The Right Tool for the Job: How to Choose a PPC Platform

When it comes to digital marketing, there is certainly no shortage of tools and technologies available to us as marketers. But at 454 Creative, we believe in using the right tools for the right job, and in doing so eliminate as much waste as possible. Rather than using third-party vendors, which might take a cut of the advertising budget, we manage campaigns directly at the source using platforms like Google Ads, Bing Ads, Facebook/Instagram, SnapChat, TikTok and LinkedIn, to get the most out of your advertising spend. 

Choosing the right platforms starts with evaluating three important factors of your digital advertising: Campaign Objectives, Target Audience and Budget. Years of experience and digital marketing expertise has taught us there is certainly no one way to launch a PPC campaign, but there definitely is a better way. We leverage a discovery process that we call the PPC Roadmap to unpack these 3 factors before we make a recommendation on which platforms to invest in. 

Campaign Objectives

First and foremost, we need to understand the desired outcomes of the campaign. Are you looking for names and email addresses of potential customers? Would you like to promote an event and want RSVPs in exchange for your dollars? Perhaps you’re launching a new product and want to expand awareness of your brand in the marketplace. Or maybe you’ve got a great video or content piece you want to get in front of a new audience. Depending on the objective, there may be a particular platform that is better suited to deliver results. YouTube might be ideal for showcasing the professional commercial video you produced, while Instagram might provide a smooth handoff to your online store. Evaluating the campaign objectives and defining specific metrics of success is crucial to choosing the right advertising platform. 

Target Audience

Defining your target audience in the planning stages of your campaign ensures you choose a platform that will reach the intended individuals. Not only do different platforms appeal to different audiences (think about who is on Facebook versus who is on TikTok or SnapChat), but each platform allows for different targeting criteria. Is your target audience defined by their geography? If so, a platform like TikTok doesn’t let you define audiences by zip code, but SnapChat does. Are you reaching individuals according to their occupations? Then LinkedIn might be best suited to reach them. If you want to remarket to individuals, meaning to serve ads to those people who might have already interacted with your website or ad, then each platform may have its own requirements for the minimum size of the remarketing audience. Knowing your target audience up-front, in tandem with your campaign objectives, provides important insight.

Budget

Perhaps one of the more difficult areas to define for your campaign is the budget. However, how much you are prepared to spend to see your desired outcomes is an important aspect of choosing the right platforms. Some platforms and campaign types are more expensive than others, while common keywords might be competitive, and thus more expensive. Additionally, a larger budget might allow for multiple platforms and ad types to run alongside each other. While each client and campaign is different, there are a few things that might inform the budget for the campaign such as the lifetime value of a customer, the annual marketing budget and experiences with past campaigns. 

Need More Help?

Before you dive into any paid advertising online, make sure you are taking time to evaluate these 3 factors, and consider how your choice of platform might complement your campaign objectives, target audience and budget. Our team is passionate about coming alongside business leaders and adding horsepower to growth, and digital advertising is one powerful way to do that. If you’re interested in learning more or having 454 Creative run your next campaign, let us know.