Choosing the right ad network is tough, and what works for one business, might not work for another. In order to figure out which network will work best for you, answer the following 3 questions:
1. What Are The Available Targeting Options That You Need?
The first step to figuring out which ad network is right for you, is clarifying what are the targeting options that matter most to you.
- What is most important to you,demographic targeting or interest-based targeting? (Or both?)
- Will this ad network help you reach your target audience with the right marketing message at the right time?
- Are you marketing towards B2B or consumers?
2. How Does The Ad Network Align With User Experience?
How do you want to be introduced to your target audience? Different user experiences of your ads will result in different amounts of success. So, for example:
- Search advertising through Google AdWords and Bing is more targeted, and can help you reach consumers based onkeywords they’re researching online.
- Facebook ads allows marketers to show ads that drive awareness about new businesses, services, or products.
- LinkedIn ads target professionals by interest or job title as they’re browsing through feeds, job listings, or groups.
3. Is The Ad Format Appealing To You?
- Are the ad formats likely to inspire user engagement?
- Do available ad formats give your marketing team the ability to tell its story in a clear and compelling way?
- Do available ad formats align with your brand’s needs?
- Unattractive ads will generate a negative user experience, costing you time and money. Don’t jump into an ad network because you feel like “everyone’s doing it.” Choose ad products and features that create the best user experience possible.
A Note on Ad Network Reputation:
We all know that the internet is filled with all types of shady and dark corners intent on “playing the system” rather than partaking in it, and it’s best to avoid these when it comes to ad networks too.
If an ad network looks too good to be true, it probably is. ‘Cheap web traffic’ usually has a catch, or won’t give you any decent traffic that actually converts, so make sure that you’re always working with a reputable web traffic partner.