In these cases choosing the right channel
To effectively allocate your advertising budget and decide how to distribute it across channels, it is essential to estimate the size of your potential audience . Every digital advertising platform, whether it is Meta, TikTok or LinkedIn, provides tools to obtain these estimates and therefore access a vision of the potential reach of your campaigns.
For example, Google provides specific
tools to estimate the audience, such as the Keyword Planner, which allows you to evaluate the search volumes for certain keywords, and the Display Planner which offers an estimate of the potential audience reachable with an advertising campaign of this type.
Of course, the best choice to maximize
Opportunities would be to cover multiple channels, but this is not always possible due to budget issues. becomes crucial , and the size of the potentially reachable audience could tip the scales towards one platform or another.
At this point, you can move on to considering the CPM (Cost Per Thousand Impressions) of the sector, or the amount of money needed to reach the quota of one thousand views of the ad .
Knowing the CPM, you can determine how much to invest to get a specific number of impressions (with which to generate a memory in the minds of users) and consequently quantify the budget needed to reach the desired audience. For example, if the CPM is €3, to buy 5,000 impressions you will need to spend €15. Similarly, for 100,000 impressions, the cost will be €300.
Allocate your advertising budget
Once the objectives of the marketing strategy have been defined, the buyer pagination optimization personas have been identified and the size of the potential audience has been assessed on the various channels, the next step is to allocate advertising resources. The choice of how to distribute the advertising budget depends strictly on the specific objective of the campaign.
Brand Awareness: If your goal is to increase brand awareness, it is snbd host advisable to allocate a significant portion of your budget to channels with large audiences , such as Facebook, Instagram, and TikTok. These channels offer a wide reach and are ideal for generating visibility at scale.
Lead generation: to focus on lead generation
investing in platforms such usa lists as Meta Lead Ads, Google Ads and LinkedIn Ads can be highly effective. These tools allow you to collect qualified contacts and nurture potential customers through dedicated forms and targeted campaigns.
Increase Sales: If your primary goal is to increase sales, it is strategic to launch conversion campaigns on Meta and Google . Using Google Performance Max and Google Search can help you reach ready-to-purchase users and optimize your campaigns to maximize conversions.
It is clear that companies with historical data on their advertising activities have a certain advantage . Having previous data helps to have a detailed overview of the state of the art and to make more precise estimates for budget allocation. In all other cases, a good solution is always to start with small-scale tests . Running tests for a few months on various channels, even with limited budgets, allows you to establish benchmarks and gather useful information on what works.
Once the testing phase is complete, or with historical data from your advertising profile available, it becomes easier to decide which channels to invest most or all of your advertising budget in.