Online advertising: a targeted approach through targeting
Today, practically everyone in Switzerland is online - at home on their tablet or smart TV, at work and, of course, on the move via smartphone. We look for jobs and apartments on online portals, cook online recipes and sell second-hand goods via online exchanges. And this is precisely the strength of online advertising: your advertising message has a wide reach and, thanks to targeting, you can reach the people you want where you expect to have the greatest advertising impact.
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Advantages of online advertising
- Reach: A large proportion of the Swiss population is online every day, which means that online advertising generates an enormous reach
- Targeting: With online advertising, we can define exactly where, when and how the advertising message is played out
- Flexibility: online campaigns can be started and paused again in no time at all, formats or subjects can be exchanged and optimized depending on performance
- Precise track record: Whether clicks, sales, visibility or time spent on the website - the direct advertising impact can be measured online
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Frequently asked questions about online advertising
Why is online advertising important?
It enables companies to reach target groups effectively and cost-efficiently, offers precise measurability and can be flexibly adapted.
What makes a good online ad?
- Clear message
- Attractive design
- Strong call-to-action (e.g. "Buy now" or "Learn more")
- Content relevant to the target group
How long should an online campaign run for?
It depends on the objectives. Short campaigns (1-2 weeks) are good for special promotions, while branding campaigns can run for months.
How is the success of online advertising measured?
Success is measured using key performance indicators (KPIs), such as
- Impressions: How often was the ad displayed?
- Clicks: How often was the ad clicked on?
- CTR (click-through rate): Ratio of clicks to impressions.
- Conversion rate: How many users carried out a desired action (e.g. purchase)?
- ROAS (Return on Ad Spend): How much revenue was generated by the advertising spend?
How can I optimize my ads?
- Use A/B tests to compare ad variants.
- Analyze the data and identify weak points.
- Customize target groups, keywords and designs.
How do I avoid wastage?
- Precise targeting based on user profiles and interests.
- Ongoing analysis and optimization of the campaign.
- Clear definition of the target group.
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