If you are willing to grow your brand and want to get noticed, organic marketing campaigns can effectively drive traffic to your website. However, it takes a lot of time to show some noticeable results. To curb this problem, we have several paid marketing strategies. It can help you get faster results, and you would be able to build your brand reputation quickly.
What is paid marketing?
Paid marketing is also known as digital advertising. It refers to a strategy in which brands target potential customers based on several key areas. They are like interests, intent, or previous interaction with their competitors.
The best thing is that paid marketing campaigns can utilize one or more digital channels. Such as search engine results pages, social media platforms, and even websites. Additionally, with the help of paid campaigns, you can display advertisements you have likely acquainted with on SERPs And webpages. You can use sponsored social posts and guest blogs in this campaign.
Benefits of paid marketing
New customers encounter your brand online first and then get to know about you in today’s world. In fact, as per many types of research, 87% of retail shoppers begin their searches on digital platforms, regardless of where they purchase, online or offline. Without a digital presence, your potential customers might find it challenging to find your brand. That’s why paid marketing has a lot of benefits for your growth strategy like:
- Allowing you to target a group of audience.
- Promoting customer engagement.
- Building brand awareness.
- Allowing you the ability to measure and optimize various campaigns.
Compared to organic marketing, paid marketing is a faster way to get results with a more targeted response. For example, you can target a blog to a specific audience with paid marketing by using a keyword strategy. You can also reach those people who aren’t interested in this category. Meanwhile, paid marketing strategies to give you the power to target your messages according to user signals like search queries and previous conversations with your brand.
Compared with organic marketing, paid marketing offers faster results and more granular targeting capabilities. For example, you can target a blog to a specific audience through a keyword strategy, but you may still reach people who aren’t interested in your offerings. Meanwhile, paid strategies empower you to target your messages based on user signals like search queries and previous interactions with your brand.
1. Organic reach on social media is down. Paid advertising gives you fast results:
According to the HubSpot report of 2019, Facebook users only see 2% of organic pages they follow on their feed. This means that organic content on social media is likely used as a branding and awareness tool.
With the help of paid marketing, you can reach and utilize your content to promote your brand amongst targeted audiences and get more qualified leads. If your website is not ranking on the first page of Google results, then paid marketing can help you place ads according to the keywords and offer high-quality traffic to your platform. Through this, you can save time and focus more on search engine optimization.
2. Ads are very affordable and measurable:
With the help of paid advertising campaigns, you can reach a very broad and large audience. Costs of paid advertising depend upon the objective or type of ad you are planning to run. For instance, if your goal is increasing website traffic, you focus on cost-per-click (CPC), or if your objective is to make the audience aware of your brand, you will incur a CPM (Cost Per 1,000 Impressions).
You can create ads in just a minute, and several platforms can help you create them. You can use the necessary images at very little or no cost at all. Along with all these things, you can also keep track of the money that you have spent and how much has been consumed on all paid ads on platforms like Google, Twitter, Facebook, and Linkedin advertising. You just need to set the budgets and total budgets for your campaign to protect yourself from overspending.
3. Specific and granular targeting is available:
Paid targeting is a bit tricky and can help you reach the relevant audience who are enthusiastic about knowing your brand and suitable capture of the demographics of your sales persona. You need to look at your analytics all across the digital platforms and analyze your customers to identify common factors like keywords, job titles, locations, interests, demography, and common topics. With the help of this information, you can refine your paid campaign targeting and get more qualified leads and eventually increase conversion.
Once a visitor has gone through your profile or has clicked your ad, you can run a retargeting campaign to engage your prospect who has shown interest in your product. Through this, your product constantly stays in the back of the mind of your potential customer.
4. Broadcast your message across multiple platforms:
There are various platforms that can broadcast around your brands and has unique messaging to put across. You can use your display banner area on the Google Display Network or can use simple text ads placed above people’s searches on Google. Today, almost all the social media platforms have paid advertising section available on their products, which includes:
- Snapchat
- YouTube
There are several options that you can choose from and apply for different campaigns to suit your every need when you are considering paid advertising to market your products and reach a broader audience. When conducting audience research, you must find out which digital platform your primary target audience is acquainted with. You need to identify the platform, learn everything about the paid advertising of that platform and then make your first ad campaign over there.
Types of paid marketing
There are four primary forms of paid marketing, each with its own benefits:
- Paid search marketing: This marketing area is so known as search engine marketing (SEM). The strategy over here involves text and image ads to users searching on platforms like Google and Bing.
- Paid social media marketing: This strategy allows brands to focus and target social media users with ads based on their recent interests and interactions made.
- Display marketing: This is almost similar to SEM. This paid marketing type displays networks that serve ads to site visitors. In this, retargeting technology can hyper-target users based on their browsing history.
- Influencer marketing: B2B and B2C marketers can actively work with influencers with large social followings and strategically promote their products and services more personally.
Each type of paid marketing, whether paid marketing, social media, display, or influencer, has a unique purpose at various stages of the buyer’s journey. Every brand cannot use every platform if they want to succeed, but it is considered best to use more than one type of platform. But you must ensure that you come across similar messages everywhere.
We know that there are a lot of options, and what works best for you can give you a mix of organic and paid traffic. However, this happens only if you are using the services offered to you effectively. The exact magic mixture here is organic and paid visitors. But when you are testing the sources, here are the five top ones that you should consider first:
- Google Adwords
- Facebook Ads
- Outbrain Amplify For Advertisers
- LinkedIn Ads
- Twitter Ads
Paid marketing is the next topmost natural step for your sales and marketing funnel. There are numerous possibilities, so many platforms, and so many campaign ideas that you can choose from. You can tailor your message to impress your audience and work for a huge cause. But, you must stay consistent and see what works and what does not work for you. Eventually, you will strike gold and see yourself getting quality leads and even convergence as a result.
Conclusion
There are a variety of customers that you might come across in the journey. So remember that a mix of pay-per-click advertising and other organic channels is probably the most helpful way to bring potential customers down the funnel. As long as you understand the benefits of building trust and providing value through your product without asking anything in return, you will achieve better and better results from the paid traffic sources.
We hope that you loved this article and would want to read more like that in the future. Don’t forget to follow us on our social media platforms and contact us if you are looking for paid advertising services.
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