Digital ads

Digital advertising - how can it help?

Nowadays, a large part of our daily routine is spent using the Internet. Based on 2022 global data, the average person's screen time per day is 6 hours and 58 minutes. Of this time, approximately 2 hours and 27 minutes or 35% of total screen time are spent on social media. Therefore, in order to effectively and properly promote your goods or services, it is necessary to adapt to existing trends by placing not only standard ads, but also ads in the digital environment.

Digital advertising provides the delivery of advertising content to users through a variety of online channels that include social media, search engines, mobile apps and websites that allow the ad placement. Unlike traditional advertising, digital advertising allows you to target your target audience and collect accurate data about your reach and results.

Google Search Ads

One of the largest digital ad placement platforms is Google. Google Ads gives you the opportunity to advertise and promote your products and services when users search for relevant keywords. If the ad is created successfully, it can increase your potential income and sales. Google ads work on the PPC or pay-per-click principle, which is a digital advertising model in which the advertiser pays a certain amount every time someone clicks on the posted ads. Basically, an amount is charged for website visits that are achieved through Google advertising. First, the type of advertising campaign is selected. The most used type of advertising is search or keyword ads, which appear at the top of the Google search results page.

Google Display Ads

Another widely used type of ad campaign is display ads, which appear on the Google advertising network, or on websites that have agreed to place Google Ads. It is possible to display them in various formats with text, images, video and gif format files. Google's ad network is vast and gives you the opportunity to promote your brand with targeted visuals on the most visited websites of your target audience. Since YouTube is owned by Google, Google Ads also includes YouTube Ads. YouTube is the second largest search engine in the world, and ads placed here give you the opportunity to express your company's personality and create a unique brand experience. In addition, YouTube Analytics provides a lot of data, including the ability to find out at what point a user stops watching an ad. Once the type of ad campaign is selected, the ad budget, the region where the ad will appear and its desired target audience are determined, which further ensures that the ad placed will be profitable.

Facebook and Instagram Ads

Instagram and Facebook are two of the most widely used social media platforms in the world, which means that there are many potential customers and opportunities for collaboration among their users. Instagram is owned by Facebook, and ads on both platforms can be reviewed in one place - Facebook Ads Manager. This tool helps marketers easily select multiple audiences and ad placement formats. Campaigns are easy to manage, and results are downloadable. While it's possible to run the same ad on both platforms at the same time, it's helpful to be aware of the differences and benefits of both. Given that a large number of Facebook users also use Instagram, there is a chance that most users on one platform have already seen it on the other, which reduces the ad efficiency.

In general, Instagram is all about inspiration and ideas with a focus on visuals. This platform doesn't involve transactions for users. Therefore, Instagram is worth running ads whose dominant idea is images and creating an impression. Facebook, on the other hand, is better suited for ads that aim to take the user to a website outside the platform to transact. To decide on an ad platform, it is necessary to make sure that the people in the desired target audience are active in this network. Facebook's demographics span a wide range of ages, but on average, Instagram's demographics are younger. While Instagram is primarily designed for visuals, Facebook is the better choice of platform if your ad is going to include more text and needs significant supporting information. If the text includes more than a couple of sentences, Facebook will be more likely to be read by users.

How to determine which platform will be most effective?

Considering the wide range of types of ad campaigns on offer, it is important to conduct an analysis before deployment, starting with the demographics of the company itself and the users of its product or service. A strong understanding of each platform is necessary to ensure the best ad performance. After all, whatever strategy is chosen, the advantage of digital marketing is that everything can be measured by the obtained advertising data, based on which it is possible to arrive at the best possible solution.