Digital Advertising: Outside of Facebook and Instagram Ads
What else is out there besides Facebook and Instagram? Google, of course!
Google holds a large majority of digital advertising dollars, along with Facebook and Instagram, and it is a great way to reach customers who are near the bottom of the sales funnel.
Google has a ton of potential when you use Google Adwords. You can run ads on YouTube or even run display advertising. Now, when you run an ad through Google, those ads are only going to show up on the Google ad channels. For example, if you run an ad on YouTube, then your ad is only going to be shown on YouTube. Or if you are running display ads, they are only going to show up on the Ad Sense network.
If you want to reach people outside of the Google network, there are a few other options.
The first is Direct Placement or Direct to Publisher.
This is where a company is requesting to have their ad placed at a specific place and time, for example, the during the 10pm Local News. However, the bad thing about Direct Placement is that it is probably going to cost more, and you aren’t able to target your audience specifically.
Programmatic Digital Advertising is the next place that the majority of digital advertising dollars go (outside of Facebook and Google).
The best way to describe it is that it is almost like a doc exchange. You are bidding on target audiences or specific placements and then the publisher is sharing the things they want to sell and then they can accept or deny your bid. Therefore, it is more of a bidding system so you need to make sure that you are bidding enough but not so much that you are way outbidding everyone else (and overpaying!)
The reason that I love Programmatic so much is that it focuses on targeting your specific audience. It really puts the person you are trying to reach, plus your businesses goals, first! With Programmatic, your ads could essentially appear anywhere. However, no need to worry, if there are specific places that you don’t want to show up, you can always blacklist sites.
Now, there are a few other tactics that you can use in Digital Advertising:
- Geo-fencing – where you choose a geographical area, down to 1/10th of a mile, and serve ads to them. This is great for furniture, automotive, wedding dresses, etc.
- Email Appends – If you are trying to find more people specifically in your audience, you can actually purchase lists of those people from data providers. At Advisori, we can help you purchase this for your business.
Wish you had more traffic, leads or sales? Then it is time we chatted. Book a introductory call with our team here!