The fastest way to earn market qualified leads and revenue, by far, is digital advertising or PPC (pay-per-click). When you ‘pay to play’ you will be given the opportunity to put your content and ads in front of who you want, when you want, and however you want it portrayed.
There are many avenues and platforms to advertise. These platforms are very happy for you to pay them, in exchange for getting your message out to the right people at the right time. Each platform has its unique targeting, demography, and audience. It is important to know which platforms are best to use at what time – and how to use them together. This is imperative in order to build a PPC strategy that works in unison and synergy, to bring in market qualified leads and sales. This is where we distinguish ourselves in the industry.
We use all advertising platforms for WadiDigital Digital Agency and have extensive expertise for many clients in over a dozen industries.
Below we provided a brief breakdown of some of the most popular platforms to advertise on. Let us know which you think is best for you, and we will plan a free strategy call based on your company and target audience.
Google AdWords is the mother of them all. Google has three main advantages:
1. Google is extremely large with loads of data on their users, which you can use for targeting.
2. Google is the largest search engine in the western world. Therefore, it has scale and data.
3. Google is a search engine; therefore, it has intent. Meaning when someone is looking for your product or service online, you can have your ads calling to them when they are ready to learn more or make a purchase. This is the most relevant traffic.
Within AdWords, there are Google Banner Ads (part of Google Display Network, or GDN). The great part about the GDN is that you can show image ads to a huge network of websites. You can also use them for remarketing to help people return to your site.
Google Universal App Campaigns (UAC) – Has the best data for app downloads. It uses Google data to help serve your ads to get the most downloads or in-app engagement.
LinkedIn is by far the best platform for B2B startups and enterprises. If you want leads, then look no further than LinkedIn. LinkedIn was purchased by Microsoft for $26.2 billion in June 2016.
LinkedIn has the opportunity to target people based on company, job title, seniority, company industry, company size, education, age, gender, and groups on LinkedIn. LinkedIn has its own audience network, meaning there are thousands of websites that serve LinkedIn Ads, so you do not need to be on LinkedIn to see the ads.
In addition to static banner ads and video ads, LinkedIn can send you directly to your landing pages or lead generation ads. Lead generation ads will automatically populate names, emails, and phone numbers of all leads you want. Conversion rates soar, and information is accurate since it is taken from their landing page.
For B2B leads, LinkedIn has the best audience, and the best targeting. We recommend spending a full 35%-60% of your B2B PPC budget on LinkedIn.
YouTube is owned by Google and uses Google AdWords platform. YouTube is the second largest search engine after Google. YouTube is maybe the only platform that skews heavily male. YouTube’s video platforms is also fabulous for branding and marketing. The video is a very strong way to use creativity or storytelling for your brand and company.
Bing, owned by Microsoft, is the second most popular generic search engine in North America. Bing users are smaller in number and skew older than Google. Where Bing lacks scale, it makes up for with better results. Since there is less competition to show your ads, you get cheaper cost-per-clicks (CPCs), which leads to better CPAs (cost-per-acquisition), price you pay per conversion or goal. Therefore, once we have succeeded in optimizing campaigns in Google, we immediately setup our clients with Bing, so they can earn more conversions at a better rate.
Facebook is the largest social media platform in the world. With 2 billion users, Facebook is the only company that has the data near the scale of Google. Facebook is the best platform for B2C targeting. Facebook offers very deep targeting of demographic, interests, and behaviors. This is what sets Facebook apart. You can find people using a certain phone, with a certain Wi-Fi connection, at any location. The targeting here is wide and endless!
Facebook also has very unique lookalike targeting. You can target or make lookalikes of all converters, website visitors, or any email list of leads or clients. You can then use Facebook’s regular targeting to further narrow it down. This is Facebook’s best tool, especially for B2B targeting.
Instagram is owned by Facebook. Which is great because we have all the targeting options of Facebook, in both depth and width. Instagram skews female, and is picture and photo heavy platform. To sell products directly to consumers who are into aesthetics, Instagram is the best platform, since you have the power of it’s demographics along with the power of Facebook’s targeting. Instagram Ads are managed on the same platform as Facebook Ads.
Pinterest, more than any other platform skews female with over 80% of active users. Their users are also often mothers, making the buying power of Pinterest users very strong. Pinterest is a collection of photos and other materials that are organized into boards that the user makes on their website.
Pinterest is a unique platform because it is also a strong search engine. We can target people based on what they search for within Pinterest and we can target people based on their demographics, interests etc. If you want to reach the decision makers in the households, then Pinterest is the best platform.
Quora is a question and answer social platform. It is very difficult to be a troll or anonymous on Quora, making the targeting excellent. It also means that there are no trolls on Quora – so more white-collared professionals are using the platform. The target demographic is college educated professionals in big cities in North America.
The best targeting for Quora is based on interest of the individual, on questions that fall into certain topics, and actual individual questions themselves. Quora also provides remarketing and lookalike campaigns. CPCs are very low on Quora, so it should not be overlooked, especially for B2B companies looking for easy ways to target professionals at a great price.
Now that you have an idea of some of the best platforms available for paid ads, reach out to us, so we can provide you with a free in-depth audit of all your paid advertising assets, or a tactical review of which platforms and what strategies to use to leverage your company and earn more leads & sales.