According to eMarketer, this year global spending on digital advertising will increase by 15.5 percent, which means that once again the digital section will represent a little more than half of the global advertising market. In this sense, the brands that are committed to advertising in this space understand the importance of choosing the platforms to which to take the campaigns, so you should think carefully before investing. Does your brand know what the key spaces are? If not, here we will see some of the main options that are currently available.
- Google Ads
Among the different platform options for the development of digital advertising, Google’s can be considered the most relevant given that its participation represents 38.2 percent of the income generated in this segment. Among the aspects to consider is the fact that it is considered a platform that can be difficult for beginners and present a medium difficulty for digital marketers. However, among their strengths is the great scope they have and the targeting options for the ads which are very detailed. On the other hand, as points against, the learning curve can be very steep.
With Google being the leading search engine today, with over 90 percent market share among search engines when it comes to choosing a platform for digital advertising, Google Ads can be considered the best way to go.
While it’s difficult to determine the exact reach of Google Ads, it can be expected to reach around 90 percent of all internet users across its multiple ad platforms.
Among the details that should be considered for their use, the first is where the ads are displayed. In this regard, the locations you have are search results and partner sites, such as YouTube or The Weather Channel. However, the space where your ads are displayed will depend on the type of campaign you have. There are at least 5 spaces where advertising can be reached on the platform. The first is the campaigns on the search network; the second is campaigns on the display network; the third is in the Shopping section; the fourth is Video campaigns (in spaces like YouTube) and the fifth is app campaigns.
The ad formats it supports are text-only ads, responsive ads, images, videos, and call-in ads. Additionally, ad targeting options can be managed by age, location, gender, income level, parental status, interests, and proximity to businesses.
Among the options for digital advertising, Facebook’s share represents 21.8 percent of the revenue generated, making it the second-largest platform in this segment.
Like Google, it can be considered a somewhat difficult platform for beginners, although the guide to creating campaigns can make it easy to use.
As points in favor, it stands out that it has a huge reach (which also includes its social network Instagram) and that the targeting options were extremely detailed. However, against it you have that the purchase intention of your audience is lower than that of Google.
Going into detail, given the wide reach it has, the social media platform is ideal for businesses that want to reach a wide range of audiences, including those using mobile devices.
Campaign ads can be displayed in different locations within the platforms depending on the type of campaign that has been created, for example, you have in-feed ads, those in the sidebar, or those that are shown in the stories section.
One of the most interesting aspects to highlight is the variety of formats with which you can work on the ads, there are at least 5 that brands should try, these are:
- Images
- Video
- Carousel
- Promoted posts
- Instant experiences
Regarding one of its great advantages, orientation, it highlights that it can be done based on options such as age, gender, location, income, parental status, interests, connections, workplace, specific actions they have taken, among others.
Finally, Twitter is the last platform to consider, as incredible as it may seem, its participation in terms of the income generated by the sector is greater than that of Microsoft since it represents 6.3 percent.
The use of its advertising platform can be considered of medium difficulty, while its advantages include the detailed orientation of the ads and a low cost per click, and in the case of the disadvantages it stands out that it has a lower reach and that the ads only are displayed within your social platform.
An interesting aspect of the social network for digital advertising is the fact that it can be considered an important space for brands that target an audience that is not exactly young, according to the source, 60 percent of users Twitter is in the range of 35 to 65 years of age.
Another point to highlight is that it also has a variety of ad targeting options that make the platform a really interesting option for advertisers, as an example are hashtag promotions, which allow promoting a tweet only to people who have shown interest in that specific hashtag.
Options like the previous one allow companies to invest their budgets more carefully to reach more relevant people for less money than would be invested in platforms such as Facebook or Google.
The main ad locations are the user feed and trending topics. On the other hand, in terms of formats, there are the following:
- Promoted texts
- Promoted Images
- GIFs
- Polls
- Account promotion
- Videos
- Cards, which can highlight a particular page with a call to action.
Finally, in terms of targeting options, there are devices such as age and gender, brands of people who follow users, interests, viewers of certain TV shows, users with data registered in a CRM, users who have interacted in a conversation about a specific topic and users who follow the brand or have interacted with a publication.
