Paid ad platforms: Which ones to use and why

When it comes to advertising, choosing which platform to use and how much spend to allocate are two common concerns that brands face. Gone are the days of simply relying on word of mouth and print advertising. Thanks to digital marketing, brands can now reach their target audiences at lower costs and with more accuracy than ever before.

This blog answers 3 important questions:

1. What is paid advertising?

2. What platforms are available?

3. How can your business benefit from paid advertising?

What is paid advertising?

Simply put, paid marketing or advertising involves the paid promotion of any product, service, or business. Unlike organic advertising, which is zero cost and can be either produced by customers or by brands across unpaid channels, paid advertising has a budget and KPIs allocated to each campaign, with the KPI being dependant on your goal. For instance, an awareness KPI may focus on impressions and reach, whereas a sales KPI may focus on leads and conversions.

Which platforms are available?

Now that you know what paid advertising is, let’s take a look at which platforms to use. Although there are numerous paid channels brands can use to promote their products and services, the below four channels are the most popular and typically produce the strongest results for brands.

1. Google Ads: This platform allows you to run text, display, video, or shopping ads to promote your brand. It’s particularly effective for targeting users actively searching for specific products or related keywords. Google Ads offers a cost-effective way to reach your target audience with precise intent-based targeting.
2. Meta Ads: Meta’s advertising, encompassing Instagram and Facebook, excels in visual storytelling and large-scale engagement. Instagram is ideal for brands looking to showcase their offerings through compelling visuals, making it perfect for fashion, beauty, and lifestyle sectors. Facebook, while similar in its visual approach, tends to reach a slightly older demographic, which can be a crucial factor depending on your target audience.
3. LinkedIn Ads: As the leading platform for B2B advertising, LinkedIn Ads are highly effective for medium to large B2B companies aiming to expand their customer base and build brand credibility. Although often pricier, LinkedIn Ads deliver strong results and are valuable for establishing authority and connecting with potential clients in a professional context.
4. TikTok Ads: TikTok is ideal for brands with a strong visual presence, such as those in fashion, beauty, and food. It performs exceptionally well for youth-centric products targeting Gen Z and Millennials. The platform’s creative and trend-driven environment is perfect for brands seeking high engagement and aiming to leverage viral marketing through interactive and engaging content.

How can your business benefit from paid ads?

Paid advertising offers countless advantages that can significantly boost business growth and visibility. By investing in various paid ad channels, your business can achieve targeted reach, improve brand recognition, and increased conversions.

Here are the main ways it can benefit your business:

1. Precise targeting: One of the most compelling benefits of paid marketing is its ability to precisely target specific audience segments. Platforms like Google Ads, Meta (Facebook and Instagram), LinkedIn, and TikTok provide advanced targeting options based on demographics, interests, behaviour, and search intent. For example, Google Ads allows for keyword targeting, ensuring your ads reach users actively searching for relevant terms. This precision can increase click-through rates drastically compared to broad targeting methods

2. Increased visibility: Google Ads can position your business at the top of search results when potential customers search for specific keywords. Similarly, social media ads on platforms like Instagram and Facebook ensure your brand appears prominently in users’ feeds. Businesses using paid search ads see growth in website traffic.

3. Cost-effectiveness: Paid ads allow for flexible budgeting, enabling you to control spending and adjust based on performance. Platforms operate on models such as cost-per-click (CPC) or cost-per-impression (CPM). For instance, the average CPC in Google Ads is $2.69 for search and $0.63 for display (Semrush, 2023).  With detailed performance tracking and analytics, you can continually optimise your campaigns for better results, ensuring that every dollar spent contributes to your business goals.

4. Brand credibility: Consistent and strategic use of paid ads can enhance your brand’s credibility. High visibility and targeted messaging position your business as a leader in your industry. For B2B businesses, LinkedIn Ads help build professional authority and foster trust among potential clients, with 80% of B2B leads coming from LinkedIn (LinkedIn, 2024).

5. Measurable results: Insightful analytics and reporting tools are another benefit of paid marketing. They provide insights into ad performance, user behaviour, and conversion metrics. This data-driven approach allows you to measure the effectiveness of your campaigns. For example, businesses using conversion can accurately measure ROI and gain granular insights into consumer behaviour that can lead to site optimisations, resulting in increased sales and improved overall UX.

6. Scalability and flexibility: Another benefit of paid advertising is its scalability. Brands can increase or decrease ad spend based on business needs and goals. Whether launching a new product, promoting a seasonal sale, or expanding into new markets, paid ads can be adjusted to align with your objectives and budget.

Need help running paid ads for your business?

Think Creative has helped hundreds of trusted Australian brands grow through paid advertising for over a decade. Our team of expert digital marketers can help your business skyrocket by providing bespoke marketing strategies to ensure long-term success.

Want to see growth? Invest in your business today by contacting us at (02) 9161 6875.