Which Ad Platform is Right for You?

Which Ad Platform is Right for You?


Hello, I’m Mark Kelly, CEO of Chair 10 Marketing. And today we’re going to talk about where
to advertise your business to get the biggest impact. A question we get a lot from our clients is,
“We have a certain advertising budget. Where should we advertise? Which networks? Should we advertise on Google? Facebook? LinkedIn? Youtube? Bing? And the answer is: it depends. So, today we’re going to talk about some of
those factors. For a particular business, which ad networks
make sense. First: Google Search. This is where everybody goes to answer their
problems and answer their questions is Google. There’s 3.5 billion searches done on Google
each and every day. And so this is where you go to answer your
questions. Now we’re looking at all these networks across
two facets: action and awareness. So by action we mean does this network drive,
when someone clicks an ad on this network, does it drive an immediate lead or an immediate
sale for your company. And Google search does that by far the best. So that gets the top marks for that. Awareness-wise, Google search is very large. So, it’s not as large as the Google display
network which we’ll talk later, but it’s very large. So we give it a medium ranking there. Now Bing search. In the US about 15–20% of searches are done
on Bing. So it’s much smaller than Google but still
quite a big chunk of searches. Again, it’s people going to Bing.com and raising
their hand, just like on Google, and saying, “Hey, I need this product. I need this service.” So in terms of driving action, we can get
ads in front of those people and drive action, drive leads and sales immediately. So it’s very strong in terms of that. It gets a low ranking for awareness because
it’s relatively small. Facebook is a place where people spend a ton
of time. Currently, on average, people spend 40 minutes
per day on Facebook and Instagram. So they’re hanging out there a lot, and as
an advertiser, you want to go where people are. In terms of awareness, Facebook has lots of
targeting options to reach those people with your new product or service. It’s a great way to get the word out about
something that people might not be aware that they need. You can show them, hey, this would be a great
part of your life or your business. You need to know about it. So awareness-wise, it’s great. Action. Facebook has a lot of different ad formats
that can drive leads and sales, so we gave it a medium ranking for that. LinkedIn. This is where business happens, and so if
you are a company that has a product or service that’s targeting business people, you need
to seriously consider LinkedIn. A lot of enhancements to this network recently. It’s not a large network, by any means, but
it’s very targeted. So we gave it very strong marks for driving
leads and sales and driving action. Finally, the Google Display network, including
Google’s Youtube network. So this is a huge, huge network. By far, it’s the largest network to drive
awareness of your product. Over 2 million websites show Google ads on
their website. You can reach 90% of internet users when you
run ads on this network. So, by far, in terms of awareness, nothing
beats the Google Display network and Youtube. In terms of action, in comparison to someone
who goes right to Google.com and does a search, it’s not the same. It’s not driving action at that same level,
so we gave it a low mark. Google is doing enhancements to drive more
leads through those ads but right now, it’s a network where you’re getting the word out
in a broad way. It’s very powerful for that. So, we hope you enjoyed this quick summary. We’d love to help you with your paid advertising
strategy. Go to chair10marketing.com. And that’s the best way to reach us. Thank you.

Leave a Reply

Your email address will not be published. Required fields are marked *