How To Choose The Right Paid Channels For Your Business

James Galilee

Posted by James Galilee 11th March 2020 Tips and advice

Tips and advice

Paid media platforms have a lot to them. Ad types and audience demographics are just two parts of the puzzle, and whilst understanding them will help you to establish the most applicable platforms for your enterprise, there’s more to take into account to ensure you choose the right channels.

One key thing to know are the benefits that each platform yields. Join us as we dive into the main advantages of the most popular paid media channels.

Facebook for targeted reach

The first benefit of this platform is obvious – its extensive reach. Everyone and their grandma is on Facebook (well, almost). 

But it’s more than this. Your message won’t just be thrown to the winds – Facebook advertising can be very narrowly targeted. It’s the most targeted form of paid media, with categories including age, interests, behaviours and location. The better you know your audience, the better the conversation – and Facebook’s targeting capabilities help empower this. 

It’s the best value for money too. Facebook happens to be one of the least expensive types of paid media advertising in terms of interaction cost (CPC), which can substantially reduce your lead acquisition costs. 

On top of this, you can build your campaigns quickly, and they bring pretty instantaneous outcomes as well.

Instagram for powerful visuals

As Instagram is owned by Facebook, it yields many of the same benefits – including its targeting abilities. 

However, Instagram manages to stand out from other platforms by being focused on the visuals. Text in your advertising is optional. And this is a good thing, given the power of images: 80% of people remember what they see, compared to 20% remembering what they read.

The best part? Instagram ads are non-intrusive, and therefore users are less likely to find them a source of frustration. On this platform, individuals are significantly more inclined to follow businesses. This means there’s a higher chance of positive engagement.

Plus, you can integrate Shopify, which is perfect if you sell products. You’ll be able to encourage – and achieve – immediate sales with the right campaign.

LinkedIn for personalisation

LinkedIn has its own, very specific focus: business. This makes it ideal for targeting those in the corporate world. Stats have shown that LinkedIn is the trailblazer for business-to-business lead generation, responsible for over 80% of all social media B2B leads.

It also gives you access to data you often wouldn’t receive through the personal accounts of Facebook and Instagram. These include job role, previous work experience and skill set. It’s much more likely to be genuine and up to date too. So, when you choose to target by factors like industry or company name, you’ll be able to do so much more accurately.

As well as this, LinkedIn’s personalisation is second to none. Take its Sponsored InMail ad format, for example. You can send customised messages directly to your target audience’s inboxes. Not only this, but LinkedIn won’t send paid-for mailers to those that are inactive on the platform, meaning you’ll only spend your budget on worthwhile individuals.

Then there are dynamic ads – which really do get personal. You can tailor them so that the adverts incorporate things like the user’s photo, company name and job title.

Twitter for shareability

Whilst all these social platforms can be used on mobile, Twitter usage is particularly prevalent on this device. Therefore, if you want to reach users as they’re travelling or more passively browsing, then Twitter ads should be a top priority.

It’s the way in which Twitter works that makes the ads on this platform so beneficial. As such a large part of interaction on Twitter is essentially retweeting, there is a much higher likelihood of your advert being shared, and so reaching a higher number of people. 

Then there is keyword targeting. Twitter is all about precise words and hashtags – and you can focus your advertising on this, instead of more widely on topics. You can specifically target those who have used a keyword themselves, or engaged with tweets containing them, within the last seven days. 

On top of this, numerous studies have revealed that Twitter advertising has higher click-through rates than other types of paid media ads.

YouTube for creativity and diversity

Advertising on YouTube brings together the advantages of social media and television promotion. Users spend a significant amount of time watching videos on the platform – like they would watch programmes on TV – and can engage with individuals and brands alike. On average, they’ll spend 40 minutes per session.

Video is obviously very creative too, enabling you to be really imaginative with how you convey your brand’s message.

Plus, unlike other social media, people don’t only visit YouTube for entertainment. They go there to be informed as well – meaning you can reach a broader audience with a multitude of intentions on this platform.

Paid search to meet needs

In an ever-more competitive digital landscape, it’s important to take advantage of all of the tools available to you. Doing so will help you connect with your audience throughout their journey. Few channels boast the capability to create these connections at almost every stage of that journey, and paid search is one of them.

Thanks to advanced audience expansion algorithms, a granular level of targeting control and the massive global usage of platforms like Google search (which holds 92% of the market), it’s the perfect place to hold a conversation with your customers of tomorrow at any stage of their purchasing journey.

Actioning your paid media strategy

Once you’ve determined the paid media channels you want to use, you’ll need to think about how to tailor the content of your ads to the particular platform and to your target audience. To ensure it speaks their language and considers their linguistic and cultural intricacies, you’ll need to localise your messages.

Localisation should be incorporated when creating your strategy. By understanding your audience and the market environment they’re in, you can guarantee that your paid media will connect with potential customers on a human level. As this strategy is continuously refined over time, you achieve sustainable growth.

There’s no need to look any further than Clickoo for an international paid media service you can trust. We use our extensive knowledge and valuable audience insights to build a campaign that’s tailored to the nuances of your customers, wherever they are in the world.
Boost your ad performance in any country, and propel your growth with Clickoo. Get in touch with us today.

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