What is the best platform for targeted online advertising

December 11, 2014

Our team at Go4word are excited as 2014 comes to a close, we look forward to the new year and what social media platforms will be dominate targeted online advertising. The big players such as Facebook, Twitter, YouTube and LinkedIn are very different advertising platforms and all cater to very different audiences. If your business wants to get the most out of your advertising budget, you need to have an online marketing agency that best understands which is the best online advertisement for your immediate needs.

We have put this ranking together based solely on our own agencies personal experience, if you have had a different experience we would like to hear about it!

This list below is centered around which platforms available to your business will provide the most accurate targeting capabilities and best bang for your buck.

At the bottom of our list is YouTube:

targeted online advertising

We love YouTube, but when it comes to targeting, it really doesn’t give you much information other than age, gender, location, and language. YouTube has its uses and is a powerful platform, but YouTube is very limited in its targeting.

What does this mean for your business?

YouTube is a fantastic platform for events or general promotions that apply to a very broad audience. If your firm wants to blast your latest commercial all over the country, YouTube can help you do that (and do it very well), but it becomes quite limited if you want to aim at specific audiences.

Our third place position goes too Twitter:

targeted online advertising

Twitter is very powerful and if used correctly it can really help with your brand development. Twitter has some basic demographic, interest and geographic targeting, but nothing that really sets itself apart.  Twitter does, however, offer some alternate methods of advertising. For example, you can target anyone following certain Twitter accounts or anyone searching for certain hashtags. This can be useful for targeted advertising efforts.

What does this mean for your business?

Twitter is  centered around events happening in real-time. Hashtag targeting allows you to piggyback on major trending events. For example, If a famous Hollywood movie star is on location in Cape Town, you could hashtag this and piggy back on the trending event.The real trick is to keep checking Twitter and news outlets to see if something is occurring that your brand could leverage, that is why it makes sense to outsource your social media management which would include managing your Twitter feed to a designated agency that has resources and time to keep track of all the trending news.

Our second place goes to Facebook:

targeted online advertising

We really like working with Facebook. Facebook’s targeting gives your brand a lot of control over who can see your advertisement. Facebook also allows you to segment by age, gender, interests, and behavior. Which further improves your chance of getting your advert in front of a potential client.

What does this mean for your business?

Facebook is in a solid second place with its advertising platform. Unlike Twitter, Facebook doesn’t use the innovative hashtag targeting. You are able to target followers of certain pages, but it’s not as robust as the Twitter system.

Why we have chosen Facebook as our second favorite platform is due to the platforms solid range of targeting functions. Behavioural targeting lets you focus on very specific things like people who “returned from a trip 2 weeks ago” or have “4G connections.” Most recently Facebook has introduced even more advanced targeting with businesses now able to target potential clients based on their political backgrounds and ethnicity.

Our number one platform is LinkedIn:

targeted online advertising

If you are trying to target other companies then the best social media platform avaliable today is LinkedIn. Linkedin is by far the most advanced when it comes to targeting specific users.

By using LinkedIn ads one can target all basic information like age, gender, and location, and this goes all the way up to skill set, education level, specific school, and so on. The only downfall for LinkedIn is that they really only shine for B2B. While their targeting system is top-notch, LinkedIn ads only really work the best if you’re selling professional services to other businesses.

What does this mean for your business?

LinkedIn can specifically target marketing executives of medium-sized companies in your local area target area. Looking to sell your used financial accounting textbooks? LinkedIn can target all accounting students in your specific university with a proficiency in financial accounting.

Though LinkedIn has a smaller audience compared to the other three platforms, it gives the advertiser the most targeting power.

If you are looking at doing some online marketing in the new year and would like to know more about how this works. Do not hesitate to contact one of our friendly consultants today!