Online advertising differs substantially from traditional advertising. It:
These advantages help explain why online advertising has virtually wiped out traditional print advertising in about a decade or two.
THE BENEFITS OF ONLINE ADVERTISING
Payment options based on performance. You can pay by the number of viewers who see your ad, by those who actually respond to it or by those who respond with a specific action.
You set the budget. You can choose the total budget per day, break it up by keyword, mobile or desktop viewing, by specific ads in the same campaign. In short a lot of ways to pick and chose exactly how much you want to spend.
Immediately track results. Incredibly, you can track the response to your ads like it's streaming live. That's because it is.
Multimedia welcome. Imagine, you can run video ads on a traditional page of text. You can animate your ads, use only text or use the "display" network which will automatically fit your ad to a few dozen formats so they can be placed onto a wide range of different websites.
Analytics. There are so many ways to study all the information available to analyze the results of your ads that it's become a niche skill by itself. In other words, you can pretty much find out who is viewing your ads, what they searched for, what their interests are for viewing your ad, and what they did after they viewed your ad. This allows you to adjust your future advertising investments.
A/B testing. you can test two different ads simultaneously and improve your success rate by regularly running tests and selecting the winner. Tests can include button color, text, images, placement, keywords, headlines, fonts...
THE FEATURES OF ONLINE ADVERTISING
Ads can be changed within 24 hours. If something's not working, cancel it.
Budgets can be increased or decreased within 24 hours. No reason to be stuck or not profit from success.
A wide range of view interests to choose from. Select a wide range then toss out the losers. Keep the interest groups that are responding to your ads.
Analytics can be selected to suite your needs. Looking for teenagers on mobile interested in pizza within a mile of your shop? Easy to setup and see the results.
A/B testing. You can selective breed your ads.
Guaranteed good placement. It's easy to get your ad placed where it will be seen.