Online Advertising in the Philippines

By Yesh Quijano    May 6, 2024       min read

The Philippines has always been a country of early adopters. From the latest trends in fashion to the latest gadgets, Filipinos are quick to catch on and make these trends their own. The same can be said for marketing.

In a world that is increasingly digitizing, businesses have to go where their consumers are, and more and more Filipinos are online. With an estimated population of 113 million people and over 76 million internet users as of 2022, it’s no wonder why businesses are turning to online advertising to reach their target market and have recognized the value of having a strong online presence.

What exactly is online advertising?

Online advertising, also known as digital advertising or internet advertising, refers to promoting products or services through the internet or social media. It involves using various platforms such as websites, search engines, social media, and email to reach a targeted audience.

The main goal of online advertising is to attract potential customers to a website or social media page and encourage them to take action, such as making a purchase or signing up for a service.

Online advertising also allows businesses to target consumers with laser precision. This means that businesses can tailor their marketing messages to specific demographics, interests, and even locations. For example, a business selling beachwear would be able to target its ads to users who live in coastal areas or who have expressed an interest in surfing or swimming.

One of the significant advantages that online advertising brings is its ability to track and analyze the performance of campaigns in real-time, allowing for quick and effective adjustments to optimize results.

Popular and Effective Online Advertising Strategies

There are many online advertising strategies available to businesses in the country. However, some of the most popular and effective ones include the following:

Content Marketing

Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and retain a specific target audience. This type of marketing can take many different forms, such as blog posts, infographics, eBooks, white papers, case studies, how-to guides, tip sheets, question-and-answer articles, photos, videos, etc.

blog post for trailblazer
Content Marketing is one of our team’s strongest suits.

The goal of the content marketer is to build a relationship with the audience and eventually convert them into customers. This also helps businesses build authority, which can lead to increased website traffic and brand awareness.

Pay-Per-Click Advertising

Sponsored ads for a pet-sitting company.

Pay-per-click (PPC) is a type of online advertising in the Philippines where businesses pay a fee every time someone clicks on one of their ads.

PPC ads are typically displayed at the top or bottom of search engine results pages (SERPs) or on websites within a designated ad space. The most popular PPC platform is Google Ads, which allows businesses to create text-, image-, video-, or rich media-based ads that appear on Google properties like Google search results and YouTube or websites within the Google Display Network.

PPC advertising can be an effective way to drive traffic to a website because you only have to pay when someone clicks on an ad—meaning you only pay for results. However, it’s important to note that PPC campaigns require ongoing management and optimization to be successful long-term.

Businesses should make sure that they have tight control of their ad spending, however, as this type of online advertising can be a money drain if done incorrectly.

Email Marketing

Email marketing is a type of direct marketing that uses email messages to promote products or services or solicit donations or sales from customers.

A single email from a marketing run we did last February made $350.25

Email marketing as a form of online advertising can be highly personalized—businesses can segment their email lists by gender, location, interests, etc., and then send targeted messages to those groups—making it an effective way to build relationships with potential and current customers alike.

This strategy can also be used to promote sales and special offers—which is an effective way to stay top-of-mind with your customers and keep them updated on what your business has to offer.

Search Engine Optimization

SEO campaigns can sustainably grow a website’s organic traffic.

Search engine optimization (SEO) involves optimizing a website’s content and structure to rank higher in search engine results pages. SEO involves various techniques such as keyword research, on-page optimization, link building, and content creation. SEO aims to increase website traffic and ultimately drive more leads and sales.

It’s important to remember that SEO is a long-term online advertising strategy that aims to help you improve your visibility in Google search results, making it easier for potential customers to find you when they search for keywords related to your business.

Mobile or SMS Marketing

GCash runs plenty of SMS marketing campaigns.

Mobile or SMS marketing is online advertising that involves sending promotional text messages, alerts, and reminders directly to consumers’ mobile phones via SMS (Short Message Service).

Mobile marketing is highly customizable, allowing businesses to send personalized messages based on their subscribers’ location, interests, and behavior.

It allows businesses to reach their target audiences wherever they are—which makes it an effective way to promote sales or special offers on the go. Plus, mobile users are more likely than desktop users to act on impulse—so SMS marketing can be an effective way to boost sales in the short term as well.

Social Media Marketing

social media advert
If done right, you can reach thousands of Facebook users with a small budget.

Social media marketing is online advertising that involves promoting a brand, product, or service through social media platforms like Facebook, Instagram, Twitter, and LinkedIn. It involves creating and sharing content, engaging with followers, and running paid ads to reach a targeted audience.

Social media platforms allow businesses to connect with their target audiences in an informal setting—which makes social media marketing an effective way to build relationships with potential and existing customers alike. This type of digital advertising is also a great way to build brand awareness and drive traffic back to your website or blog.

While the digital landscape in the country is focused on social media and running ads on these platforms can be fruitful, SMEs should be mindful of their ad spending as the costs can surprisingly go high.

Why Should Small and Medium Businesses Do Online Advertising?

The Philippines has plenty of small and medium businesses that should be encouraged to engage in online advertising for the following reasons:

Online advertising makes targeting easier.

When a business advertises online, it can use different techniques to target consumers based on their demographics. This allows them to get their message in front of the right people at the right time, which increases the chances of them taking action.

Unlike billboards and flyers that everyone can see, online advertising makes it such that only your target audience will see your ads. This will make businesses focus their efforts on reaching their ideal customer base, which leads to better conversion rates.

Small and medium businesses can promote their brand inexpensively.

Online advertising is often more affordable than traditional forms of advertising because online advertising allows for more targeted ads, which means a business will only spend on its target audience, unlike billboards and flyers, where they basically pay for everyone to see—even those not in their target market.

With this strategy, you can get more bang for your buck by only paying for the people who are most likely to convert. This also makes it a great option for small and medium businesses that have limited budgets for marketing and advertising expenses.

Allows brands to reach a wider audience.

Compared to traditional or “offline” advertising, the internet can reach everyone with an internet connection. In fact, the internet has over 5 billion users worldwide, which gives businesses access to a much larger audience than traditional forms of advertising would allow.

With the rise of e-commerce in the Philippines, having a strong online presence can help businesses expand their reach beyond their physical location. And with online advertising, businesses can reach consumers all over the world with just a few clicks.

Allows businesses to have a platform to connect with customers.

In addition to promoting your brand or product, online marketing also provides an opportunity for companies to engage directly with customers through comments, reviews, social media posts, forums, etc.

Through sound online advertising practices, businesses can build brand loyalty and create a positive reputation by engaging with customers and addressing their concerns. This interaction also helps build trust between businesses and potential customers—leading to higher conversion rates down the road.

Statistics for Online Advertising in the Philippines

The following statistics provide insight into the current state of online advertising in the Philippines:

    • According to a report by Data Reportal, there are currently 76.01 million internet users in the Philippines in January 2022.

    • It is estimated by Kepios that the number of internet users in the Philippines increased by 2.1 million (+2.8%) between 2021 and 2022.

    • As of 2022, Facebook was the most used social media platform in the Philippines, according to 96% of respondents of Statista.

    • 83.85 million users can be reached via Facebook ads.

    • 95% of Filipino internet users say they use Google as their primary search engine.

    • Google-Tesmark Holding’s joint research projected that the market share of e-commerce in the Philippines would reach $9.7 billion in sales, or 11.05% of total Southeast Asia e-com sales, by 2025.

    • According to the latest Nielsen Ad Intel report, digital media ad spending in the Philippines reached P10 billion in March 2022 – a sign that many businesses are going digital.

    • In 2020, mobile accounted for 73% of internet traffic in the Philippines, according to a report by Statista.

    • In terms of content consumption, Filipinos spend an average of 10 hours and 2 minutes online every day—the highest average daily time spent online globally, followed by Brazilians.

    Based on these statistics, it’s clear that online advertising in the Philippines is booming and shows no signs of slowing down any time soon. Businesses that want to stay ahead of the curve would be wise to begin investing in various online advertising strategies sooner rather than later.

    The Future of Filipino Marketing Lies in Online Advertising 

    As more and more Filipinos get access to the internet and spend more time online every day, businesses need to begin investing more heavily in online advertising. Online advertising in the Philippines allows businesses to reach a wide audience at a relatively low cost—making it an essential part of any business’s marketing strategy moving forward.

    By leveraging popular online advertising strategies, businesses can increase brand awareness, drive website traffic, and generate more leads. With continued growth and innovation in this area, there’s no telling how big or how influential online advertising in the Philippines will become—businesses that invest in online advertising are likely to reap the benefits for years to come.

    About the author 

    Yesh Quijano

    Yesh Quijano is an entrepreneur and digital marketer who's been in the game for over 11 years. He started several businesses and helped countless others reach new heights. His goal is to make digital marketing for SMEs simple, accessible, and effective. When he's not working, you can find him cuddling with his two cats.

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