Advertising legislation is regulated by Legislative Decree 1044, Law for the Suppression of Unfair Competition. 4 basic principles apply:
Define your ad audience
To launch any paid online campaign, you’ll need to set up your ad targeting. More and more ad solutions are being automated to work for you, but you’ll still want a basic overview of your customers.
Answer these questions to refine your message and target your most likely customers:
Digital advertising drives traffic to your website, instantly
A website it only benefits your business if you get traffic. But it’s more than that: your website needs qualified visitors who are interested in your service or product. It’s easy to understand why a website without traffic is useless. But a website that only receives accidental traffic or searchers from outside its market area gives you the same thing: nothing. (For tips on how to drive visitors to your website, check out our free eBook: How to Get More Website Traffic.)
Digital ads increase traffic to your website in two ways. The first is by targeting relevant consumers who could potentially become customers. Digital advertising can be directly targeted to the demographics and profiles that fit your customer.
Choosing Your Platforms
Ultimately, your social media ad activity should align with your broader strategy, which means running ads on the platforms you use organically. However, each platform also has its pros and cons: Facebook Generally pretty good for all purposes. It offers the most targeting options and is generally the cheapest. Facebook tends to favor its newer features, which means right now you can expect video, particularly live, to work just fine. It’s important to note that while Facebook is still great for audiences over 35, younger people are increasingly moving to other platforms. Instagram Best for a younger audience (under 35s): Leaning towards women. Historically great for reach and engagement, but also increasingly good for clicks and conversions. Managed through Facebook, so the same targeting can be used. In our experience, the results tend to be much cheaper than Facebook, so it’s worth splitting the budgets. Twitter tends to be more expensive than Facebook and Instagram. Good for awareness and reach, less for clicks and sales. Uniquely, Twitter offers an always-on monthly advertising package called “Promotion Mode” that automatically runs ads from a company’s account. LinkedIn Generally much more expensive than the other platforms, but the best channel for B2B advertising. InMail ads (basically promoted private messages) work particularly well. YouTube Great for building awareness, less for driving engagement and clicks. It obviously requires strong video creativity. Pinterest Ideal for e-commerce and advertising products suitable for the user base, which is overwhelmingly female.
- Interests – Allows you to target people based on other businesses, posts, brands and content they have engaged with
- Custom Audiences – Allows you to upload customer data. It also allows you to create larger “look alike” audiences made up of similar people.
- Retargeting: allows you to target people who have visited your website
- Engaged: allows you to reach people who have recently interacted with your content