Overview of Digital Advertising Platforms

What are the top digital advertising platforms and how do they rank up against one another? In this article, we're going to do a digital advertising tier list, taking all of the top digital platforms that you can leverage to grow and scale your online business, comparing and contrasting them, and ranking them in this tier list.

The Video Starts: Digital Advertising Tier List

Without further ado, let's go ahead and jump into the list of best performing advertising platforms that everybody has been waiting for.

Amazon Ads: Pros and Cons

Starting out with Amazon, a heavy hitter and one that I think everybody is aware of. Amazon is absolutely crushing it. Everybody shops on Amazon. Everybody loves Amazon for how fast they are with shipping. If your products are not on Amazon yet, you're missing out on a lot of sales.

• Strengths:
  The fact that Amazon has so many customers on their platform and how much people use Amazon puts it in a really high caliber.

• Drawbacks:
  Amazon takes a significant cut on your products and charges you for advertising. This makes it less economical.

For that reason, I don’t consider Amazon S tier but would consider it A tier. Amazon is really just going to crush sales for you and get you a ton of volume, but the margins, because of advertising costs and fees, make it hard to completely scale your business.

Bing Ads: A Solid Option

Bing Ads are pretty solid overall and definitely the biggest rival of Google Ads.

• Strengths:
  Less competition and higher conversion rates than Google in some cases.

• Weaknesses:
  Limited audience volume since not many people use Bing compared to Google.

For that reason, I’d rate Bing Ads at B tier. If you’re already seeing success with Google Ads, Bing can be a good next step.

Google Ads: The OG Powerhouse

Google Ads is an easy S tier. It’s one of the top platforms and has been killing it for years.

• Highlights:
  Excellent support, diverse ad options (search, display, YouTube), and a proven track record for ROI.

Google’s search platform, in particular, is exceptional, while their display ads could be improved.

LinkedIn Ads: High Cost, Limited Appeal

LinkedIn Ads, if you’ve ever run them, are hard to recommend.

• Strengths:
  Easy to target specific B2B audiences.

• Weaknesses:
  Insanely high cost per click, limited appeal for D2C businesses, and an overall lackluster platform.

I’d place LinkedIn at C tier due to its limited usability and high costs.

Meta (Facebook & Instagram): The D2C King

Despite its flaws, Meta is still an S tier platform.

• Strengths:
  Amazing results for D2C brands, strong pixel integration with platforms like Shopify, and excellent for customer acquisition.

• Weaknesses:
  Poor customer support and some fallout from iOS 14 updates.

Meta remains a must-use platform, especially when paired with Google Ads for complementary results.

Outbrain: Programmatic Display Ads

Outbrain is a programmatic platform similar to Google Display Ads.

• Strengths:
  Cheap impressions and clicks.

• Weaknesses:
  Poor traffic quality and lack of significant results.

For most businesses, I’d rate Outbrain at D tier.

Pinterest Ads: A Niche Powerhouse

Pinterest is an interesting platform that can work wonders for certain businesses.

• Strengths:
  Low cost per click, solid audience targeting, and a simple backend system.

• Weaknesses:
  Requires specific content strategies and isn’t as versatile as Meta or Google.

For that reason, I’d place Pinterest at B tier.

Snapchat Ads: A Specialized Platform

Snapchat is similar to Pinterest in that it requires a tailored approach.

• Strengths:
  Unique targeting options and affordable CPMs.

• Weaknesses:
  Requires heavy investment in platform-specific content.

Snapchat earns a B tier for its potential if used correctly.

Taboola: Slightly Better Than Outbrain

Taboola is another programmatic platform but more refined than Outbrain.

• Strengths:
  Improved algorithm compared to Outbrain.

• Weaknesses:
  Still can’t match the effectiveness of Meta or Google.

I’d place Taboola at C tier.

TikTok Ads: The Rising Star

TikTok Ads is a new player on the scene, offering great potential.

• Strengths:
  Low CPMs, massive audience growth, and creative ad opportunities.

• Weaknesses:
  Requires dedicated vertical content to perform well.

TikTok earns an A tier for its growing potential and affordable ad costs.

Round-up

When it comes to digital advertising, the best platform for your business ultimately depends on your specific goals, audience, and budget. Platforms like Google Ads and Meta stand out as S tier options for their versatility and effectiveness, especially for D2C and B2B businesses. Meanwhile, Amazon and TikTok offer incredible opportunities for sales and brand visibility but may require careful management to optimize costs and content.

For businesses with niche audiences or unique offerings, platforms like Pinterest, Snapchat, and even Bing can provide surprising value. On the other hand, programmatic platforms like Outbrain and Taboola might be better suited as supplementary channels rather than primary ad platforms.