Paid Advertising

Google Search & Display

Google search and display ads appear in Google search results and on websites that sell ad space to Google. You’ll set up and manage these ads through Google Ads and the things people search for on Google.

Google holds 84% of the search market share. So, its audience is everyone who searches. To target your audience, carefully research the queries they use to find brands like yours.

93% of website visits now begin with an online search. 53% of people search online to learn about brands, products, and services before buying.

Use Google search and display to reach people with the right message at the right stage in the customer’s journey.

• Awareness – Target problem-based key terms to increase the frequency at which you appear in important searches to make you seem more familiar to your audience.
• Consideration – Target solutions-based key terms that lead to solutions-focused lead-generating landing pages where you convert visitors to leads.
• Sales & CLV – Leverage retargeting ads to get people who visited your site earlier in the customer journey back to your website to buy now and buy more often.

Bing Search

Bing search ads appear in the Bing search results. You bid on search terms your audience is using to find brands like yours.

Bing is the default for devices that run Microsoft. As a result, around 36% of desktop users search with Bing. Bing’s audience tends toward 45 plus, B2B, college-educated, wealthier, and family-oriented.

Depending on who you want to target, it may be the perfect place to advertise. Brands with audiences in these spaces are known to do well here: Tech, B2B, eCommerce, Automotive, Telecom, Health, Travel, and Real Estate.

In other words, all the things that people are doing on their work computers when they’re supposed to be working.

Use Bing Ads in different ways to achieve conversions along the customer’s journey:

• Awareness – Increase your brand’s visibility in search to improve brand recall and drive traffic to your website.
• Consideration – Create educational content to establish yourself as a thought leader in a space. Target the keywords that drive traffic to these landing pages.
• Sales & CLV – Use Bing personalized retargeting ads to bring visitors back.

Facebook is a social media platform with nearly 3B users worldwide. Ads purchased through Facebook Ads can appear on Facebook and Instagram natively in the feed or in designated ad space as well as Messenger and partner websites.

Facebook’s largest demographic group is 25-35 years old. Most 35-44 YOs consider it their “favorite platform”.

You target your brand’s audience on Facebook by selecting from a list of demographic and behavioral characteristics associated with your brand.

Facebook plays an important part in your overall digital advertising and broader digital marketing strategy because:

• 49% of US adults visit Facebook more than once a day
• 79% use it at least daily
• Facebook ads reach 64% of Americans

Here are just some of the ways you can achieve conversions along the customer’s journey through Facebook Ads:

• Awareness – Use lookalike audience ads to reach new people who have characteristics similar to existing fans, leads, and customers.
• Consideration – Grow your Facebook following and generate leads for your email marketing. Build trust and demonstrate your abilities to customers.
• Sales & CLV – Sell right on the platform through the Facebook Marketplace. Use Facebook retargeting ads to keep people coming back to your website and sharing your content with others.

Instagram

LinkedIn

LinkedIn is a social media platform where professionals go to connect, learn, and share. The platform has over, 700 million members, of which 60% are 25-34 YO.

The business-oriented platform is the ideal place to reach decision-makers in need of B2B products and services as well as professionals in need of products and services that enhance their personal lives and careers.

Here are some of the ways you can use LinkedIn to achieve conversions throughout the customer journey.

• Awareness – Use ad impressions to increase the frequency at which your target audience sees your brand to generate recognition and curiosity
• Consideration – Advertise content of value to your audience in exchange for contact information. Invite prospects to connect and follow your content. Establish yourself as a thought leader.
• Sales & CLV – Use LinkedIn retargeting to bring people who have engaged with your brand back to your content and website.

TikTok

TikTok is a high-adrenaline, short-video-based social media platform with over 1 billion active users. Over half of them are 18 and 24, with many under 18 using the platform as well. 36% of TikTok’s users want to learn about unknown brands on the platform and 55% use it to research brands they’re considering buying from. 66% of users frequently buy things they see on TikTok. Ads run on TikTok videos and network sites like BuzzVideo and Pangle.

At the end of the day, to perform well on this fast-paced platform, you can’t take yourself too seriously. Try these to target different stages of the customer journey.

• Awareness – Network with influencers to sponsor their content. Use lookalike campaigns to find people who are similar to your existing lead and customer lists.
• Consideration – Use ads to encourage clicks to your website, downloads, and other conversions.
• Sales & CLV – Run ads specifically geared to make sales

At Pineapple Digital, we use real-time data to inform our paid media strategies for your products and services. We are constantly testing and optimizing the ads to ensure we’re getting the right message in front of the right audience at the right time. We’d love to discuss how we can help your brand with paid search and display ad campaigns.