Cross-Platform Targeting: The Accelerant for Your Advertising

Abtin Buergari / January 31, 2020

One of the biggest false assumptions clients make in the digital advertising game is self-imposing limitations on their outreach strategy.

These limitations take on many forms.

We find many clients limiting their creative ingenuity, and this hampers their ability to be unique. By not being unique (while on brand), they just can’t stand out among their industry’s noisy world of advertising.

But what we find more detrimental to a growth campaign’s influence is a business limiting its digital advertising to one platform.

By the nature of digital advertising, not using the advertising platforms in conjunction with one another substantially hinders two key elements of successful campaigns: (1) frequency and (2) reach.

Cross-platform marketing is not about either/or, but rather about taking advantage of all the platforms that have the potential to reach existing and new clients.

Often we find clients feeling obligated to choose between the two giants of the digital space, Google and Facebook, because they feel that their budget doesn’t support advertising on both. They make note of the fact that Google levels the playing field in some ways by using the quality of ads as a determining factor in their position within search results. Or, they’ll notice Facebook allows you to create visually engaging ads and target individuals based on audience characteristics. They often waver back and forth on which platform is best for them. However, they shouldn’t waver, and neither should you.

The “weaknesses” of Google can be met with the “strengths” of Facebook, and vice versa, and achieve amazing results for advertising campaigns. And when ad campaigns utilize platforms in concert with one another, while integrating simple email automation techniques, the potential for driving the results they seek dramatically increases.

When Verodin first hired us as a client in 2019, they simply sought to get visibility among a key audience (a series of investors that planned on purchasing the company).

Our approach was to hit their target audiences on multiple platforms, including Google, LinkedIn, Facebook, and Display advertising. By focusing all of our advertising through geographic filters, and using tracking technology to find and follow key audiences, the campaigns didn’t have to break the bank to be incredibly effective.

We used the platforms for their strengths, even though we spent a small budget on each. Google allowed us to take aim at key questions potential investors may have had about Verodin, while Facebook and LinkedIn allowed us to directly segment our ad targeting based on custom audience traits. Additionally, we used display advertising to make sure that no matter what participants of the RSA Security Conference (a major industry event) were reading on their devices, they were regularly reminded of Verodin’s key differentiators.

Verodin Web Advertisments

Because of our cross-platform targeting efforts, Verodin garnered nearly 750,000 impressions across the platforms among the company’s target audiences within a few days. Read more details on this case study.

Remember, as you gear up to run your next ad campaign, cross-platform targeting will aid you in growing your business by:

  1. Increasing your reach among your audiences
  2. Providing you with multiple ways to show off your brand
  3. Creating multiple touchpoints to increase the frequency of your ads while being cost-effective

If you’re looking to optimize the way you advertise your company and services, don’t hesitate to contact us. We have the experience, team, and tools necessary to help you win.

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