Where should you advertise?

Photo by Austin Distel on Unsplash

Picture this, you want to put up advertisements for your small business, but you don’t know where to start. Do you go for Google ADs? Or, would Facebook work better for you? How much do you spend per advertisement? How long should you aim to have your advertisement run for?

There are a lot of questions that arise when making digital advertisements. If you don’t know where to start, you’ve come to the right place.


  1. Who do I want to see my advertisement? Get as granular as you possibly can because someone who you’re advertising jewelry towards might not be the same person you’re advertising dental care towards. Write down the ages, locations and demographics of who your advertisement is geared towards.
  2. What will attract these people to my advertisement?
  3. What outcome do you want for your advertisement? For example, do you want them to visit your website? Do you want them to purchase a product? Do you want them to sign up for your newsletter? The outcome you’re looking for from the advertisement will determine what call to action(CTA) is needed within the ad itself.
  4. What is your ideal cost per conversion(CPC)? Cost per conversion is how much money it costs for the advertisement to have someone follow through with the desired outcome you’ve listed as the answer to question three. For example, if you’ve determined you would like someone to make a purchase, someone clicking through your advertisement and making a purchase on your website is one conversion. With respect to CPC, it’s important to note that niche products or services will have a higher CPC than products or services everyone uses – the CPC for toothpaste is going to be lower than the CPC for a ladies clothing boutique.


  1. There is no right or wrong dollar amount to spend on your advertisements. If you can only afford $5 per day, spend that. If you can afford $100 a day, consider running an AB messaging that will help you get the most out of the $100.
  2. There is no right or wrong answer about how long your advertisement should run. Some people will run advertisements for a weekend sale and not run another for months. Other people choose to have their ads running 365 days per year. If you really stop to think about who you’re advertising to, it’ll help you determine an appropriate length of time for your advertisement.
  3. Don’t be afraid to change it up. If you’re looking at your ad’s analytics and they’re not stellar, change it up. Don’t leave something up that you’re being charged for if it isn’t performing well.


Google Ads – Google offers a broad spectrum dynamic ad platform that offers a great return for every business type, due to their prominence on the web. Google ads appear on Google when one searches certain subjects, and also appear in the email accounts of Gmail users, on YouTube videos, in the Google Play store, on like websites your customers visit, and many other locations. Google ads are primarily used for making someone enter a door they haven’t realized they clicked on.

Facebook Ads – Facebook offers the most cost-effective means for advertising on the web. If you only have a very small budget to work with, Facebook is a great place to start. However, I feel it important to say that Facebook ads should be only for businesses or services that appeal to the masses. The audience picking on Facebook is lacklustre, which means that you should be trying to make an advertisement that could appeal to someone who’s a teenager and someone who’s a senior. Facebook ads that garner the most success are those which offer services everyone needs.

Twitter Ads – Twitter is expensive, and the ability you will have to select the audience for your advertisement is severely limited. Unless you’ve got a lot of money to throw around, I wouldn’t recommend Twitter for advertising.

Reddit Ads – Reddit ads are a bit of a hot mess. Surprisingly, despite what appears on a website like Reddit, their advertisements are required to meet strict community guidelines before being posted. Ads on Reddit need to be appropriate for the masses, even if they’re only being targeted to a certain group of people.

LinkedIn Ads – LinkedIn has the most comprehensive platform for selecting audiences of all social media sites. If you’re looking to get specific about the advertisement you’re sharing, LinkedIn will be a great place for you, allowing you the chance to hone in specific people living in specific cities or counties, who have certain job titles or have worked in certain industries. You can hone in on income levels, professional status, years someone has worked, where someone has lived in the past, and so much more. If you’re looking for someone who’s between the age of 25-50 who is a working professional, this is the place you’re going to want to find them.

TikTok Ads – Tiktok Ads are the newest option available through social media, and they’re very limited in scope. Remember that, while people my age and Gen Xers are on TikTok, we’re not the norm. More than 80% of Tiktok users are Gen Z or younger. What does this mean? This means that your copy needs to be geared towards 20 year-olds. This means that if you’re wanting to appeal to the masses, TikTok is only one tool in your tool chest.

Snapchat Ads – Don’t use these. Just don’t. You might as well light your money on fire, or just throw it at me if you’re using Snapchat ads. It would be more worthwhile to flush your money down the toilet.

Instagram Ads – Instagram is all about the aesthetic portrayed. Remember that pretty sells. While custom audience selection isn’t all that impressive on Instagram, it’s hard to deny the sheer market Instagram owns for advertising in social media. If you’re promoting posts or sharing advertisements on Instagram and looking to make it successful, make it as pretty as you can. The copy will be an after-thought for an Instagram ad. I want you to put your resources into getting the most beautiful photo possible to catch your attention.


The future of marketing is digital. Digital advertising is more cost-effective, relevant and sought after than any other form of advertising on earth. Actually, I take that back, Super Bowl ads seem to be very cost-effective for companies that can afford them. But, if you’re not yet making enough money to be able to afford 30 second slots in the super bowl, then digital advertising is your best bet.

The best piece of advice I can give you is to start small. Learn how to advertise on one platform before moving to another. While you’re never going to regret saving money, you will absolutely regret dumping all of your budgets into one campaign on one day and it is a massive failure. So take it slow. Perhaps pick Facebook first, then branch out to Google ads. Or start with Tiktok and branch into Facebook. However you do it, give each platform some time to run before starting the next.

Also, ask a lot of questions. All of these platforms have people who work in their advertising departments that’s sole job is to teach businesses how to get the most out of their advertisements.

It’s overwhelming, that’s an understatement. It’s worth it to learn, I promise you.

2 thoughts on “Where should you advertise?

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s