Each of the 3 biggest social platforms have their own audiences, uses, and pros and cons.
Facebook – B2C focused, building relationships, articles, picture and video content, lowest ad cost average
Instagram – B2C focused, imagery only, lower ad cost
LinkedIn – B2B focused, specific title/industry alignments, higher ad cost
Each of these platforms has different kinds of campaigns that can be built, each with their different uses. The 3 biggest are Brand Awareness, Traffic and Lead Generation.
Brand Awareness – Meant for reaching as many different people as possible, growing brand awareness and knowledge about your products and services.
Traffic – Meant to bring people to your website, shopping page, etc. that have specific interests based on your targeting.
Lead Generation – Meant to generate leads for your business; those who are looking for your products/services and providing them an easy way to get these services.
Why does all this matter?
A real world example is always best to see what is possible. Think about this example for a moment: a golfing apparel company that is focused on women’s clothing is looking to advertise on social media, they are able to ship nationwide and just need to sell their golf apparel.
By utilizing the targeting available for Facebook, we are able to select specific zip codes with the highest amount of golf courses, select women who love golf and are interested in golf apparel, and then send them advertising meant to drive them to purchase and check out the website.
Purpose built campaign, meant to reduce waste and drive sales. Win Win.
Want to learn how we do campaigns like this? Let’s talk.
Do people still use email?
It’s easy to assume that email may be fading in relevance as technology progresses, but the opposite is actually true. According to Oberlo, more than half of the world’s population uses email. It’s not stopping there though, this number is expected to increase up to more than 4.3 billion by 2023. Data from Pew Research also shows that 92% of adults in the United States use email, and Optin Monster studies report that 58% of people check their email first thing during any given day before anything else, including social media profiles and app notifications.
We have access to a nationwide email database with millions of emails to send direct advertising to based on a defined audience.
In this example we can see that the audience for this targeting would be nearly 16,000.
This doesn’t just stop at zip codes and some simple targeting, however. With the research we can pull includes data points like whether or not children are in the household, health, interests, tech use and more.
It’s important to not only understand your target audience before the campaign launches, but also afterwords. Our email reporting software, offers a wealth of data on how customers interact with the content.
Using our software, we can see the customer’s browser, what device they used, and even a “heat map” of what they clicked on in the email. All of this data can be used to refine campaigns over time for optimum performance.
YouTube Advertising Formats
There are three key types of video ads in which you can invest on YouTube: TrueView, Preroll, and Bumpers.
1. TrueView Ads
TrueView ads are the standard video ad type on YouTube. Advertisers only pay for TrueView ads when viewers watch or interact with their ad (for example, by clicking on a call-to-action), and videos can be easily customized to share a variety of content.
Advertisers only pay when a user watches the ad for at least 30 seconds or until the end of the video or if the viewer takes an action, such as clicking on a call-to-action.
2. Preroll Ads
Some in-stream ads are non-skippable and can play before, in the middle, or after the main video. These are called Preroll ads, and they can be 15 to 20 seconds in duration.
Bumpers are the third and shortest type of YouTube video ad available to you. At just six seconds per bumper, these ad spots play before a viewer’s chosen video.
Types of Ad Targeting Options
As with other forms of social media advertising, there are multiple targeting options to choose from so you can reach your target audience with your YouTube ads.
Demographics: Target users according to their age, gender, parental status, or household income.
Interests: Target users already interested in certain topics, users that are more tailored to your brand, users that like products and services similar to yours, and life events.
Video Remarketing: Target users that have interacted with your business’s videos in the past.
Placements: Target other YouTube channels, videos, apps, websites, and placements within those websites.
Topics: Target specific topics on YouTube and the Google Display Network.
Keywords: Target specific keywords related to a YouTube video, YouTube channel, or website.
Give careful consideration to which targeting options will deliver the best results for your company. You may also benefit from testing different targeting options and observing the results of each to better inform your campaign.