It seems like every business uses social media for their advertising. But it’s not the only effective type of platform. Discover why adding Google to your strategy can help drive your business.
How many advertising avenues are you using?
If you say that you only use social media, you aren’t alone.
But it’s a mistake thinking that you need to stick to social media for your advertising needs.
Social media does help you reach your target audience, but it’s not the only way to do it. And one of the biggest mistakes you can make for your business is not diversifying your marketing method.
It’s an even bigger mistake to overlook Google as one of those alternative methods.
If you’re stuck on a one-channel advertising strategy, you may need to rethink the way you market. Find out why social media ads just aren’t enough for your business.
The Importance of Going Multi-Channel
Social media may be the hottest ticket in town, but it’s not the only one. And that was evident in a marketing strategy involving Jordan Belfort.
When there was an event for Jordan to come to Australia, marketers had to get his name out to the public. So, they adopted a dual strategy instead of relying on just one platform.
They used his name and credibility to circulate ads on social media. This helped drive awareness and allowed users to take action with the ad.
But it also served another purpose.
The social media ads also served to drive their Google results.
More people saw the ad and more keywords popped up. These same people would go on Google to search for the event. And that led to conversions.
It wouldn’t have worked, though, without both advertising platforms.
The marketers needed both the awareness that the social media drove as well as the conversions from Google. Catching those keywords and using them in a Google campaign was like picking low-hanging fruit.
And that audience was ripe for the picking.
This was just one example of a dual-channel campaign. But you need to think about the bigger picture.
Nowadays, users see advertisements everywhere they look. They see ads in person, outdoors, and digitally. And they see them all daily.
Getting seven touchpoints covered was enough before the advent of technology. But now there are so many advertising options that people get 20-30 touch points from different channels.
Omnipresence is key now when you think about advertisements.
In essence, you can’t put all your advertising eggs in one basket.
What if something happens to the platform that you’re using?
If there’s a mass exodus from certain platforms, you may get left in the lurch. That’s why you need to think about campaign scalability and horizontally.
You need to be everywhere.
If you don’t broaden your horizons, you may miss out on a potential audience.
Also, you have to consider the platform “ceiling.”
The closer you get to reaching that majority, or the more audience you reach, the more expensive it’s going to get.
If you think from a marketing budget standpoint, it’s less expensive to move into multiple platforms. You can catch the low hanging fruit from each of those platforms rather than pushing for more on one platform.
The Three Channels (And Their Key Differences)
Google Ads can help your business in a variety of ways.
Take a look at the available channels and decide which one is right for you:
Channel #1 – Google Ads
Google Ads or paid search is one channel you’re probably familiar with because it’s been around for a while.
With this channel, it’s all about the keywords that you use.
When someone searches those keywords, they see a list of results. And you can purchase specific placements on those results.
How important is placement on a results page?
Many people don’t go beyond the first page of results for the keywords that they’re searching. So, if you want the best results your listing needs to be on the first page.
That position isn’t always guaranteed, though. And that’s where paid search placement comes in.
When you opt for this channel, your listing is at or near the top of the results page every time someone searches your keywords. That premium placement ensures that more people see your ad and they’re more likely to click on it.
Channel #2 – YouTube
YouTube is a popular video platform that allows users to watch a variety of topics online.
Because it’s a video platform, your ad placement and format need to mimic the platform itself. And yes, this means that you need to produce video ads to utilise this platform to its fullest.
Before you panic, though, producing videos for your ad campaign isn’t as hard as you think. You can use your smartphone and a basic editing tool. Or you can go all out and hire a production crew.
The choice is entirely up to you and your budget.
Either way, this platform can enhance your advertising efforts and reach a broader audience.
Channel #3 – The Display Network
The Display Network is a little different from Google Ads and YouTube because it’s more widespread.
Google Ads and YouTube are insular when it comes to the ads. If you buy ad space on one platform, you only see it on that domain. YouTube ads are on the YouTube website and Google search ads show up on Google results pages.
But the Display Network works like an affiliate process.
It’s a place where multiple publishers and websites can affiliate with Google products. When that happens, advertisers can show their ads on Google product domains and you’re not limited to a single one.
Incorporate Multi-Channels with Google Ads
Multi-channel campaigns can make your advertising efforts more fruitful.
Not only does it increase your potential audience, but it may also be more cost-effective than focusing on a single channel.
And of course, you need to think of the longevity of your advertising efforts.
Focusing on one platform for all your marketing may be dangerous in the long run. If your campaigns are dependent on that platform’s existence, you may lose your ad space if something happens to it.
However, when you use multi-platform strategies from the onset, it’s easier to pivot and redirect if needed. Especially if those platforms belong to the Google Ads family.
Do you need more tips for maximising your marketing campaigns? Growth Marketing Systems can help.
Click here to schedule a free consultation today.