Targeting the right audience is key to success with any marketing campaign. But, what if you’re not sure who to target?
We will explain you what each of the above mentioned marketing channels is useful for.
Google Ads (formerly Adwords) helps you to target people that are actively searching for your product or service. You know already that those internet users are interested in purchasing what you or your competitors offer. Most of the time the conversion rate of Google search campaigns is higher than on Facebook and Linkedin because on those other two channels people are not actively looking to buy anything.
Google also offers shopping campaigns which are very useful if you have a webshop.
You can upload your product feed on Google and your products will show up on the search results with an image and their price so users might know already before they click if you have what they are looking for.
If you have videos about your brand you can create YouTube Ads and target people according to demographic or geographic criterias and show your video before, during or after somebody has watched for example a music video on YouTube.
If your product is not known enough so that there aren’t enough searches on Google, you have to create the demand.
This you can either do with display campaigns (banners showing up on Google partner websites such as newspapers) in Google Ads.
Or you can use Facebook, Instagram or LinkedIn to target people you think would want to buy what you offer.
Facebook Ads: This social network is ideal if you’re looking for a target audience depending on their age, gender, interests or their location, which allows you to tailor your ads to a very specific group. If you have an existing customer data base, you can even upload it and create campaigns with people having similiar interests as your existing clients.
You can also target people that have visited your website previously using retargeting ads.
Instagram Ads: It has not been mentioned in the title because Instagram is part of Facebook.
However, as Instagram belongs to Meta (Facebook), you have the same targeting possibilities as with Facebook Ads.
Linkedln Ads: This is the perfect platform for you if you want to reach the B2B market. You can narrow down your audience by age, gender, industry, years of job exerpience and job role.
But be aware that – in comparison with Google and Facebook – a click on LinkedIn can be very expensive, for example between 5€ and 20€ depending on your target audience.
Whereas on Google or Facebook – depending on your business sector and the number of competitors bidding on the same keywords/audience – you often might pay between 0,60€ and 5€ per click.
Last but not least, do not forget about Microsoft Ads (formerly Bing). Of course, there are way less searches made than on the Google search engine. However, the cost per click on Microsoft Ads is often a lot cheaper than on Google. So, Microsoft Ads can help you gain a few more customers with a low cost of acquisition but you will always have to see it as an addition to Google Ads.
Each business is of course different and not everyone needs the same marketing channels. If you would like to know which marketing channels are best for your target audience, contact us by clicking here.