Online Advertisement, but where? Facebook? Google, Bing? LinkedIn?..
What is the difference? Which one is best for me and how do they differ?
One of the biggest differences between search engine ads (Google, Bing & Yahoo) & Social Media Advertising (ads on eg Facebook, LinkedIn, Instagram, etc.) can be called active or passive interests.
When people search on Google or Bing, they are specifically looking for something while users logged in various social media (Facebook, Linked In, Instagram) will have ads displayed for them, which are based on their interests.
Search engine advertising is good for making it easy for potential customers to find you when they are actively looking for your service;
so you say “Here we are! Look at our GREAT offer!”
You only pay if your ad has caught their interest so much that they click on it. If they do not click but have seen the ad, you do not pay anything.
Advertising on social media is instead based on what users’ interests are. Here the advertiser chooses which users they want to advertise for, based on their interests.
Here you pay a predetermined fee per 1000 impressions (CPM), regardless of how many have clicked or not on your ad.
The latter advertising strategy is often chosen by companies that want to build awareness of their brand, also called brand-building advertising, which is often measured in a different way.