As the buzz surrounding “the Age of Internet Marketing” continues to grow, more and more businesses have been investing in Pay-Per-Click advertising. PPC ads are now used by over 70% of businesses with a website, including many giants like Amazon and Google that want to increase their conversion rates. Interestingly enough, paid advertising is the only form of online marketing that forces you to put your money where your mouth is. Unlike banners, text links, etc., you pay each time someone clicks on your ad – not just when someone actually buys something! In most cases, paid advertising is used as an additional sales channel as opposed to a marketing raison d’etre – so it makes sense to adopt PPC tactics while looking at other promotional strategies.
What Is Paid advertising?
Paid marketing is advertising in which a brand takes out paid media space on various platforms to attract the interest of consumers based on their happenings and interactions with the company. It could appear as an advertisement anywhere from search engine results pages (SERPs) to social media platforms and even websites.
Benefits of Paid advertising
Today, it’s quite probable that prospective customers will learn about your brand over the internet. In fact, irrespective of whether they buy the product online or in a physical store, 80 percent of retail customers start their search on digital platforms.
Your potential buyers may never notice your brand if you don’t have a digital presence. Paid advertising may help your business expand by:
- Increasing brand recognition.
- Promoting customer participation.
- Providing you with the ability to target certain audience segments.
- Providing you with the opportunity to track and improve your campaigns.
4 major categories of paid advertising
Paid search engine marketing- Paid Search Marketing is a technique that displays text and picture adverts to visitors who are searching on Google and Other search engines.
Paid Social Media Marketing- Paid social media marketing allows brands to reach consumers with advertising based on demographics, online behavior, and interests.
Display Marketing- Visitors to a website are served to advertise using display marketing. Users may be hyper-targeted with retargeting technologies based on their browser history.
Influencer Marketing- Influencer marketing is when an outside social media influencer or sometimes even a blogger agrees to discuss or promote a brand or product in some manner. As part of this, the influencers present their content to his/her audience, increasing brand awareness and helping to convert his/her audience into your customers.
How to Implement Paid Advertising in Your Marketing Plan
Follow the steps given to get going with your own sponsored search campaign.
Create a Checklist
When you first get started, you need to have a good walkthrough of your paid campaign so that you can ensure what it is you actually want from your campaign. You need to make sure that should plan out your budget properly, the tracking software, and anything else so that you set yourself up for achieving whatever it is your goals are. This bit of work will help ensure that you begin the campaign off in a much better way than hoped for.
Establish a keyword list
When it comes to paid advertising, SEO is what you need. SEO can be a difficult strategy but if done right, will lead to more traffic and conversions than most marketing tactics. In order to achieve these effective results, you need your keywords to make sense and be carefully selected so they are relevant and expansive in nature. There are many businesses that recognize the value of targeted keywords, but don’t give nearly enough credit to the importance of selecting negative keywords.
Measure and Evaluate your Ad results
It’s natural to be nervous when starting your paid advertising campaign. But fear not, all of your results are measurable. After only a month or two, you’ll have enough data to evaluate what campaigns are working and which aren’t, so that you can come up with an improved strategy for the future! Simply keep track of every marketing move you make, then use everything you’ve learned as a reference point moving forward.
Make a landing page for your campaign
Having a landing page that you can use to give context to incoming traffic allows you to tailor the message you continue with your ads, which creates an overall more cohesive experience. Tracking visits and conversions with landing pages are also easier as it’s often a one-page landing area rather than your homepage which is likely much more extensive in terms of content.
Review your paid ad results
It is good to keep an eye on your ad campaign performance and make changes to it if/when needed. However, reviewing every single day can lead to unnecessary results that could be a result of one-off viewing behavior. It is best to let the statistics accumulate so there are sufficient data, then review them and make adjustments. Weekly or monthly reviews may be more than enough.
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Conclusion
Running a campaign in paid ads? Don’t expect to be in profit within a week or two! Give your campaign time to grow and refine it. The best way to do this is by tracking the daily traffic and conversions which will give you a clearer understanding of which adverts are converting how much. Begin with a small budget, then as your confidence grows, soon you’ll find yourself with bigger, better ideas that can be turned into reality giving yourself ongoing success!