Facebook is the most widely used social media network. Almost 2.5 billion people around the world use Facebook. That's more than 30% of the world's population.
With so many people using Facebook, you're almost guaranteed to be able to reach an audience that's relevant to any type of business. That's where one of the most powerful features of advertising on Facebook comes in: audience targeting. The targeting capabilities on Facebook are unmatched by any other social media network.
The LinkedIn platform has over 660 million monthly active members worldwide. Users on the platform are largely made up of working professionals which makes LinkedIn a great place for B2B (business-to-business) advertising.
Users can be targeted on LinkedIn by unique demographics, including job title, job function, and industry. If you only want to advertise to potential customers at the director level, LinkedIn's targeting capabilities make that possible.
Digital advertising is less common on Twitter because organic reach is still a significant driver of a brand's performance on Twitter. This is very unique to Twitter – but even so, ads can still deliver strong results depending on what your goals are. Twitter has over 330 million monthly users globally. The majority of users are between 35–65 years old.
Twitter is ideal for brand awareness, engagement & opinions along with followers.
Pinterest is a unique social media platform with 300 million users who are highly engaged and predominantly female. Some people say that Pinterest is the only platform where users actually want to see ads from brands they love because Pinterest is all about visuals.
One of the newer — and most popular — players in the social media advertising world is TikTok. TikTok is all about creating short, creative, and oftentimes funny videos. TikTok has exploded in the past few years and has reached 500 million monthly users.
TikTok is mainly geared towards driving awareness, so businesses advertising on TikTok focus on boosting brand awareness rather than leads or traffic.
Paid Search Marketing
Advertising on search engines protects you from the competition who may be advertising on your branded terms. Search ads appear first in the search engine results pages (SERPs) above the organic results.
Paid search advertising allows advertisers to capture the attention of their audience in a more targeted way than with organic search alone.
Search ads allow you to anticipate the wants, needs, and desires of your potential customers and serve ads to them that are highly contextual. Over time, the analytics of your search ads can help you analyze and improve those ads to reach even more people.
When a Google user types a query into the search field, Google returns a range of results that match the searcher's intent. Keywords align with what a searcher wants and will satisfy their query. You select keywords based on which queries you want to display your ad alongside.
Keyword research is just as important for paid ads as it is for organic search. That's because Google matches your ad with search queries based on the keywords you selected. Each ad group you create within your campaign will target a small set of keywords and Google will display your ad based on those selections.
Keywords typically fall under two categories: brand and non-brand. A brand keyword is a word or phrase that includes a brand's name or variations of a brand's name. Non-brand keywords are all other relevant keywords that don't include a brand's name or variations of a brand's name.
Since there’s an infinite number of ways that people can actually search for one term, Google gives you three match types to choose from: exact match, phrase match, and broad match.