Harvard Media
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Discover the most important digital advertising mediums, all at your fingertips.

The Digital World

Delving into the world of digital advertising can be exciting, enthralling and yes sometimes even overwhelming. Understanding the various types of digital advertising mediums will help you propel your business forward by increasing your online visibility and overall brand awareness. And hey, an increase in website traffic wouldn’t hurt either! Navigate the exciting world of digital advertising with us!


Search Engine Optimization or SEO is the bread and butter of leveraging your existing content, whether it be in the form of a blog post, landing pages, etc. to attract, retain and increase brand awareness. Thus, resulting in new users and potential customers for free. Yes, seriously! 

The main objective of SEO is to rank higher in the Search Engine Results Page (SERP). Onsite and off-page SEO are two strategies that when implemented together correctly, yield a higher ranking in the SERP. 

Onsite SEO deals with everything that you physically see on the page. The words, the relevancy and the overall strength of the flow of the message can determine your ranking. In other words, when users and customers are searching for content that’s relevant to your topic or business, you’ll show up.

So how’s it done? By leveraging keywords and alt attributes you can reach your target audience in an effective and intentional way. The keywords on your page(s) directly reflect what it is that you’re talking about. When well-executed, it helps users and search engines weed through the overwhelming amount of online content to arrive at a page that will provide succinct answers to the user’s questions. 



When it comes to off-page SEO things can get slightly more complicated. To create a strong off-page presence you need to have a well-rounded use of backlinks. Backlinks are important as they link to other sources that are related to your page’s content. By linking to various other pages on your site as well as related content on different sites, you are working to increase your page’s ability to rank higher on the SERP. 

Writing impactful and relevant content with reliable links, whether it be natural, manually built or self-created, will help you increase your online searchability presence.

These couple of points are just the tip of the iceberg for what’s possible in the world of SEO. If you’re feeling a bit of information overlord and don’t know where to start, drop us a line and we can help get you started. Did you see what we just did there? Backlinks working hard right before your very eyes!

Social Media Advertising

The power and reach of social media advertising are evident as 3.6+ billion people globally use social media. By 2025, that number is projected to grow exponentially to 4.41 billion.

Countless social media platforms existing to serve a wide range of demographics. Thoughtfully target your unique audience in the spaces that they spent most of their time with social media advertising. 

Think about your target audience when deciding which type of social media ads you want to run and where you want to run them. What is the age range of your target audience? What are their interests and income? Based on general demographics you can make an informed decision about where you want your advertising dollars to go and set perimeters to target your audience.

For example, if you’re running a local boutique and your target market is women aged 20-30, Instagram and Facebook are the most ideal platforms for your ads to run. Conversely, if you’re an upscale men’s clothing store targeting men aged 30-55, who are working professionals and make over $100,000, LinkedIn may be the best platform for your ads. 

Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest, YouTube and Snapchat are all great social media platforms that can provide a breadth of value to your overarching digital marketing advertising goals. 


Some additional thoughts to consider when running a social media ad campaign are: 

  • Be mindful that each of these platforms will often require their own unique strategy and execution plan in part to your strategy as a whole.
  • Content that works on one platform may not work on another. 
  • Ad specs and character count will vary from platform to platform which can alter the message that the end-user is viewing. 
  • The objective of your campaign may also vary depending on the platform. 

Google Search Ads

Google Ads is the ultimate powerhouse when it comes to search engine advertising and is currently the largest provider of search advertising on the market. For most users, their search begins and ends with Google. Google Search Ads can be broken down into 6 different sectors: text ads, dynamic search ads, call-only ads, shopping ads, and image and video ads. 

Leveraging one or a combination of these types of search ads can help you gain visibility and increase your brand awareness up to 80%. The key here again is to have strong keywords that align with your brand and your products. When customers are searching for products in your service or product segment, you want the information on the page that they click on to provide them with a solution to their search. 

Once again the stronger the relevance to the search term, the better your ranking will be. Intentional and thoughtful targeting of your audience will enable you to reach users and convert them into customers.

When a search engine is so powerful that it has turned into more of a verb than a noun, you know it’s made it. After all, that may be how you found this blog post! You googled it; point proven.

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Display Ads

The Google Display Network provides businesses and advertisers with a variety of avenues to reach their customers. Reaching 90% of online consumers, this is an important channel to consider integrating into your strategy. The ad formats available on Google display are text, responsive, image, app promotions ads, video and product shopping ads. Based on your business and product certain types of display ads will perform better. 

  • An e-commerce website would benefit greatly from product shopping ads that populate their products upon a search and direct users straight to the landing page to purchase the product in question.
  • Video ads provide an immersive experience and help captivate your audience.
  • Banner ads are generally a good option for all businesses, regardless of the industry.

Retargeting Ads

Retargeting can be utilized as a part of your online display ad strategy. Have you ever questioned why that one pair of amazing shoes that you clicked on and didn’t buy last week keeps haunting you on what seems like every platform known to humankind? Yeah, that’s also known as a retargeted ad. 

Utilizing pixels allows us to help you remain top of mind for your customer and help redirect the user back to your website to increase purchase intention. When a company uses retargeting tactics, customers are 70% more likely to purchase the product in question. 

The Digital World Is Waiting

When it comes down to your digital advertising strategy, there are a lot of moving parts to consider. Based on your business and its unique needs, one or a number of these advertising mediums can work to effectively increase your click-through rate, website traffic and ultimately, your conversion rate. 

Our New Business Managers have the expertise and experience to create a strategy that works to meet all of your marketing objectives. Then, with the help of our Content Team and Digital Marketing team, we’ll execute the strategy. Your new digital advertising strategy awaits. 

If this all sounds great, but you’re a bit unsure as to where you should begin,  contact us at hello@harvardmedia.com to see what we can create together.

Let’s get Social.