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Companies That Pay For Advertising – There are a number of marketing tools and tactics at your disposal. There are online and offline tools and new ones are added every day! Which ones are worth your time? One of them? All? A nice mix? Here is an overview of the most popular paid social media platforms you can use to promote your professional services business today.
Pay-per-click (or PPC) is a form of advertising that allows a business to pay to bring traffic to its website from search engines. Google Ads is the most popular PPC service, although according to Statista, Bing accounts for 5% of search engine traffic as of June 2021.* These ads typically appear at the top and right of search engine results pages. Businesses can bid on keywords related to the Service to have their ad appear in those placements.
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In general, the more you’re willing to pay per click, the higher your ad will appear on the page. However, you can optimize your campaign strategy by A/B testing with selected keywords, headline text and ad description.
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While PPC campaigns can often be a powerful tool, they can also backfire if not managed well. If you don’t carefully monitor your account, you may end up paying too much for clicks and getting a lot of traffic with no conversions. Many companies can get into a bidding war and end up paying exorbitant prices just to stay one step ahead of their competitor.
Make sure your ads are relevant and don’t attract the wrong kind of visitors. You can end up paying a fortune for junk shipping. You may see an increase in traffic, but are these visitors actually converting or turning your business into a new business? PPC can be a great way to build business visibility and drive traffic to specific campaigns, but it should only be set up by professionals who have a deep understanding of how it works. Otherwise, costs could quickly skyrocket without much return.
Paid social media advertising involves the placement of ads that may appear on the top, sides, or feeds of various social media platforms, which may redirect you directly to the advertiser’s website. Size and placement will vary depending on the platform the ad is hosted on. You can place ads on Platform Enhanced Audiences or create Lookalike Audiences for retargeting purposes. Sometimes you can even upload an internal contact list to create a suitable audience on each social media platform.
However, there is good news. Because social ads appear within the native content of a social media platform that a user is already using, it doesn’t interrupt or interfere with what they’re already doing like some other forms of advertising. Social media ads can also be good for introducing brand messages and building awareness, and since you only pay when a user clicks on the ad (CPC) or when the content is viewable on the platform (CPM), you can many people will face your shop for low price.
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There’s simply no other social platform that offers more bells and whistles for a paid digital advertiser than Meta. The options can be overwhelming for an inexperienced user. In order to place an ad on Meta, there is a setup process that involves verifying your business, adding payment information, verifying your domain, and installing pixels on your website, among other things. This step is critical to the success and measurement of your ads.
Meta targeting criteria are also very sophisticated. Meta holds data about its users that allows them to target paid advertising based on interests, group memberships, web behavior, geographic location, and other personal user data.
One of the advantages of promoting your professional services business on Meta is the low cost. Paid digital ads on Meta also ensure higher campaign performance. Other social platforms, while cheap, have a lower revenue/conversion ratio for potential customers. Some other social platforms have higher costs but produce fewer leads.
Another benefit of paid digital ads with metadata is the ability to create metadata reports. There are triggers created from metapixels that you can use to track and capture visitors to your website or specific pages on your website. By default, meta ads also target specific KPIs that you need to report to senior management or customers, making them the perfect choice for campaign transparency and decision-making.
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Specifically, LinkedIn ads may appear on a number of LinkedIn pages, including a user’s news feed, inbox, search results, or LinkedIn groups. The placement of advertisements on these sites varies. You can also sponsor InMail content and messages.
The main benefit of LinkedIn ads is their ability to be highly targeted. Advertisers can target audiences by job title, job function, industry, geography, company name, company size, age, gender, LinkedIn groups, and more. You can set a maximum budget so you don’t end up paying more than you expect. It’s great to have a safety net, especially when it comes to your budget.
LinkedIn Ads are ideal for B2B and professional services companies. In this way you can reach the right target group without being too intrusive. Setting up LinkedIn ads is also much easier than PPC ads, for example.
The disadvantage of this type of advertising is that you need to be careful when choosing your ad target and consider what data points the platform has access to. Don’t be fooled by goals like lead generation. What criteria could a platform have to make you this offer? These goals are often created by combining different data points, e.g. B. Behavior based on demographic interests. Because of this, these targets are very expensive and we have seen limited results from using them.
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Twitter Ads Manager gives you all the data points you need so you can easily make adjustments to maximize your money spent. Twitter also allows you to create a tailored audience and target those who visited your website but didn’t complete a download or any other goal of your business. They also provide an opportunity to target audiences who receive your emails but don’t open them. Twitter offers a number of different types of ads, including:
Advertisers should be aware that Twitter and other platforms like Meta have advertising policies that govern an advertiser’s ability to target based on age, language, disability, marital status, marital or marital status, gender, race, color, national origin , religion, limit income Income from a public subsidy program, exercise of rights under the Consumer Credit Protection Act or exact location (at zip code level or more precisely)
TikTok is a platform that is expanding its advertising platform. In general, TikTok ads are great for B2C and B2B businesses looking to increase brand awareness and influence audience behavior. TikTok ads require accompanying video creatives. Try to make your video “native”. It shouldn’t stand out too much from the other videos users see in their newsfeed.
TikTok Ad Manager is growing rapidly in terms of functionality. You can easily make adjustments to maximize your money spent. TikTok also allows you to create a custom audience and target those who visited your site but haven’t completed the download or any other goal of your business. They also offer the possibility to upload an internal customer file. You must have certain criteria in this list to match with TikTok audience.
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There are other platforms for digital advertising. Google Ads (PPC and YouTube in-stream ads), Hulu Ad Manager (beta), as well as audio platforms like Spotify, Apple Music, and more.
Google Ads Manager can be a little intimidating for first-time users. The key to success with these platforms is working with an agency that can create your video/audio materials and/or provide keyword research for your PPC campaigns. An agency can also work with your business to ensure your campaigns are optimized and performing well.
Enabling Hulu’s Ads Manager takes some effort as it’s still in beta. There are other options for advertising on Hulu, including contacting a Hulu campaign representative who will allow you to book a video ad through them.
Hulu’s Ads Manager is fairly robust, allowing you to target ads based on zip code, education level, and income level. It also offers targeting options based on other demographic personal data. Typically, we’ve seen CPMs hover around $32/k on this platform. start and increase based on additional targeting options selected.
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Paid advertising can often be a quicker fix to your company’s marketing strategy, but it should work in tandem with your other efforts. Paid advertising can be used by your B2B or professional services company to generate leads or enhance your company’s talent acquisition strategy as well as increase business visibility. Explore these paid advertising options to see if they’re right for your professional services business.
The Visible Firm℠ is a leading visibility marketing program,
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