Platform-Specific Best Practices

Mastering Each Advertising Platform

While advertising principles remain consistent across platforms, each channel has unique features, best practices, and optimal strategies. This comprehensive guide breaks down what works best on each major advertising platform.

Google Ads Best Practices

Search Campaigns

• Keyword Strategy: Use a mix of broad match with smart bidding, phrase match for control, and exact match for high-intent terms
• Ad Copy: Include keywords in headlines, use all available headline and description fields, add price and promotion callouts
• Extensions: Use sitelinks, callouts, structured snippets, and location extensions—they improve CTR and ad rank
• Quality Score: Focus on relevance, expected CTR, and landing page experience to lower costs
• Negative Keywords: Continuously add negative keywords to eliminate wasted spend

Display Campaigns

• Use responsive display ads for maximum reach
• Layer audience targeting with content targeting
• Create compelling visual creatives with clear CTAs
• Use frequency capping to avoid ad fatigue
• Exclude mobile apps if you're seeing poor quality traffic

Shopping Campaigns

• Optimize product titles with relevant search terms
• Use high-quality product images
• Keep product feed updated daily
• Implement promotional annotations during sales
• Segment products by margin and performance

Performance Max

• Provide high-quality creative assets across all formats
• Use audience signals to guide initial learning
• Let campaigns run for at least 4-6 weeks before major changes
• Monitor asset performance and replace underperformers

Facebook & Instagram Ads Best Practices

Campaign Structure

• Use Advantage+ campaigns for e-commerce when you have sufficient conversion data
• Create separate campaigns for cold vs. warm audiences
• Test consolidating ad sets—Meta's algorithm works better with more data in fewer ad sets
• Allow at least 50 conversions per week per ad set for optimal learning

Creative Best Practices

• Video: Hook viewers in first 3 seconds, include captions (85% watch without sound), keep videos under 15 seconds for best performance
• Images: Use bright colors, minimal text (less than 20% of image), show products in use
• Carousel Ads: Tell a story across cards, put your best image first, use consistent aspect ratios
• Stories: Use vertical 9:16 format, design for full-screen mobile experience, add interactive stickers

Targeting

• Start with broader targeting—Meta's algorithm is sophisticated
• Use 1% lookalike audiences from your best customers
• Layer broad demographic targeting with Advantage+ audience suggestions
• Create custom audiences from website visitors, video viewers, and Instagram engagers

Optimization

• Choose the right optimization event (don't optimize for purchases if you get less than 50/week)
• Use cost cap or bid cap for budget control with established campaigns
• Test different placements but trust automatic placements initially
• Refresh creative every 2-3 weeks to combat ad fatigue

LinkedIn Ads Best Practices

Targeting for B2B Success

• Target by job title, function, seniority, and company size
• Use matched audiences with your CRM data
• Layer firmographic with demographic targeting
• Create exclusions for current customers and employees
• Test company growth rate targeting for businesses in expansion mode

Ad Formats

• Sponsored Content: Native ads that blend into the feed—best for awareness and engagement
• Sponsored InMail: Direct messages to LinkedIn inboxes—use for event invites and high-value offers
• Text Ads: Budget-friendly sidebar ads—good for driving website traffic
• Dynamic Ads: Personalized ads using user profile data—excellent for followership and engagement

Content Strategy

• Focus on professional value—education over promotion
• Use thought leadership content and industry insights
• Include clear, specific CTAs for business audiences
• Test document ads for downloadable resources
• Leverage video content for higher engagement

Budget Considerations

• LinkedIn CPC is typically higher than other platforms—expect $5-12 CPCs
• Minimum daily budgets are $10 per campaign
• Focus on conversion quality over volume
• Consider the higher customer lifetime value typical in B2B

TikTok Ads Best Practices

Creative Strategy

• Be Native: Make ads that don't look like ads—follow TikTok trends
• Fast-Paced: Keep videos dynamic with scene changes every 2-3 seconds
• Sound On: Unlike other platforms, most TikTok users watch with sound—use trending audio
• Vertical Video: Always use 9:16 aspect ratio for full-screen experience
• Hook Immediately: Capture attention in first second or users will scroll

Campaign Types

• In-Feed Ads: Native ads in For You feed—most common format
• TopView: First ad users see when opening app—maximum visibility
• Branded Hashtag Challenge: Encourage user-generated content around your brand
• Spark Ads: Boost organic posts (yours or others') for authentic engagement

Targeting

• Use interest and behavior targeting based on content engagement
• Test lookalike audiences from your best customers
• Leverage video interaction targeting for warm audiences
• Consider creator targeting to reach specific communities

YouTube Ads Best Practices

Ad Formats

• Skippable In-Stream: Can skip after 5 seconds—hook early, pay only when watched 30+ seconds
• Non-Skippable: 15-20 seconds, guaranteed view but potentially annoying
• Bumper Ads: 6 seconds, non-skippable—perfect for brand awareness
• Discovery Ads: Appear in search results and related videos—user-initiated viewing

Video Creative

• Front-load your message—many viewers skip after 5 seconds
• Use strong visual branding even with sound off
• Include clear CTAs both verbally and with end screens
• Test different video lengths—longer videos can work if engaging
• Add closed captions for accessibility and engagement

Targeting Options

• Target by demographics, interests, and life events
• Use in-market audiences for high purchase intent
• Target specific YouTube channels or videos for contextual relevance
• Create custom intent audiences based on search behavior

Microsoft Ads Best Practices

• Import Google Ads campaigns to save time with setup
• Adjust bids—Microsoft Ads typically has lower CPCs
• Target LinkedIn profile data (unique to Microsoft Ads)
• Focus on desktop users—Microsoft network skews older and desktop-heavy
• Use audience ads to appear on Microsoft properties beyond search

Amazon Ads Best Practices

• Sponsored Products: Keyword targeting for individual products
• Sponsored Brands: Showcase your brand and product portfolio
• Sponsored Display: Retarget users on and off Amazon
• Optimize product listings first—ads send traffic to your listings
• Target competitor ASINs and relevant product pages
• Monitor Search Term Reports to optimize keywords

Cross-Platform Coordination

The most effective advertising strategies use multiple platforms in coordination:

• Use upper-funnel platforms (TikTok, YouTube) for awareness
• Use mid-funnel platforms (Facebook, Instagram) for consideration
• Use lower-funnel platforms (Google Search) to capture ready buyers
• Retarget across platforms to stay top-of-mind
• Maintain consistent messaging and branding across all channels

Each platform has its strengths. The key is understanding where your audience spends time, what content format works best on each channel, and how to optimize for each platform's unique algorithm and user behavior.