How to choose the best online advertising channel for your business

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Many startups and businesses that have never advertised online are looking to find the one online advertising channel that will maximize their return on investment. When choosing a platform, consider customer profile, advertising budget and market conditions.


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Here are five scenarios combined with five online advertising channels that typically show the highest ROI.

1. Service providers do well with Google or Bing

Traditional service providers, such as lawyers, doctors or accountants, advertise to an audience that is already looking for specific services and will convert relatively quickly.

For service providers, an attraction marketing strategy usually works best. Potential customers know what they are looking for and the service provider shows them advertisements while they actively search for it. A business that fits the characteristics of a pull system is probably best served with search network campaigns on Google or Bing. Both search engines allow for highly targeted keywords and budget micro-management, which is especially valuable for industries with a relatively high cost per click, such as law.

Related: How to Choose the Best Social Media Platform for Your Business

2. When customers don’t know you exist, go with Google Display

Not all businesses have customers who are looking for a certain product or service. If so, Google Display Network campaigns are an effective way to target potential customers as they browse other websites. The display network distributes your online advertisements on websites that may be of interest to your customers or related to what you offer.

Unlike the pull strategy, the display network is a push strategy. Potential customers are exposed to your ads, which increases brand awareness and eventually drives conversions when done right. Ad formats include banners as well as text ads.

The ideal platform is Google AdWords. Other platforms that offer display network advertising, known as media buying companies, generally cannot be compared to Google’s detailed tracking, targeting options and statistics. However, depending on the niche you are targeting, they can be a great addition to Google or, in rare cases, even replace Google.

3. Facebook to find customers by lifestyle or behavior patterns

Advertising on Facebook is ideal for businesses selling lifestyle products, such as designer bathtubs, or service businesses that target potential customers with clear behavioral patterns, such as being a Justin Bieber fan or showing off a interest in haute couture.

This type of client is above all passive. They are not actively seeking the product or service in question, so a push system is the best way because it allows you to get maximum exposure to relevant users. With Facebook advertising, you can target customer profiles based on their interests, gender, age, education, and other potentially relevant criteria.

Alternatively or additionally, Twitter advertising (eg TweetCards) and the Google Display Network are also good choices.

Related: Which Advertising Strategy is Right for You?

4. Sell services or products to companies on LinkedIn

Any company that offers business-to-business (B2B) services or products is likely best served by advertising on LinkedIn, which can target specific occupations, job levels, company employees, or specific industries, to name a few. only a few.

While Google and Bing search network campaigns can also be a good choice, they only target potential customers who are actively searching for the product or service. There’s almost no way to reach the passive customer base on LinkedIn.

Targeting niche blogs and online journals with a banner ad through the Google Display Network is another viable approach to covering some of this passive user base.

5. In competitive markets, you need cross-channel remarketing

Remarketing campaigns target potential customers who visited your website but did not convert. This is exactly what cross-channel remarketing does, across multiple platforms such as Google, Facebook, and Twitter. It is usually very profitable and converts profitably within 30 days, on average.

To get started with remarketing or cross-channel remarketing, website traffic from non-converting visitors has to come from somewhere. As long as website traffic is well tracked with Google Analytics, remarketing can be built on so-called remarketing lists that sort non-converting visitors into self-created categories, such as “from Facebook page ” or “of the Google AdWords search network campaign”. .” You create your own names and categories.

The rule of thumb is to identify potential customers who have spent a lot of time on your website. They form the basis of your remarketing campaign. Most businesses prefer driving traffic with Google AdWords because the data integrates well with remarketing campaigns and can be easily tracked. Twitter and Facebook remarketing can be added to the advertising strategy, budget permitting.

Related: Refine your advertising language with these 5 strategies