best platform for advertising

 Most agency owners and managers will agree that every client is unique. This is particularly true if you have clients that operate within varying industries with their own specific target audiences. What becomes clear over time is that there is rarely a cookie cutter template for which channels may suit each client best. As an account manager, it is your responsibility to decide if a particular strategy or channel is working and if not, to find an alternative solution.

In this guide, I’ll walk you through the process for determining which foundational channel is work best for your client as well as tips for pivoting when performance is lagging.

The major ad platforms: Google, Facebook, & LinkedIn,Taboola 

Before I get into the client-specific details, lets run through the primary marketing channels I will be focusing on:

• Google Ads
• Facebook ads
• LinkedIn ads
• Taboola 

Obviously, the best advertising strategies will be cross-platform. And, of course, there are a number of other channels—Twitter, Pinterest, Bing, just to name a few. But to help with foundational PPC strategy, I will be going through the major players that most clients will be looking to advertise on. Understanding which of the largest platforms you should construct your strategy around is a good starting point, but of course, it always gets more complicated as you go. Despite their similarities, it is well documented how different these platforms are to market on. The key to deciding where to start lies in analyzing the client first.

1. The client’s goal

The best place to start regardless of the following elements that I will walk through is always the client’s primary goal.

While you’re onboarding new clients, asking the right questions is paramount to establishing what the client really wants out of paid advertising. Often, clients won’t have a clearly defined concept of what they actually want out of running paid ads. I’ve found that many people are driven by the knowledge that they need to grow their business and paid advertising is a smart way to doing so. It is—but you need to get more specific with goals.

Without getting too deep into the process of vetting new clients, it’s important to walk away from the introductory call with the knowledge of how their core business is run and how you can best supplement it with paid marketing. The key components of this aren’t necessarily in a hierarchy so you have to look at them as a whole in order to make the right decisions.