First of all, you need to understand what Paid Ads are to really help make the decision to go on paying for advertising or not. Paid advertising refers to any kind of methods a brand uses to target valuable customers based on their interest or previous connection with the brand, it is also a medium where companies pay a publisher like a search engine or website owner each time someone clicks or views their ads in a search result on a website, on social media or digital platform.
Companies use advertisement as part of a marketing program to increase sales of their products and services. Small business owners often dismiss paid advertising as something they should focus on the way down the line. It’s sacrificed in the name of saving time or saving money. But putting even a little bit of cash towards paid advertising can go a long way towards generating business and growing your customer base. Beyond revenue, it has a positive impact on the perception of your company and brand awareness.
Advertising helps a business to earn profits by enabling more people to know about the products and services and thus resulting in more sales and helps the consumers make decisions regarding which product and service to buy. Paid advertising is one of the best ways to bring in new customers, get leads and increase brand awareness but it’s also easy to lose money with paid ads.
Some businesses create an online business campaign, spending hundreds of thousands of dollars but they see very little return on their investment
There are so many reasons why your business needs paid advertise but here in this article, we will look at a few reasons why it’s essential to indulge in paid advertising.
1. Paid Advertising Reaches Your Consumer Where They Are
The modern consumer is increasingly moving towards a more digital experience when it comes to researching and making purchases. Search engines like Google remain the most popular channel for consumer research. Whether consumers are in the beginning stages of the consumer journey or ready to buy, they often use search engines to find the information they need to make an informed purchasing decision and research some specific brands.
It is vital that companies aim to be visible during these digital searches so they can engage the customer and work to influence their purchasing decisions by providing valuable information. Though search is an important marketing tactic, it’s not the only tool that the modern consumer uses to make an informed purchasing decision.
A study from Blue Nile Research shows that between 79% and 82% of consumers use to search, brand websites and customer reviews for research. Between 14% and 25% use social, mobile and blogs to discover new solutions, product, and brands. All of these digital marketing tactics work together to help your brand deliver information to consumers who are looking for products or services just like yours. If you do not engage in these digital marketing strategies, you may be missing out on an opportunity to reach these customers.
As more consumer use their smartphones and other mobile devices as part of the buying journey, digital marketing tactics will become even more important. The marketer should aim to deliver content to the consumer right in their moment of needs such as looking for a local restaurant while on the bus or researching for the best vacuum cleaner when their current vacuum breaks.
Using digital marketing tactics is one of the best ways to be reached by consumers who are looking for products or services lust like yours in a time of need. According to a 2014 study, 81% of shoppers do online research before making a purchasing decision, and 60% start with a search engine. The path of least resistance is to advertise where they are, while many companies advertise on Google to reach the widest audience possible. Sites like Facebook and Google have access to a lot of data.
This means that they have the ability to put your ads in front of the right prospects. Google won’t show an ad for new tires to someone who’s looking for spas in the area. And Facebook knows better than to show an ad for life insurance to someone whose profile says they’re a 20-year-old university student. Not only do these companies have the data to properly place your ads — but they also have an incentive to. You want people to click your ad, and so do they. Since you pay-per-click, they want to make sure people are actually clicking.
There are social advertising, which is where content ads appear on social media. Social advertisement is one of the effective ways to do advertising because social advertising uses an algorithm that determines what users are interested in based on activity on their social media accounts, seen from likes, shares, and comments. Social ads are the best way to target segments of the audience who might be interested in your product or service, based on a set of targeting criteria from location, age, gender, hobbies, Interests. Social media like Facebook has sophisticated targeting capabilities, which means you can refine your targeting criteria to reach a specific, high-quality audience.
Additionally, they want to make sure the people who click the ads are people who are most likely to make a purchase. You’re only going to keep advertising through them if you see a return on investment. If you don’t have an extensive amount of customer data, paid advertising can use your existing criteria (i.e. age, location) to target prospective buyers.
2. Paid advertising gives you access to powerful monitoring and analytic tools
It is vital that paid ads have a way to track the success of their advertising campaigns. This helps brands see what is working and what isn’t when it comes to their advertising tactics. With this information, companies can not only more accurately measure their return on investment, but they can also identify areas of improvement and work to create more successful campaigns based on the findings. Paid advertisement makes these tasks easier than ever by taking all of the guesswork out of tracking and monitoring advertising campaign success.
Google’s AdWords and Facebook’s Ads Manager allow you to measure results and see how individual campaigns are doing. You can view demographic information on the types of people viewing your ads and use that data to more accurately target prospects in the future.
You can view the devices people are using most frequently when they interact with your ad, see what time of the week or month your ads get the most response, and even customize your account to display only the metrics you’re interested in.
Overall, the ability to track and monitor your digital advertising campaign success closely allows brands to get more out of their marketing budget. By having access to real-time analytics, you can work to make changes to improve campaigns before you waste any more money on ineffective tactics. By reviewing these analytics periodically, you can also work to optimize your advertising budget by allocating more of your budget to the tactics that provide the best results.
3. Digital advertising tactics pair well with traditional print advertising.
Many companies are under the assumption that once they go digital, they can’t go back to traditional advertising. However, using the two in conjunction allows “the best of both worlds” when attracting and engaging your customers. The key to finding success with an integrated adverting strategy is to consider the strengths of each advertising tactic and take advantage of these strengths to maximize results.
Many modern brands find success in pairing traditional advertising tactics like print advertising with digital advertising tactics like social media to maximize the overall success of their advertising campaigns. Traditional advertising tactics like print and television ads are successful in offering a broad reach that can build brand recognition and help you stay top of mind in your target market.
Whereas many digital advertising tactics like social media, blogging, and SEO can help you deliver more targeted content that informs and educates your audience. Not to mention, some consumers respond better to one type of marketing over another. Both of these approaches to advertising are valid and successful, but combining the two can make for a stronger advertising strategy that covers all the bases.
The basic purpose of advertising is to promote a business or a brand to the target audience, as well as to promote products, services or features. However, the ultimate goal for every marketer is to attract and convert as many people as possible. From that perspective, focusing only on digital or traditional marketing won’t generate the best result. Instead, it will cover only a portion of the online or offline audience.
A good example of this is Pepsi that lost a lot of money because they decided to switch entirely from traditional TV ads to social media.
4. Advertising strategies are affordable.
Even big companies with large advertising budgets need to be conscious of how they spend their advertising dollars. One of the greatest benefits of advertisement is that these tactics are both affordable and effective. Businesses can advertise through email, social media and SEO-driven content advertising at only a fraction of the price that it costs to produce and distribute print advertising or develop and place ads on prominent radio stations or television channels.
When you are running paid advertising campaigns, you are able to reach a very broad and large audience. Cost relating to paid advertising is dependent on the objective or type of ad you are running. For example, if your objective is website traffic, then you will incur a cost-per-click (CPC), or if your aim is brand awareness, you will incur a CPM (Cost per 1,000 Impressions).
Ads can be created in mere minutes and there are many tools that help you to create the necessary images at very little or no cost at all. You can also keep track of the money you have spent on all paid ad platforms from Google to Twitter, Facebook and LinkedIn advertising. You can set daily budgets and total budgets for campaigns so that you never overspend.
Not only can these ads strategies be more affordable, but they also often offer an attractive ROI for business owners. In fact, content advertising costs 3 times less than some traditional advertising tactics. Additionally, advertisers who consistently publish relevant and valuable blog content are 13 times more likely to experience a positive return on investment. Paid advertisement is not the only affordable digital marketing tactic that offers an excellent ROI. Overall, digital marketing tactics can help you get more for your money.
By investing in more affordable tactics that provide a positive ROI, business owners and marketers can better optimize their marketing budget. Business owners can save money by implementing affordable advertising tactics for some campaigns, while still being able to allocate funds to campaigns that may require more expensive, traditional advertising materials. In the end, these affordable and effective advertising strategies help businesses get the most out of their advertising budget.
5. Advertising can help brands improve their customer relationships.
Another reason why paid advertising is a must for most modern brands is that it allows companies to foster better customer relationships. Whereas most traditional advertising provides one-way communication with the consumer, paid advertising allows for two-way communication in real-time. This makes it easier for brands to effectively address their consumers’ questions and concerns without delay while also fostering brand relationships through quality consumer engagement.
Social media is a great tool for improving customer relationships. Social media platforms like Facebook and Twitter allow brands to communicate with customers and engage them in a significant and genuine way. When customers have questions or concerns, they will often contact a business on social media for information or resolution.
The fast-paced nature of social media allows companies to address these questions and concerns quickly before they escalate. By improving customer service relations, social media also helps improve overall customer satisfaction rates, which can lead to repeat sales and customer referrals.
Paid advertising tactics like social media are not only great for improving customer service, but they can also help improve customer relationships by allowing brands to better get to know their customers’ needs and wants. By engaging with customers on the brand website, blog, and social media accounts, companies can better understand their customers and leads need. By understanding the customer’s greatest challenges, brands can work to develop better products and services to meet their needs. This improves customer relationships but also helps boost overall sales.
Conclusion: Here’s Why You Should Pay for Ads
Organic reach can only do its best. The market is virtually saturated with other brands who do what you do. That’s not to say that you shouldn’t be in the marketplace too. You have a unique voice and you can reach a specific customer that your competitors can‘t.
The problem is your prospective customer cannot find you because your website is stuck somewhere on page 32 of Google search results. Most users never click past page one.
You can’t cross your fingers and hope that SEO alone is going to cut it. That’s the bad news.
The good news is that paid ads can extend your reach way further than organic SEO strategies alone. Blame it on Capitalism, but Google, Facebook, Pinterest, you name it, all want to make money. They’re not operating as selfless charities. These sites are structured so that those who pay get more play.
Final Thoughts, don’t forget to nurture your current customers. Paid ads bring in new customers. It’s much more expensive to get new customers than to keep your current customers happy, do continue to invest in referral marketing. Activating your current customers and getting them to share your products with their social circle is the most effective type of marketing there is, don’t expect overnight results.
While you should see faster results than with organic strategies, remember that it takes time to reap the benefits. Do remember that Rome wasn’t in a day. Be patient with these strategies. They will eventually work.
After you’ve run an ad, give yourself space to learn and tweak as you go. Be flexible and willing to try new things. As long as you stick to a budget, the ultimate reward will outweigh the risk.
If you need help with creating a proper strategy for your business, feel free to send me an email via email@example.com and we can come up with the proper strategy to help you get targeted leads for your business.