How To Grow Your Business, Get Leads And Sales Using Paid Advertising
It’s difficult to know which strategies will generate the most leads, and the ones that work best are dependent on your company’s needs and brand. So, how do you know which paid advertising strategies to provide you with the finest quality leads and drive sales?
The truth is that there are many different ways you can use paid advertising to expand your business while driving sales and capturing more leads. Regardless of their size, most businesses use a combination of these many strategies to produce the results most aligned with their company’s goals. If you’re not expert in marketing , you can seek the help of a Digital Marketing Agency Denver partner that can help you grow your business.
Take a look at the paid advertising strategies below to become more acquainted with their concepts and how they can best serve your business.
SEM
If you have ever used Google or another search engine to find something, and who hasn’t, you likely have noticed that there are a couple of different types of results. The first is the organic search results. They take up the majority of the search results and are ranked by the content and the quality of their web pages. These kinds of results are referred to as SEO and are not a form of paid advertising.
However, if you’ve noticed at the top of a search results page, there are usually three to four links (possibly more depending on the keywords) at the very top of the page. What makes these results different is that they are marked with the word “Ad” towards the top left of each individual search result.
These are pay-per-click (PPC) advertisements. If you bid on Google, your ad may display above the organic results in a list of links known as paid search advertisements. While the majority of successful digital strategies include both PPC and excellent SEO, paid search advertising is a quick way to avoid the competition and the time-consuming, long-term work of ranking organically. Businesses can use PPC to direct users to a website or a well-targeted landing page right away.
Social Media
The majority of social media networks now have their own ad systems. Instead of targeting people based on search keywords, you target users based on their interests with social media pay-per-click ads. Facebook and Instagram, in particular, have highly personalized audience segmentation capabilities based on user data.
You have likely already seen these ads yourself on some of the most commonly used social media platforms, like:
- YouTube
- TikTok
- Snapchat
Pay-Per-Click Vs. Pay-Per-Impressions
The way you pay for social media advertising, like that of search advertising, is determined by your competition and goals – such as whether you’re aiming for clicks or visibility. Whether advertising for B2B or B2c, Facebook, Instagram, and LinkedIn can each provide successful campaigns. Snapchat and Twitter are much more effective within a B2C paid social media marketing mix.
Instagram and Facebook employ a pay-per-action model (pay-per-click). Businesses looking to raise awareness and gain more exposure typically opt for a pay-per-impression approach. At the same time, those more interested in driving traffic to their website, along with other actionable goes, prefer pay-per-click.
Display Ads
Display advertising is a type of online advertising that is tailored depending on user activity. When your target audience is exploring the Internet, they will see display adverts (commonly called banner ads). The majority of display adverts are pay-per-click.
Consider how much time you spend online. Is it always on the lookout for the item you want to buy? Sometimes. It’s also used for online shopping and planning your next vacation. That’s why advertisements are so important: they keep your brand in front of people’s minds while they’re browsing the web.
Many websites, news sites, and publishers, both local and national, as well as third-party aggregators, offer display ads. These aggregators will determine where to best place your ad throughout the internet and position your ad in various online areas for you based on audience or targeting factors.
Retargeting
Remember going to a website and seeing that perfect item you didn’t buy following you around everywhere you look and browse? When a person visits your website, cookies are collected on their browser, and those cookies are then used to follow them across the internet with visual adverts – this is retargeting.
Retargeting has one of the lowest cost barriers of any paid advertising approach and one of the highest ROIs on average. The strategy is straightforward: they’ve already expressed interest in your website, and now you’re simply reminding them that you’re available when they need you.
Other Forms Of Paid Advertising
There are many different types of paid advertising, especially within the digital scope, and new channels are created often. A few other paid advertising strategies include:
- Native advertising
- Podcast advertising
- Video ads
- OTT – ads displayed on streaming services
How Does Paid Advertising Help Businesses?
Instantly increase traffic! If you already have a website, you may sign up for a search engine advertising platform, register an account, and then set up and run your ads to reach a new audience.
Boost brand recognition. As long as you stay within your budget, your advertising will appear when people use PPC to search for your keywords, establishing you as a leader in your field. In some cases, you’re not even paying for impressions; you’re only paying for clicks!
Significant ROI. You have complete control over where and when your ads show, based on keywords, audience criteria, online behavior, and more. This well-executed adaptability aids in attracting the correct visitors to your website. You won’t be paid unless a visitor shows interest if you choose PPC over impressions.
Finding The Right Guide
While many small businesses have already tried their hand at paid digital advertising, especially on social media, truly effective campaigns require thoughtful strategies and a combination of tactics. Partnering with digital marketing experts, like those at Just 99 Web Design, can help you define goals, create successful strategies and campaigns, and analyze all of your advertising efforts to ensure your money is being invested wisely.
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