In today’s digital environment, the number of ads which appear online can overwhelm consumers. Data from GWI suggests over a third of consumers go so far as to block ads regularly – they either get in the way or disrupt a webpage to the extent of distraction.
The importance of digital ad spend, therefore, is more important than ever because when it is done right, the benefits can be substantial.
For B2B businesses, advertising is generally focused on either building brand awareness or lead generation. Since B2B purchases are less influenced by impulses or discounts, there is more room for relationships to inform a transaction, and the first touchpoint of online advertising can be crucial in securing a new solid lead.
Businesses are aware of this, digital ad spend is due to reach $408 billion in 2022, which will account for 55.5 percent of total ad spend globally.
Google Search Ads, Facebook, Instagram, or LinkedIn – which one trumps ROI?
For majority of businesses, there are some key marketplaces where ad-buying is a must – Google and Facebook are obvious choices.
Google Search Ads allow your business to ‘buy space’ to appear at the top of the search results page with tailored information for the particular search term your prospect used. In 2003, Google launched an additional tool for marketers – the Google Display Network which allows content to be shown across numerous websites.
Facebook, as well as Instagram, offer additional benefits. They both offer lower cost per click than other social media advertising and perform A/B testing on businesses’ ad creative, placement, audience, and delivery strategy.
Then there are account-based marketing (ABM) platforms – Terminus and Demandbase, for example – as well as demand-side platforms – Media Math and Trade Desk.
LinkedIn has also become a valuable tool for marketers. In the past, the platform was used primarily for people looking for jobs, but it has also become a place where businesses can connect with potential clients.
Like many social media platforms with advertising capabilities, LinkedIn allows for granular budget control, geo-targeting, cost-per-click optimization, and conversion tracking.
The main benefit that differentiates it from its competitors is its demographic targeting capabilities, which are incredibly specific and allow you to dial right down to target for example only employees from a specific company, by seniority level, years of experience and much more.
Understanding which platforms will be the best for a business’s marketing strategy is no mean feat – which one provides the most brand safety? Which one provides the best reporting metrics versus the cost? And ultimately, which platforms provide better campaign performance?
These are questions marketers will need to ask themselves, and it will not be a one-size-fits-all solution.