Chapter 7: Overview of Ad Platforms — Mapping the Landscape

1. Google Ads: The “Library of Intent”

• User Psychology: “I have a problem, solve it now.”
• Best For: Direct response, utility products, B2B services.

2. Meta (FB & IG): The “Cafe of Interests”

• User Psychology: “Show me what my friends like, or what might surprise me.”
• Best For: Impulse buys, high-visual goods, building community.

3. TikTok: The “Theater of Attention”

• User Psychology: “Don’t sell to me, entertain me.”
• Best For: Viral growth, Gen Z, novelty products. Authenticity > Quality.

4. LinkedIn: The “Boardroom of Professionals”

• User Psychology: “I am my professional persona.”
• Best For: High-ticket B2B, recruitment, industry authority. Expensive but precise.

5. Brand in Action: Monday.com’s Full-Platform Blitz

Monday.com uses platforms as different “rooms”:

1. YouTube: To build the “Brand House” (Awareness).
2. Google Search: To be the “Answer” (Intercepting demand).
3. LinkedIn: To talk to “Decision Makers” (CTOs, PMs).

Insight: Don’t ask “which platform is better.” Ask “which platform matches the user’s current mindset.”

Next Chapter: Chapter 8: Why the same ad fails on different platforms. Platform Psychology.