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Choosing the Best Advertising Platform: Google, LinkedIn, or Meta

Written by Brittany Degnan

June 4, 2024

Choosing the best advertising platform for a business can feel overwhelming with so many options to consider. Each platform serves specific audiences and functions, requiring businesses to tailor their messaging and channels accordingly. From email marketing and pay-per-click (PPC) to social media ads and content sponsorship, deciding where to start can be difficult. However, focusing on the three biggest ad platforms—Google, LinkedIn, and Meta—offers businesses the opportunity to reach new customers and drive revenue growth.

Google Ads

Benefits of Advertising on Google Ads

Google’s search engine enables reaching a large audience, as users actively search for products or services. The platform allows businesses to target specific demographics and keywords, meaning connecting with consumers who are more likely to be interested in their services. Google ads also provide tracking and attribution tools, so a business is able to see how their campaigns are performing. Search ads, in particular, are a good tool for reaching consumers who are already interested in what services are offered. Since Google is so familiar to users, they’re more likely to engage with ads they see in search results. Businesses have plenty of data at their fingertips to optimize their campaigns and expand as needed. Google ads aren’t just about search – businesses can also use them for display advertising to build brand awareness and YouTube ads to explain complex products or services, taking advantage of YouTube’s popularity as an online TV platform.

Considerations When Using Google Ads

While Google Ads can be cost-effective compared to other platforms, businesses should be smart about competition and bidding strategies. Google ads are not something you can just set up and forget about – its important to make adjustments regularly. It also takes time for Google to gather data and optimize a business’s campaigns, so instant results are not to be expected. Before beginning, businesses should think about whether the budget for Google Ads works, especially considering how competitive an industry is. Calculating the break-even cost per sale or conversion can help figure out how much to spend to get the desired results. Google ads play a role at the bottom of the marketing funnel, so it’s important to track its performance alongside other marketing efforts.

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LinkedIn Ads

Advantages of Advertising on LinkedIn

Advertising on LinkedIn is a great platform for reaching a professional audience, B2B marketing, and networking, where a business’s ads will have higher credibility. Message ads on LinkedIn offers a unique way to connect directly with potential clients. Plus, because fewer companies advertise on LinkedIn, businesses face less competition for their target audience. LinkedIn’s user and company data also make it easier to effectively target specific audiences. Overall, advertising on LinkedIn is seen as more credible, thanks to its focus on professionals and quality engagement.

Factors to Keep in Mind with LinkedIn Advertising

Since LinkedIn users don’t spend a lot of time on the platform and are usually focused on specific tasks, keep messages short and to the point. If a business is all about getting clicks for the lowest cost, LinkedIn might not be the best choice. It’s more about getting quality leads than just driving traffic. Use LinkedIn mainly for generating leads, not for building brand awareness. Pay close attention to how well your ads are turning into leads and the quality of those leads. Before a business starts spending money, make sure the messaging, positioning, and targeting are all dialed in. And if the company is on the smaller side, make sure the company’s LinkedIn profile, or even better, the CEO’s profile, looks professional and complete.

linkedin advertising

Meta Ads

Reasons to Consider Advertising on Meta

Advertising on Meta, including Facebook, Instagram, and Messenger, offers several benefits for businesses. Each of these platforms has a huge number of users and offers different types of ads to suit different marketing objectives. A business can quickly test different ad strategies and target specific demographics. Meta’s platforms have high user engagement, meaning people are more likely to interact with ads. They also have a lot of user data, so you can target your ads very precisely. Since users are used to shopping on these platforms, it’s a good place to promote products or services.

Points to Consider When Advertising on Meta

Be aware of recent changes in privacy policies and ad targeting options. Businesses need to tackle issues like ad fatigue and keeping users engaged, which can be challenging. These platforms require a lot of time for testing, and companies might find that they need to balance volume with quality. Social advertising often works better for getting users interested initially rather than making direct sales, so understanding its impact can be trickier compared to platforms like Google or LinkedIn. Paid social advertising means businesses constantly need to try out new things and create fresh content. While it’s important to stick to a brand’s style, brands should also make sure their ads resonate with their audience by mixing up descriptions and images. Showing personality in social ads can help brands stand out in a sea of content.
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When deciding where to advertise among Google ads, LinkedIn ads, and Meta ads, it’s important to consider their individual pros and cons. Google ads offers broad reach and versatile ad formats but requires ongoing monitoring and optimization. LinkedIn is great for targeting professionals and generating high-quality leads, though messaging needs to be customized accordingly. Meta platforms provide ample user data and engagement opportunities but require constant testing to combat ad fatigue. Businesses should carefully assess these factors when allocating their advertising budget and remain attentive in monitoring campaign performance to make necessary adjustments for success.

 

Learn more about WiT Group’s Commission-Based Advertising for your businesses advertising needs.

<a href="https://witgroupagency.com/author/bdegnan/" target="_self">Brittany Degnan</a>

Brittany Degnan

Author

Brittany Degnan is a PR and Brand Manager for WiT Group and works out of the Columbia SC office.
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