The digital marketing landscape is quickly changing. More and more, digital marketing services firms are switching to self-serve advertising platforms (like Google AdWords) to remain competitive.
Self-service advertising platforms are advertised as an effective way for small businesses to quickly and easily create, publish and manage ads. Whether you want to place ads on sites like Facebook or Google Adwords, this form of advertising can help your business reach a wider audience with little cost.
However, is self-service advertising the perfect solution? We put together a list of pros and cons that will help you decide whether it’s worth it for your business.
Pros Of Self-Serve Advertising Platforms:
#1. Low Cost
One of the main benefits of self-serve advertising is its low cost. Many social media networks offer ad space at no charge because they generate revenue from other sources, such as selling user data or displaying advertisements from other companies. Because of this, it’s possible to quickly and efficiently publicize your business at no initial cost.
#2. Targeted Audience
Another benefit is that self-serve advertising gives you access to a specific customer base because the types of ads you can create are limited by what the network offers. For example, Facebook allows you to target users based on their age, gender, and interests, among other things – perfect for increasing sales from a specific demographic or geographic area.
#3. Flexible Platforms
Self-service advertising platforms give businesses the flexibility to quickly promote events, change marketing strategies and manage multiple campaigns without hiring additional staff or outside help – saving time and money in the long run.
#4. Access To A Wider Audience
One of the main disadvantages of traditional advertising is that businesses must spend a large amount of money to reach a larger audience. With self-serve outlets, your business can gain exposure without having to spend thousands.
Cons Of Self-Serve Advertising Platforms:
#1. Limited Targeting
One disadvantage of this form of advertising is that you can only use what the networks offer. There are no customizable options, so you’re restricted by their features and rules, which can be limiting if your target audience doesn’t match the demographics allowed by the network. This lack of flexibility could decrease conversions or prevent sales from reaching their full potential.
#2. Short Attention Spans
People have short attention spans in today’s society, where they’re constantly multitasking, so it’s essential to make sure your advertisements are eye-catching and exciting. The problem with self-service advertising is that there isn’t much time for editing or revisions because the ads are quickly published, which could decrease engagement among customers who lack immediate interest.
#3. Limited Platforms
Another disadvantage of this form of advertising is that because not all businesses have social media pages, they cannot use their ad space to drive traffic to their website where customers can learn more about them. It means that not only do they miss out on sales, but it becomes difficult to build trust and credibility due to a lack of face-to-face interaction or information about product quality.
#4. Intrusive Ads On Social Media
Because you don’t have control over the ads you’re paying for, this means that others can pay to put their ads in front of your customers. It can lead to your audience being bombarded with irrelevant or uninteresting content, which isn’t beneficial to either party and could decrease engagement rates.
#5. Smaller Audience
One last benefit of self-service advertising is that it gives small businesses the ability to present their products and services to a larger audience than they otherwise would be able to, depending on budget or location restrictions. The downside of this is that smaller companies that compete with established brands need to stand out by offering an outstanding product or service that creates demand for customers willing to seek out new businesses rather than waiting for them to come to them.
Self-service advertising platforms have enabled small businesses to reach customers they couldn’t get in the past due to location or budget restrictions. Although popular, these outlets are not without faults that can decrease sales, whether because of lack of targeting capabilities, intrusive ads, or a smaller audience.
With this information at your disposal, you’re now better equipped to make an informed decision about self-service advertising for your business.
by Annika Wells