Digital marketing truly has revolutionized the way we reach people. Even though it’s better, faster and more affordable to advertise in the internet age, some of the old rules still apply.
One of those rules is that you need to know who your target customer is and choose the right marketing channels to reach them.
Even now, when launching an ad campaign takes a few clicks and a credit card, the wrong choices can cost money and turn what might have been a great idea into a dismal failure.
Here’s what you need to know:
1. Facebook: Lots of variables, but Great Reach
Facebook’s PPC campaigns are a conundrum wrapped in an enigma, with a sprinkling of pixie dust. Which means they’re a huge vortex and if you can get it right and find what you need, it can be magic. You may find you pay very little per click for one post, and 10 times as much for another. It takes time and detailed targeting experimentation to get it right.
What they do have is a great reach. With a billion users and a very granular targeting system, you can reach large numbers of very specific people, which is great if you know exactly who you want to sell to.
2. Twitter: Lower Cost, Random Audience
Twitter is a relative newcomer to the world of paid advertising. So it’s no surprise that their offering is a little rough around the edges.
The targeting options for a Twitter campaign don’t exactly have the pinpoint accuracy of Facebook. So you’ll need to spread the net fairly wide.
On the other hand, with clicks at a dollar or two at most, it’s generally an inexpensive way to advertise if your audience is on that platform. So you can stretch your budget to the max on Twitter.
3. LinkedIn: Best for B2B
LinkedIn isn’t the cheapest advertising option. It doesn’t have the best targeting options, and it’s not the biggest network in the world. But it focuses on business, which is great if you are targeting B2B clients.
If you don’t want your serious business advertisement to be vying for feed space with cat pictures, beach selfies, and lunch snaps, then LinkedIn can be a solid place to launch an ad campaign.
4. Google Adwords: The All Rounder
Google has been doing paid advertising for a long time. Longer than anyone else on this list! So it’s no wonder they’re a leader in PPC ads.
Google’s Adwords platform has global reach and great targeting possibilities. However, because it’s one of the most popular ad platforms bids on popular keywords can be very high, and you’ll need to expand your budget if you want a popular word in your campaign.
Trial and Error
Like any form of advertising, ads on social media are a process. They take time to perfect, and will probably require some trial and error.
While you might get really lucky and hit on a winning formula right off the mark, it’s a very rare thing in an increasingly noisy world. You’ll probably find that you have to tweak a few things to get the results you want.
So set aside a little extra in the budget, do some research before you start, and track your results. Eventually, you’ll find the platform and formula that works for you.