The evolution of technology influences business and marketing practices. Thus, the management of an advertising campaign on the Internet must conform to the new supports and tools provided by the digital revolution. Paid search is an asset for companies requiring better visibility. This writing technique offers several possibilities (website, blog …). Hence the importance of understanding the relevance of these options in the general context of the company’s marketing strategy.

The price / quality ratio of advertising on the Internet is advantageous. The cost of a web campaign is cheaper than the use of the usual media such as the post office, television or even specialized magazines. Nowadays, a relatively modest advertising investment allows SMEs to reach many new customers. The feedback obtained by the company gives an idea of ​​the impact of the digital marketing undertaken.

On the Internet, the consumer has the opportunity to make any product selection among any other, at any time, before deciding to purchase.

In this respect, advertising is now extremely targeted, a commercial appearing suddenly is no longer relevant.

An advertisement is made visible to the user only because it is likely to interest him.

With the roll-out of the mobile Internet, online advertising is high on the consumer’s agenda.

This is how each of us accesses to :

• Google Ads (Adwords ads)
• Google Adsense (display)
• Contextual advertising (local and international)
• Corporate or personal blog
• E-mailing (loyalty)
• Social media ads (Facebook, Instagram, Twitter, Pinterest, etc.)
• LinkedinAds
• SEO (SEO, optimization for Google search, can be used to broadcast an advertising message)
• Behavioral Advertising
• Advertising & Geographical Targeting
• Online press releases
• Banner advertising (notoriety)
• affiliation

The company’s digital marketing strategy must be clearly formulated before any advertising message design for the web. The right questions should be asked and the answers given.

• Which customer profile is your business addressing?
• How do you want to reach your prospects to get a positive answer?
• What means can you use to subtly communicate your brand image?
• How to formulate your message to attract more new customers?