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If you have been wondering how your ‘neighbor next door’ became a multimillionaire influencer or how most of your friends in the Facebook list established overnight money-minting online businesses, trust us, you’re not alone. After all, how could some businesses take off on a flyer without your notice?  

Well, the key to this is digital advertising. Honestly, there’s not much difference between traditional and digital advertisements. On both the sides, customers buy your goods or services with emotions and justify with logic. 

The idea of both the advertisement types is the same— to get these customers on your side, to have them pursued, and get consistent conversion and sales. But only one of the two truly gives sales right from the first day: digital advertising.

Digital advertising— a desperate way to keep the cash register ringing!

Don’t cudgel your brains thinking what digital advertising is! With the advent of the internet, businesses have gone online. So, what do you do? Do you stop advertising to save money? Well, it’s like stopping the clock from saving time! So? What is it?

Well, you keep going with the flow. You place online advertisements for catching the eyes of potential customers. This is digital advertising! What has made digital advertising a huge success? Umm… It is the existence of digital advertising platforms. They have made digital advertising a reality in serving hyper-relevant ads to the relevant audience at an appropriate time.

There are different channels where you can place online ads. All these channels are digital advertising platforms.

Why do you think the TRPs of mainstream media are falling? Because they talk and talk and talk! There’s no two-way communication. 

But digital advertising has several two-way communication channels where you and your customers can voice opinions and promote brands and respective concerns. Here’re the two most important channels where you can reach your targeted audience and cater personalized digital content for conversion and ROIs:

  • Social media advertising
  • Paid-ads

The question is not which the best channel is. It’s how to mix-match each to accomplish our digital marketing goals. Fret not! We’ll cover these channels in detail now so that your advertising efforts pave off!

Social Media Advertising

Did you know? 81% of Americans have at least one social media profile. And more than 50% of them have two or more social media profiles. What does this convey? Well, your potential customers are wandering on social media platforms more than ever. You need to be right on these platforms to make the most of the social buyers.

Think of this way:

where would you put your advertising efforts? A random sample population with no guarantee or in a relevant audience group that’s already created for your niche? Social networks make this job quite easy for you. They let you use user-information to serve relevant ads based on how they interact with the platform.

Here’s why you need social media advertisements for quick ROIs.

Reason #1 Most channels like content marketing on websites and apps, take time. You’ll have to invest a fair amount in earning backlinks and your first sale of the day with this channel.

Reason #2 Other channels like influencer marketing can get you sales (low efforts, high costs), but not regularly. In fact, the buzz around your product or service fades with time. Re-posting doesn’t reap the same results either.

Reason #3 Channels like AdWords are great at producing consistent results, but they take expertise, learning, and patience to deal with it. It can get very time consuming when you want to launch your marketing campaigns at the word go.

With social media advertising by your side, you can start grabbing sales numbers right on the day you go live. Now the question is— which social media advertising network should you choose? Not so difficult to pick. 

Technically, the world bestows a new social network every month! But most of them will blow away in the first spurt or never gain any traction. So, you have to pick the ones that are lingering here for good! Work on these seven most important social media platforms to launch your marketing campaign in 2021 and give your brand a much-needed social-visibility: 

Social media advertising platform #1: Facebook Advertising

Facebook is the universe boss when it’s about the total user base. More than 2.45 billion active users show up every month— that’s almost one-third of the world’s population.

It gives you a great chance to target anyone and everyone virtually. You can use Facebook data to use at any stage of your business. Whether you’re into product conception or launching a product, you’ve access to plenty of information at your disposal to move ahead.

You must be thinking, ‘okay, great! 2.2 billion people. But how do you filter the relevant audience?’ Well, Facebook shines at lots of vertices, but one where it does magic is to cater to marketing campaigns to the segmented audience. 

The lookalike audience feature helps tear down your audience into different segments such as demography, technography, geography, etc. You can then concentrate your ads on these people and get them rolling to your website.

You must be mulling another question ‘segmented audience is fine, but how do you make sure that your ads are reaching them?’ Well, the social giant also allows you to market your business page with Facebook Advertising.

When do you want Facebook the most:

When you’re looking to access the list of email addresses at low cost and make the most targeted niche.  

When you should avoid Facebook advertisement:

When you don’t have enough social media advertising budget, second, when your business violates Facebook’s ad guidelines (tobacco).   

Social media advertising platform #2: Instagram Advertising

Instagram, the photo-sharing platform, gave a potential threat to Facebook, as people kept migrating their attention to it. It’s the reason why the Facebook master bought it. Instagram touched 1 billion active user-base in 2018, of which 500 million actively engage every day.

The reason is quite simple— the platform is visually appealing and engages more attention than multi-content strategic platforms like Facebook. Research says that its engagement rate is 58% higher than Facebook and 2000% higher than Twitter. It means one post that you get one like on Facebook and Twitter can get 58 likes and 2000 likes on Instagram, respectively. 

Instagram uses the same advertising model like Facebook, where you can segment your niche audience and analyze your marketing campaigns with reports. However, Instagram has several features that also let you enjoy organic benefits by emptying up much of your pocket.

You have to spend on paid Facebook campaigns to reach a larger audience group, but Instagram allows you to market your brand organically with engaging content and features. An Instagram post can become an organic wildfire much faster than a Facebook post.

People tend to remember visual creatives more than the copy. Thus, Instagram digital marketing has a huge potential in boosting your business.

When do you want Instagram the most:

When you want to work on brand awareness, Instagram’s organic promotions is the best platform to advertise.

When to avoid Instagram advertising:

Instagram is a visually-centric platform. Consider it as your marketing friend if you’re up for customer images of real people. Avoid ‘just another content’ that has no viral instinct.

Social media advertising platform #3: Twitter Advertising

People associate Twitter with wit, short, and crispy copies. A hub of ‘breaking news.’ But the old social network giant has opened a huge advertising door with multimedia posting. There are about 336 million active Twitter users in a month.  

Should you want to engage potential customers and work on direct feedback, Twitter is the place. Its advertising model is quite different from Facebook. Unlike Facebook, you still have a great chance of reaching a vast majority of the audience with organic publishing.

By using trending hashtags like Instagram and leveraging your bet on organic sharing features like retweet— you can reach your desired audience. Pretty much like the Photo-sharing network, your marketing campaigns have enough power to reach a niche group through influencers.

Brands need not necessarily pay to voice your brand to a relevant audience, making Twitter paid to advertise even more viable and useful. Although Twitter hasn’t been utilized to the fullest for advertising campaigns, you can set up interesting numbers with promoted accounts, promoted tweets, and promoted trends.

For example, if someone is tweeting about a specific problem and you happen to know how to resolve, you simply have to go to the hashtags and make new customers at ease.

When do you want Twitter the most:

If you’re willing to spend 100$ on Twitter promote mode, the platform will automatically display your copies and tweets to the most relevant audience. Good for organic visibility too!

When to avoid Twitter advertising:

Don’t spend your time on Twitter if you don’t have target products or lead magnets. And brevity is a must! Avoid it if you can’t think of a concise marketing strategy. 

Social media advertising platform #4: LinkedIn Advertising

Of all the social platforms, LinkedIn is a powerful digital advertising platform for B2B models. If you happen to have one, LinkedIn is where you want to invest your time. It has close to 300 million monthly active users.

Most of the customers view LinkedIn as a social media marketing platform for business. Hence, you can expect people to be more serious about the information they post.

You can get vital resources like email addresses, hobbies, interests, jobs, interested-in jobs, etc. to build your marketing campaign. Another plus of LinkedIn social profiles is that you’ve data for gap analysis. Since you’re not operating your business in space, the platform opportunities great ways to look at how your competitors are marketing and interacting with the customers.

One of the studies reveals that over 3/4th of LinkedIn professionals make over $50,000 a year! That opens up an opportunity if you’re looking to get quality leads in your industry.

Although LinkedIn advertising is not as advanced as Facebook, the platform surely leads to a higher return in terms of investment. You can set up a LinkedIn advertising campaign with sponsored content, InMails, and Text Ads. 

When do you want LinkedIn the most:

LinkedIn advertising is a great success if your business revolves around high-end B2B products & services and secondary education. You’d want to consider another digital marketing platform for B2C services.

When to avoid LinkedIn advertising:

Is your brand looking to solve professional problems? LinkedIn is a competitive social network. We all want to get ahead of our competitors. Ask yourself, are you solving professional problems and challenges? If not, avoid the platform altogether. 

Social media advertising platform #5: Pinterest Advertising

Creativity and Pinterest walk hand-in-hand. Why? Because Pinterest is dominated by 81% of women. And women are exceptional creators! With an active monthly user-base of 291 million, if your business falls in the creative line— you need this platform.

Like Instagram, Pinterest is a photo-sharing network but is strongly regarded for eCommerce sales. Its users rely on highly-customized visuals of the industry, and users specifically trod to purchase unique and out-of-the-league products.

The social platform allows paid advertising through promoted pins. You can target any demography or location to reach your targeted customers. You can also find customers who may show interest in your business. 

Though its advertising might look Juvenile against Facebook or Instagram, it effectively allows you to run specific campaigns with budget-constraints. One of the studies revealed that 87% of Pinterest users purchase customized products from the platform. 

You can exploit these numbers to pin customized boards and run your campaign effectively. Its cost-per-click model puts it in the same ballpark as other advertising platforms.

When do you want Pinterest the most:

Pinterest users scroll through numbers of creative pins. You’d want to use it only if you have the creativity to grab eyeballs. Moreover, if your product touches millennial-women, Pinterest is the place. 

When to avoid Pinterest advertising:

Visuals need to be right on the money and be creative. If you can afford to blend creativity and solve problems simultaneously, Pinterest is your advertising place. Or else, try other visual platforms like Instagram.

Social media advertising platform #6: Snapchat Advertising

The newest of the lot, Snapchat, has emerged as an advertising force in the industry. With over 350 million monthly active users, it’s a viable platform with hyper-active user-base.

If your product or service targets the younger generation, Snapchat advertisement could be the way to go about it. More than half the user-base age between 18 to 24 years. And 75% of the users are below 34. The platform allows your business to publish advertisements for a day in a segmented group.

Like Instagram, the platform posts have to include either photo or video, hence, making the platform a great fit for visual consumption. 

But the biggest deal-breaker is its pricing. Snapchat advertising is quite expensive, which includes snap ads. Snap ads are small, interactive mobile video ads that can consume up to 1000 to 3000$ a month. 

With augmented reality, a key feature of Snapchat, it also allows you to run your ads through sponsored lenses. But these lenses cost between $4,50,000 to $7,00,000. And the same goes for the Snapchat discover feature. As the social network runs more than 10 million videos a day, are you buying ad space on the platform?

When do you want Snapchat the most:

Snapchat Ad Manager is as strong as Facebook ad manager— the platform offers plenty of features to create, edit, and cater ad campaigns. Go for it when your product or service is in alignment with the demography of the user-base.

When to avoid Snapchat advertising:

If you don’t have money to hire a professional Snapchat advertising agency, you don’t have the money! There are two possibilities: you either avoid it or run your social ads by yourself. 

Social media advertising platform #7: TikTok Advertising 

TikTok is the fastest growing social network on this planet. Hands down! In less than two years, it has more than 1.2 billion users globally! The app is a quick way of creating and posting 15 seconds videos.

Its usability and ease-of-content creation have attracted a not-so-technical audience too! Anyone can become a content creator within a snap of a finger. It makes TikTok a ballpark of advertising for businesses.

Though the platform is relatively in its infant phase with its advertising model, it uses similar features as those of Snapchat’s sponsored lenses. Tiktok calls it a branded effect. You can use the feature to target a specific niche audience and let them interact with your brand in a fun way.

Another obvious way to market your campaign is through influencers. Influencers have religious imprints on people. There’s one stat that you need to know about TikTok. It comprises 60% of gen Z— the generation born after 1996.

Gen Z has a high propensity to be expressive and has high digital nativism. Your business can use their awareness and diversity to target young gen and get the most out of your campaign.

When do you want TikTok the most:

Tiktok marketing hasn’t been established yet, but you’d want it when you need high engagement rates and viral content. That’s good for brand awareness and customer acquisition.

When to avoid TikTok advertising:

TikTok’s users are relatively young. They may not want to spend on your products or services because they might not be the ultimate decision-makers. Avoid it if you’re looking to get high sales.

Paid Ads 

Google processes more than 3.5 billion searches every day! Woof! That means it answers 2.3 million queries every second. Since people use search engines to solve the slightest of their queries, you can use it as an opportunity to market your brand.

You might ask why paid ads when SEO services exist. Well, organic search is brilliant, but it’s slow. It gets impossible to spread your words of marketing campaigns as when you want. And if you have a small business, it’s vital that you reach your targeted audience rather than spend your resources on the non-relevant ones.

Here’s why your business needs to be paid ads on search engines:

Reason #1: Paid advertising reaches the most relevant customers wherever they are. Pay-per-click advertisements on search networks help you market your brand on the first two links that get the most clicks.

Reason #2: Search engines have a lot of customer data. You can use these data to project your brand to the relevant prospect. This makes your targeted campaign very effective. So, you get to target your ads very effectively.

Reason #3: You have the backup of powerful analytics and monitoring tools. Search engine networks let you make evidence-based decisions.

Unlike social media, search engines don’t come and go! A few search engines have captured the market pie, and they don’t seem to go out of the business. Again, in 2021, Google and Bing continue to dominate the search engine marketing network. Let’s check out their ads:

Paid ads #1: Google ads

Most of the google searches have Google ads. Paid Google ads can drive extremely relevant traffic to your website, especially when visitors look for a specific service or product.

The daddy-engine promotes paid ads above organic searches in the SERP. It is a way of sponsoring your content on Google. You can also use Google AdSense and Display Network to attract potential buyers to your store.

Google Display Network has third-party websites that have partnered with Google and have agreed to promote Google ads. Or another way of advertising your content is through AdSense, where you’ll have selected areas on the website. 

You must be thinking about how it works. Well, sponsored content works on an auction procedure that revolves around quality keywords. You need to pick relevant keywords and market your campaign around it. The ad network will check your quality score and competitor ad rank to have you approved in a day.

Google will check these factors to approve you:

  • If your Google ad is relevant to the search query
  • If your Google keyword is relevant to your targeted group
  • If your landing page is relevant to the ad
  • Overall historical account performance

When do you want Paid Google Ads the most:

When you want to fine-tune your customers and need clicks from the users looking to convert.

When to avoid paid google advertising:

Google ads can get expensive if you’re not monitoring your performance and improvising your campaign. Avoid it if you don’t have hands-on data analysis.

Paid ads #2: Microsoft advertisement (Bing ads)

Bing controls 36% of the US desktop search market. Not as big as Google, but you can’t keep it out of the market. In fact, you can get to target a very good share of users.

The best part about Microsoft advertisements is that not you’ve less competition in its network, and more concentrated ads towards your target audience can give serious results.

Like Google ad, Bing ads are auction-centric that operate around keywords. If you’ve planned to run your ads on Bing, you have to create bids around these special keywords.

On successfully winning the bid, you can present your marketing campaign for the particular keyword when a user searches. Akin to Google’s PPC model, your business pays each time a user clicks on your link and gets into your website. Since you’ve to pay even though users may click by mistake, you mustn’t push aside unwanted clicks. And that comes with a strong marketing copy!

When do you want Paid Bing ads the most:

You want Bing Paid ads when you wish to attend the unaddressed searchers out of Google and Baidu. Technically, you’re never paying for your ads to appear. You pay only when a visitor clicks. So, Bing can get you useful conversions in a relatively smaller user-base.

When to avoid paid Bing Ads:

If you have a limited budget and are caught between Google and Microsoft ads, you should go with the best. 

The final argument on using digital advertising platforms

Although it’s a good idea to market your brand across effective multi-channels, not all digital advertising platforms will get you the expected results. If the budget permits, pre-researching the most relevant channel will give the best out of your marketing campaign.

You can run digital advertising campaigns in three ways:

  • Run your marketing campaign manually.
  • Run your marketing campaign using automated-software.
  • Consult & hire experts in online advertising.

If you’re good with the first two steps, good luck launching your campaigns. If you aren’t— contact Huptech Web for executing informed marketing strategies.

Rishi Thakker

Rishi Thakker

Rishi Thakker is the founder and CEO of Huptech Web, an eCommerce development and marketing firm that helps companies attract visitors, convert leads, and close customers. His unique writing tips give startups and well-known brands a palpable action plan full of innovation unmatched.

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