Advertising Channels
Subscription Marketing Strategy
Overall, Google Ads will be your best lead generation platform while LinkedIn, Facebook, and Instagram are ideal for remarketing campaigns.
GOOGLE ADS
Google Ads are great for lead generation using industry-related, high-intent keywords. Some of your competitors probably don’t use this platform properly, which means they are likely to give up or stop funding these efforts. This is why it’s important to use Google Ads – it can give you opportunities your competitors are missing. This platform gives you the chance to capture your competitors’ customers with the right strategy, and it brings you in front of a customer who is searching with high intent to purchase from you.
For Google Ads, you have the option to choose to use the Search Network or the Display Network.
Search Network ads can help you target high intent keywords. They look like text ads on the search results page to help people go further in the buying cycle.
Display Network ads typically show ads to people who are still in the “research” phase of the buying cycle. They can show ads on other websites with a topic related to your business, or to people who show an interest in your product or service. They can also show ads to people who have already visited your website in order to bring them back while they are researching. Using the Display Network, you also have the option to create new audiences to show ads to people who have similar traits.
LinkedIn is a great platform to build that remarketing list for remarketing on two phases of the buyer’s funnel. This platform allows you to soft-sell while forming a stronger connection, especially if you are a B2B subscription business or serve decision-makers. LinkedIn allows you to target people by job titles, company size, industry, skills, and more.
It’s important to note that since your audience is likely not actively searching for your product or service – like they would be on Google or Bing – they will be early in the buying cycle, and thus conversion rates are lower on LinkedIn than they are on other platforms.
However, LinkedIn has many unique benefits compared to other social media platforms. Not only can you target your audience by company, job title, industry, and more, but you can also layer multiple targeting options to reach the ideal customer.
There are multiple ad types on LinkedIn:
- Sponsored content ads are similar to “boosted” posts. They are made to feel like posts from the company’s own page, which are a good option for strengthening the company’s brand awareness.
- Text ads are similar to the ads shown on Google or Bing and are featured in the sidebar. These ads are smaller and less prevalent than the other ad types but may provide a cheaper source of clicks.
- Sponsored InMail ads are unique to LinkedIn. These allow marketers to send personalized messages directly to a person’s LinkedIn inbox. This ad type is not ideally used as the first touchpoint but is great for re-engaging prospects who’ve already interacted with the business.
When it comes to choosing which types of LinkedIn ads to use, consider your goals. Sponsored content ads and text ads are great for the initial outreach to decision-makers of companies in the industry you want to target, but don’t expect many direct purchases from these ads. Sponsored InMail ads work best as part of a remarketing strategy.
LinkedIn advertising does come with a few minimums that all advertisers must spend:
- $10 daily budget per campaign
- $10 total budget per campaign (this is optional for Sponsored Content)
- $2 bid for CPC or CPM on Text Ad campaigns
LinkedIn advertising also has a minimum bid for Sponsored Content campaigns, but the exact amount for this ad will depend on the audience that you’re targeting.
facebook & instagram
Facebook and Instagram are also great platforms to build remarketing lists for remarketing on two phases of the buyer’s funnel. It allows you to soft sell and form stronger connections with your prospects.
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