Understanding Online Advertising In 2018

As an online advertising agency, my team delivers adverts to 4 continents, 5 countries, and 10 industries. Here at PDG, we see the best and worst of online adverts on a daily basis.

How can the modern business owner or online advertiser make sense of the constantly-changing landscape of online adverts? I have collated some views acquired from my extensive experience that may help in the development of your own online advertising strategy.

(This is for business owners and online advertisers alike. It won’t make you an overnight marketing expert, but it will help you understand what is important to the success of your online advertising campaigns.)

1. The world is noisy and full of distractions.

We all feel the constant pull of notifications on our smartphone…


Online Advertising Attention


Have you ever noticed the frequency with which your phone will flash in the middle of your reading an article (even this one), pulling you off into another WhatsApp or Snapchat adventure?

More often than not, engaging with the world around us is so much more interesting than the thing that we are actually doing at any given time. Like it or not, you are competing with the beeps of phones, the FaceTimes, and the real-life interactions that people have every day.

In this amazing world full of distractions, it’s important for you to understand what your customer wants, so that you can ensure that what you give them to read, watch, or buy is more interesting to them than the thousands of distractions at hand in any given modern minute.

Make it impossible not to be heard. Be the most important notification.

2. Standing out is crucial.

How to be a purple duck in a world of yellow ducks…



Do you notice boring adverts? Do you remember them? Of course not. The best adverts are memorable; they stick out.

There is a reason why advertisers use specific colours online, why headlines are toiled over until a great one is created, and why people look to match up adverts and businesses with the right target market: because it works.

In a world where everyone and everything is vying for our attention, being different, standing out, and not toning in are more important than ever.

Be the purple duck. Always be the purple duck.

3. Re-engaging is incredibly important.

Don’t ask to get engaged on the first date…



Remember what we said about cutting through the noise and standing out? Even when you do that, you aren’t anywhere near finished.

If you only take away one thing from this post, the most important thing to know is that you must re-engage people who have connected with your content in order to convert them into customers or advocates of your cause.

In 2018, it is easier than ever to do this. While we won’t go through how to do it here, the keywords for Google are “How to re-target customers” or “How to reengage customers online.” If you do just a little research with those terms, you will find a world of information on how to get back in front of customers—repeatedly—online.

Customers need to see an advert 7 times, on average, before taking action.

4. There is no set-it-and-forget-it.

Autopilot and passive income do not exist, I promise…



You cannot just create something and leave it, hoping for the best. Why? Advertising environments change so often and so quickly that what works today simply does not work tomorrow. The key is to understand what your customer wants and adapt the ever-changing technology landscape to match it.

There is no magic formula that crosses industries. Sure, there are small tactics that might, but every business and every brand needs its own unique advertising environment.

Like any environment, it needs to be nurtured, evolved, grown, and cared for.

Be an active participant in the platforms and methods you are using to advertise your business.

5. Money talks. 

Is it really what makes the world go round? In advertising, yes…



More advertising spend will get you to where you want to go, and quicker.

If you have a large advertising budget—and these days, in our opinion, “large” is over £2,000 per month—then you can go far, quickly.

If you have less than £2,000 per month to spend on advertising, it’s going to take you longer than someone with a higher advertising budget.

So, what do you do when you don’t have a high level of funds to spend on advertising? It’s time to work hard to get to the point where you know what works and what doesn’t for your brand. The returns will be small at first, but when you know what works and what doesn’t, you can then scale up to start making that money and enter into the big leagues.

Money is the key to your success on online advertising.

6. There is massive value to be had.

When was the last time you bought a newspaper?



Back when people actually read newspapers, a regional Northern Ireland newspaper would have charged £100-£500 for a decent-sized advert in a prominent place. The paper might have been circulated between 25,000 people, and who knows what percentage of those were your target demographic.

Right now, as of June 2018, you can get in front of 25,000 people in your exact target demographic for £100. This is a more efficient and higher-value solution. Just like newspapers, though, it’s not going to last forever, so now is the time to understand it.

A quick side note on how much attention we give to online advertising: Have you ever seen someone looking down at their phone while driving? Yes? I see people choosing to look at their internet devices over the safety of themselves and others around them frighteningly often. In 2018, this is how much attention customers are paying to the internet right now. It is absolutely breathtaking.

Now is the BEST time to advertise online, especially on Facebook.

(Stop looking at your phone while driving. Yes, I mean you.)

7. How to win.

This is all you need to do…



  • Create a cool advert and understand the platform you are posting on.
  • Pixel your websites and create re-targeting audiences on Google and Facebook.
  • Re-engage and re-target those who show interest in your adverts.
  • Send those people deeper adverts about your brand.
  • Build a relationship with the customer.
  • Make it obvious for those who buy from you or to buy into your cause.
  • Track and adjust everything, every single day, to create better adverts.

Thank you for reading. I would LOVE to hear your thoughts on advertising in 2018. What do you think is important to consider when working on your overall advertising funnels?

If we can help you on your advertising journey, just click here: www.pdgadvertising.com

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