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6 Powerful Online Advertising Networks’ Strengths and

Weaknesses

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The Networks1. Google AdWords

• AdWords Search• AdWords Remarketing• AdWords Shopping

2. The Google Display Network3. Bing Ads4. Facebook Ads5. Linkedin Ads6. YouTube Ads

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Let’s Get Your Ads Online

• Advertising online can be a difficult task. It can be a struggle to find the right networks, the best targets, and the most cost efficient avenues.

• Vantage is here to help you pick and choose the networks that will cater to your business goals, whether they be lead generation, eCommerce sales, or brand awareness.

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AdWords Search

Strengths:

• Ads the moment they search• Match buying intent with searches• Only pay for a click

Weaknesses:• Must know what they’re searching for• Character limits on ad text• Top three spots = high prices

With Google’s search network share at an enormous 69%, you’ll want to make sure you’re showing up on this advertising network.

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AdWords Search Example:

• If a person searched for a law firm in Vancouver on Google. This ad could show up:

• The ad features a dark blue headline, a green URL, grey ad text and phone number, links to different sections of the business’s site, and a location extension that will show where they are on Google Maps.

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AdWords Remarketing

Strengths:• Show ads to website visitors, creating

second chance for a sale• Reach your customers further down

the purchasing funnel• 3x more likely click-through-rate and

can boost ad response by 400%

Weaknesses:• Can get creepy if served any more

than 3 times• Could be showing to people who have

bought elsewhere, making your advertisements irrelevant

According to SteelHouse, as much as 99% of traffic will not convert on a first-time website visit.

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AdWords Remarketing Example

• If you’re a previous visitor of our site, you might have seen this ad on the web a couple of times:

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AdWords Shopping

Strengths:• Display products to people searching

on Google• Visual depictions of the product +

pricing information• Google shopping tripled click-through-

rate for Front End Audio

Weaknesses:• Any differences between website and

merchant feed will shut down ads

AdWords shopping is essential for competitive eCommerce businesses who want their products to display when people search on Google.

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AdWords Shopping Example

• A simple search for “buy ps4″ displays these ads in the upper right corner of the search results page:

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The Google Display Network

Strengths:• Target relevant interests, websites,

and keywords• Build demand for a new product• Visual ads keep your brand in the

limelight• Almost unlimited volume

Weaknesses: • Customers are typically higher in the

purchasing funnel than search• Results can be volatile due to the

network’s sheer size

The Google Display Network consists of over a million websites, videos, and apps where rich media advertisements can be used to entice customers into clicking your ads.

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Display Network Ad Example

• On a website describing mobile phone apps, this ad was shown:

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Bing Ads

Strengths:• 19% of worldwide search market

share• User base that is older and that makes

more money• Lower cost per click than Google

Weaknesses:• Doesn’t stand alone vs. Google

(considered an addition)• Canadian market share sees poor

results• Tools not as advanced/developed as

Google’s

Because Yahoo and Bing are partners, Bing Ads has access to both of their networks

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Bing Ads Ad Example

• An example of what an ad might look like on the Bing network. You can see that it’s fairly similar to an AdWords ad:

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Faceook Ads

Strengths:• Usually cheaper per click than Google• Take advantage of Facebook’s massive

amount of data• Target ads using interests,

demographics, etc., similar to traditional advertising• Promote content as well as ads

Weaknesses:• Customer is typically higher in the

purchasing funnel • Customers will grow uninterested

when your ads show up multiple times in their news feeds.

With approximately 1.44 billion users to reach, and the 2nd highest visits on the web, only behind Google, Facebook is undoubtedly a marketing powerhouse.

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Facebook Ads Example

• Facebook ads often include two calls to action, a like this page option, and an option to make a conversion:

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LinkedIn Ads

Strengths:• Variety of targeting attributes such as

job title, industry, profession, and more• Precise B2B targeting• Business-minded customers that are

likely to click and even convert• Promote content as well as ads

Weaknesses:• Extreme targeting means small reach

and fewer clicks• High quality clicks are not cheap;

often more expensive than AdWords.

Because LinkedIn is a network of business professionals, it is the perfect place for business-to-business marketing.

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Linkedin Ads Example

• MarketShare used this Linkedin ad to target a very specific demographic of executives.

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YouTube Ads

Strengths:• Target people with relevant interests

or who have interacted with your brand• Video ads appear in the search

results, beside a video being watched, or played before a YouTube video• Only pay when someone views an ad

(watches for 30 seconds+)

Weaknesses:• Small window of time to hook the

viewer before they skip your advertisement (5 seconds)• People are not necessarily looking for

your product

With over 1 billion users and hundreds of millions of hours of video being watched every day, YouTube is the 2nd largest search engine in the world.

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YouTube Ads Example

• This ad for the Apple Macbook was shown before a video for indie folk artist Josh Ritter:

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Use these networks wisely!

• If you have any more questions, or need help implementing this networks into your online advertising strategy, feel free to contact the team at Vantage Search Marketing

• Sources:• Search engine market share• Digital Advertising Share• Conversion Rates from SteelHouse• Wishpond Retargeting Slideshow• Remarketing Don’ts from Kissmetrics• Google Case Study on Shopping Tripling Click Through Rates• Bing Ads Slideshare• MarketShare Linkedin study• YouTube Statistics