Advertising is a building block for the foundation of every business. It’s impossible to acquire customers and boost profits if you’re not getting your name in front of the eyes of your main demographics. Advertising is an essential part of marketing that shouldn’t be underestimated.
There are many different ways to approach advertising. While organic advertising can help build your reputation and relationships of trust with customers, paid advertising is also a route that’s worth exploring. It allows for personalized campaigns that get your name in front of the right people.
We’ll talk about the difference between paid and organic advertising. Then we’ll discuss what you need to know about paid search advertising and paid social advertising.
How does paid advertising compare to organic advertising?
Paid advertising is a digital marketing model that allows businesses to advertise directly to their target audiences.
Paid advertising has the same goals as organic advertising: boost brand awareness, generate leads and increase profits. But they have different focuses that pave their way toward achieving those goals. Organic ads are about forming connections with potential customers or clients, while paid ads are about reaching potential customers through targeted campaigns for sales.
Paid advertising avenues include:
- Podcast sponsorships.
- Blogger partnerships.
- Content promotion.
- Search engine ads.
- Social media ads.
We’ll discuss two of the most common avenues in the following sections: paid search and social media ads.
What you need to know: Paid search advertising
It’s no secret that search engines utilize a large part of our online activity. From Googling potential causes about your back pain to the release date of an upcoming movie, search engines are a powerful tool. That’s why you should use people’s reliance on search engines as a way to get your name to your intended audience.
Paid search advertising can be done through Google or Bing and helps you gain leads through pay-per-click ads. It allows you to boost your brand visibility and target people at every part of their journey that’s relevant to your product or service, including learning about a problem they didn’t even know they had.
The steps of paid search advertising include:
- Choose the type of ad campaign you want to utilize (targeting potential customers, engaging with those who have shown interest, etc.).
- Analyze keywords being searched by your target demographics.
- Bid on keywords so that your sponsored links appear in relevant searches.
- Create ad copy that includes concise information and a strong call to action.
- Use analytics platforms to track metrics and KPIs for optimization adjustments.
Google ads are usually the first course of action for paid search ads. They have a conversion rate and click-through rate of up to 6%.
What you need to know: Paid social advertising
If your potential customers aren’t spending time Googling life’s burning questions, then they’re likely scrolling through their social media accounts. That’s why social media ads can be an effective way to reach your target audience: You’re meeting them where they are. It helps you gain leads through engagement with tailored content that can target demographics based on age, location and sex. It also improves brand visibility.
The steps of paid social media advertising include:
- Choose one or two platforms to start with.
- Determine the goal you want to achieve with your campaign.
- Look at creative ad specs and sizes to determine capabilities.
- Track analytics.
Approximately 90% of social media users follow at least one brand, and 76% have purchased something they’ve seen on social media. While all platforms can be beneficial, Facebook and Instagram are typically the best to start with. Facebook is the most popular social media, with nearly 2 billion users. Instagram has closer to 500 million users, but it’s the ideal place for campaigns with eye-catching visuals, both photos and videos.
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