Most businesses go with Google because it has the widest outreach and an excellent suite of analytics tools. But you might also explore Facebook, Twitter, Instagram and other social media platforms. Mixing and matching both can be an effective strategy, too. If you have a very niche audience or a narrow geographical field, you may prefer to do deals with individual websites on a case-by-case basis or contact successful affiliates in your industry sector.
Once you’ve designed your ads, you need to make sure they reach the right audience. The Google network and others allow you to differentiate targeting techniques. Depending on your desired outcomes, choose between re-marketing, contextual, interest-based, and site-placement display ads targeting.
Any online advertising strategy will concentrate on organic inbound marketing. But display advertising should still make up a healthy percentage of your investment. It’s not an “either/or” scenario. Using paid display ads alongside your content marketing and SEO strategies will give your marketing a boost greater than the sum of its parts.