Digital Advertising

Facebook has proven itself as an effective advertising platform for the right products. This is especially true since Facebook bought Instagram, and the two platforms share data and audiences. This enables one ad campaign to run on both platforms, increasing the effectiveness that much more.

Facebook can also be one of the more affordable digital advertising platforms. The advertising algorithm that powers the platforms can decide where to place your ad for the lowest cost and most clicks.

It’s also possible to build Facebook audiences. These audiences can be optimized to target users who are most likely to click on your ad. Beyond just Facebook audiences, they also have something called “lookalike audiences”. This is where your return on ad spend (ROAS) can really get a boost through Facebook retargeting campaigns. These retargeting campaigns essentially target users who already showed some interest in one of your other ad campaigns. It’s almost like a “warm” lead- a user who has already been exposed to your brand or product.

Generally, you’ll create a landing page specific for whatever ad campaign you’re running, and drive traffic through the ads to that landing page. In that way, you can A/B test and optimize both the ad campaign and landing page to get the highest return on ad spend (ROAS) possible!

Instagram has a unique style, purpose, and demographic to that of Facebook. It tends to have younger users, and is much more visual in nature, especially for short videos. According to the latest statistics, Instagram has over 1 billion users, 500 million of which are daily active users! The platform has had explosive growth, and many brands have been able to capitalize on that growth to expand their own social followings.

71% of Instagram users are under the age of 35. (Statista, 2019)

Depending on your target audience, Instagram could be a catalyst for your brand through paid advertising. You can post advertisements on Instagram in 3 different ways.

1. Create ads directly from the Instagram app.
2. Create ads from your facebook page through a linked Instagram account.
3. Create ad campaigns through Ads Manager.

If your target audience is younger, or is predisposed toward creative visual ads or short videos, Instagram could be a great digital advertising choice for you.

If B2B ads is what you’re looking for, then Linkedin is the digital advertising platform that you would definitely want to use.

Linkedin is the “professional” social media platform. Their targeting is centered around what B2B businesses would want. So if you’re looking to target a specific industry, you can do that on Linkedin. If you’re wanting to target even specific roles, like a CEO, of a specific industry, Linkedin can do that.

Yet, you’ll pay for that niche targeting. Advertising on Linkedin tends to be quite a bit more expensive to advertising on Facebook.

Google ads, or PPC (Pay Per Click), are the ads one sees at the top or to the right of the search results in Google. These PPC ads essentially allow a business to “cut the line” of building organic keyword rank, and put you right at the top of that coveted first page in Google.

All it takes is money, and to “out-bid” your competitors who may also be paying for the keywords that you are targeting. The more competition for a keyword there is, the higher you have to bid to get your ad seen for that keyword. So targeted campaigns based on specific locations or events are more cost effective.

Google ads are just one of the possible tools in your overall marketing plan. Ads should be backed by solid SEO research. Contact us today for a free assessment on how digital ads could benefit your business!