Paid Advertising

Facebook ads, Instagram ads, Linkedin ads, and Google PPC (Pay Per Click) can all be great ways to generate traffic for your website!

Facebook Ads

Facebook in particular has proven itself lately as an effective advertising platform. This is especially true since Facebook bought Instagram, and the two platforms share data. This enables ads to run on both platforms, increasing the effectiveness that much more.

Facebook is also one of the more affordable 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 Ads

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. 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 videos, Instagram could be a great advertising choice for you.

LinkedIn Ads

If B2B ads is what you’re looking for, then Linkedin is the 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

Google PPC (Pay Per Click) ads digital marketing Google Searchare 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. It can get expensive, 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.

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