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When considering advertising online, there’s a few different platforms to select from. The main players in the digital marketing game are: Google Ads, Meta Ads, Microsoft (Bing) Ads, LinkedIn Ads and TikTok Ads.

It can be hard trying to work out which platform would deliver you the best ROI as each platform excels at different goals. That’s where the team at Sash Digital can help you select the right platform(s) to drive efficient results for your business.

We do this by reviewing three main factors: your target audience, your campaign goal and your campaign budget.

1. Clearly defining your target audience
   Prior to launching any digital marketing campaign it’s integral to step back and review the type of user you would want to reach with your campaign messaging. Mapping out their demographics, online behaviours and content preferences is invaluable and will help you gain an understanding of the target audience and how best to effectively reach them.
   
2. Establish your campaign goal
   While an overall goal can be to increase the profitability of your business, it’s important to also list out the events or goals required to reach this overall goal. For instance, campaign goals can include lead form submissions, phone calls, website purchases or even offline sales that contribute to the overall goal of business growth and revenue.
   
3. Setting your campaign budget
   Your campaign budget is the amount you would like to spend across one or more advertising platforms. Depending on the level of budget, we would make our recommendations as to where you should be allocating the spend. For instance, if the campaign budget is smaller, we would advise against advertising across multiple platforms. Reason being is this would result in spreading your budgets too thin and not providing the platforms with enough media spend to effectively optimise and best serve your ads to users with the greatest propensity to convert. At Sash we work with clients with a range of campaign budgets, so while a larger campaign budget does allow for advertising on more platforms, smaller budgets can still produce a fantastic return on investment when paired with effective targeting.

Determining which platform is right for you

Once we’ve established the three main factors that underpin your digital marketing campaigns, we then look to determine which platform would best suit. Below we’ve summarised the strengths of each of the key digital marketing platforms to provide an understanding of the key differences between them. Remember, depending on your budget, you don’t have to be limited to just one advertising platform.

1. Google Ads: the most popular platform for advertising, Google Ads reaches users that are actively searching for products and services. Google Ads is an ideal platform for driving targeted traffic and conversions.
   
2. Microsoft (Bing) Ads: while not as popular as Google Ads, Microsoft Ads has a similar model to Google Ads. However, they offer a cost effective way to reach different audience segments that may not be on Google.
   
3. YouTube Ads: YouTube has a user base of over 2 billion monthly active users and offers an incredibly large audience to reach and serve video ads to. YouTube advertising is a fantastic way to spark brand awareness within in-market users interested in your industry, service or product.
   
4. Meta Ads (Facebook & Instagram): Meta Ads offer one of the most in-depth targeting opportunities for advertisers. Through serving visually engaging ads, Meta Ads specialise in reaching users across the entire purchase funnel, from building brand awareness, to generating leads and purchases.
   
5. LinkedIn Ads: LinkedIn Ads allows for targeting B2B professionals with incredible precision. LinkedIn Ads is the go-to platform for promoting professional services.
   
6. TikTok Ads: With a strong focus on engaging short-form video content, TikTok Ads is a great way to effectively engage with your audience – especially if they skew younger.
   

The right partner can make all the difference

At Sash Digital we have partnered with clients from a range of industries with differing target audiences, campaign goals and budgets. We’re experts in navigating the many changes occurring within the digital advertising landscape.

We can help with strategising the best digital marketing platforms, develop ROI proven campaigns and meticulously optimise your digital campaigns to ensure you reach your marketing goals. Get in touch with us today to see how we can best help you.

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