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April 2021

Digital Advertising 101

Digital advertising can be overwhelming. Digital advertising can be confusing. Digital is different. It doesn’t have to be hard. Let’s cut through the jargon and break it down.   Understanding digital differences Digital is different than traditional advertising (e.g., newspaper ads, radio ads, direct mail, and billboards) because you can more easily target specific audiences and track what is working and what’s not. To know if your digital campaign is performing well, you must monitor engagement and conversions. A digital ad with 100,000 impressions (i.e., views) sounds impressive, but who saw that ad, and what action did they take after seeing it? If you sell pet food, but the people who saw...