Explore the top 10 pay-per-click advertising platforms to try in 2024

For a long time, we have seen the continued growth of social media as a key tool in companies’ advertising strategies. However, the dynamic changes on the digital market and the constant emergence of new technologies and tools make us reflect on the value of investing in promotion on social channels. The question arises – is it worth it and, if so, in which advertising? However, social media maintains its dominance as an indispensable platform for building brand visibility, engaging audiences and generating traffic and conversions. In this article, we will discuss which ads are worth investing in in 2024, focusing on specific targets and industries.

Reports from 2024, such as the Digital 2024, point to the growth of social media users in Poland, confirming its importance for digital marketing. Dominant platforms such as Facebook, Messenger and Instagram continue to attract the largest number of users, but it is becoming equally important to have a presence on other sites such as Twitter, LinkedIn, TikTok, Pinterest, Snapchat and Amazon Advertising. Each of these platforms offers unique opportunities to reach specific target groups, thus optimising marketing strategies and maximising ROI (return on investment).

Other market research also confirms the importance of social media in companies’ marketing strategies. According to HubSpot, in 2021 up to 77% of marketing professionals consider social media to be a key part of their efforts. Sprout Social indicates that 48% of consumers are more likely to buy from brands that are active on social media. This is particularly noticeable with Millenials, 79% of whom and 84% of those from other generations prefer brands with a presence on Facebook, while 51% of Millenials and 35% of those from other age groups look for brands on Twitter.

Choice of advertising platform

Choosing the right platform to promote your brand is a crucial decision that should be based on a careful analysis of the profile of your target consumer group, your marketing goals and your available budget. Below we describe some of the most popular platforms.

1. Facebook Ads

Facebook advertising (Facebook Ads) is recognised as one of the most versatile advertising tools available to businesses wishing to reach a wide range of audiences. Facebook, with its more than 2.8 billion monthly active users, offers extensive opportunities to reach diverse audiences. The platform enables detailed ad targeting, allowing advertisers to focus on specific demographic groups, interests or behaviours, maximising the effectiveness of their campaigns. Facebook Ads is particularly valued for its ability to build brand awareness and promote products in sectors such as e-commerce, tourism, education and finance, delivering a high return on investment.

2. Instagram Ads

Advertising on Instagram (Instagram Ads) harnesses the power of image and video on one of the world’s most dynamic social media platforms. Part of the Meta, Instagram is an ideal place for brands focused on visually showcasing their products and services. Instagram users value high-quality and aesthetically pleasing content, making the platform perfect for industries such as fashion, cosmetics, health and fitness, as well as food and electronics. Advertising campaigns on Instagram are characterised by high effectiveness and good ROI, and carefully crafted visual content can significantly increase audience engagement.

3. Google Ads

Advertising on Google (Google Ads) is an essential part of almost every company’s marketing strategy, given Google’s dominance as a search engine with more than 90% market share. Google Ads allows ads to be displayed both in search results and on partner sites, providing a broad reach and the ability to reach potential customers when they are searching for information about products or services. The platform also offers advanced targeting and optimisation options, allowing for efficient use of advertising budgets. Google Ads campaigns have a high return on investment, making them a key tool for businesses looking to increase their online visibility.

4. LinkedIn Ads

Advertising on LinkedIn (LinkedIn Ads) is primarily aimed at B2B companies, offering a unique opportunity to reach professionals and specialists across a range of industries. With more than 900 million users, LinkedIn allows targeting of ads based on jobs, industry or skills, making it ideal for ads related to recruitment, training, technology or business services. However, campaigns on LinkedIn require specific tailoring of content to the nature of the platform in order to effectively engage audiences.

5. YouTube Ads

YouTube advertising (YouTube Ads) uses the popularity of video to promote products and services to a wide audience. As the second largest search engine in the world, YouTube offers advertisers access to millions of viewers. Ads can appear before or during the playback of videos, and collaborations with content creators can increase authenticity and audience engagement. Industries such as automotive, cosmetics, food and tourism often use this platform to build brand awareness and encourage purchase.

6. TikTok Ads

Advertising on TikTok (TikTok Ads) is a modern marketing tool aimed primarily at younger audiences. TikTok, with its dynamic and creative nature, enables companies to reach a young audience through short, engaging videos. The platform is particularly effective for brands in the cosmetics, gastronomy, technology or fitness sectors that want to stand out from the competition and attract the attention of a younger target group.

7. X Ads

Advertising on X, the former Twitter (X Ads) allows you to interact quickly and reach an audience interested in current events and trends. Twitter, with its short message format, is ideal for companies in the technology, education or medical sectors that want to communicate quickly with their audiences. Campaigns on X can be used to promote posts, increase reach and engage users around key topics for the brand.

8. Pinterest Ads

Advertising on Pinterest (Pinterest Ads) focuses on inspiration and the discovery of new ideas, making it an ideal platform for industries such as fashion, beauty, interior design, cooking or travel. Pinterest Ads allows companies to promote their products and services through visually appealing pins that can be easily saved and shared by users. Campaigns on Pinterest are characterised by high engagement and conversion efficiency.

9. Snapchat Ads

Advertising on Snapchat (Snapchat Ads) offers a unique opportunity to reach a young audience through short, interactive content. Snapchat, with its disappearing message format, is popular with under-34s and allows for creative brand representation. Ads can take a variety of forms, from short videos to interactive filters, giving a lot of freedom to create campaigns.

10. Amazon Ads

Advertising on Amazon (Amazon Advertising) enables sellers and brands to increase the visibility of their products on the world’s largest e-commerce platform. Amazon Advertising offers a wide range of advertising tools, from product ads to sponsored campaigns, allowing you to precisely target potential customers and optimise your campaigns to increase sales.

Summary

Social media advertising will prove effective if you precisely define your target audience and tailor your advertising content to the real needs of your brand. Personalising your content allows you to effectively reach an audience interested in the product or service you are offering. It is worth noting that social media offers speed and efficiency in advertising, which is an advantage over more traditional forms of promotion such as posters or television advertising. The accessibility and visibility of social media advertising is independent of location and time, making it an attractive choice.

In 2024, investment in social media advertising is strongly recommended. It is important to remember to choose the right platform that best suits the current needs and objectives of your business. If you have any questions or concerns, our team is available to help you develop the most effective social media plan for your brand

Visit our blog regularly and stay up to date with the latest news in the online marketing industry. In each post, we share the knowledge of our expert team of internet marketing innovators and virtuosos, offering you the latest marketing strategies and cutting-edge solutions to become a leader in your industry.