Where to invest your advertising budget
January 21, 2025
Your business has many advertising tactics to choose from, which makes deciding where to allocate your budget difficult. The key is to focus on strategies that drive high engagement and measurable returns with your target customers. Here’s a list of the best areas to invest your advertising dollars.
Digital programmatic advertising
Digital programmatic advertising allows you to reach the right person at the right moment while minimizing wasted ad spend. Combined with predictive algorithms, you can optimize your advertising dollars. For example, a travel company could use personalized ads targeting people who recently searched for flights or hotel deals.
TIP: By segmenting your audience by demographics, interests or online behavior, your ads will resonate with different audiences and improve overall performance..
Social media advertising
Social media isn’t slowing down. It remains one of the most significant tools to connect with your customers, build loyalty and drive measurable results. Whether through Facebook and Instagram’s engaging ad formats, LinkedIn’s professional targeting or YouTube’s unmatched video reach, every platform offers unique opportunities to grow your brand.
TIP: Use short-form video content—it’s a social media advertising tool you shouldn’t overlook in the coming year.
SEM advertising
SEM (search engine marketing) is advertising that promotes websites by increasing their visibility in search engine results pages like Google or Bing. It uses paid search ads, keyword targeting and optimizing landing pages for increased conversions. The primary goal of SEM is to drive relevant traffic to websites and ultimately convert your visitors into customers.
TIP: Focus on eye-catching headlines and clear call-to-actions to drive clicks to your website. Think about what problems your customer wants to solve and how your business helps them. Make sure your copy is clear and easy to understand.
OTT/CTV advertising
OTT/CTV refers to any television connected to the internet, allowing for streaming content and video on various devices. Advertising on streaming platforms like Netflix, Hulu and Disney+ allows you to target specific audiences based on demographics, viewing habits and geography. Plus, many ads are unskippable, ensuring your message is seen.
TIP: Continuously monitor and adjust your OTT/CTV advertising data to ensure maximum impact and return on investment.
Print advertising
Print advertising is beneficial in gaining your audience’s attention, developing brand awareness for your business and establishing top-of-mind recollection for purchase decisions. This is because readers spend more time reviewing printed materials and focusing their attention on what they are seeing, which means they are more likely to recall that information later.
TIP: Print ads allow you to include more details, explanations and directions to assist customers in the purchase process. Print ads are also available on e-papers for added exposure.
You’ll positively impact your business when you invest your advertising budget wisely and prioritize strategies that drive engagement and measurable returns. Remember to adapt to trends, leverage opportunities and continuously analyze data to effectively reach your target audience.
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