Which channels should you advertise on?

Which channels should you advertise on?

Summary

Paid advertising can be a game-changer for businesses, but success depends on choosing the right channels. With options like Google, Meta, LinkedIn, and TikTok each offering unique advantages, deciding where to invest can be daunting. By strategically selecting advertising channels that align with your business goals, target audience, and budget, you can create campaigns that truly drive results.

Introduction

Choosing advertising channels isn’t a one-size-fits-all process. With so many channels vying for your marketing budget, how do you choose the ones that will deliver real results? It's not as simple as following the latest trends or casting a wide net and hoping for the best. Each advertising channel has its own strengths, audience, and formats. For instance, while TikTok is a hotspot for engaging with Gen Z, it might miss the mark for B2B enterprises that would benefit more from LinkedIn's professional network.

To make the most of your advertising spend, it's essential to adopt a strategic approach. This article explores how to evaluate and select the right channels for your campaigns, grouping them by their strengths and audience reach.

Why selecting the right channel is important

Selecting the right advertising channel isn't just about jumping on the latest trend or choosing the one with the most users. It's about crafting a strategy that aligns with your business objectives and reaches your ideal audience. Here's why making the right choice matters:
  1. Purpose-driven campaigns: Each channel excels at different goals, whether it's boosting brand awareness, driving website traffic, or generating leads. Aligning your campaign's purpose with the right channel amplifies its effectiveness.
  2. Audience precision: Different channels attract different demographics. By understanding where your target audience spends their time, you can focus your efforts where they're most likely to engage.
  3. Content compatibility: The ad types and content styles vary across channels. Ensuring your content fits the channel's strengths, be it short-form videos, interactive carousels, or text-based ads, maximises engagement.
By thoughtfully selecting your advertising channels, you ensure that every pound of your budget works harder for you.

A closer look at each channel

To select the right advertising channels, it's essential to understand what each one offers and who you can reach. Here's a breakdown:

ChannelWhat It's Best ForAudience Reach
Google AdsFor businesses looking to capture high-intent users, this channel excels at lead generation and driving immediate sales. Shopping ads are especially effective for ecommerce.Access to a vast audience actively searching for solutions or products. In the UK and Europe, Google dominates search with millions of daily users.
Meta Ads (Facebook and Instagram)These channels combine powerful targeting and diverse ad formats to boost brand awareness, retarget users, and drive conversions. They’re particularly effective for ecommerce and B2C campaigns.Meta connects with 300 million users in Europe, appealing to a wide range of demographics, with Instagram attracting a younger audience. In the UK, Facebook has around 44 million users, and Instagram has about 30 million.
TikTok AdsCreative brands targeting younger audiences thrive here, as TikTok’s short-form videos foster engagement through trends and authenticity. It’s ideal for viral campaigns.A rapidly growing user base with over 100 million users in Europe. In the UK, TikTok has approximately 17 million active users, primarily Gen Z and younger millennials.
Pinterest AdsBusinesses in visual niches like fashion, DIY, and home decor will find Pinterest indispensable for inspiring users during the discovery phase of their buying journey.Around 16 million users in the UK and over 80 million in Europe, predominantly women, using the channel for planning and inspiration.
LinkedIn AdsProfessionals seeking thought leadership, B2B solutions, or recruitment opportunities will benefit from LinkedIn’s ability to connect businesses with decision-makers.The audience consists of working professionals, with 80% aged between 25 and 54, including key decision-makers.
Bing AdsA strong contender for reaching older, affluent users, Bing is particularly effective for niche industries and can complement Google campaigns.Whilst smaller than Google, Bing accounts for about 10% of the search market in the UK and Europe, attracting users aged 35 and above, including higher-income segments.
X (formerly Twitter) AdsWith its fast-paced environment, X is an excellent choice for brands wanting to join trending conversations, share real-time updates, or amplify thought leadership.Approximately 24 million users in the UK and 100 million in Europe, who actively engage with news, opinions, and current events, skewing slightly male.
Snapchat AdsIf your goal is to connect with Gen Z through playful and interactive campaigns, Snapchat offers a creative way to engage users. It’s perfect for building quick connections.Over 15 million daily active users in the UK and 75 million in Europe, primarily aged 13–24, favouring short-form, creative media.
Quora AdsBrands can establish authority and drive highly targeted traffic by answering users’ questions and positioning themselves as thought leaders.Smaller but focused, Quora attracts knowledge-seeking users with niche interests and professional inquiries.
YouTube AdsWhether it’s storytelling, tutorials, or product demonstrations, YouTube is the go-to platform for brands looking to deliver immersive video content to a vast audience.A wide-ranging audience with over 35 million users in the UK and 400 million in Europe, spanning various demographics and interests.


Matching channels to your advertising goals

Understanding how each channel aligns with your specific goals is key to crafting an effective advertising strategy.

Search engines (Google Ads, Bing Ads)
If your goal is to capture active shoppers or service seekers, search channels deliver exceptional results. Google ads leads the pack, especially for keyword-driven campaigns that target users actively searching for your products or services. Bing ads can complement your strategy by reaching an often-overlooked audience, particularly among older and more affluent users. Both are perfect for high-intent actions like direct sales and lead generation.

Social media channels (Meta, TikTok, LinkedIn)
Social media channels enable you to build meaningful connections with your audience. Meta (Facebook and Instagram) is your go-to for visual ads and engaging with diverse demographics. TikTok excels at creative, trend-driven campaigns for younger audiences. LinkedIn offers unparalleled access to professionals and is ideal for B2B targeting and establishing thought leadership.

Interest-based channels (Pinterest, Quora)
Pinterest helps brands inspire users and drive planned purchases in visually rich categories, making it ideal for fashion, home decor, and lifestyle products. On the other hand, Quora is better suited for establishing expertise and reaching an audience actively seeking answers and solutions in specific niches.

Video-first channels (YouTube)
For brands looking to tell their story or showcase their product in action, YouTube is unbeatable. Video ads on this channel offer an immersive way to connect with both broad and niche audiences, allowing for creative storytelling and in-depth demonstrations.

Niche and conversational (Snapchat, X)
Snapchat's playful and ephemeral approach is perfect for engaging younger audiences who thrive on short, dynamic content. X (formerly Twitter) works well for brands that want to tap into real-time conversations, share timely updates, and amplify thought leadership in a conversational setting.

How to (actually) choose the right advertising channel

After exploring the strengths and audiences of various advertising channels, you might wonder which ones are the right fit for your business. The answer isn't a one-size-fits-all solution. It depends on your unique objectives, target audience, and resources. Here's how to make an informed decision:
  1. Clarify your campaign goals
    Start by identifying what you want to achieve. Are you looking to boost immediate sales, increase brand awareness, or establish thought leadership? Your primary goals will guide your channel selection.

  2. Research your audience
    Know who your ideal customers are, including their demographics, behaviours, and preferred online platforms. Choose channels where they are most active and receptive to advertising.

  3. Consider your content
    Evaluate what type of content you can produce effectively. If you have strong video content, platforms like YouTube and TikTok might be advantageous. For professional insights, LinkedIn could be more appropriate.

  4. Assess your budget
    Factor in your budget and the resources you have for content creation and campaign management. If you lack the time or expertise to manage campaigns effectively, consider outsourcing to professionals who can handle the complexities for you.

  5. Test, track, and adjust
    No strategy works perfectly from the start. Don't be afraid to experiment. Start with a few channels that align closely with your goals and audience. Monitor performance metrics carefully and be ready to adapt your strategy based on what the data tells you.
Remember, the most effective advertising strategies are tailored to your business's unique needs and evolve over time. By focusing on channels that align with your specific objectives and resonate with your target audience, you can maximise your advertising impact.

Choosing the right advertising channels is key to success

Success hinges on thoughtfully aligning your advertising channels with your specific goals, understanding where your audience spends their time, and leveraging the unique strengths of each channel. By investing wisely in channels that resonate with your target audience and amplify your message, you can maximise your return on investment and scale your campaigns efficiently. So, don’t leave your advertising strategy to chance. Partner with GoGorilla to develop a data-driven, customised approach that ensures every pound you spend delivers measurable results.