How to Choose the Right Advertising Channels - Carney
The Daily Carnage

How to Choose the Right Advertising Channels

Here are some of the main digital advertising channels you can choose (not including all the platforms in each category):

  • Paid Search
  • Display
  • Video
  • Native
  • In-App Advertising
  • Apple Search Ads
  • Digital Out-Of-Home
  • Social
  • Shopping Ads
  • Audio
  • Metasearch Ads

Lotta options out there…So how do you go about choosing the best places to spend your ad dollars? Let’s break it down into the essentials you need to know when choosing a channel:

  1. Determine Objectives: Review your brand’s advertising objectives then build a strategy accordingly. Many brands might choose a channel they think they need when their objectives might be better suited for others (not everyone needs to make TikTok ads).
  2. Budget Beforehand: Set your budget then allocate your funds to different channels. When it comes to experimenting, expect your budget to have wiggle room.
  3. Spread it Out: Don’t put all your eggs in one basket! Always think about where your target audience spends their time online and diversify your ad channels to reach them through multiple touchpoints.
  4. Research!: Try and find as many industry benchmarks as you can per channel to predict the range of your Return On Ad Spend (ROAS).

The War Room gave a full, fat list of every ad type you can make on each one of those channels, so check out their full post when you’re choosing ad channels.


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