Consider that you wish to spread the word about your business to as many individuals as you can. You wouldn’t advertise your goods or services to people on the street with a megaphone, would you? Networks that air advertisements can help in this situation.
An advertising network functions as a sort of middleman between websites that allow you to display advertisements and advertisers (businesses). To put it simply, it’s a platform that assists a business in reaching its target audience with advertisements across a variety of media. They consist of social networks, mobile apps, websites, and more.
Some Terms You Have To Know
It’s a good idea to become familiar with certain terminology before plunging right into the realm of advertising networks.
Businesses and people that wish to advertise their goods or services are known as advertisers.
Publishers are the proprietors of programs or websites with advertising space.
Cost per click, or CPC for short. The advertiser only gets charged when a user clicks on his link.
Cost per mille, or CPM, is the price per thousand impressions. In this case, the advertiser pays for a thousand impressions of their advertisement, even if no one clicks on it.
Click-through rate, or CTR for short. This represents the proportion of viewers that actually clicked on the advertisement.
Cost per action, or CPA for short. When a consumer makes a certain purchase or registers on a website, the advertiser pays for that activity.
Now that you are somewhat conversant with the jargon, let’s examine how it all functions and the reasons it matters to marketers.
Why Do Marketers Need Ad Networks?
Marketers need to use every opportunity to connect with their target audience in a world where there is intense competition for consumers’ attention. And here’s where ad networks come into play. This is the reason.
- Wide audience reach
Ad networks provide access to a huge number of users. For example, one of the largest advertising networks, Google Ads, covers more than 90% of Internet users. This means that your ad can be shown to almost anyone on the Internet.
- Targeting
This is when the exciting part begins. With advertising networks, you may tailor the distribution of your advertisement to a particular audience, unlike with traditional advertising, where your message is viewed by everyone. Do you want just moms who play video games or mothers with tiny children to view your advertisement? Not a problem! You may target those who are most likely to be interested in your offer with precision by using targeting.
- Cost optimization
You have control over your spending when you use payment methods like CPC and CPM. For instance, you may use the CPC model and only pay for real clicks if your budget is tight. The average cost per click for Google Ads is around $2.69, according to WordStream. Assume that your site has a 10% conversion rate and that you pay this sum for each click. Thus, 10 people will complete a transaction out of every 100 clicks. You’ve won if the average cost of your service or product is more than the cost of your advertising.
- Analytics and adaptation
Advertising networks provide tools for analyzing the effectiveness of advertising. You can track how many people saw your ad, how many clicked on it, and how many of them performed the target action. This allows you to quickly make adjustments and improve the campaign results.
Examples Of Advertising Networks
Let’s look at several popular advertising networks abroad and their features.
Google Ads
One of the most powerful players in the market. Google Ads allows you to place ads in the Google search engine, YouTube, Gmail and millions of partner sites. This is a global network with the ability to accurately target and detailed analytics.
Betting Ad Networks
A special place is occupied by networks specializing in advertising for the betting industry and its betting ad networks. These networks, such as AdWords Media and BetRadar, help bookmakers and online gambling platforms promote their services. It is important to note that advertising in this segment has its own characteristics and restrictions related to the legislation of various countries. Nevertheless, this is an extremely profitable niche, where competition for user attention is especially high.
Facebook Ads
This network covers platforms such as Facebook, Instagram and Messenger. Facebook Ads is famous for its detailed targeting – you can customize ads by many parameters, including interests, behavior and even jobs.
Microsoft Advertising (Bing Ads)
You may run advertisements on partner websites and in the Bing search engine with Microsoft Advertising. Despite having a lower market share than Google, Bing offers access to a potentially less competitive and more cost-effective audience in terms of cost per click.
Taboola and Outbrain
These are ad networks with a focus on native content. On prominent news websites and platforms, they display content recommendations. These networks are useful for raising brand recognition and boosting content strategy.
Final Say
Advertising networks are a whole ecosystem that helps advertisers target the proper customers with their offers, cut expenses, and maximize returns on investment. They are more than simply a tool for marketing. You may handle advertising campaigns more skillfully and accomplish your objectives if you are aware of essential words and have a basic grasp of how various networks operate. The ability to exploit advertising networks is essential for success in the world of digital advertising, where competition for user attention is increasing daily.
