There is so much choice for promoting your business or advertising online. However, many business owners do not know the right platforms or how to identify these platforms. If you do not use the right medium to showcase your business, you will not get good returns.
Everybody can advertise online depending on their budget because advertising platforms have budget-based campaigns. In addition, leads generated via paid adverts have a 50% chance of becoming customers. So, it pays to advertise online.
And below are some of the best places to advertise online;
The Best Platforms to Advertise Online
Google is a great platform that targets bottom-of-the-funnel buyers ready to buy now, have their credits card down, and are looking to make a purchase. This could be from a software product to a course or a healthcare supplement. It could just be anything.
The best way to get results using google ads is to split it into different funnel stages. In doing this, google helps you target specific keywords, that is, what people are searching for, that is what we call buyer intent. This one is how you’d understand what people are buying. For example, I am looking for a cool software solution. So, when carrying out my research online, I’d likely type “cool software solutions or products” – this looks like a search carried out by someone just starting out research.
But if we want to target the bottom of the funnel people who are ready to buy, we want to target keywords that show that “this” buy has an intention to make a purchase. So, their search may be something like “Buy ABC software” or compare the two ABC software. If you can find those keywords within your niche, it shows that people are researching such products and ready to buy. Therefore, you will get sales if you target customers with those keywords.
When using Google for your ad campaign, think about the keyword you can use that shows someone who has buying intent. Google works primarily because people use Google ads on a pay-per-click model. This means you’re paying a certain amount for every click you get on your website. The last thing you should avoid is paying for people who are just generally browsing. You want to ensure you get a return on your investment. And if they are clicking, you want to make sure you’re driving them to your website that offers value, like a lead funnel.
This is very similar to google but underutilized for serving ads online. YouTube can be extremely powerful in targeting the bottom of the funnel content. On YouTube, you can target people who are searching for specific videos. For example, I decided to embark on some exercise routines but didn’t have time to go to the gym. I can target an online personal trainer. My search would be like “Quick exercises at home to lose weight. This would be perfect for someone with their own exercise app or an online course teaching exercise specific to that audience. So you could run a video ad in front of these people and say, come check out this excellent app; this is what we do.
You’re hitting the right people at the right time because you know their search queries.
That’s not to say you cannot use google ads on YouTube for the top of the funnel content. Bear in mind is when people at the top don’t recognize that they have a serious problem yet or if they do, they don’t necessarily know about the solution. So your job isn’t to sell them but to educate them with a lead magnet, e.g., a free e-book, a free trial to your gym, give them a taste of your problem-solving solution.
Since Facebook acquired Instagram, the owners have merged the operation of the platforms. It is now possible to run ads concurrently on both platforms. Instagram has various options for serving ads. These options include ads within users’ feeds and stories or sponsored content by influencers or marketers.
For ads that appear within users’ feeds or stories, they are bespoke content that contains the information they want their audience to view. Meanwhile, brands pay influencers to speak positively or market their product. Influencers are users with numerous followers, so it is easy to advertise. For example, Cristiano Ronaldo has over 300m followers on Instagram – half the number of his followers can see his post and be swayed by whatever he says on the post. You find that some of the ads by influencers are tagged as “Paid partnership” with brand X or Y.
There are two categories of users on Instagram, those between 18-24 and 25-34, grouped as millennials and post-millennials. Research indicates that these groups of people would prefer to listen to a celebrity figure endorse a brand over traditional ads.
Because of the merger, Instagram advertisements can now be run through the Facebook ads manager, and pricing is the same. However, the cost depends on the number of followers and agreement with certain brands for influencer marketing.
Influencers like Kylie Jenner, Beyonce, Ronaldo, Messi, and the likes earn between $250 to $1 million per post.
Instagram currently has over 1 billion users, a massive market for advertising and reaching the millennials and post-millennials.
Twitter is a vast market for the very-intelligent class of social media users. However, this platform is under-utilized by advertisers.
On Twitter, you will find the most educated and affluent group of people in the world. If you’re targeting a market of very skilled people with degrees and good earning power, Twitter is the platform you should explore for advertising. Although Linkedin gets a lot of educated users, most of them are on about their careers.
You are likely to spend less placing advertisements on Twitter because they only charge for ads. These advertisements include Tweets, hashtags, trends, and promoted accounts. For example, if you intend to increase the number of your followers, you will be charged only if you gain a new follower.
Option for advertisement include keyword auction like what is obtainable on Google, but Twitter seems to be the best. In addition, Twitter has Facebook capabilities that allow users to target an audience with precision; the same is applicable on Twitter but for a lower price. For example, ads target can be streamlined to people/users who use trendy words or hashtags within their tweets on Twitter. This way, ads can hit the specific audience that advertisers seek.
In addition, Twitter allows you to create custom audiences where you can serve your ads, and this is solely based on Twitter handles of users following a competitor’s account.
According to Twitter, ads engagement increased by 50% in 2018, and cost per engagement decreased by 14% in the same year. This means Twitter isn’t appreciated as an ads platform.
Another medium for effectively advertising businesses online is Linkedin. Owned by Microsoft, LinkedIn is one of the best platforms for business-to-business enterprise to serve their advertisement.
LinkedIn houses the most educated, skilled, affluent, and professional audience who spend time online. Options for ads on this platform include sponsored posts or videos that appear with feeds of users, native ads that appear on the right hand of pages, and sponsored in-mail ads sent to the users’ inbox.
Ads on LinkedIn can be targeted based on the location of companies, title of individuals, size of the company, and industry to which the company belongs. Advertisements are run on a preset daily budget basis.
You may reach fewer people on LinkedIn, but those who click or see your ads are like to turn to leads. This makes LinkedIn a great choice for professional ads.
Are you utilizing every aspect of Facebook to the best of your advantage? If you have a business that you intend to grow via Facebook ads, you must have a business profile page to post regular updates on what you do. Even though you can share content, creating your unique content will benefit you in the long run. You also need to create a group. For example, if you are reselling software, have a group related to your product.
On Facebook, you can reach a wider audience than the other social media platforms through targeted advertising. The features on Facebook allow you to streamline your ads to a specific audience with precision. For example, you can target an audience based on their behavior, like if they are planning a hangout.
You also have a variety of locations where ads can be served on Facebook. Ads can be placed on the home page, the right-hand side in the newsfeed, or on customers’ mobile devices. All of these can be done using the app or through their website. Other options for ad location include during Live sessions, within watch programs, Messenger application, or Facebook Marketplace.
Facebook is the best and most effective platform to increase brand awareness with specific and targeted demography. As with some social media platforms, Facebook also uses a bidding framework. Bids are based on a daily budget set by users. Unlike Google, which values relevance, Facebook does not favor only big spenders.