Advertising a business online is a challenge for most companies, particularly startups. The path toward finding the right advertising platform is usually full of obstacles to overcome until making the most reasonable decision.
The choice of platform depends on the type of business, the target audience, the goal of the marketing campaign, and the demographics of the social network. Nowadays, Google, Facebook, Instagram, and LinkedIn are mainly used for product and service promotion.
The tips you’ll find below will assist you in selecting the best ad platform.
Analyze your type of business
The primary step of your journey towards selecting the right advertising platform is analyzing your type of business, whether it’s local or global. Local businesses require a different marketing approach than worldwide businesses, as the target audience of the latter is vast when compared to the former.
Next on the list of considerations is whether your company provides online shopping. Additionally, the age and gender of your audience are vital in determining the best ad platform for your needs. Each product has an audience on its own, which you’re supposed to identify in order to reach it. Click here for an insight into the history, product selection, and advantages of online shopping.
Figure out your target audience
As already mentioned, the target audience is of great significance when choosing an advertising platform. Your products and services are supposed to be intended for a specific group of people, known as the target audience. In order to figure it out, you need to perform an analysis of your existing customers by considering their interests, ages, gender, and locations.
Nevertheless, analyzing your current consumers isn’t enough for completing the targeting process. You also have to create a profile of potential customers, based on which you’ll pick a given advertising platform to reach people who might be interested in trying your services or products. Make sure to use a reliable program, such as Google Analytics, in the course of customer analysis to be provided with trustworthy results.
Consider your advertising campaign goal
The ultimate goal of your advertising campaign is remarkably important when searching for the most suitable marketing platform. Campaign goals vary across companies, as some businesses wish to increase brand awareness, while others aim to widen their audience. Consequently, the marketing strategies would differ in the way of presenting the brand to prospects.
For example, if the largest number of people isn’t yet aware of your brand, you’re at the beginning of your journey, in the awareness stage. In this stage, product presentation through videos is considered the most effective for attracting the attention of individuals.
Other brands might be interested in growing their business in a particular industry like the Amazon industry. There are full-service Amazon teams, like Canopy Management, specializing in Amazon PPC advertising and creative services. The job of these teams is to drive Amazon sales by creating stop-scrolling Amazon posts and improving your review rating.
Established brands, already in the purchase stage, would benefit from business promotion on social media. Social networks are the most appropriate advertising platform for offering discounts and deals to prospective customers.
Get familiar with the most popular ad platforms
After considering all of the above-mentioned factors, getting familiar with the basics of each marketing platform should be the following step. For instance, Google Ads refer to the paid listings that web users see when searching for a keyword in Google. An extremely high percentage of the worldwide population, exactly 93 %, use Google regularly.
Therefore, Google Ads is considered the right platform for targeting individuals looking for a particular product or service. When consumers search for a keyword in Google, their intention of making a purchase is relatively high. Regarding marketing resources, conversion rates are significantly increased by using landing pages and creative writing.
Facebook ads are another popular advertising platform businesses use to promote their offers. Even though these ads were tremendously popular in the past couple of years, their current popularity is still worth considering. Go to the following link, https://medium.com/@jual6332/the-5-reasons-why-facebook-is-still-relevant-ca714eaf102d, to learn why Facebook is still relevant.
In addition, almost seventy percent of the population in the USA uses this well-known social network. Users under the age of twenty-five comprise 35% of the audience, whereas users older than sixty-five account for 41%. While Facebook is an excellent choice of ad platform for different age groups, it’s considered the best for targeting individuals older than forty-five.
Furthermore, Facebook ads are suitable for promoting services and products that lack the required exposure. This social network is ideal for building brand awareness and establishing social media credibility. The purchase intent on Facebook is substantially lower in comparison with Google, which is why the former is mainly used for educating users and introducing them to brands.
In contrast, Instagram ads enable businesses to place advertisements in the feed or stories of users. This platform is used by approximately 500 million people worldwide, the largest part of which is young. Teenagers account for the majority of users, followed by a big portion of users under the age of thirty. Similar to Facebook, the purchase intent of people on this platform is not high. Nevertheless, users can get familiar with your brand through compelling stories and high-resolution photographs.
LinkedIn is another popular advertising platform businesses can benefit from using. A little above 590 million individuals are members of this network. Almost half of the users have a college degree, encouraging professional service companies to use the platform as well.
The purchase intent of individuals on this social network is quite low, as it mostly helps businesses drive awareness and build credibility. Products and services are promoted via sponsored content, which appears in the newsfeed. This content should be in the form of a short video so as to deliver the desired message in the best possible manner.
Be careful when selecting an ad platform.
Consider the demographics and purchase intent of users before making a choice!