You’re thinking of PPC Advertising – but where should you place your money?

In my experience, when thinking about advertising on the the web, most people think of Google and Facebook Ads and that’s about it but there’s a wide range of Pay per Click (PPC) opportunities available and the key to success is deciding which are the platforms most likely to deliver the best results.

In this post I’ll be looking the top 8 platforms that you should think about,

  • Bing Ads
  • Facebook Ads
  • Google Ads
  • Linkedin Ads
  • Pinterest Ads
  • Twitter Ads
  • Yahoo Ads

Bing Ads

Run by Microsoft, Bing is the search engine that seems to be forgotten but is in daily use by millions of people. My experience is that clicks are cheaper than those from Google and frequently of better quality. It gets better because if you have a Google Ads campaign, Bing Ads have a tool that will import all of your campaigns at the click of a button.

Bing also powers the Yahoo Ad network so you’ll have the added benefit of your Ads appearing across Yahoo too.

Look hard and you’ll also be able to take advantage of £100.00 credit to get you going (there are terms, of course but essentially, it’s free advertising)

Facebook Ads

Facebook, largest Social Media platform on the internet. 2.2Bn users worldwide and about 32m in the UK so why wouldn’t you want to advertise here. Well, if you have something to sell to consumers then you should give it some thought. You can have image ads, text ads, video ads, sponsored updates and much much more. 

Not only that but you can target specific audiences and markets through the demographic data that Facebook hold, making it a far more targeted campaign than other platforms.

However, if you are in the Business to Business market, Facebook may not be the ideal platform for your ads.

Google Ads

Not the longest running Ad platform but certainly the most well established, the most popular and the one with the greatest reach, with more than 3.5Bn searches taking place on Google every day!

Google ads can be placed on Google, YouTube, the Content Network as well as Google Search Partners.

You can have simple text ads, image ads as well as responsive ads targeted at mobile phone users.

Google Ads is also a great way to waste money if you don’t think carefully about where your Ads are displayed, to whom they are targeted and the way your search words are formatted and used. Campaign management (either in-house or outsourced) is essential to get the most from your Ads investment.

Linkedin Ads

Linkedin is home to over 520m professionals and so if your business is focussed on selling things to, or providing services to, a business market place than Linkedin is the natural home for your ads.

You can focus your ads on almost any of the demographic metrics that Linkedin collects, whether geographically, job title, seniority, job role and much more.

Traditional ads are shown on the right hand side on your Linkedin home page and across the top whilst promoted posts appear in the newsfeed and hate works best are hints, tips and white papers.

Pinterest Ads

Pinterest is quite new to the paid advertising market but is rapidly catching up, as demonstrated by it’s initial valuation before going public on the 18th April 2019 at $19/share valuing the company at $12.7Bn.

With more than 200m active, monthly, users who are researching trends, looking for ideas and inspiration it’s an ideal place to sell “things” – especially if your target market matches the key Pinterest demographic with 70% of Pinterest users being women and 40% earning more than $100,000 or more

Twitter Ads

Twitter is used by 330m people every month and is recognised as a key source of breaking news. 

Unlike a lot of the platforms mentioned here, Twitter ads stay on Twitter and so can be particularly effective and remain fully under your control. Your ads can be simple text but photos work better and videos are event more effective.

Yahoo

Yahoo was one of the original sellers of search ads and was the model that Google based Adwords on. Yahoo still stumbles on as part of the Oath network (Yahoo, AOL, Huff Post and Tumblr). 

Yahoo has a partnership agreement with Bing which means that your Bing Ads will also be displayed on the Yahoo network (and vice versa) and your ads can be simple text, images, video and any other supported media across the network

Conclusion

There are numerous Ad networks fighting for your advertising spend. My advice is to start small, test AND measure. If, after a couple of months, it seems that one of the platforms isn’t working for you then stop and switch to a different one until you find the right platform for your business.

And, if you need any help, I’ve been doing this since 2003 so give me a call on 01793 238020 or email andy@enterprise-oms.co.uk for a free, initial chat to see whether I can improve your existing campaigns or help you launch something new.

Digital Leadership

Digital Leaders

What do these three people have in common?

Alan Turing

Alan Turing

Tommy Flowers

Tommy Flowers

Dorothy Vaughan

Dorothy Vaughan

 

 

 

 

 

 

All 3 were very early digital leaders, Turing for his “Turing Machine”, an early general purpose computer, Flowers for “Colossus – the first programmable computer used to decrypt German military messages at Bletchley Park and Vaughan for spotting the potential of NASA’s first IBM mainframe and leading the way in programming the device to compute spaceship trajectories.

Closer to today

Pierre Morad Omidyer

Pierre Omidyer

Elon Musk

Martha Lane Fox

Martha Lane Fox

 

 

 

 

 

 

All of the above are Digital Leaders who founded exciting, new and very disruptive tech companies in the early naughties. Omidyer founded e-Bay, Musk founded PayPal and Lane Fox founded LastMinute.com.

But what is Digital Leadership?

Digital Leadership is the strategic use of digital to achieve business goals and  uses technology to gain competitive advantage in both internal and external operations.

Companies and individuals can be Digital Leaders.

Benefits of Digital Leadership

Although the people mentioned above were disruptive, introducing new concepts, thoughts and technology, a business doesn’t have to be disruptive to be a digital leader.

When a company looks to make maximum use of technology and IT solutions across their business – striving for Digital Leadership, they stand to make gains across many areas, including

  • Process Simplification
  • Automation
    • Reducing costs
    • Minimising errors
  • Increased Speed to Market
  • Improved Competitiveness
  • Market Advantage
  • Increased Profit

Just look at the evolution in milking technology to see evolution in action. Think back to a time when cows were milked by hand and the revolution that an automated milking machine brought to the market, enabling a herd of cows to be milked at the same time, requiring far fewer people.

Now, the introduction of fully roboticized milking parlours mean that the cows can get themselves milked at a time that suits them, rather than just at dawn and dusk.  Apparently, cows are happiest when they are milked between 3 and 4 times a day, alleviating the discomfort of full udders as required and happier cows lead to improved milk yield and the roboticized process significantly reduces workforce costs.

Transforming your business

If you want to take advantage of the opportunities presented by the digital and technological revolution, take a step back from the day-to-day running of your business and analyse EVERYTHING. Look at everything you do, ask who does what, why, when, how and invite others to contribute to your research. In other words, stop working IN and start working ON your business.

You could use Post-It notes on a wall and capture the completed research using your phone
Process Mapping

You could Post-It notes on a wall and capture the completed research using your phone

Next, look at ways of making everything “better”. The goal being to work Smarter not Harder so you’ll be looking to – 

  • Simplify
  • Automate
  • Improve

And you can investigate off-the-shelf solution or have bespoke solutions developed. The former will normally deliver a quicker fix but with compromises which mean you may not gain maximum advantage. A bespoke solution will take longer to develop and implement and will probably cost more in the short term. However, the benefits will be far greater in the medium to long term because the solution will be precisely tailored to meet your exact requirements.

When to start Digital Transformation

There’s no time like the present, you might already be lagging behind your competition!