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Online Advertising

What do we understand by the term 'online advertising'?

Online advertising is publicising your products and/or company via the internet by means of advertisements and/or the optimisation of your website in order for it to be found more easily by your (potential) customers, visitors and search engines.

The art of online advertising is not making campaigns or creating advertisements. The art is managing the campaigns according to your marketing goals and ensuring that these aims are achieved and also improve.

Moreover, it is of vital importance that your brand and website are branded in the right way and at the right place.

OMCollective specialises in this form of advertising. Setting up, managing and advising on the right campaigns for achieving marketing goals, while always bearing the right branding for your company in mind.

Within the wide range of options in the online advertising market, historically we have principally focussed on performance advertising. In other words, we prefer to have a (monetary) target towards which to work via search engine advertising.

Over the course of time, this has been rolled out with Display Marketing, Affiliate marketing and Social media marketing.

Our overall vision of these channels is that we apply these methods from a performance perspective and always work on the basis of the customer's (monetary) target.


Search Engine Advertising, in short SEA: the paid component of the search engines where you can use short advertising texts, products and general information to persuade the visitor that you fulfil their requirements.

For Google, the name of this is Adwords for Bing, it's Bing Ads.

There are many advertising options within these systems and, every year, there are around 300+ changes within Google Adwords.

But there are a number of constants:

  • The connection between a search term and the advertisement with the Quality Score by Google as filter in the middle.
  • Adwords is an auction; for each search task, there are many bids by different companies and Google decides, on the basis of the bid and the Quality Score, who wins and who is ranked in what order underneath.
  • Quality Score:a quality score that is attributed by Google to the advertiser in the auction. This involves an assessment of the expected CTR, relevance of the advert and experiences on the landing page, among other things.

Elements and methods change on a regular basis in the system but the principle remains the same.

If you work with us, you will often hear the following terms:

  • Clicking: the number of clicks that a campaign or advert obtains.
  • CPC: how much we pay for this click on the basis of the auction.
  • CPA: how much it costs in total in order to achieve a marketing goal.
  • ROAS: the return on your campaigns. The calculation we make is: sales from campaigns - costs for the campaigns (Media Spend) / Costs for the campaigns (Media Spend)
  • Re-marketing for Search: approaching previous visitors to your website.
  • Extensions: extra options for expanding your adverts.
  • Budget: how much you wish to invest over a set period.

Over the past few years, many new functions have been added to Adwords, both internal and external:

  • Bid Modifiers: on the basis of re-marketing lists, location, device, hour of the day and potential value of the sale, you can modify your bid using percentages. You may want to pay 20% more on Monday morning with an extra 30% but only for people in Antwerp. This is part of Adwords campaign management.
  • GSP: would you like to provide a larger advert in Gmail inboxes? This is where Gmail Sponsored Promotionscomes in. This allows you to place your newsletter in the promotions tab of the Gmail inbox, above your competitors.
  • Shopping: A mix of powerful search engine technology in combination with the visual power of a price comparison tool; that is Google Shopping. This form of advertising shows the products directly above the search page in Google. For a summary of all of the elements within Adwords and how we can help you, please contact us

Display Marketing

Display marketing involves displaying (interactive) banners on other websites.

The selection of these websites involves a number of criteria:

  • Website: which website would you like to target? Can we approach these automatically (e.g. via Adwords or Doubleclick) or shall we make personal appointments? Or shall we use a combination of both?
  • Context (words): which words must be used on the page in order to make sure the banners are shown automatically. The concept is very similar to Adwords for search engines but it is now the topic about which people are writing or making a video.
  • Topic: what is the theme of the page where the banner can be shown? This could be travel or themed pages, for example.
  • Interests: on the basis of our surfing behaviour, Google determines who is interested in holidays, for example, or searching for sports products.
  • Remarketing: If someone has visited your website, you can approach this user again via an advert. It doesn't matter what type of website people go to, you approach the visitor at the point at which they leave your site. This could be 1 day later or 90 days later.
    • Important:you can set the frequency of banner visibility within Re-marketing. This can be set from once a day to ten times a day.
  • Demographic: as well as the points mentioned already, we can also include a number of demographic details such as gender, age and parental status.

Display Advertising

A frequently-used term for Display is also RTB (Real Time Bidding) and Programmatic. This elaborates further on the above methods.

Read more on our RTB-page

With display, we can also employ YouTube videos. In this context, we have exactly the same advanced targeting as we have for standard banner advertising.

Price comparison sites

Price comparison sites are websites which, on the basis of a product list from various providers, show the lowest and highest prices. The biggest price comparison sites are Beslist, Kieskeurig and Vergelijk. There are also dozens of sector-specific price comparison sites.

Every price comparison site has a different fee model; some are free and some allow you to pay to obtain a better ranking. Others are moving towards full integration within a price comparison website so that no further traffic is generated, only transactions.

Alongside constantly measuring the costs and income from each model, it is also very important to check the various elements of the product list. For each channel, there are different recommendations and criteria that we can adapt for customers.

Would you like more information on price comparison sites? Contact us today.

Social Media Advertising

Social media advertising and strategies are becoming increasingly important. Facebook and, to a lesser extent, Twitter, LinkedIn or Instagram, are locations where you can pass the time and/or find inspiration.

You can therefore consult these customers early in the inspiration phase and start up a dialogue.

Social media advertising is an excellent way to present branding to a very specific target group. This target group is determined on the basis of:

  • Interests: what interests the users? What have they liked and what do they respond to?
  • Demographic details: what is the age range in this group? Where do they live and what language do they speak?
  • Behaviour: have they been to the website or have they signed up to a newsletter?

There are many types of advertisement within the social media channels. They can be summarised in these categories:

  • Stimulating the range of a post: this is the classic version for expanding Facebook scope and promoting your account, for example.
  • Stimulating a video: advertising and stimulating video advertisements. Facebook is a big player alongside YouTube.
  • Bringing visitors to your website: sending your target group onto a specific action or your website.
  • Buying product catalogue: on the basis of the re-marketing pixel and the product category, you can show dynamic products within Facebook.
  • Stimulating leads: would you like to obtain more newsletter sign-ups quickly? Then make room in your marketing budget for stimulating leads via Facebook and Twitter.
  • Download apps: do you have an app and would like to have more downloads? Use the app downloads within the social media channels to expand the number of downloads. These are active in practically every large social media network.

Read more on how social media can be used within your marketing plan on our social media service page or follow us via Facebook, LinkedIn and Twitter to stay up-to-date with the latest news.

Want to know more about online advertising?

Contact us today to analyse your online advertising plan. Then we can raise your company to the next level.

Contact us