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7 online advertising platforms for driving traffic and leads
May 19th, 2016
7 online advertising platforms for driving traffic and leads
Online advertising is a tried and tested method of creating brand awareness, generating leads, and bringing in sales. However, there has been a change, the features put in place by market leader Apple to block ads on their mobile devices and on computers have made it more difficult to reach out to targeted audiences and markets through online ads. This has affected even online ad leaders such as Facebook, whose organic reach has declined to 6%-. This means that out of your 1,000 Facebook followers, only 60 will actually see the content you are publishing.
Despite these changes and challenges, online advertising remains effective and it should be integrated into your marketing strategy. It offers several advantages:
It drives relevant traffic to a website fast
It presents increased targeting options that can be done even on a limited budget
Valuable keywords can be targeted for SEO campaigns from accumulated data
It provides detailed and accurate ROI reports from the money spent on online advertising
Consumer behavior trends can be determined by analyzing collected data
Brand awareness can be achieved in competitive spaces on different advertising platforms
Paid advertising options
Google AdWords have been the mainstay of online advertising. However, there are other advertising platforms that can help a business or brand to generate leads, increase sales, and define user behavior.
1) Bing Ads
Bing Ads are effective for capturing traffic from Bing and Yahoo, the top two search engines after Google. Advertisers can reach more than 30% of total search engine share because Bing powers ads on Yahoo as well as on partner sites and its own. Also, your dollar will go farther because bids on Bing cost significantly less than Google AdWords. You can use 40 characters compared to Google's 25. To make the most of Bing Ads, use negative keywords to keep clicks on targeted phrases only and to minimize extraneous spends. You should also keep track of your ad copy, analyze it, and optimize it for more click through rates. Also, segment your campaigns by desktop and mobile for accurate tracking.
2) Facebook ads
Facebook has hundreds of millions of users and a mixed user base making Facebook ads a viable online advertising for all types and sizes of businesses. You can place ads that target demographics and not just key phrases, so you can reach a specific audience or market. Get the most from Facebook ads by duplicating your top landing page, customizing it for those who visit your Facebook page, and sending your Facebook traffic there first. Also, determine who your audience is or who you wish to target and focus only this group with ads. Make use of images in promoted posts to get those likes and to encourage sharing.
3) Twitter ads
Twitter is the real-time social network of the moment; it is the way people are getting updates about the brands, groups, people and events they care about. For this reason, Twitter Ads are ideal for building an audience with interested followers, picking up retweets for particular updates at very affordable rates. Get the most bang for your buck on Twitter by using promoted posts for tweets that share interesting content and put a link that goes back to your website. Use the promoted account option to get followers and build your Twitter base and use promoted trends to get a relevant hashtag of your own to trend and to be seen in front of thousands of users.
4) LinkedIn Ads
LinkedIn is in a league of its own in terms of having a dedicated social network for professionals who want to network. Like Facebook Ads, campaigns can be targeted to be seen by specific LinkedIn Groups that are made of professionals with similar interests. You can serve banners and sponsored posts to a very precise audience, such as to those with a particular job description, in a particular location, or industry. Maximize ROI by using an image for a higher click through rate and bid at the high range of the "Suggested Range" or higher for better placement and more impressions.
5) StumbleUpon Paid Discovery
This little known option is a very good referral source. If you are publishing creative content that is different from the rest and that isn't primarily a sales pitch, advertising here gives you a good chance of having your content seen. StumbleUpon PD is very affordable with charges of about $50 for 1,000 visitors. Ads can also be demographically targeted to reach a specific audience. It is also easy to integrate with Google Analytics to track campaign performance.
Make use of the "Guaranteed Discovery" to bypass this network's quality score for submitted content. Also, add associated multiple categories to your content rather than only one to get the best combination to maximize exposure. You'll also get better results by targeting mobile devices rather than desktops because you'll get better engagement on relevant content.
6) Reddit Ads
Reddit Ads are also ideal for those dealing with creative content. It is also an under-appreciated source of referral traffic. Great content and a good campaign on this network can bring in thousands of visitors at very affordable rates and very fast. You can target ads based on users interests rather than keywords or demographics and you can get real-time feedback because ads have comments. Before you advertise here, ensure your site can handle a big surge in traffic; Reddit has been known to bring down other sites. Also, keep changing your ad copy or you'll hear complains about stale content from other Redditors. Be sure to make your ad copy and landing page outstanding.
7) Yelp Ads
Yelp has millions of unique visitors every month who rely it on look at businesses to buy from making it ideal for local businesses. Ads get prominent placement through search results as well as business details pages. There are different targeting options based on whether your business is local, regional or national. Stay on top of your Yelp profile and business page by allowing all reviews, also do not avoid addressing the negative ones. Ensure that your business page has a high rating and mostly good reviews before you drive traffic to it.
Other advertising platforms
Other platforms you can also consider are Pinterest, Outbrain, Spotify and YouTube.
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Tim Kelsey
Tim Kelsey
As the Director of Client Marketing Services at Pronto, Tim works closely with our clients to help them build and strengthen their online presence through a wide range of digital marketing channels.
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