A Quick Guide to Paid Digital Advertising Medias

It's been more than a decade since Google has provided many measurement and tracking tools for ads as well as organic promotions to every person. These tools and software programs include a variety of web-based tools, native tools and cross channel tracking tools, etc. Some famous tools for online marketing are Google Data Studio, Google Analytics, Google Analytics 4, Firebase Analytics, Google Optimize, Google Publish, Google AdSense, AdMob and Google Search Console etc. This list of tools is increasing day-by-day as Google is a tech giant providing mostly used services in the world, which also needs analysis and data collection so it directly demands for tracking and marketing software.

There are other tools that are also available for marketing purposes from social media companies such as Facebook, Pinterest, Revue, Twitter and Hellobar etc.

Why Measuring Paid Advertisements is Difficult?

With the rise in targeting viewers, visitors and customers through available Pay Per Click ad medias, there are some other PPC standards which should be taken care for entire campaign on all medias such as Cost, Budget, Keywords/queries, interests, geological locations, devices, operating systems, local services they use etc.

As a variety of parameters is available in paid media such as CPC, Impressions, Clicks, Cost, CPA etc. this makes it difficult to track campaign goals for various paid media such as Instagram, Facebook, Amazon ads, YouTube ads and Google Ads etc.

In simple words, it's important to know the campaign objective of an ad group. If your objective for an ad is clear then you can filter out the results and can make reports using those parameters using any tools like DataStudio, PowerBI and Google Analytics etc.

What Are Paid Digital Ad Medias?

Mainstream paid advertising media are Google Ads, Amazon Ads, DoubleClick Ads, Twitter, Facebook/Instagram Ads, Paid Newsletters & AdRoll etc.

Google Ads:

Being the most used PPC advertising platform for targeting digital users, Google Ads offer almost every type of medium to reach your desired audience. You can reach and even re-target your desired audience with help of Google Ads. It offers 8 major types of ads to its users so that they can target digital media users according to their need and affordability for click and brand visibility.

• Text Ads
• Responsive Ads
• Shopping Ads
• Image Ads
• Video Ads
• App Promotion Ads
• Call Only Ads
• Rich Media Ads

After setting and targeting ads, Google Ads users can get all the data in reporting tools by Google such as Data Studio, Google Analytics 360, and Firebase analytics.

 

Amazon Ads:

As we know that Amazon is the biggest online e-commerce store provider in the world which is rising with rising reach of couriers and digital demands even in remote areas like villages and tribal areas. Amazon offers more than 30 different types of services to its customers/users across the globe. Some of those Amazon services are Amazon Affiliate, Amazon Ads, Alexa, AWS, shipping services etc.

Types of Amazon Ads

There are three major ad types Amazon offers to its advertisers, such as sponsored products ads, headline search ads, and product display ads. 

1. Sponsored Ads

2. Display Ads

3. Video Ads

DoubleClick Ads:

DoubleClick works on Search Ads 360, which is a search management platform where advertisers can manage large scale advertising across different search engines which includes Google, Bing Ads, Baidu etc.

DoubleClick is a business just like Google Ads owned by Google that makes its money from online advertisers and publishers. It is not bound to any specific category of advertisers, which means if you are eligible according to guidelines, you can use DoubleClick.  

Its method for serving ads is different as compared to other paid media like Amazon, Google Ads and Facebook. Most online publishers use DoubleClick to show ads on their own websites. It lets advertisers to control on some ad parameters like Session duration, browser type etc.

Behavioural targeting is the most used feature of DoubleClick ads which further have 2 different types in Behavioural targeting

(1) Targeting for one website owner

(2) Targeting in advertising networks

AdRoll Ads:

AdRoll is one of the largest ad networks just like Facebook and Google Ads. Its target method works on the basis of Retargeting & Remarketing. It also works with Facebook and Google Ad networks, which means it can show ads on any Facebook and Google owned platform. 

Social Media Ads: 

This section of ads refers to major social media advertising platforms such as Facebook and its own ad network, Twitter Ads, Pinterest Ads, Quora Ads, and LinkedIn ads etc.

Twitter Ads:

As we know that Twitter is the most controversial social media since its rise after the year 2000, they have launched different features every year just like Revue, Analytics, Moments, Lists, etc. 

But Twitter also offers some additional services just like Ads on its social media platforms through images, text, videos etc.

Types of Twitter Ads

1. Promoted Tweets

2. Promoted Accounts

3. Promoted Trends

4. Promoted Moments

5. Automated ads

Facebook Ads: 

Social media ads are very common for social media users like us because there are more chances for user engagement and lead generation on social media as compared to other ad networks. Facebook is the 2nd most used lead generation PPC ad platform after Google Ads. 

1. Post Engagement

2. Instant Experience

3. Video

4. Event Responses

5. Offers

6. Lead Generation Ads

7. Page Likes

8. Slideshow ads

9. Carousel ads

10. Collection ads 

11. Image ads

Pinterest Ads: 

Pinterest is a leading image and video based social media platform, which offers options to promote pins so that these pins can be promoted and shown to other user’s home feed. It has its own ad manager just like Quora, Facebook & Google Ads.

These ads will only be targeted using the user's historical activity on Pinterest. 

Pinterest Ad Types:

1. Standard Pins

2. Carousel Ads

3. Video Pins Ads

4. Shopping Pins

5. App Install Pins

6. Pinterest Story Ads 

Quora Ads:

Quora is one of the largest Question and Answers platforms which also comes under Social Media categories as described by Google in their tools.

Just like Pinterest and Facebook, Quora Ads helps you promote your website or other 3rd party links. You cannot promote your own profile on Quora to get followers and impressions.

Quora is better for products sales through ads and organic postings. 

Quora Ad Types:

1. Image Ads

2. Text Ads

3. Promote an Answer

LinkedIn ads:

LinkedIn is the most used social media by business professionals these days. It's mainly focused on jobs, posting media, business pages/profiles etc. As the platform offers too much for recruiters as well as for job seekers, it offers ad services to users so that they can promote social media stuff using its own Ad manager.

LinkedIn Ad Types:

1.    Sponsored Content

2.    Direct Sponsored Content

3.    Sponsored InMail

4.    Text Ads

5.    Dynamic Ads

6.    Lead Gen Forms

Visit us online at SoftProdigy and get a quote with us for your social media as well as PPC adverting needs at blog@softprodigy.com.