Which ad platform should you choose?

When it comes to running digital ads, advertisers have a number of options today. Where should you focus?

The buyer’s dilemma! Can you dissect it?

WHY IS IT SO IMPORTANT?

Because any and all advertising needs to be profitable, for it to be viable for the business. If your campaigns don’t make money in the long run, then you need to rethink your whole strategy, since there is clearly something going incredibly wrong. On the other hand, when done well, ad traffic can prove to be affordable and a constant source of value add to the business; and once optimised, it increases the ROI of your paid-marketing exponentially.

IT ALL STARTS WITH YOUR MARKETING OBJECTIVES

What is it that you are hoping to gain out of your marketing efforts? Are you looking to drive immediate sales? Are you looking to increase brand awareness? What is it that you really want to do? Answering that question is ground zero when it comes to any marketing activity.

Wait, but what about your target audience?

Well, of course that’s paramount, but you need to decide on a campaign objective won’t you?

Let’s get it straight. It doesn’t matter whether you’re looking at increasing brand awareness, creating some buzz in the media, or educating the target audience — your ultimate objective is always SALES.

Businesses are in the business of making money. But just like with everything else, it boils down to instant gratification. Brand awareness, media buzz, or educating your audience — all of those things do drive sales, and they tend to be more profitable as well, but they will be able to do that eventually. If you are looking to drive sales today, its a whole different game. Everything from your ad copy and creative to your audience segmentation to your choice of ad platform will change.

I WANT REVENUE… NOW NOW NOW!!!

So, if you are looking at driving immediate sales, choose a search engine.

And I am sure after looking at this chart, you are not even going to think of Twitter, YouTube and Snapchat, if sales is your objective. :-)

SALES CAN WAIT…. LET PEOPLE KNOW I EXIST

Now that, that is a traffic game. You want to create brand awareness. People need to know of your existence, check your offerings out etc. In this case, nothing beats Facebook.

That’s it for today. See you tomorrow!

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Helping businesses grow 10x faster, and scale efficiently. Top Writer — Quora, Medium. Drop in a line if you’d like help with yours. mail@abyshake.com

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