Devote Digital

Digital Advertising Platforms 101

Within the digital marketing environment, the sky really is the limit when it comes to how you present your business to your target audience at the right time. In reality, however, there are a number of widely adopted channels that take the lead when it comes to campaign success. Read on to discover how key-player platforms can completely transform your digital strategy:

Google Adwords

Google AdWords is Google's primary online advertising program based around it’s powerful search engine. Through AdWords, you can create online ads to reach people exactly when they're interested in the products and services that you offer. 

A “Google Ad” is a paid search ad that appears at the top of a page of search results. These ads appear like normals searches, apart from the little ‘ad’ sign next to the destination URL: 


With Google ads, you create ads that will show up for ‘keywords’ you target (for example, the image above is targeting the keyword ‘car for sale’). You are only charged when a person searching for your targeted keyword clicks on your ad. If you were to search for  ‘car for sale’ in Google  and clicked on the top result, would be charged for that click. 

 For the most part, a will appear for paid search results depending on a number of factors: 

1. Keyword Bids & Budget

The amount the business says they’re willing to pay if a user clicks on their ad, keeping in mind the level of competition attached to their targeted keywords. For or example, you can set the bid of $1 for the keyword “car for sale”; if a user clicks on your ad, you’ll never spend over $1.Just like you can set a max keyword bid, you can also set a max campaign budget, giving Google an indication of how much you would like to spend in total per day. This budget has a huge weight on the ranking of your ad. If your budget is $10 per day, but someone else has a budget of $100 per day, Google naturally pushes the other accounts ads out faster because they want to make sure they get that $100, rather than your $10.

2. Ad Rank & Relevance Score

Ideal for text heavy articles/sales landing pages, instant articles are a Facebook created mobile articles that loads up to 10 times faster than general URLs.

Facebook & Instagram

Facebook & Instagram’s advertising is exactly what it sounds like: advertising on Facebook and Instagram! Since Facebook bought out Instagram in 2012, the power-duo offers a arguable the best  advertising platform available for businesses today. Businesses are able to deliver image, video, lead forms and other multimedia ads to Facebook users in any of the following places:

1. Facebook News Feed Posts

Ads that appear like normal Facebook posts, on a user’s News Feed

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2. Instant Articles

Ideal for text heavy articles/sales landing pages, instant articles are a Facebook created mobile articles that loads up to 10 times faster than general URLs.

3. Right Column

Ads that appear on the right hand side of a user’s Facebook feed.

4. Instagram Feed

Ads that appear like normal posts on a user’s Instagram Feed.

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5. Instagram Stories

Ads that appear while user’s play their followers’ Instagram stories.

6. Audience Network

Ads that appear throughout Facebook’s “Audience Network” allows businesses to let their Facebook ads reach thousands of websites and apps - including advertising on Tinder! All while using the same audience targeting that native Facebook advertising presents. 

7. Facebook Messenger

Ads that appear within a Facebook user’s mobile Messenger app, or directly in their inbox.

Perhaps the most significant opportunity that the Facebook/Instagram advertising platforms offers to businesses, is its incredible targeting abilities. A business can target users depending on their Facebook interests, and past interactions with the business, otherwise known as ‘remarketing’. For example, a business can target Facebook users who have previously visited their business website (i.e., Instagram page or Facebook page. Further, a business can import and target custom lists on Facebook, like email subscribers, past customers or potential customers. 

Google Shopping

Google Shopping ads allows eCommerce businesses to advertise specific products to web users while their performing a Google Search. Google Shopping ads appear to at the top of Google Search: 

Google Display

Google Display ads are image/moving image ads that appear on the websites part of Google’s Ad Network. Typically, Google Display ads are top or side banners, like those in the screenshot below:

Google's Display network reaches 90% of users on the internet and your banner will only appear in front of users that meet your targeting requirements. 

YouTube Advertising

A Youtube pre roll advertisement, are ads that play before watching a video on Youtube video. A major benefit of YouTube ads, is that you only pay per view; however, 'per view' is considered someone that either watches more than 30 seconds of the video (or the entire video if it's less than 30 seconds) or if someone clicks through to your website. So if you have YouTube ads live and no one is viewing your ad the whole way through, you're not being charged.