Effective advertising channels

Advertising literally follows us everywhere: in transport, on TV, on the phone. Everywhere you look – everywhere they offer something to buy, download, view or order. And after all, from time to time we really fall for it! Apparently, it is not in vain that advertisers invest huge amounts of money in various advertising channels.

And which of them are the most effective? In which advertising channels should you invest your budget in order to get a return, and not burn out?

Let’s talk about this topic today.

Effective advertising channels

Sources of advertising are not selected according to where it is more expensive and where it is cheaper. The main criterion is the goal. Why are you running ads? If you need to reach a small number of target audiences or return old customers, the same tools are used. For a large-scale advertising campaign, others may be involved. Both the first and the second will be effective within the framework of their goal, if the strategy is well-formed.

But still, in the abundance of tools there are the most effective advertising channels that advertisers are most interested in. These are online and offline sources, which will be discussed below.

Internet advertising channels

That’s all we see on the web. The Internet is replete with a huge number of effective advertising channels and less effective ones. To draw your own conclusions about the best sources of customer acquisition, it is worth evaluating their pros and cons.

SEO website promotion

Just making a web resource is not enough, even if you have hired the best developers in the country. Websites need to be promoted. Search Engine Optimization is a set of measures aimed at improving internal and external factors. Specialists bring the project to technical perfection, improve the structure, add useful and interesting content. All efforts are aimed at ensuring that the resource meets the needs of users and is liked by search engines. Bots give such sites a high score and, therefore, increase the likelihood of getting into high search positions. Hence the regular traffic. More visits – more purchases and profits from the advertising channel.


  • organic (natural) traffic;
  • long-term results;
  • versatility (the tool is suitable for many niches).


  • it takes time to develop and bring the site to the top;
  • regular resource support is required;
  • it is difficult to carry out promotion on your own without proper experience and knowledge.

Is website development worth it? If you have a corporate resource, an online store or another similar project, the answer is definitely yes.

Social networks – SMM

Social media has taken over the world, advertisers are taking over social media. Facebook, Instagram and other sites are popular advertising channels, as there are many target audiences of different businessmen living here. You can use social networks to advertise products and services in every possible way: create accounts and business communities, channels for posting videos, order ads from opinion leaders, set up and run ads within the system itself.


  • increasing brand awareness;
  • the opportunity to better interact with the audience, understand its pains and problems;
  • indexing the page by search engines, which allows you to take additional space in the search results.


  • you need to regularly post content and monitor the activity of the audience;
  • you have to use paid advertising methods, since it is difficult to get good coverage with free ones;
  • it takes a lot of touch with a person before he buys something.

It is not without difficulties, therefore, in the case of social networks, time, money and experience are needed.

contextual advertising

The same ads that we see on different sites and in Google search results. To set up and launch campaigns, the corresponding Google Ads advertising account is used. Contextual ads are used to get traffic to the site immediately after its launch. They also help test the demand for a product, get visitors in very competitive niches, where the search results are filled with giants.


  • quick start;
  • wide audience coverage;
  • the ability to determine the cost of a click;
  • instant results after the launch of the campaign.


  • the risk of wasting money if the settings are incorrectly made;
  • high cost per click in competitive niches;
  • click problem.

Contextual advertising works great on its own, but it is better to use other advertising channels along with it. For example, search promotion. And do not forget that the budget can be spent in just a couple of days, if you do everything wrong. No experience? It is better to order contextual advertising services and calmly receive the desired traffic.

Targeted advertising

Another popular tool with ads on the Internet. Targeted advertising is placed on various social networks: Facebook, Instagram, YouTube . Such an advertising channel helps to increase sales in an online store, attract leads, promote content, and solve other business problems.


  • the ability to fine-tune targeting – gender, age, geolocation, audience interests;
  • large coverage of the target audience;
  • reduce advertising costs through precise targeting.


  • frequent display of ads to the same person, which reduces click-through rate;
  • bots among the audience;
  • the risk of making a mistake and draining the entire budget;
  • the need to regularly change banners, as people get bored with the same advertisement.

Setting up and launching targeted advertising is also fraught with certain difficulties. First, you need to have a well-developed target audience in order to target ads to a specific audience. Secondly, people need to be redirected somewhere from the advertising channel. That is, there should be a normal website, a well-designed account or business page. Worries unrelenting.

Display advertising

It provides for paid placement of text ads, banners and videos on third-party sites. Advertising is launched through the Google Display Network, mail services. Display advertising helps spread the word about the brand, attract the attention of the audience, increase sales for the period of promotions.


  • rapid coverage of a large audience;
  • remarketing and retargeting opportunities to return visitors;
  • the presence of targeting settings.


  • you need to make interesting and catchy ads to overcome banner blindness;
  • lower clickability compared to the context.

The advertising channel works best in conjunction with other Internet marketing tools. It is good to use it in a complex strategy.

Advertising on thematic sites and forums

We are talking about popular resources with good attendance. You can agree to place your content on a thematic site with backlinks. The presence of such links on authoritative resources increases the loyalty of the search engine, which helps to quickly take high positions in the search results.


  • the effectiveness of advertising channels due to the presence of the target audience on thematic sites;
  • dissemination of information about the brand;
  • the possibility of free placement on some sites (subject to other conditions of the site).


  • strict conditions for posting materials on many authoritative sites;
  • the need for quality content.

Use these ads in conjunction with other traffic channels. By itself, the tool is unlikely to greatly increase sales, but in the complex it will make a significant contribution.

Reference books

Google, various city portals – here you can also find your audience. The more mentions of your company or brand on the Internet, the higher the trust and interest of people.


  • free placement on many sites;
  • ease of publication of advertising;
  • the ability to add not only the site, but also other contacts.


  • long payback cycle;
  • inefficiency for some niches;
  • weak return compared to other advertising channels.

You can do without this tool. But if you want to maximize your presence on the Internet, you should use all available methods.

Offline advertising channels

Now consider the classic tools for promoting goods and services. Those that existed long before the Internet formats.

TV advertising

When you mention effective offline advertising channels, television immediately comes to mind. Mostly on TV, we see commercials of major brands known at the national and global level. But on small local channels, you can inexpensively place ads for various local companies and stores. It’s efficient and affordable.


  • increasing brand and company awareness;
  • great coverage.


  • high price, especially on popular channels;
  • the complexity of measuring the value of the client;
  • lack of a clear hit on target audience;
  • the need for a well thought out message.

Such offline advertising makes sense if you have a really promising product and are willing to invest a lot of money.

TV advertising

Radio advertising

With a clear portrait of the target audience, it will be possible to find a radio where advertising will resonate with a bang. It may not make much noise, but with a competent approach it will definitely pay off. By the way, experts advise putting the main message in the first 5-10 seconds. If during this time you fail to interest listeners, you can consider advertising a failure.


  • dissemination of information about the brand / company;
  • great coverage.


  • the need for creative solutions;
  • difficult hit on CA.

Advertisers still advertise on radio. It is logical that it remains effective.

Billboards and signs

A classic of outdoor advertising that has not yet become obsolete. Billboards often feature various special offers that are limited in time. Promotions, discounts, sales – outdoor advertising is great for all this.


  • the possibility of advertising in places with high traffic;
  • availability of official advertising on the main streets of the city;
  • wide coverage.


  • difficult preparation for effective advertising;
  • difficult hit on the target audience.

Offline advertising is well suited for chain stores, local businesses, beauty salons and other businesses that need to promote in a specific area.

Advertising in/on public transport

Walking ads still work. Buses, trolleybuses and other public transport are decorated with advertising calls, and it really catches the eye. For example, in the United States, a survey was conducted among 2,000 people. It turned out that advertising on transport attracts attention in 90% of cases, while static advertising only in 19%.


  • large coverage;
  • dynamic display of advertising due to traffic.


  • the need for a good starting budget;
  • difficult hit on the target audience.

Absolutely everything cannot be advertised using public transport, but common goods and services can.

Advertising in newspapers and magazines

Another classic print ad. You can place it in publications with huge circulations, as well as in small local newspapers and magazines. Both can be very effective if the information is properly directed to the target audience.


  • bright catchy picture;
  • re-viewing ads when scrolling through a newspaper / magazine;
  • cheap placement in some publications.


  • very narrow target audience, especially in the era of the Internet;
  • no positive image formation was observed.

To print or not to print? You decide. But a presence only in newspapers and magazines is unlikely to bring in many buyers.

Other advertising channels

Now let’s look at the promotion tool that is not directly attributed to advertising on the Internet , but it is not an offline channel either. This is a distribution.

Email and SMS distribution

SMS messages are still used, but more attention has been paid to instant messengers. The tool is suitable for reporting upcoming promotions and discounts, reminders of important events, new products, etc.


  • large coverage for an adequate fee;
  • a high percentage of reading messages.


  • the need for proper work with the telephone base;
  • limited opportunities for the advertising channel.

When it comes to email marketing, there are a few more options. You can create different chains of letters, involve people at different stages of the sales funnel. Plus, there are many services for evaluating performance. Of the minuses, it is worth noting the often weak conversion and the likelihood of flying into the Spam folder without being noticed.

What types of advertising are most effective?

It will not be possible to unambiguously answer this question. But all of these advertising channels are effective in their own way. Moreover, a complex strategy that is based on the use of several tools works best. You can mix online advertising, offline advertising, or a combination of both of these opposing types.

Do not forget that the effectiveness of advertising channels still depends on a certain stage of the funnel. For a new audience, some tools bring more results, for ready-made demand, others. In general, the choice of an advertising channel should be done deliberately.

Analysis of the effectiveness of advertising channels

No one wants to waste money, so the effectiveness of advertising must be monitored. It takes a little time to analyze the effectiveness. Usually information is collected for a couple of weeks or several months.

We take data for a certain period of time: expenses for the channels used, the amount of profit during the campaign. After that, we perform calculations using a simple formula:

There are special services for analyzing the effectiveness, such as Roistat. This is a system of end-to-end analytics that allows you to find out the return on investment invested in advertising. If you conditionally spent $500 and received a refund of $1,000, the results are very good. With an investment of $500 e. and a similar return, earnings are zero, as is the percentage of ROI.

What do we have to do? Improve the performance of each advertising channel until you get a higher ROI. The larger it is, the better the return on investment.


So, we have considered the most effective advertising channels that exist online and offline. There are actually a lot of them, and each has its own specific advantages and disadvantages. Unfortunately or fortunately, it will not work to single out one ideal one. It cannot be said that search promotion is 100% better than context, and TV advertising outperforms billboards. What worked for one “with a bang”, may be ineffective for another business.

So the best solution is to choose advertising tools based on your goals and the specifics of your niche. Use multiple channels whenever possible to compare returns and identify the best performing sources. Even better, within the framework of each of the tools, conduct experiments and a / b testing, comparing with each other not just advertising sources, but different ways of presenting it.


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