Digital Advertising Platforms 2023: How to Choose the Right One for Your Business
Digital advertising platforms have become a vital part of modern marketing strategies, as they give businesses the opportunity to reach their target audience in an easy and effective way.
In this article, we will explain what a digital advertising platform is, what are the top options and how you can choose the best one for your business.
A digital advertising platform is an online service that allows you to create and manage digital advertising campaigns across various channels, such as search engines, social media, and websites.
These platforms have the tools and resources you need to create and launch ads, target specific audiences, and track campaign performance.
By using a digital ad platform, businesses can increase their visibility and reach their target audience more efficiently.
Benefits of using a digital advertising platform
In particular, some of the benefits of using one of these platforms are:
Increased reach: you can reach a wider audience across different online channels, often at the same time.
Targeted advertising: the targeting options allow businesses to reach specific segments of people, based on their preferred criteria.
Real-time tracking and optimization: you can get real-time data and analytics, and optimize your ads for better results.
Better ROI: measuring and optimizing your ads can improve your return on investment.
📌 Top digital advertising platforms for your business
Now that you know what a digital advertising platform is, let’s go over the main digital advertising options on the market.
Google Ads
Google Ads is one of the most widely used digital advertising platforms. It offers a great range of advertising options, and since it’s run by Google, it allows you to show your ads on Google search results pages, as well as on other Google-owned properties like YouTube and the Google Display Network.
Pros ✅
Wide reach: Google Ads has a massive audience reach, making it an effective platform for businesses of all sizes.
Advanced targeting options: Google Ads offers advanced targeting options such as location, device, and demographics.
Cost-effective: Google Ads has flexible pricing models, such as cost-per-click (CPC) and cost-per-impression (CPM), which can be more cost-effective than traditional advertising methods.
Cons ❌
High competition: Due to its popularity, there is high competition, which can make it more difficult for businesses to stand out.
Steep learning curve: If you’re a beginner, the platform can be complex to navigate and may require a significant investment in time and resources to learn how to use it effectively.
Ad placement issues: While Google offers a range of ad placement options, there is no guarantee that ads will always be placed in the best positions for reaching your target audience.
Facebook Ads is also a very popular digital advertising platform. You don’t have to be an expert to start advertising on Facebook, and it has a wide user base, so it’s easier to target the right audience.
Pros ✅
Wide audience: With a user base of almost 2 billion people, Facebook can allow you to reach a wider audience.
Highly customizable targets: You can target people in a very precise way, also based on their age, location, hobbies, interests, and behavior.
Conversion measurement: with a Facebook pixel, you can track your users’ behavior and see if your ads convert.
Ad blindness: Due to the high volume of ads on Facebook, users may become “ad blind” and less responsive over time.
Changes in the algorithm: Changes in Facebook’s algorithm can impact the visibility of ads, which can affect the performance of campaigns.
LinkedIn Ads
LinkedIn Ads is a platform that focuses on B2B marketing. It offers different ad formats, including sponsored InMail, which allows you to reach people directly in their DMs.
Pros ✅
Targeted audience: LinkedIn’s user base consists of professionals and businesses, making it an effective platform for B2B marketing.
Advanced targeting options: The platform offers advanced targeting options, including job title, company size, and industry, which can help you reach specific audiences.
Quality leads: Being so specific, LinkedIn Ads can generate high-quality leads for your business.
Cons ❌
Limited audience: LinkedIn’s user base is smaller than other social media platforms, which can limit the reach of campaigns.
Higher cost: LinkedIn Ads can be more expensive than other platforms, particularly for sponsored InMail campaigns.
Limited ad formats: If compared with other platforms, LinkedIn Ads offers fewer ad formats (such as LinkedIn carousel ads), which can make it more difficult for businesses to be creative and stand out.
🚀 Linkedin Advertising is a Game-Changer for B2B Marketing
With over 1 billion active users, Instagram can be the right platform to promote your business. Instagram Ads allow businesses to run many different types of ads, such as pictures, videos, carousels, stories, and reels.
Pros ✅
Strong visual focus: Instagram is a highly visual platform, being the n.1 choice for businesses with visually appealing products. It also allows you to be creative and experiment a little more.
Integration with Facebook: Instagram is owned by Meta, which means that you can use the same advertising tools and targeting options across both Instagram and Facebook.
Large user base: Instagram has a large and engaged user base, particularly among younger audiences.
Cons ❌
Less space for text: being mainly a visual platform, Instagram has limited space for copy, so it may be difficult for you to add all the relevant details (that’s why CTAs on Instagram are crucial).
Ad blindness: Just like Facebook, Instagram has a high volume of ads and users may become “ad blind” and less responsive over time.
Limited desktop functionality: Instagram is primarily a mobile app, which means that ads may not be as effective on desktop devices.
Amazon Advertising
Amazon Advertising allows businesses to run ads on Amazon, including search ads, sponsored products, and sponsored brands. It can be the right choice if you’re selling online.
Pros ✅
High purchase intent: Amazon has a high level of purchase intent, making it an effective platform for businesses that sell products.
Integration with seller account: Amazon Advertising is integrated with Amazon’s seller account, so it’s easy for you to manage your advertising campaigns alongside your sales activities.
International reach: Amazon’s advertising platform has a global reach, allowing you to reach customers in multiple countries and regions.
Cons ❌
High cost-per-click: The cost-per-click (CPC) on Amazon Advertising can be high, particularly for competitive keywords and product categories.
Limited ad testing: Amazon does not offer as many options for ad testing and optimization as other platforms.
Limited targeting options: While Amazon offers precise targeting options, the platform does not allow for as much granularity as other advertising platforms.
As you can see, there are so many options available, and choosing the right digital ad platform for your business can be challenging. So, here are some steps you can follow to make an informed decision:
Identify your advertising goals: Determine what you want to achieve with your advertising campaign. Do you want to increase brand awareness, drive website traffic, or generate leads? Knowing your goals will help you choose a platform that aligns with your objectives.
Know your target audience: Understand who your ideal customers are and what demographic they belong to. This information will help you choose a platform that offers targeting options that match your audience’s characteristics. For example, if your target is a younger audience, then maybe you should focus on Instagram. Or, if you’re targeting professionals in your niche, then LinkedIn may be the best option.
Consider your budget: Determine how much you can afford to spend on advertising and choose a platform that fits your budget. Some platforms have minimum spending requirements, while others offer more flexible pricing options.
Test different platforms: Start with a small budget and test different platforms to see which one works best for your business. Track the performance of your ads and make data-driven decisions about which platform to use for future campaigns.
Digital Advertising Platforms and Privacy
⚠️ Remember: if you’re using a digital advertising platform, you are processing personal data!
These platforms give you access to a large amount of data, but you need to make sure you’re processing them lawfully.
So, what do you need to do?
✅ You need a privacy policy that explains why you’re collecting this data and how you’re handling it.
✅ If you’re using technologies such as Facebook pixels or Google Click ID, you’ll also likely need a cookie management system that allows users to either opt-in or opt-out (depending on where they’re located). You should also make relevant disclosures via a cookie policy & banner.
We know this might sound pretty complicated, but iubenda makes it easy to get set up with both privacy documents and cookie management in literal minutes!
With our Privacy Controls and Cookie Solution you can generate a fully customizable cookie banner, and block Facebook Pixels and GCLID from running before you’ve obtained your users’ consent.
