Tools for online marketing activities can be divided into three groups: marketing platforms, analytical tools and tools that help implement other tools. The first group, also known as advertising systems, is the key to online advertising activities.
The world of advertising in the hands of giants
The most popular advertising systems are Google Ads and Facebook Ads, created by the Internet giants. They are characterized by huge reach and reach more than 90% of all Internet users in the world. Recently, other popular platforms are also gaining huge popularity among advertisers: LinkedIn, TikTok and Twitter.
With Google Ads advertising also on YouTube
Google Ads is an advertising platform owned by Google. It was created earliest and is the most advanced. Google Ads is Google’s flagship product and the company’s largest source of revenue, so it is being developed a lot. Google Ads gives us the ability to run ads in many areas: Search engine, Google ad network, Google Play apps and YouTube.
Google Marketing Platform for advanced strategies
Complementing the Google Ads advertising product is Google Marketing Platform. It includes additional marketing products that allow us to run more advanced advertising campaigns. Google Marketing Platform includes tools such as Campaign Manager 360, Search Ads 360, Display & Video 360. These platforms can be integrated with Google Ads and used to execute very advanced marketing strategies. Google Marketing Platform covers more than 90% of the world’s users, so it’s a powerful advertising system with tremendous targeting potential.
It’s also worth remembering Microsoft’s Bing search engine marketing platform, Bing Ads, or Adobe’s system: Adobe Advertising Cloud, but they play a much smaller role than the tools described above.
Social media offers
Facebook’s Advertising System operating under the name Facebook Ads is an excellent complement to Google’s efforts. Facebook, like Google, has for years pursued a strategy of taking over individual online platforms and incorporating them into its advertising system. From Facebook Ads, we can run campaigns on sites such as Facebook, Instagram, Messenger and Facebook’s partner sites.
Advertisers on TikTok
Smaller advertising platforms such as LinkedIn and TikTok are growing rapidly and, with their design and functionality, increasingly resemble Facebook’s system. LinkedIn gives its advertisers unique opportunities to target ads to people working in specific positions. Thus, this channel is perfect for B2B product and service campaigns. TikTok, on the other hand, has recently gained tremendous popularity among representatives of all social groups. Thus, it is worth using this tool when implementing outreach campaigns.
It is likely that in the near future TikTok will gain even more popularity at the expense of Facebook and Instagram users so advertisers should include it in their media plans.
There are also a great number of advertising systems of a much lesser importance due to reach such as RTB (Real Time Bidding) advertising systems like RTB House or Criteo.