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The rapid growth of digital advertising is hallmarked by today’s multitude of online platforms for advertisers to choose from. From social platforms like Facebook, Twitter, and LinkedIn to search engine platforms such as Google and Microsoft Ads to Native platforms like Outbrain and Taboola, options abound. Digital marketers need to be ready to effectively manage ad campaigns across multiple platforms and drive intelligent cross-channel strategy. This is easier said than done!
Managing multiple platforms can be difficult and time-consuming. Each platform has its own quirks and capabilities. It can be difficult to ensure that you’re spending enough time in each of your platforms and driving strategy across your channels and not simply treating each platform as a stand-alone effort.
Here are some learnings I’ve gathered from my experiences with multi-channel management that can hopefully save you time and a few headaches down the road.
- Establish a uniform budget pacing doc. This is crucial for getting an overarching view of spend within your channels and overall within your account. Pull in as many as you can dynamically and manually insert the rest. This will help you see where you might need to pull back vs. where you might need to push in.
- Use complementary creative and copy. Each platform is going to have different character limits, creative specifications, and best practices; ads will look different on each platform. However, it’s important to ensure that you’re using a complementary approach in which your ads are communicating the same message/theme – even though they might look different on each channel. No matter where your ads are showing, use each platform to help establish a consistent brand/product association for your users.
- Provide ample budget to test a new platform. Testing new channels is a huge part of digital marketing in today’s landscape. Any test needs to produce actionable data and insights; if you try to test out too many platforms and spread your budget too thin, you could miss out on actual learnings about any of the platforms. This does NOT mean that you should throw money at any platform, but you do want to ensure that you gather the necessary data to take actionable next steps.
- Find which platforms drive the best performance in certain areas, g. prospecting, retargeting, acquisition. Certain platforms could drive better performance for some of your products or offer better targeting capabilities. You may want to utilize job title targeting on LinkedIn or Follower lookalike targeting on Twitter. Some of your products may be better suited for different channels. Experiment on each platform and push towards top performers.
Each channel presents a unique growth opportunity. Prioritize a list of channels to test and follow the above tips to meet your users where they’re spending time online. Good luck!