A Comparison of 3 Top Digital Marketing Advertising Tools

7 min read

A Laptop At A Digital Marketing And Advertising Agency With SEO Statistics On Screen

When we talk about the three top digital marketing advertising tools, it’s like asking what are the three best birds in South America or the three most helpful tools in a mechanic’s shop? These questions are too general, and there are hundreds of options. So, how do you narrow them down?

For our purposes, we’re talking specifically about the tools to create and optimize paid ads. Marketers spend approximately $92.4 billion globally for paid ads with search engine marketing agencies every year. But how much of that expenditure could have yielded increased ROI through better optimization and planning? It depends on the strategy and tools you use.


Why Choose Paid Ads?

It’s understandable why companies have a love-hate relationship with them. Paid ads should be a part of your marketing mix, not your sole tactic. If you abandon paid ads, you risk stunting your growth and limit exposure. If you only rely on paid ads, you invest in short-term results and neglect lower costs and higher ROI approaches in marketing.

Paid ads expand your reach and get you in front of your target audience. They get to know who you are and the value you offer. You’ll win sales and also spread your brand across the internet. There are many types of paid online ads but they are usually based on search results. When someone searches for something in your industry, you could pop up as an option. If they visit a website after searching, that website could host some of your ads as well.

While paid ads are a variable cost (every sale costs money to acquire it), there are ways to lower the costs and optimize them. When you identify the best-performing ads and audience types, you can find cheaper ways to distribute them. This increases your profit and your campaign performs better.

It takes a professional to help manage a campaign. But it’s important to know the kind of tools they plan on using so you could be on the same page and help grow your business. Read on to find out how these Three Effective Tools can help increase ROI of your digital campaigns.


Google’s AdWords, the Largest PPC Platform

Image of Google's Adwords Overview Chart
Image Credit: Marketing Land

Image Credit: Marketing Land

Released on October 23, 2000, AdWords is the grand-daddy of all PPC platforms and Google’s Golden Goose, producing $95.4 billion in 2017. AdWords is where every internet marketer and entrepreneur learns how to run a PPC campaign, and where most of them stay. And, it’s understandable.

Google should be the first pick for most businesses. They are the largest search engine. But they also own the second largest: YouTube. That makes their tools and data a superior product on the internet. Not only do they have the right resources, but their distribution reaches the most people.

64.6% of clicks for high commercial intent keyword searches come from Google AdWords. Search marketing software users say that statistics show that search engines that return SERPs (Search Engine Results Pages) are favoring the ad content and keywords above the fold. Understanding how to leverage the power of AdWords is crucial to any marketing campaign.

AdWords has become more segmented in the kinds of ads they offer from the one-size-fits-all approach of just a few years ago. Today they include:

  • Search Ads – The ads you see on the side of your screen after searching for something using Google’s search box. These are highly appropriate and relevant ads based on the search term.

  • Display Ads – These are the three-line text and banner ads you see in Gmail and almost every website.

  • Video Ads – Custom video ads that businesses link to on YouTube.

  • App Ads – Use app ads to promote new apps anywhere on the Google network.

One study shows that the CPC (Cost Per Click) of keywords costing between $1 and $25 had an average of 27.7 times ROI. Google AdWords is too big and lucrative to ignore as a digital marketer. However, don’t go into PPC advertising without someone experienced in playing the game. PPC is not for beginners as it can quickly devour an advertising budget if mismanaged.


AdRoll Re-Targets Visitors for Higher Conversions

Samples of AdRoll's Digital Marketing Ads and Sizes

Whenever someone visits your website, store, or Facebook, you know there is something that interested them. If they leave without taking any action, retargeting can recapture their interest and bring them back. For example, if someone visits your store, leaves, and later opens Facebook, your ads will appear next to their news feed. Retargeting ads keep your store and products top of mind.

AdRoll combines your customer data and uses it to leverage retargeted display ads, social ads, and triggered emails. As part of the overall media buying strategy, utilizing AdRoll is a great way to extend reach. It syncs with existing email, CRM, and marketing platforms to learn the history and habits of your shoppers. Then it uses display, social, and email ads to connect with new shoppers, convert abandoned carts and recommend new products. The result is increased sales for a fraction of the cost of new PPC ads.


AdEspresso Manages Your Facebook Ads

AdEspresso Overview Chart of Their Digital Advertising Tool

Facebook is the most social of the social media platforms. Over 60 million businesses have pages, and there are over 2 billion active users. Facebook is a marketer’s paradise. However, without knowing how to use the system, like AdWords, you can drop a lot of cash in a hurry without an ROI.

Fortunately, there is AdEspresso, a company that specializes in optimizing Facebook ads. Some of the features include:

  • Targeted Ad Campaigns – Create hundreds of highly targeted ads in minutes. One-click A/B testing. Full control over placement, timing, and demographic targeting.

  • A Suite of Analytic Tools – The dashboard is color-coded and easy to read. Quickly tag, organize and compare campaigns right down to the hour.

  • Optimize Campaigns – Test various elements such as images then measure metrics like Cost per Conversion, Cost per Click, Cost per Like, Cost per Engagement, and more.

  • Print PDF Reports – Create customized PDF reports in minutes.

  • Data Synchronization Tool – AdEspresso synchronizes with all CRM, social media, and email apps using the Facebook Lead Ads tool. Import all your new leads into the CRM of your choice.

  • AdEspresso Automatic Post Promotion – You can boost specific posts or all organic posts on a specified Facebook page. You define the parameters of what gets promoted and for how long.

If you are a marketing agency, creating campaigns for clients and need fast approval, AdRoll provides the option to request approval with just a few clicks. Share the link to the campaign via email or directly with your client. No need for sending screenshots back and forth.


Understanding the Components of Paid Ads

Paid digital ads require a few important things. As you decide which tools you use, ask yourself the following questions:

  • Does the tool have the ability to gather and/or analyze my data? The only way you can optimize the price of advertising and the sales you make is by studying what works and what does not. Real-time data gives you the power to do it.

  • Does the tool have industry and audience data for me to use? If you can draw from already-existing data, you will save years of time and money. 

  • Does the tool have the resources I need to develop great ads? Are you able to use the best ads possible on the platform? Do they provide everything you need to do your campaign well? Evaluate the advertising experience from your perspective and the qualified leads.

  • Can I measure my progress? If you can’t measure it, you can’t improve it.


Getting Your Money’s Worth with PPC and Digital Advertising Tools

These tools have evolved to integrate with the latest CRM and other marketing tools, and you’ll end up spending less and gaining higher conversions. They are designed to make ad campaigns easier to create, manage and test.

As your bidding strategies and campaign executions become more complicated, leverage these tools to help you organize and automate for best results. It’s also an excellent idea to work with a qualified partner or digital marketing agency to maximize ROI and minimize your ad spend.

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