This document provides an overview of the 8 most popular digital advertising channels: Google AdWords (search, display, video, and shopping), Bing, Facebook, Instagram, Twitter, Pinterest, LinkedIn, and Amazon. For each channel, it summarizes the targeting capabilities, advantages, disadvantages, and types of ads available. The goal is to help marketers understand how to use these different digital advertising options for measurable marketing.

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Digital Marketing Overview
A Quick Guide to the 8 Most Popular Advertising Channels
Mel Cagle
Paid Media Strategist
mel@anvilmedia.com

2. Measurable Marketing That Moves You // © 2017 - All information in this document is copyright protected and the property of Anvil Media Inc.
Terms
2
Targeting – the ability to determine who sees your ads
Conversion – determined by the client, refers to the
end goal that you are trying to reach
Geo-Targeting – ability to determine which
geographical area your ads appear
CPC – Cost per Click
CPA – Cost per Acquisition

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AdWords – Search
Pros
— Largest Reach of Any Digital
Advertising Channel
— Bottom of funnel, has the highest
conversion rate for most industries
— Easy to create an account
— Integrates with all other Google
products, including Google Analytics
— Easy to quantify performance
— Planning tools make projecting
performance possible
— Search Partner Network
Cons
— Limited Targeting Capabilities
— Daily Budgets Only
— Recommended budget vary wildly
depending on keywords and
industry
— 20% over daily budget possible
— “Set It & Forget” isn’t a viable
option
— Proper optimization and targeting is
not easy

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AdWords – Display
GDN – Google Display Network
A network consisting of hundreds of thousands of websites that
have agreed to serve ads on behalf of Google.
• Ads can be text, jpg, HTML5, or video
• Not all sites allow all ad types or sizes
• Restrictions on dimensions
• Placement/Targeting Options:
• Affinity Group
• Topic
• URL (Gmail only)
• In-Market
• Demographics
• Similar Audience
• Keyword
• Remarketing
• Managed Placement

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AdWords – Video
Pros
— YouTube is the second most popular
search engine
— Great for branding
— TrueView  In-Stream & Discovery
— CPV and Target CPA
— Integrates with all other Google
products, including Google Analytics
— Easy to quantify performance
Cons
— Limited targeting capabilities
— Detailed analytics are not available
in AdWords interface
— Daily budgets only
— Low conversion rate
— 20% over daily budget possible
— Engaging videos are a must, text,
images and non-YouTube videos are
not allowed
— Proper optimization and targeting is
not easy

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AdWords – Shopping
PLAs – Product Listing Ads
These are shopping ads that appear in “highly commercial” searches on
Google and in the Google Shopping tab. The targeting is based solely on the
keywords that are contained in the product’s description, located in the
Merchant Center. Descriptions, images, prices, etc. cannot be changed in
AdWords.

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Bing
Pros
— Typically has a lower CPC and CPA
— Great customer service
— Monthly budgets available
— Easy to quantify performance
— Ads show on Bing and Yahoo
— High household income
Cons
— Requires separate tracking
— Limited reach (audience is primarily
older, 45+)
— Interface is not intuitive
— Slow to innovate
— Proper optimization and targeting is
not easy

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Facebook
Facebook continues to expand its product offerings and
targeting capabilities for advertisers.
Targeting Capabilities:
- Custom Audiences
- Lookalike Audiences
- Saved Audiences
- Partner Categories
- Domain Sponsored Stories
- Sponsored Search Results
- Demographics
Other Advantages Include:
- Create ads for three platforms at once
- Users frequently check for updates
- No minimum spend
- CPC or CPM
- Facebook Audience Network (FAN)
Ad Types
Carousel
Single Image
Single Video
Slideshow
Canvas
Lead Gen

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Instagram
Targeting Capabilities (316):
- Custom Audiences
- Lookalike Audiences
- Saved Audiences
- Partner Categories
- Domain Sponsored Stories
- Sponsored Search Results
- Demographics
Other Advantages Include:
- Young urban women are the main users
- No minimum spend
- CPC or CPM
Ad Types
Carousel
Single Image
Single Video

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Twitter
Targeting Capabilities:
- Keywords
- Geographic
- Gender
- Language
- Device
- Followers of other accounts
Disadvantages Include:
- Small user base
- Intent & context of keywords can’t be determined
- Pricing ranges from $0.50 to $10+
- CPC or CPM
Ad Types
Promoted Tweets
Promoted Accounts
Promoted Trends

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Pinterest
Targeting Capabilities:
- 420 different interests
- Keywords
- Business data
Advantages Include:
- CPC or CPM
- High income users
- Primarily female audience
- High domain authority
Disadvantages Include:
- Shopping ads are only available for Shopify platform
- Daily Budgets
Ad Types
Promoted Pins
Shopping Ads
Search Ads*

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LinkedIn
LinkedIn is a very powerful tool for B2B advertisers. LinkedIn
offers the ability to reach professionals across all verticals.
Targeting
LinkedIn allows advertisers to target status updates through
promoted posts and use ads to reach specific audiences.
Some of these targeting capabilities include:
— Company Size
— Industry
— Job Function/Title
— Seniority
— Geography
— Groups
These capabilities help your company’s message stay
consistent with the audience while not wasting valuable clicks
on irrelevant users.
Ad Types
Sponsored Content
Text Ads
Sponsored InMail
Display Ads*
Dynamic Ads*

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Amazon
Ad Types
Sponsored Products
Headline Search
Product Display
Lighting Deals*
Promotions*
Enhanced Brand Content*
Targeting Capabilities:
- Keywords
- Negative keywords
Advantages include:
- Over 55% of consumers turn to Amazon first when
searching for products online
- Cost 130% smaller CPA compared to other platforms
(Google, Bing & Facebook)
Sponsored Products
Headline Search

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Thank You!