Tech and software companies are investing heavily in digital paid advertising.
They’re either advertising on Facebook, Google search and Display networks, Instagram, media publishers, and other networks.
But why is that?
Online advertising can be very effective for creating brand awareness, attracting social media followers, generating leads, and increasing product sales.
Companies of all sizes are shifting towards online advertising. According to eMarketer, it’s estimated that U.S. advertisers would have spent $129+ billion on digital advertising by the end of 2019.
If you’re looking for some inspiration for your next online advertising campaign, you’ll surely find an ad example from some of the tech and software companies you follow, trust, and even admire.
So whether you’re planning to launch a tech or software company, or you simply want to get some inspiration from their ad designs, I wrote this in-depth article with you in mind.
You’ll see 10 ad examples that have generated massive engagements, resulted in millions of dollars worth of product sales, and made an unforgettable impact on the industry.
Let’s get started.
Example #1: Apple Music Display Ads
Apple is one of the smartest companies in the world. It’s arguably the best when it comes to smartphones and operating systems.
But what you may not realize is the route the company follows with online advertising. The team doesn’t complicate things at all.
When you see a typical Apple Music display ad, it doesn’t look fancy. Isn’t it obvious on their website as well? The tech. company allows plenty of white space on its website — yet, it doesn’t affect their sales negatively.
Even before Apple iPhone X was launched, there are millions of customers on the waiting list. Apple has become a magnet in the consumer market.
Apple’s logo always stands out in its banner ads. No matter where the banner ad appears, the logo is what attracts people in. As long as that logo is there — there will be trust.
The call-to-action button used in the banner ad is simply “Available Now” which is more than enough because Apple is a household name already.
What you can learn from this paid ad example from Apple is simplicity. Remember that you don’t have to complicate your message to make it catch on. Just communicate your message well — and you’ll drive engagement and grow sales.
Example #2: Shopify’s Facebook Ad Campaign
Shopify’s Facebook ad is a good example of delivering enormous value. This should inspire you to create online ads that are not only aimed at getting you leads and sales but make sure it’s going to help people ultimately.
Looking at Shopify’s ad, here’s the first question you’ll see:
“What kind of person do you say you are to the world?”
This question is rooted in how the human brain is wired. When people are appreciated and valued for the traits they have developed over time, they take notice.
If you’re a potential customer of Shopify, and you come to the realization that you can be the person you’ve always wanted to be, would you click on the ad or ignore it?
I bet you’ll hit the ad instantly.
When you create your ads, you can ask personal questions to instantly evoke curiosity and emotions from your target audience.
Challenge people to start thinking about their decisions, and they might start looking in the direction of your product.
If your online ads are a source of a reminder to what’s possible, people will be motivated to take action. Shopify’s ad motivates potential customers and businesses to rethink their strategy. The question, “What’s your next move?” is challenging.
It prompts the viewer or customer to consider new options for a more impactful change. Make sure you incorporate such concepts into your online ads. Above all, use the right call-to-action on your ads.
Shopify’s banner ads are also attractive but uses the “Try it for free” and “Get started for free” CTA buttons.
Apple Music used “Available Now” on its banner ads, but that doesn’t mean you should use the same. Use a CTA that’s relevant and clear.
Shopify uses the “Sign Up” prompt instead of the “Learn More” CTA. That’s exactly what Shopify wants users to do.
If you want people to learn more about your products or services, then don’t use Sign Up but “Learn more.” Or simply split test your Facebook call-to-action button to be sure of the best phrase to use.
Example #3: CISCO Online Banner Ad
If you’re a frequent reader of media sites like FastCompany, Mashable, and TheAtlantic, you’ll notice some of the native ads on the platform. Most of these ads are banner ads while some are contextual.
Cisco has been a trusted tech. and software company for decades. They have a huge customer base already — so it’s important to create an emotional hook that will draw these people in.
By leveraging compelling visuals and powerful messages, Cisco was able to launch a campaign that generates lots of engagement.
Cisco’s “I’m hacking your company” campaign captivated the audience. It worked because people are scared of being hacked — so they’d rather get protection now than later.
Example #4: MailChimp Facebook Ad Campaign
If you’ve been in the online marketing environment for a while, then you must be familiar with MailChimp. Before the new email marketing providers came onboard, MailChimp was dominating the email marketing world.
The company had the best email marketing software at the time. They are still popular and recommended for those that are just getting started.
I gave you that intro for a reason:
MailChimp’s ad is a good example of providing practical education for potential customers and existing ones. The example ad below shows how MailChimp works:
It’s an ad for the MailChimp personalization tool. A new feature that helps businesses and marketers increase their email conversion rates.
The success of this Facebook ad can be attributed to great visuals. This Chimp has become brand imagery for MailChimp. Every marketing material they put out there usually has a full or partial Chimp mascot.
MailChimp also uses lots of negative space to draw people’s eyes towards the image. Because at the sight of that image, it’s easy to recognize the brand behind it — MailChimp.
Example #5: Facebook as from Athos App
In the fitness world, many people want to see their performances in real-time, they want to be able to track muscle efforts, heart rate, respiration, muscle fatigue, and so on.
It’s one thing to have the best mobile app that does all of these, but it’s entirely a different ball game to communicate it well.
An ad that gives people the ability to track performance for what they care about is likely going to get results — which was why Athos capitalized on this notion. Here’s the compelling Facebook ad:
Like all Facebook ads, visuals are very important. And the ad above has a hero image that conveys what the Athos app and ‘smart’ clothing is all about. Even if you’re new to Athos or have never heard of it, this ad can give you a good idea.
That screenshot of the app is unique, but as it’s placed close to the hero image, there’s a chemistry that we can all recognize.
When creating your Facebook ads or you’re advertising through Instagram, Google ads, or any other channel, make sure you choose the right imagery.
Could the image tell your brand story without any explanatory copy? This is something you have to keep in mind — regardless of your business model or industry.
Example #6: IBM Educational Banner Ad Campaign
IBM is another tech and software company to be reckoned with. Its online ads are based on the premise of providing education while driving revenue.
IBM’s new platform is a unique one — to educate people about the state of Artificial Intelligence (AI), cloud computing, Blockchain, and how these all fit together.
Once the new platform was ready to be launched, IBM decided to leverage online advertising channels to get the word out. They created banner ads that invited people to “think” with them.
There were several ads — but they were all based on the slogan “Think” and “Put Smart to Work.”
An interactive ad such as this will be of interest to people. Once the user clicks on the sequence, he or she will be able to reveal what each of the five pillars represents.
This ad campaign became a global phenomenon. In fact, it won several awards — such as Gold at the London International Awards and the Gold Design Lion at Cannes Lions 2012, Bronze Winner at CLIO Awards, and so on).
The ad is relatable and gives a fresh perspective on what most marketers use as lead a lead magnet: free informational content.
This goes to show that you don’t necessarily need to give out free information just to educate people, you can create massive demand and initiate interactivity on your website, on social media, or even offline events.
Example #7: OptiMonk Retargeting Ad Campaign
When you’re running retargeting ads, it’s always a good idea to use imagery that people saw previously, that way they can recognize it no matter what they’re currently doing.
That’s exactly what OptiMonk, an email popup provider. The company helps businesses and website owners to capture more visitors’ email addresses and other contact information before they leave.
OptiMonk uses Facebook retargeting ads to promote its exit intent software. Retargeting is usually very effective, especially when you have a tool that people have shown a level of interest previously — but couldn’t take action at the time.
The beauty of Facebook retargeting ads is the cost. You can get started even if you have less than $10 to spend per day.
Example #8: HP Display Ad Campaign
Banner ads are becoming popular these days. For some people, no one clicks on banners on the internet. But that couldn’t be further from the truth.
HP proved the efficacy of display ads through compelling banners that would get the target audience clicking just to find out more.
HP nailed this banner ad with the compelling statement “Go where the action is.”
When you understand your target audience, it becomes easier to win them over with your ads.
HP is smart and knows its target comprises of users who are familiar with the term “enterprise” so the brand capitalized on that when creating their banner.
If you’re selling simple solutions to business and busy people, you might want to include the words they’re already familiar with on your ad.
Example #9: Facebook Ad Campaign from Visa
As one of the most trusted fintech companies in the United States, Visa has to nail its online ads so people don’t get disappointed.
Rather than using text-based ad copy, Visa leveraged videos on LinkedIn to promote new programs and campaigns. When you watch Visa’s video ads, you’re catapulted to the scene where it’s created (literally).
The video ad above is a good example. It showcases women who are passionate about starting their businesses.
Although a 2-minute video — but the viewer will be asking for more. Above all, the video ad conveys the importance of Visa’s new Visa Everywhere Initiative.
Example #10: Marketo’s Facebook Lead Ads Campaign
The standard Facebook ads still produce good results, but when you’re looking for more you need to try Facebook Lead Ads.
That’s what Marketo used to add new leads into the sales funnel. Lead Ads is unique because it allows people to quickly subscribe to offers, email lists, newsletters, and quotes directly from the Facebook news feed. Here’s the ad:
They don’t have to click a link to visit a landing page before they can opt-in. Everything is done on Facebook.
If you want to get more leads and customers, you might consider investing in Facebook Lead Ads. It’ll challenge what you thought was impossible with Facebook advertising.
However, if generating leads isn’t your thing, but brand awareness, then you can use the standard Facebook ads — because it’ll work for such an objective.
You’ll need a helpful material to give away when you run a Facebook Lead Ads campaign. It could be a free eBook, an email course, software, membership site access, or webinar. The list of lead magnets you can use is endless.
Online advertising is growing!
It doesn’t matter the industry you operate in or your business model, you can leverage Facebook Ads, Instagram Ads, Google Ads, and other digital advertising channels to reach your target audience and grow your sales significantly.
You want to showcase your products and services in a creative way — because users want to see ads they can ‘relate’ with because they’re primarily on social media to connect and discover awesome stuff.
If you’re not sure which type of Facebook ad campaign (imagery or video) will work for your business, you can always test different ads combination.
Or test different channels entirely. For example, run Instagram ads to promote a lifestyle product or cause, while using Facebook ads to reach a general target market.
Have you been inspired by these online advertising campaigns from tech and software companies?
Let me know if you have any questions or need help with your digital advertising campaign.
Paid campaigns can utilize one or more digital channels, including search engine results pages (SERPs), social media platforms and websites. In addition to the display advertisements you've likely seen in SERPs and web pages, paid marketing can also take the shape of sponsored social posts and guest blogs.What are 8 types of online advertising? ›
Digital marketing can be broadly broken into 8 main categories including: Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics and Affiliate Marketing .Which software is used to make ads? ›
Adobe Express makes it easy to design and create an advertisement precisely how you want it to look. The Adobe Express intuitive, easy-to-use functions mean you spend less time trying to figure out how to use the program and more time creating the perfect ad. Best of all, Adobe Express is completely free to use.What are paid online ads? ›
What is Paid Advertising? Paid advertising is an online advertising model where advertisers bid to participate in real-time auctions in order to show their ads within slots on a specific platform or network. For example, in this search on patio furniture you can see both shopping ads and text ads.What are paid ads on Facebook? ›
A paid ad lets you target a particular demographic, and you can be as specific or as broad as you'd like. Facebook ad campaigns are available in a variety of formats. You also get to specify how much you want to spend, including: The overall amount.What are the 4 main types of ads? ›
The four main types of digital advertising are social media, paid search, native, and display advertising.What are the 3 types of digital marketing? ›
- Content marketing.
- Search engine marketing.
- Display Advertising.
- Mobile Marketing.
- Social Media Marketing.
- Email Marketing.
- Influencer Marketing.
- Affiliate Marketing.
The ad formats available to you depend on your campaign type (App, Display, Discovery, Local, Performance Max, Search, Smart, Shopping, and Video) and campaign goal (for example, "Drive conversions" for Video campaigns or "App installs" for App campaigns).How many types of online ads are there? ›
The 8 main types of online ads include product listing ads, display ads, demand-side platform ads, affiliate ads, native ads, social media ads, video ads, and email ads.What is the most common form of online advertising? ›
1.- Banner Ads
It is probably the most common and well- known type of advertising. The banners were the first to appear on the internet. This involves a box placed in a strategic place on the website, it has different size and shape, and it is useful to show ads from other companies or other websites.
Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.How do you create a digital ad? ›
- Advertising Goals.
- A Budget.
- Your Target Market.
- The Focus of Your Advertising Initiatives.
- A SWOT Analysis.
- Your Digital Advertising Plan and Digital Advertising Strategy. Paid Search Results. Display Ads. Social Media Advertising. Influencer Advertising.
- KPIs To Measure Success.
- Know Who You're Targeting. ...
- Improve Website Experience. ...
- Use Video Ads. ...
- Build a Community on Social Media. ...
- Boost Your Social Media Posts. ...
- Use Pixels. ...
- Invest in SEO to Improve Visibility. ...
- Use Automated Bidding.
What is Paid Social? In simple terms, “paid social” refers to social media ads. As opposed to unpaid, organic posts, paid social is sponsored, paid advertising on social channels. These social media campaigns are intended to get more eyes on the brand through targeted ads directed at custom audiences.Why do companies pay for ads? ›
Paid Advertising Increases Your Company's Prestige and Credibility. In the long term, a quality product or service will cement your company's reputation. In the short term, there's a “fake it til you make it” component to boosting your business's perception in the eyes of prospective customers.Why are paid ads important? ›
Helps promote brand awareness
Most types of paid advertising can be used to promote your brand. Creating brand awareness helps your audience become familiar with your products and services by placing them on popular channels such as Google and Facebook, helping you keep up with the competition.
LinkedIn Ads is a paid marketing tool that offers access to LinkedIn social networks through various sponsored posts and other methods. Linkedin Ads is a powerful marketing tool for B2B companies to build leads, online recognition, share content, and more.What are Facebook ads called? ›
Engagement ads (also known as Page Post Engagement ads), are the simplest form of Facebook ad. You create a post on your Facebook page. Then you pay Facebook to show it to users who don't know you yet, increasing engagement in the post (hence the name).What are the 9 types of advertising? ›
ADVERTISEMENTS: Nine types of advertising media available to an advertiser are: (1) direct mail (2) newspapers and magazines (3) radio advertising (4) television advertising (5) film advertising (6) outdoor advertising (7) window display (8) fairs and exhibition and (9) specially advertising!What is digital marketing write any 10 points? ›
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
- Influencer marketing. Influencer marketing is the practice of using an influencer's image and goodwill to promote and advertise a brand's product or services. ...
- Omnichannel marketing. ...
- Artificial intelligence.
- Video Marketing. ...
- Long-form content. ...
- Social media shopping. ...
- Progressive web pages.
Social Media Marketing
The more common and popular social media sites that you should focus on include Facebook, Twitter, LinkedIn (perfect for B2B clients), Instagram, and Pinterest. These are the most powerful social networks, so it's in your best interest to learn to use them.
- Shopping & Pmax Campaigns.
- Own-Brand Campaign.
- Dynamic Search Ads (DSA) Campaign.
- Brand + Model Search Campaigns.
- Dynamic Remarketing Campaign.
The ten common types of advertising are: display ads, social media ads, newspapers and magazines, outdoor advertising, radio and podcasts, direct mail, video ads, product placement, event marketing and email marketing.Which online advertising is best? ›
- Google Search Advertising. You might already be familiar with Google Search, also known as AdWords. ...
- 2. Facebook Ads. ...
- Amazon eCommerce Platform. ...
- Pinterest. ...
- YouTube Ads. ...
- Twitter. ...
- Instagram Ads. ...
- Google AdMob Ads.
Banner advertising, also called display advertising, consists of static or animated images or media and is usually placed in high-visibility areas on high-traffic websites.What is a kind of online advertising that uses online cookies to track followers around the Internet in order to target them again? ›
Remarketing: Remarketing is a kind of online advertising that uses online cookies to track followers around the internet, in order to target them again.What are the top five forms of online advertising by market share? ›
- Native advertising.
- Video ads.
- Display ads.
- Full-screen interstitials.
- Expandable ads.
- Static image ads. Photos are commonly used in social media advertising because they allow you to show your products or services in a visually appealing way. ...
- Video ads. ...
- Stories ads. ...
- Messenger ads. ...
- Facebook. ...
- Instagram. ...
- Twitter. ...
Digital advertising services are services that advertise your business online, like through search engines and social media. Online advertising services can range from PPC to programmatic to social media. Most digital advertising services will include ad creation, ad management, and performance reporting.
Print Advertising: Newspaper, magazines, & brochure advertisements, etc. Broadcast Advertising: Television and radio advertisements. Outdoor Advertising: Hoardings, banners, flags, wraps, etc. Digital Advertising: Advertisements displayed over the internet and digital devices.Which type of online advertisements are considered a multi advertising method? ›
Advertisements which load between two content pages. Use the rich media ad format and are considered a multi advertising method.What is a digital search ad? ›
Search advertising, often called paid search advertising or search engine marketing, is a marketing technique that involves placing digital advertisements inside search engine results. Companies that run search advertising campaigns pay a small fee each time someone clicks on one of their ads.Which software is used for video editing? ›
- Adobe After Effects (macOS, Windows)
- Adobe Premiere Elements (macOS, Windows)
- Adobe Premiere Pro (macOS, Windows)
- Adobe Presenter Video Express (macOS, Windows) – Also screencast software.
- Avid Media Composer (Windows, macOS)
- AVS Video Editor (Windows)
- Blackbird (macOS, Windows, Linux)
Videos are a Great Way to Explain Your Product
Video content is a useful tool when it comes to helping potential buyers learn about a product. In fact, according to WYZOwl, 94 per cent of marketers say using video content has helped increase user understanding of a product or service.
- Adobe Premiere Rush. Adobe Premiere Rush is an all-in-one, cross-device video editor. ...
- Animoto. Animoto is a platform for creating and customizing videos. ...
- BeeCut. ...
- Splice. ...
- FilmoraGO. ...
- VSCO. ...
- WeVideo. ...
Social media ads appear on social media platforms like Facebook, Instagram, Snapchat, Reddit, LinkedIn, etc. These ads can be display ads, native ads, video ads, audio ads, remarketing ads or mobile ads.What is digital advertising technology? ›
Advertising technology, also known as adtech, is an overarching term that describes the tools and software advertisers use to reach audiences, and deliver and measure digital advertising campaigns. As buying and selling digital ads became more complex, adtech emerged to streamline the process.What is an example of product advertising? ›
Product advertising also strives to encourage consumers to make purchase decisions quickly based on seeing a product. For example, a jewelry company may use paid advertisements to showcase individual products to entice customers to click the advertisement and order the product.What is the best product to advertise for school project? ›
- Face Mask Holder Lanyard.
- Customized Face Mask.
- Hand Sanitizer Spray.
- Social Distancing Wristbands.
- Reusable Straw.
- Eco-friendly Reusable Lunch Set.
- Student Planner.
- Laptop Backpack.
- Understand what today's prospective students care about. ...
- Leverage the influence of high profile and successful alumni. ...
- Harness the power of the right social media platforms. ...
- Publish useful content. ...
- Follow up the way your prospects prefer.
What is Paid Social? In simple terms, “paid social” refers to social media ads. As opposed to unpaid, organic posts, paid social is sponsored, paid advertising on social channels. These social media campaigns are intended to get more eyes on the brand through targeted ads directed at custom audiences.What types of paid media are there? ›
- Paid Social Media. Probably the most popular of the lot, paid social media needs no introduction. ...
- Search Engine Ads. These include Pay-Per-Click (PPC) and Pay Per Impression (PPI) ads. ...
- Banner Ads. ...
- Native Ads. ...
- OOH and DOOH.
Offline traditional paid media like print and TV advertising and direct mail remain important accounting for a large share of paid media spend. Digital diffusion means we are seeing more and more opportunities for targeted digital paid media such as online streaming and in-app ads.What companies use paid media? ›
- Google Ads. Google has long been a leader when it comes to paid media channels. ...
- Microsoft Advertising. ...
- Facebook Ads. ...
- Instagram. ...
- LinkedIn. ...
- ABM Platforms.
What Are the 6 Types of Social Media? The six types of social media, though this can be broken down in many ways, include social networking, bookmarking, social news, media sharing, microblogging, and online forum sites.What is an example of paid social media? ›
Paid social media is another word for advertising. It's when brands pay money to Facebook, LinkedIn, Twitter, YouTube, etc. in order to have their content shared with specific new targetted audiences who are likely to be interested, either through “boosting” their organic content, or designing unique advertisements.What social media sites pay you? ›
- Snapchat. According to CNBC, Snapchat pays up to $1 million per day for content created on the platform. ...
- TikTok. ...
- YouTube. ...
- Instagram. ...
- Twitter. ...
- Clubhouse. ...
- 7. Facebook. ...
Television advertising is one of the oldest and most traditional forms of paid media. It is still a very effective way to reach a large audience, and it is especially popular among brands that sell products to consumers.What are the 3 types of media? ›
There are three main types of news media: print media, broadcast media, and the Internet.
Paid media refers to advertisements that can be purchased on Facebook including Homepage Ads, News Feed Ads, Right Hand Side Ads and Sponsored Stories. All of these tools can be segmented to various demographics.Why do companies advertise on TV? ›
TV has a much larger audience than local newspapers or radio stations. It reaches potential customers when they are at their most attentive. It allows you to convey your message utilizing sight, sound and action – giving your business, product, or service a brand name recognition.What is paid and earned media? ›
Paid media is content you pay to place in front of an audience as an ad or sponsorship, while owned and earned are free. Owned media is content you create and control, like your Facebook page or your website, while earned media is content others create about you, like reviews or Instagram posts.What are the three types of radio station advertising? ›
- Produced Spot – these are ads played during classic ad breaks. ...
- Live Read – this type of ad is when the radio host or DJ reads your script live on air. ...
- Sponsorships/Promotions– some stations will let your business or brand sponsor news, sports, traffic, or any of the regular programming they air.
Google and Facebook still reign supreme
Surveyed marketers named Google and Facebook as their top digital advertising platforms, in terms of both usage and performance. Eighty-seven percent of respondents use Google, and the same percentage uses Facebook.
- 1. Facebook. Facebook has more than 2.27 billion active monthly users, which makes it your number one choice. ...
- Twitter. Twitter has an average of 186 million daily active users. ...
- LinkedIn. LinkedIn is known as the primary social networking site for professionals. ...
- Instagram. ...
- YouTube. ...
- Pinterest. ...
- Reddit. ...
Digital marketing is the marketing and advertising of a business, person, product, or service using online channels, electronic devices, and digital technologies. A few examples of digital marketing include social media, email, pay-per-click (PPC), search engine optimization (SEO), and more.