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Am I on the Right Digital Advertising Platform?


With so many digital advertising options in 2017, it’s easy to choose the wrong platform, or not choose one at all. From Google to Facebook to Snapchat, you may be asking yourself, “Do I really need to be on every online advertising platform?” The answer may surprise you.

Your customers spend their free time on the Internet with or without you.

Don’t worry about keeping up with every brand-new platform. There are plenty of mainstays that you may not be taking advantage of. If you still aren’t sure where your business should be or which strategy you should take, let’s go through a quick rundown of the most popular ad platforms.

Pay-Per-Click (PPC)

Google AdWords: If you want to be in front of someone who is looking for exactly what you offer, then AdWords is your best bet. For your keywords, choose specific words or phrases that you want to show up for. With AdWords, you only pay when someone clicks on your ad to visits your site.

Bing Ads: Bing continues to gain market share year over year in the search engine marketing (SEM) landscape. Businesses will often find a lower cost per click, cost per lead, and overall cost per customer acquisition on Bing. This platform is also responsible for powering the results of voice searches, such as Amazon’s Echo & Siri.

Perfect for: Any business, honestly. But in particular, they’re ideal businesses in service-based industries. Advertising in search engines is the best strategy to gain immediate exposure, boost web traffic, and get that phone to ring!

Paid Social

Instagram: One of the few true mobile-only apps, Instagram is used for sharing of photos and videos amongst its 700 million active monthly users. According to Pew Research Center, 32% of all online adults report using Instagram, and individuals ages 18-49 make up 92% of the users. Instagram is an excellent place to showcase your business visually, interact with customers, and get discovered through relevant tags.

Perfect for: Restaurants, lifestyle products or any brand able to provide thumb-stopping visuals

Facebook: With more than 2 billion monthly active users, Facebook has the attention of 79 percent of all internet users. People can interact with their friends and your business on this social media platform. You will want to regularly add new posts to your Facebook Business page to keep it fresh, and run ads to maximize your visibility on this platform and reach your most ideal audiences.

Perfect for: Any business! With Facebook being the most popular social media platform used, it’s an ideal way for businesses across all industries to maximize their reach and build brand exposure.

Some businesses make the mistake of thinking they need to be on every platform.

You can easily stretch yourself thin, especially if you’re handling your online advertising on your own. Attention to detail is key when running campaigns, and you want to be able to make adjustments as you go. You should figure it out what it is you want to accomplish by being online, and choose your ad platforms based on those goals.

If you need help creating an online advertising strategy that reflects your current business goals, the experts at Scorpion are here to help. Learn more about our PPC and social media services!