Managing and piloting all your company's advertising campaigns is not easy when you consider all the options available to you. And it's even worse when you're a network of several points of sale or signs. That's why there are now advertising platforms that make it possible to manage all campaigns simply.
What is the definition of an advertising platform?
An advertising platform is a tool for managing and controlling online advertising campaigns that can be used independently or not by a company or an advertising agency. The user of an advertising platform can thus create and manage his advertising campaigns without having to deal with an advertising agency or a medium.
Why should I use an advertising platform for my online ads?
Today, online advertising involves many different actions.
You will surely think of platforms like Google Ads, social networks like Facebook Ads, Instagram Ads, LinkedAds (on LinkedIn), Youtube Ads.... but there are also GPS (Google, Waze...), premium sites... which makes you a lot of advertising platforms to manage... knowing that you can, if we take the example of the Facebook Ads media only, create several ads, for the news feed, stories, banners....
Conversely, the advertising campaigns you wish to publish may have similar content across different platforms.
By using one advertising platform, you have the opportunity to manage everything from a single platform, which reduces the difficulty and time spent creating your advertising campaigns on each of these platforms.
Indeed, if you want to publish the same campaign on several different media, you can do it much faster, by creating a single ad for all platforms, without having to duplicate its content. But you keep the possibility to choose to make different campaigns and ads between the different media and choose the places where you publish them (banners, news feeds, stories...).
The important thing for your company is usually that the ad you publish is heard by a target you have determined, that it generates clicks, leads, and therefore sales. To do this, it is better to devote your time to thinking about the content (text, image, video, ...) rather than to the operational part of distribution.
Another advantage of these platforms is that they allow you to centralize and therefore have access to your campaign performance data and audience reactions to your campaigns in one place, comparing results across different media, between campaigns, etc.
This is a time saver and a great help as an advertiser. This is how you will be able to better appreciate the different aspects on which you can progress to improve your conversion rates, your click rates, but also reduce your purchase costs...and better highlight your offer and your products.
How to choose the platform on which to create and drive your ads?
Today, there are many advertising platforms, but not all of them have the same features, user profiles or objectives. Some are more focused on global automation, others, like The Ramp, on enhancing each point of sale...Your choice of marketing platform must, then, be based on your internal objectives.
However, this is not the only criterion to be taken into account. You have to choose a platform that fits your values, if you want to highlight your points of sale of course, but you also have to think about checking that it provides you with a sufficient number of media and places on which to broadcast to make it interesting, and that it remains simple. Some of them also offer additional services, such as help with targeting, etc.
Wondering about other marketing definitions?
Read this article to learn more about local marketing, digital marketing, marketing campaigns, marketing strategies, marketing automation, catchment areas, communication, Google MyBusiness, and more.
Things to remember
Advertising online is a lot of different actions that take time, and gaining time can only be beneficial. All existing social media, such as Google Ads, Facebook Ads, Instagram Ads, LinkedAds (on LinkedIn), Youtube Ads.... but there are also GPS and premium sites...allow you to promote your offer and your products but it takes time. Using an advertising platform to centralize all your actions will help you optimize them, by creating one ad for all media, or by distinguishing them, depending on your needs.
It is important for your business to reach the target you have determined, that it generates clicks and therefore sales. This is why it is better that you devote your time to thinking about the content (text, image, video,...) rather than to the operational part of distribution. Your analysis time is also reduced with the facilitation of your performance management. This is how you will be able to better understand the data on the reactions of your audience and the points on which to improve your conversion rates, your click rates, but also to reduce your cost per click...
The choice of your platform should not be made lightly. There are, today, many advertising platforms, but not all of them have the same features or the same objectives. Between platforms that target global automation for their users, and those that rely on the enhancement of each point of sale...Your choice of marketing platform should be based on your internal objectives, but also on other criteria. It is also necessary to check the supports on which you will be able to broadcast and its simplicity of use, and the possible additional services proposed.