Amina GigerBy Amina Giger / 14.08.18
You want your company to be visible on the web? Online advertising campaigns bring you a big step closer to this goal. Find below the 5 most important advantages of online marketing:
1. You only address your target group
With digital advertising channels you can focus only on your specific target group. Each campaign you can segment by geographic location, age, gender, interest, language and many other factors. This prevents unnecessary scatter losses.
2. Online advertising is possible all over the world
The range with online ads is practically unlimited. Whether you want to advertise locally, nationally or internationally, you have endless possibilities.
3. You have full cost control
When starting your online campaign, you define an expenditure budget and the desired duration. You pay per click or per thousand impressions. The ads are placed until your budget is used up. However, you can also adjust the budget individually at any time so that you always have your expenses under control.
4. Success is measurable at any time
The success of your online advertisements can be monitored and evaluated in real time. Various key figures such as impressions, clicks, click rates or click costs provide you with information about the performance of the campaigns. If you link your online marketing activities to Google Analytics or a similar website analysis tool, you can also track whether clicks on your ads have led to a sale.
5. Online marketing is fun!
Whether you want to place text ads, image ads, videos or shopping ads – whether you want to strengthen your brand, generate more sales or simply be found better in search engines – online marketing has a suitable solution for every goal. So let your ideas run wild and get creative: possibilities never stop with online advertising!

The most important terms in online marketing explained in brief


The ad options vary depending on the target or placement of the advertisement. Text, picture and video ads are the most common.

App campaigns

iOS or Android apps can be advertised in search results, on the App or Play Store, or on the >Display Network.


See >click costs.

Bounce rate

The bounce rate provides information about how many website visitors immediately leave a website after viewing only one page. High bounce rates can be a signal that the page in question should be revised.


Google and Microsoft offer different types of campaigns to promote your website or products: >Search, >Shopping, >Display, >Video and >App. For each campaign >ads, >keywords, >bids, >landing pages, >target groups and >placements are defined.


The number of clicks shows how many times an ad that has been displayed was clicked. Online campaigns are usually charged per click (>cost per click).

Cost per click (CPC)

Online campaigns are usually charged per click. As soon as a customer is redirected from an ad to the corresponding website or app, costs arise for advertisers. The click costs depend on the advertiser's bid and can vary depending on the >campaign, >keyword, >target group or >placement. Before the start of each campaign, advertisers indicate how much they are willing to spend per click on an ad.

Click through rate (CTR)

The click rate shows the ratio between >impressions and >clicks. The higher this rate is, the more successful an ad is to be classified. Depending on the type of campaign, the click rate varies greatly. Image ads usually show a high number of impressions and relatively few clicks. This leads to a low click rate. Text ads, on the other hand, are usually displayed less often (few impressions), but are clicked relatively often (high click rate).

Conversion rate

Conversion refers to an action on a website such as filling out a form, ordering a product or subscribing to a newsletter. The conversion rate illustrates the relationship between the number of actions and the number of website visits.

Display campaigns

The Display network includes numerous Google and Bing partner sites that allow advertising on their websites. The ads are displayed in form of an image or video on selected >placements and achieve a high reach.


The number of impressions provides information on how often an ad has been displayed, regardless of whether the ad was actually clicked on or just skimmed. Depending on the campaign, an upper limit can be defined for the number of impressions per day and user, so that someone does not see an ad an infinite number of times per day.


Ads are displayed in the >search network corresponding to a keyword – a search term. If a customer enters the corresponding word or word sequence in Google or Bing, the text ad appears.

Landing pages

Landing pages are the home page or subpage of a website to which a customer is redirected after clicking on an ad.


Placements are partner sites in the >display network of Google or Bing, on which advertisers can place image or video ads.

Search campaigns

The search network includes the search results and various partner sites of Google or Bing. The ads displayed consist of text and are placed based on >keywords, which only reaches customers who are actively looking for the corresponding product or service.

Session duration

The average session duration measures the average time that website visitors spend on a page. The more qualitative information can be found on a page, the higher this value should be.

Shopping campaigns

Shopping ads include a product photo and price. By clicking on the ad, customers are directly forwarded to the product subpage in the corresponding online shop. The ads are shown in the search results and on partner sites just like text ads.

Target groups

All campaigns can be targeted at specific target groups. These can be defined by age, gender, interest and many other categories.

Video campaigns

On YouTube, various ads with videos and/or text can be displayed.

Visited pages

The average number of visited pages shows how many pages website visitors open on average. The more subpages a website has, the higher this value should be.

Last updated: 16.02.2021

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