About Self serve ad platforms
These days, marketing is for the masses. We’ve seen more advertising techniques available through traditional marketing. And the rise of self-serve advertising platforms means there are more opportunities for businesses and organizations to reach their target audiences.With the advancements in the digital space, there’s been a rise in “self-serve” platforms – advertising platforms that allow for quick and simple purchasing of ad space without the need to go through an advertising representative. Self-serve ads are available on almost all major social media platforms such as Facebook, Google, YouTube, Pinterest, LinkedIn, and TikTok. Self-serve has even made its way into Hulu, the popular video streaming service, in an industry where traditional media buying is still the norm.There are plenty of reasons why advertisers and strategic marketing agencies would choose self-serve options – the ease and scalability make it the obvious choice for small start-ups and large corporations alike. However, in some cases, digital and traditional media buys facilitated through publishers, media outlets or specialized media buyers are a better option to maximize ad dollars. Facebook and Instagram are the largest — and arguably most influential — self-serve advertising platforms. Facebook alone has 2.65 billion monthly active users. Not only do these platforms have a large audience base, but they also have a wide selection of targeting options, making it possible to target by location, age, and gender, along with more advanced criteria such as purchase behavior or connections to pages, apps, and events. Ultimately, utilizing Facebook as a self-serve advertising platform is efficient due to the app’s relatively quick process of purchasing ad space while providing you with precise user demographics because of its diverse and abundant active users. Self-Serve HitsA Low Barrier to EntryPurchasing an ad through a self-serve platform is typically as simple as creating an ad account and adding a credit card. The platforms are often very user-friendly, providing guidance on how to set up your campaign with the correct objective to achieve your goal. Whether you’re looking to send people to your website or simply extend your reach, self-serve platforms allow strategic marketers to quickly and effectively set up a full-fledged campaign or promoted post. Approval times are often immediate, allowing ads to show within minutes of being approved by the platform. Pivot and MaximizeOne of the most impactful benefits of choosing self-serve advertising is the ability to analyze results in real-time and pivot quickly when a
Key features of the Self serve ad platforms that are enabled through these drivers include:
- 100% Self-serve ad platform
- Self-serve ad platforms are proliferating, but are they
- Self-Serve Ad Platform - Adavice
- Ad Platform for Developers - Self-Serve Ads on wrstrend
- An Update on TikTok’s Self-Serve Ad Platform
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- Publishers - Self-Serve Ads Platform - Adblade
Campaign isn’t performing well. Traditional media buys often involve negotiating the ad placement beforehand and assessing results at the end of the campaign, leaving little flexibility to edit your targeting parameters or make changes to creative. Self-serve platforms provide real-time dashboards where you can see key metrics, audience performance, and conversion data. If it seems like you’ve missed the mark with any component of your ad campaign, you are able to pause and edit or simply end the campaign with no obligation to continue spending your budget. This makes it especially useful for integrated marketing agencies to pivot and maximize results. Predict ResultsMost self-serve platforms will allow you to see estimated daily, weekly, or monthly results before you launch your campaign. For example, LinkedIn will not only give you an estimated number of leads you can expect from your budget, but it will also predict audience reach by industry, company size, job function and more. While not always 100% accurate, it provides a good baseline to assess performance before committing ad spend to a campaign. Google has similar forecasting tools that allow you to see historical keyword performance and estimated costs-per-click for the keywords you’re planning to bid on. Everyone WinsAd platforms exist to make money, and they make the most money when campaigns do well. That’s why most self-serve platforms operate with a performance-based model, the most popular of which is pay-per-click (PPC) advertising. Under this model, advertisers pay only for the clicks they receive on their ads, ensuring they are not wasting ad spend, and incentivizing ad platforms to deliver ads to individuals who are most likely to click. Under this system, competition is high, ad costs are low, and everybody wins. Self-Service MissesThough a useful tactic, a self-serve advertising platform may not always be the most successful effort, and here’s why. We’ve already established that ad platforms exist to make money. Commonly, the “default” campaign settings will favor the ad platform, encouraging the user to spend more money, based on suggested settings. Similarly, default setups on platforms like Google and Facebook will often select the best option for the advertising company to make money — but that doesn’t always mean it’s the best choice for the advertiser. This means you may end up paying more if you’re not keenly familiar with how settings impact your campaigns. The way a campaign is set up is critical to its
