Paid advertising is a great way to get your brand in front of new customers. It's also a great way to increase engagement with existing customers, build brand awareness and improve search engine rankings.
Paid advertising can be divided into two main categories: direct response and brand awareness. Direct response ads drive people directly from your ad click through the sales funnel into a purchase or signup (like an email list). Brand awareness ads are designed to increase your visibility without driving immediate conversions as the direct response does.
Paid Search Advertising
Paid search advertising is a form of online marketing in which you pay to have your website appear at the top of search results when people are looking for products or services related to yours. When someone clicks on your ad, they're taken directly to your website, where they can learn more about what you do and how it might benefit them. This type of advertising is often referred to as SEM (search engine marketing).
Paid search ads are usually placed above or below organic results on SERPs (search engine result pages). You'll usually see a title, description, and URL for each paid listing that appears in these positions--which means there's no guarantee that yours will come up first! It all depends on the competition for those spots and how relevant your content is compared to other advertisers' offerings.
Social Media Advertising
Social media advertising is a great way to get your brand in front of people who are already interested in what you have to offer. You can use social media ads to drive traffic to a landing page, boost posts on Facebook and Instagram, or promote products or services directly from within the platform.
Social media platforms have unique audiences and demographics, so you must choose the right one for your business needs. For example: if you're selling shoes, then Pinterest may be better than Twitter because women tend to frequent this site more often than men do; however, if you want customers with higher incomes, then LinkedIn would be ideal for reaching them since most professionals will be using this platform regularly (and paying attention when ads appear).
Display advertising can reach your target audience and drive traffic to your website. It's similar to search advertising, but instead of using keywords, you can create ads based on your audience's interests.
Display ads are often shown in the right column of websites or on social media platforms like Facebook and Twitter. They can be text- or image-based, with some even having video elements!
Retargeting is a great way to get your message in front of people who have already shown interest in your product or service. It displays ads for products that someone viewed on the web and then clicked through to another website but didn't purchase.
Retargeting is effective because it lets you target customers familiar with your brand and products. This means they're more likely to convert into paying customers than someone who has not heard of you.
The benefits of retargeting include:
- Increased conversions - Retargeted ads will appear on websites that users often visit, making them more likely to notice them than if you were advertising elsewhere online (like Facebook). This can lead directly back into the sales funnel, where these users are ready-to-buy!
Native advertising is paid content designed to look like the surrounding content. It's often found on blogs, news, and social media platforms. Native ads can take many forms:
The main benefit of native advertising is that it helps you reach your target audience without disrupting their experience on the site they're visiting.
For example, if you're promoting an ebook about how to grow tomatoes in your backyard garden and someone visits a gardening blog while searching for information on how to plant tomatoes in their backyard garden--you'll be able to show them an ad for your ebook right there!
Video advertising is a great way to reach your audience and get them excited about your product or service. Videos are easy to digest, especially when they're short. They can also be used as an effective tool for branding, which can help you stand out from the competition.
Video ads have been shown to increase clickthrough rates by up to 80% compared with text-based ads alone.
When people see an ad that interests them, they're more likely to click on it and learn more about what you offer--and if this happens often enough, eventually, someone will buy something from you!
Influencer advertising is a marketing strategy that uses influential people to promote a product or service. It's also known as "influencer marketing," becoming more popular yearly.
Influencers have built trust with their audience through content, such as blogs or YouTube videos. They can be celebrities, social media personalities, or even regular people passionate about a topic (like fitness). Brands often pay influencers to promote their products on social media platforms like Instagram and Facebook.
Best Practices for Paid Advertising
Define your goals. Before you start any paid advertising campaigns, it's important to define what success looks like.
- Do you want to increase brand awareness?
- How much revenue do you hope to generate from this campaign?
- What is the target audience for this campaign (e.g., people who live in New York City)?
- Once you've determined what success looks like for your business and identified your target audience, it's time to start planning how much money should be spent on paid advertising channels such as Facebook Ads or Google AdWords.
The takeaway from this article is that paid advertising can be a powerful tool for your business. But it's not the only thing you need to do or even the most important thing you need to do.
It would be best to always focus on building your audience first, then figure out how best to reach them and convert them into customers. Paid advertising is just one way of doing that--and it may not even be the best way!
But if you've built up an engaged audience through organic content and social media marketing, then paid advertising could be an excellent way for you (and your business) to grow even further by reaching new people who have never heard of what you have before. Contact Us today to get started.