All digital ad platforms constantly evolve to improve results and compete with new players in the industry. Not all updates will be relevant to marketing a small business and it’s crucial to focus only on what benefits you and your business.
➡️ Here are some useful key strategies and updates to digital advertising in 2025:
Better targeting with AI-driven ads
Ad platforms like Meta and Google are increasingly using AI to optimise ad delivery. This means your ads can be shown to the right audience with better accuracy. Focus on clear objectives, strong creative content and use platform recommendations to improve ad performance.
Changes in ad formats
More platforms are integrating interactive and engaging ad formats. Keep an eye on:
Shoppable Ads 🛍️: Ads that allow users to shop directly from the ad without leaving the platform. This is particularly useful for small e-commerce businesses.
Interactive Poll Ads 📊: Available on platforms like Instagram and TikTok, where users can engage with your ad through voting, making your brand more memorable.
Augmented Reality (AR) Ads 🎭: More businesses are testing AR filters and virtual try-ons to create an engaging ad experience.
Performance-driven ad bidding
Meta, Google, and TikTok are enhancing automated bidding strategies. If you’re running ads, make sure to:
Test advantage+ campaigns on Meta for AI-driven budget allocation.
Test Performance Max campaigns on Google Ads for multi-channel optimisation.
Leverage TikTok Smart Performance Campaigns for creative and audience targeting automation.
New privacy and tracking changes
With third-party cookies on their way out, businesses need to focus on first-party data. That means:
Using email lists and customer data for retargeting.
Encouraging direct interactions, like sign-ups and engagement on social media.
Using server-side tracking instead of relying solely on browser-based pixels.
Video and short-form content dominance
Video content continues to be the most engaging ad format. Keep in mind:
Reels and Shorts Ads 🎥: Instagram Reels and YouTube Shorts ads perform well for engagement and brand awareness.
TikTok’s ‘For You’ Feed Ads: More small businesses are seeing success with TikTok’s ad placements that blend into organic content.
Silent video optimisation: Since many users watch with no sound, always include captions.
Cost-effective ad strategies for small businesses
To maximise your ad spend in 2025, consider:
Retargeting campaigns: Focus on people who’ve visited your site or engaged with past ads.
Lookalike audiences: Use existing customer data to reach new potential buyers.
Testing multiple creatives: Platforms reward engaging content, so rotate different images, videos and copy to see what works best.
Final tip: Stay adaptable. Digital ads will keep evolving, so experiment with new formats and strategies to find what works best for your business.
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