Media Advertising

Social media sites such as Facebook, Twitter, and Instagram offer powerful advertising opportunities for businesses looking to expand their reach and increase their visibility. By using targeted advertising campaigns on these platforms, businesses can reach their desired segment of customers quickly, efficiently, and without breaking the bank. Additionally, businesses can target customers based on information such as age, location, and interests, helping them focus their resources on the customers most likely to convert.

4. Implement Video Advertising Strategies

Online video advertising is another effective way to reach potential customers. Through video content, businesses can more effectively communicate their message, explain their products and services, and explain the value proposition of their offerings. Video also offers more engaging content than simple text or static images, which can help capture the attention of potential customers and encourage them to follow through with a purchase.