The "paid advertising" means that every interaction between consumers and advertisements requires advertisers to spend a little bit, and each marketing campaign will have some corresponding marketing objectives. Generally, these objectives can be roughly summarized in the following three categories:
1. Increase traffic for official website or event page
2. Brand promotion
3. Online purchase, lead generation, APP download, and other marketing conversion results
According to our experience, the marketing purpose and corresponding media tools are organized as follows:
Each media platform has a variety of advertising formats, which can also correspond to all marketing purposes:
So what are the pros and cons of the these media platforms? Organized as follows:
All strategy adjustments and budget allocations follow the ultimate marketing purpose. Of course, different media and material strategy configurations will bring completely different results. We often hear from clients’ complaints about expensive click costs, exposure costs, or poor advertising interaction rates. Here is a concept I want to share with you: the so-called "you get what you pay for" is not only applicable in the traditional market but also in digital advertising. Getting high-quality traffic costs more than others. And if you blindly pursue low prices, it will only lead to the result of getting ultra-high bounce rate and ultra-low residence time. Even back-end visitor data and advertising reports will have a huge gap.
Through the analysis of the above three tables, I hope to give you a general understanding of the characteristics and functions of each media. I also hope that I can provide you with a relatively correct concept in the future marketing planning process. I hope that every penny of your marketing budgets can be used effectively and achieve the ideal marketing results.
