Online Advertising Definitions
Navigating the digital environment can be hard!
There are lots of buzzwords and technical jargon used to talk about this space. We rounded up just some of the definitions of the main advertising in digital and social spaces to help give you clarity around some of these platforms.
GOOGLE SEARCH
These appear on Google. Google search ads appear on the search engine result page when users search something on Google.
These ads are PPC, or pay-per-click ads. This means you pay for each click on an ad.
Google search ads are managed on AdWords.
ADWORD ADS
These appear on Google. These are the same as Google search ads!
GOOGLE DISPLAY
Google Display Ads are a form of banner ads used in the Google Display Network (this just means all sites that agree to host ads with google). These can be seen on lots of websites as well as YouTube and Gmail.
These ads can be in text, image, and video format. To create online ads on the Google Display Network, you need to use Google AdWords.
RETARGETTING ADS
When someone visits your website, a retargetting campaign cookie is attached to the visitor, taking note of what they have looked at on your site.
When the user begins journeying to other websites, ads can be made to appear in display spaces which promote your brand or product they were looking at previously.
These are the ads that follow you around the internet! Retargetting ads are normally created on Google Adwords.
PPC ADS
These appear on Google, Bing and some social platforms. PPC ads (pay-per-click ads) are advertisements that measure the cost of an ad by how many times it is clicked on.
AdWords, Bing Ads and some social media campaigns use pay-per-click models.
BING ADS
Bing ads are essentially the same as Google ads in that they work on a pay-per-click basis.
You manage Bing Ads by creating a Bing Ads account.
FACEBOOK ADS
Facebook ads are available in many different formats across this huge platform.
There are six versatile ad formats. These include promoted posts, promoted stories, marketplace ads, ads across audience network and messenger.
INSTAGRAM ADS
On Instagram you can boost posts, carousels, images, videos and sponsor stories to reach new audiences.
Facebook and Instagram are connected, so it's best to manage campaigns through Facebook Ads Manager.
TWITTER ADS
On Twitter you can boost tweets to reach larger audiences, promote a chosen hashtag, or gain more followers. Twitter ads focus heavily on interest-based targeting.
You need a Twitter Ads account to advertise on Twitter.
