Which platforms.
SEARCH ADVERTISING
Ads shown when someone searches.
The person is actively looking. Intent is high.
Best for: services people search for when they need them.
SOCIAL ADVERTISING
Ads shown to people based on who they are, not what they searched.
The person was not looking. Intent is lower.
Best for: products with visual appeal, awareness, retargeting.
WHICH SUITS WHAT
A plumber: search. Someone with a burst pipe searches.
A fashion brand: social. Nobody searches for a dress they have not seen.
FOR MOST NIGERIAN SERVICE BUSINESSES
Search advertising, where the search volume exists.
FOR PRODUCT BUSINESSES
Social, frequently, particularly where the product is visual.
WHAT ELSE EXISTS
Marketplace advertising, if you sell on one Directory and listing promotion Local sponsorship, which is not digital but frequently works
WHAT TO AVOID
Advertising on every platform at once Choosing a platform because it is popular rather than because your customers are there
WHERE TO START
One platform. Learn it before adding another.
