Where to advertise your business online?

How do I choose what advertising channel to use online?

There are so many different places to advertise online that deciding where to do so can be really difficult. Before we get to that, it’s important to think about the purpose of your advertising though. Understanding this will help you formulate messaging, which will inform your choice of channels. Let’s start at the beginning.

What is advertising?

Advertising is so much more than just putting out a sales message. In fact, it’s built on the science and research of human influence. Researchers and academics have studied human compliance over the years and developed techniques that can be used to encourage customers to buy.

To delve deeper, we’d suggest reading ‘Thinking, Fast and Slow’ by Daniel Kahneman and ‘Influence’ by Robert Cialdini. If you don’t have time, the good news is we’ve already read them and can share some of the most important take-outs we found. Think of it like this; when we are advertising, we want to do one of three things:

  1. Cultivate a positive association
  2. Reduce uncertainty
  3. Motivate action

And if you can get all three of these things to happen in sequence, well then – you’ve got a sale on your hands.

Think about a kid dying to get the latest game console. Out of the blue, they’re taking out the rubbish, helping out with chores and making tea. They’re trying to cultivate a positive association! Perhaps after this they make a point of regularly finishing their homework early and commenting on it. That’s reducing uncertainty right there. Finally, they may look to motivate action by saying something like, “But mom! There are only five left in the whole WORLD!’

The same psychology applies in a very similar way when advertising. Let’s imagine a world-renowned sports brand. They’ll do things like:

  1. Tell people they make shoes from recycled ocean plastic (Cultivating a positive association)
  2. Partner with famous people we look up to (Reducing uncertainty)
  3. Put their shoes on sale with a message like, ‘for a limited time only get 50% off!’ (Motivating action)

Okay, so where do I advertise? 

Now that we have some tricks up our sleeve when it comes to messaging, let’s think about different advertising platforms (or media channels) we could use. We like to think about it in terms of ‘lean forward’ and ‘lean back’ behaviour. Consider this: When you’re scrolling through social media, you’re probably leaning back in your seat and taking it easy. You’re scrolling and kind of engaged but you’re not really looking for something in particular. Now imagine you’ve just had a plumbing emergency and your toilet is about to overflow – the chances are you’re going to be fully focused and leaning forward over your phone while you search for what you need.

In those channels where people are leaning back, it’s best to think about cultivating a positive association and reducing uncertainty. But in those channels where people are leaning forward, it’s all about motivating action.

Let’s look at our earlier example of how a big sportswear brand might advertise and show you how you could apply advertising channels:

  1. Tell people they make shoes from recycled ocean plastic (Cultivating a positive association) – Facebook, Instagram, LinkedIn, Twitter
  2. Partner with famous people we look up to (Reducing uncertainty) – Facebook, Instagram, LinkedIn, Twitter
  3. Put their shoes on sale with a message like, ‘for a limited time only get 50% off!’ (Motivating action) – Google Search Ads

Finding the right combination is key. But it’s going to be specific to your business and industry. Think about that plumber we mentioned earlier. They might spend more budget on lean forward channels but may still need to help reduce uncertainty with customers by showing that they’re the best in the area. Both are important!

Okay, I understand social media pretty well and feel confident about lean back channels. But what about Google Search Ads?

As a small business owner, your time is precious. Spending time trying to outsmart Google algorithms is never going to be worth it. By using products that help you advertise online, can save you time, stress and money too. That’s why we created Adbot. You can sign up and be on Google search in under ten minutes. From opening your Google Ads account to managing your campaigns monthly – we do it all! We use machine learning to optimise your keywords, ad copy and bidding 24/7. That means that businesses who have signed up with us are ranking 100% better than their competitors who haven’t. And the best part – no set up fees or monthly fees! We take care of your Google Ads so you can focus on everything else.

Google advertising? Adbot it!

There are so many different places to advertise online that deciding where to do so can be really difficult. Before we get to that, it’s important to think about the purpose of your advertising though. Understanding this will help you formulate messaging, which will inform your choice of channels. Let’s start at the beginning.

What is advertising?

Advertising is so much more than just putting out a sales message. In fact, it’s built on the science and research of human influence. Researchers and academics have studied human compliance over the years and developed techniques that can be used to encourage customers to buy.

To delve deeper, we’d suggest reading ‘Thinking, Fast and Slow’ by Daniel Kahneman and ‘Influence’ by Robert Cialdini. If you don’t have time, the good news is we’ve already read them and can share some of the most important take-outs we found. Think of it like this; when we are advertising, we want to do one of three things:

  1. Cultivate a positive association
  2. Reduce uncertainty
  3. Motivate action

And if you can get all three of these things to happen in sequence, well then – you’ve got a sale on your hands.

Think about a kid dying to get the latest game console. Out of the blue, they’re taking out the rubbish, helping out with chores and making tea. They’re trying to cultivate a positive association! Perhaps after this they make a point of regularly finishing their homework early and commenting on it. That’s reducing uncertainty right there. Finally, they may look to motivate action by saying something like, “But mom! There are only five left in the whole WORLD!’

The same psychology applies in a very similar way when advertising. Let’s imagine a world-renowned sports brand. They’ll do things like:

  1. Tell people they make shoes from recycled ocean plastic (Cultivating a positive association)
  2. Partner with famous people we look up to (Reducing uncertainty)
  3. Put their shoes on sale with a message like, ‘for a limited time only get 50% off!’ (Motivating action)

Okay, so where do I advertise? 

Now that we have some tricks up our sleeve when it comes to messaging, let’s think about different advertising platforms (or media channels) we could use. We like to think about it in terms of ‘lean forward’ and ‘lean back’ behaviour. Consider this: When you’re scrolling through social media, you’re probably leaning back in your seat and taking it easy. You’re scrolling and kind of engaged but you’re not really looking for something in particular. Now imagine you’ve just had a plumbing emergency and your toilet is about to overflow – the chances are you’re going to be fully focused and leaning forward over your phone while you search for what you need.

In those channels where people are leaning back, it’s best to think about cultivating a positive association and reducing uncertainty. But in those channels where people are leaning forward, it’s all about motivating action.

Let’s look at our earlier example of how a big sportswear brand might advertise and show you how you could apply advertising channels:

  1. Tell people they make shoes from recycled ocean plastic (Cultivating a positive association) – Facebook, Instagram, LinkedIn, Twitter
  2. Partner with famous people we look up to (Reducing uncertainty) – Facebook, Instagram, LinkedIn, Twitter
  3. Put their shoes on sale with a message like, ‘for a limited time only get 50% off!’ (Motivating action) – Google Search Ads

Finding the right combination is key. But it’s going to be specific to your business and industry. Think about that plumber we mentioned earlier. They might spend more budget on lean forward channels but may still need to help reduce uncertainty with customers by showing that they’re the best in the area. Both are important!

Okay, I understand social media pretty well and feel confident about lean back channels. But what about Google Search Ads?

As a small business owner, your time is precious. Spending time trying to outsmart Google algorithms is never going to be worth it. By using products that help you advertise online, can save you time, stress and money too. That’s why we created Adbot. You can sign up and be on Google search in under ten minutes. From opening your Google Ads account to managing your campaigns monthly – we do it all! We use machine learning to optimise your keywords, ad copy and bidding 24/7. That means that businesses who have signed up with us are ranking 100% better than their competitors who haven’t. And the best part – no set up fees or monthly fees! We take care of your Google Ads so you can focus on everything else.

Google advertising? Adbot it!