Digital advertising helps businesses reach their target customers easily and effectively. This modern marketing strategy converts more customers, drives growth, and maximizes return on investment (ROI). In this article, we will explain digital advertising platforms and provide the top options to help you choose the ideal platform for your business. But before we go any further, let’s unveil the benefits of digital advertising.
Advantages of Digital Advertising by Type Social Ads example Digital advertising is very cost-effective. Since it is a pay-per-click, you only pay when someone takes the targeted action of your campaign. With digital ads, you can reach your ideal audience. However, each digital advertising channel has its own set of benefits. Let’s take a look.
Search ads The highest purpose of search engines is intent to buy. With this channel, your ads can reach people looking for similar products or services to what you offer. This is because of keyword targeting.
Display ads Most marketers who help build brand awareness prefer display ads. A study found that 27% of consumers search for a business after seeing its display ad. In addition, there was a 59% increase in conversions when users searched related to a display ad.
Social ads While intent to buy ranks highest on search engines, you should not only target those with buying intent. You can use social networks, where users intend to engage and discover brands and products. With that said, you must maximize the power of social ads to build awareness through the reach of social media channels.
Video ads We all know that video content has power. It can inspire viewers through creative storytelling and create awareness of a specific product or service. Videos also help simplify complicated services and build positive opinions about the brand.
What is a Digital Advertising Platform? A digital advertising platform allows you to create and manage online advertising campaigns in various channels, such as search engines, websites, and social media. These platforms feature the tools and resources required to create ads, target specific audiences, and monitor the campaign's performance. With digital ad platforms, businesses can increase their reach and connect with the right people.
The cost of using a digital advertising platform varies widely depending on factors such as targeting, ad format, competition, and time of year. That's why you must do your research before partnering with a specific provider.
Top Digital Advertising Platforms in 2024 Now that you know the definition of a digital advertising platform, let’s review the top digital advertising options.
Google Ads Google Ads is one of the pioneering and widely used digital advertising platforms. It provides several advertising options. Since Google runs this ad type, you can show them on Google search results pages and other Google-owned platforms like YouTube.
Google Ads supports the search of the following ad types:
Search ads Display ads Shopping ads Video ads App ads Pros:
Wide reach Advanced targeting options Cost-effective and flexible pricing models Cons:
High competition Steep learning curve Ad placement issues Facebook Ads Facebook Ads or Meta Ads is another viral digital advertising platform. The good news is that you don't have to be an expert to start displaying ads on Facebook. Its broad user base makes it easier to target the right audience.
Besides image and video ads, types of Facebook ads include:
Carousel ads allow up to 10 images or videos with individual headlines, descriptions, and buttons.Collection ads feature a central image or video with three smaller images, leading users into an immersive Instant Experience to engage further with the brand.Instant experience ads work once the user taps on full-screen ads optimized for mobile, they are offered an engaging visual storytelling or brand experience.Slideshow ads create a looping visual story with three to 10 images or a video, offering a more straightforward and cost-effective alternative to video ads.Messenger ads appear in the Chats tab of the Messenger app, expanding into a detailed view with ad details upon tapping.Poll ads engage your audience with a two-answer poll in your ad, which is perfect for gathering insights or preferences.Pros:
Wide audience Highly customizable targets Conversion measurement Cons:
Privacy issues Ad blindness Changes in the algorithm Instagram Ads With over 1 billion average active users, Instagram can be an excellent channel for promoting your business. Instagram ads let you run various ad types, such as images, videos, stories, carousels, and reels.
Pros:
Strong visual focus Integration with Facebook Large user base Cons:
Less space for text Ad blindness Limited desktop functionality LinkedIn Ads LinkedIn Ads is a platform for B2B marketing under LinkedIn Marketing and Advertising Solution that offers various ad formats, including sponsored InMail. LinkedIn supports different ad types to help businesses achieve their goals, such as increasing visibility or finding leads.
Sponsored content: Ads that look like regular posts but appear “sponsored” in your feed. It can include pictures, videos, or a series of images. Message ads: Direct advertising in users' inboxes, evolving into conversation ads with multiple CTAs Text ads: Ads that show up on the side of LinkedIn pages Dynamic ads: Personalized ads that can show your photo, where you work, and your job title Lead gen forms: Forms that fill automatically with your LinkedIn info, making it easy to sign up for something without leaving the platform Pros:
Targeted audience Advanced targeting options Quality leads Cons:
Limited audience More expensive Final Thoughts Now that you have several options, these digital advertising platforms can only be effective when utilized properly. Combining ad channels can help your brand reach more people and grow your market share. Being present on multiple platforms reinforces your brand message and encourages stronger customer engagement.
Imagine this. A customer sees your ad on Twitter in the morning, watches a video ad on YouTube at lunch, and later sees a retargeting ad on Facebook. This repeated exposure can make your brand more memorable and increase the chances of a purchase.
