Ads Manager: what are they and how do they work?

Ads Manager is a tool that, as its name suggests, helps to manage ads. Usually, all platforms that offer ad systems and media buying services include them. For example, Google, Meta, TikTok, LinkedIn, Bing, etc., offer them. Therefore, we will explain how they work on the most famous platforms.

What is Google Ads Manager?

The Google Ads Manager has various names. Also known as Google Ads, Ads Sense, or Google Keyword Planner, it promotes websites as the first search engine result.

It is an excellent tool for advertising on the Google search engine. It works based on keywords and helps to locate ads according to user searches by language and region. 

Its advantages are:

• Access to a wide search and advertising network on YouTube.
• Advanced keyword retargeting options.
• Integration with Google Analytics for detailed performance analysis.

What is Facebook Ads Manager?

Also known as Ads Management, Ads Manager, or Meta Ads, it is the native tool of Instagram and Facebook. It allows us to make advertisements in image or video format within social media.

It is one of the most used tools for ads nowadays due to the large volume of users on this platform. Also, it is friendly in terms of prices, when it comes to small campaigns.

Its advantages are:

• Advanced targeting based on demographics, interests, and behaviors.
• Integration with e-commerce platforms (e.g., Facebook Shops).
• AI-based automatic optimization options for ad performance.

What is TikTok Ads Manager?

It is TikTok‘s native tool and has become, thanks to its popularity, one of the most effective ways to reach new audiences. It is a tool that prioritizes video content to promote content.

This interesting tool allows you to offer ads organically without being so intrusive. It is excellent for reaching young audiences that consume much multimedia content.

Its advantages are:

• Immersive and visually appealing ad formats.
• Content creation tools that make ad production easy.
• Trend-driven advertising and virality within the platform. 

Other Ads Managers

Many other platforms offer advertisements with a marked success in the market. Some of the most widely used are:

• LinkedIn. More corporate and job-related ads. Focused on B2B targeting by industry. They facilitate lead generation, such as integrated forms and integration with CRM tools. They even offer ad formats designed for professionals (e.g., Sponsored InMail).
• Bing. A cost-effective platform. It has less competition and lower cost per click (CPC) than Google. It has great adaptability with Windows and the Microsoft ecosystem. Also, allows you to import campaigns directly from Google Ads for ease of use.
• Pinterest. These are image-based ads. It offers a focus on early discovery stage users, ideal for e-commerce. It also offers targeting based on interests and search behaviors within the platform. It also integrates some measurement tools to understand how ads influence purchase decisions in the long term.
• Twitter / X. Offers real-time advertising with the ability to join current conversations and trends. They allow innovative ad formats to encourage interaction (e.g., polls, conversational ads). At the same time, they offer hashtags. Finally, they have integration with Twitter’s API for programmatic campaigns and advanced ad personalization.

Which tool is the best option?

At RPB Marketing we use all of the Ads Manager tools. However, depending on the project, we suggest certain platforms over others.

If you are looking to reach young audiences, have more visibility online, and create leads and new databases, with images and videos, then platforms like TikTok or Meta are ideal.

When it comes to creating traffic to a website to create a more transactional or sales workflow, then Google and Bing are the best.

If our interest is to create some interaction and inform us of some market trends, Pinterest and Twitter / X offer many information-gathering tools.