Friday, 8 March 2024

Why businesses of all shapes and sizes need Paid Ads

Paid advertising, also known as paid ads or pay-per-click (PPC) advertising, is a dynamic digital marketing strategy that empowers businesses to showcase their products or services across various online platforms.

Authored by:

Authored by:

Freya Yardley

Freya Yardley

Driven By Digital

Driven By Digital

What is Paid Advertising?

Paid advertising, also known as paid ads or pay-per-click (PPC) advertising, is a dynamic digital marketing strategy that empowers businesses to showcase their products or services across various online platforms. In this model, advertisers participate in real-time auctions, contending for slots to display their ads to Internet users. As users interact with these ads, businesses pay for each click received, hence the term pay-per-click. 

Unlike organic, earned or owned advertising, where content dissemination on platforms like Facebook or LinkedIn is often free, paid advertising offers a targeted approach to reaching potential customers. Whether it's appearing in Google search results, social media feeds, or on other websites, paid ads enable businesses to amplify their online presence and drive engagement. With the evergrowing importance of online visibility and the rise of e-commerce, paid advertising has become an indispensable tool for businesses seeking to thrive in today's competitive digital landscape

Is it worth spending ££ on paid advertising? 

Paid advertising may seem like a larger investment than other marketing efforts such as SEO or social media posts. However, the benefits of paid advertising can often outweigh the costs. Here's why:

  • Paid ads give you unparalleled control over your target audience. Unlike social media or SEO, where your content may or may not reach the right people, paid ads allow you to precisely define who sees your ads.

  • Paid advertising is lightning-fast. Need to launch a new product or service ASAP? With paid ads, traffic is driven to your site almost immediately after creating the ad. While SEO and other marketing methods are crucial for long-term growth, paid ads can deliver results at a much quicker pace.

  • Paid advertising measurability. Paid ads give you control to track every click and conversion, providing valuable insights into which ads are performing best and where you should focus your efforts.

On social media, the benefits of paid advertising are vast, including cost-effectiveness, efficiency, measurable results, flexibility, and testing capabilities. The wealth of data held by social media platforms enables businesses to precisely define their target audience based on specific demographics, interests, behaviours, and locations.

Types of Paid Adverts:

From Facebook and Instagram to TikTok and LinkedIn, the variety of platforms can seem overwhelming. However, understanding the different types of paid social platforms and their specific business applications can help you choose the right one for your marketing goals.

Facebook & Instagram Ads:

Facebook Ads and Instagram Ads are among the most popular paid advertising channels today, offering businesses and content creators a vast reach across Facebook's family of apps and websites, including Instagram. With a variety of ad formats and sophisticated targeting options, these platforms allow advertisers to engage with defined target audiences. Both Facebook and Instagram Ads operate on a pay-per-click model through real-time auctions.

Google Ads:

Google Ads, previously known as AdWords, remain the cornerstone of online advertising. This platform enables businesses to advertise on Google search, YouTube, and millions of websites and apps within its’ network. Leveraging machine learning and user data, Google Ads provide a large audience for advertisers to target. Google Ads predominantly operate on a pay-per-click model, determined by bid amount and quality score.

Programmatic Ads:

Programmatic advertising revolutionises digital advertising by automating the buying and selling of ad inventory through advanced technology and real-time bidding. Unlike traditional methods, programmatic ads rely on machine learning algorithms to match advertisers with relevant publishers and audiences. They offer various pricing models, including cost-per-impression (CPM), cost-per-click (CPC), and cost-per-acquisition (CPA), with pay-per-click being a common model.

LinkedIn Ads:

LinkedIn Ads are invaluable for B2B businesses aiming to generate leads and increase brand awareness. It is a powerful platform to reach professional audiences and targeting options include job title, industry, company, interests, and demographics. LinkedIn Ads primarily operate on a pay-per-click model, ensuring advertisers pay only for engaged clicks.

Twitter Ads:

Twitter Ads enable advertisers to target audiences based on keywords, conversations, interests, and engagement with tweets. Operating on an auction model with pay-per-click charges, Twitter Ads are beneficial for businesses looking to engage with a younger demographic or individuals within the news, sporting or entertainment industries. By utilising Twitter's targeting capabilities and ad formats, advertisers can enhance engagement and boost conversions.

TikTok Ads:

TikTok Ads offer a range of engaging ad formats for advertisers to reach their target audience and achieve their marketing objectives. Offering targeting options based on demographics, interests, behaviours, and more, TikTok Ads enable businesses and content creators to connect with a younger audience on a highly interactive platform. With pay-per-click pricing and comprehensive analytics, TikTok Ads offer valuable insights for optimising campaigns and driving results.

Developing a strategy:

To get the best results from paid advertising, campaigns require careful planning and strategy. Here's how to develop a winning approach:

  • Identify your Target Audience: Begin by understanding your ideal customer. Consider sales data, customer feedback, and your target demographics (for example: age, gender, interests, location and lifestyle). This information will help you to refine your audience targeting as your campaign progresses.

  • Define Clear Goals: Determine measurable campaign objectives. Are you aiming for conversions, brand awareness, or engagement? Your goals will shape your choice of platform and campaign elements. Ensuring that they are measurable will allow you to reflect on the effectiveness of your campaign. 

  • Decide on Budget Allocation: Plan and allocate your budget wisely based on your campaign goals and resources. Consider factors such as creatives, ad formats, and media budget to maximise your ROI. Keeping track of your expenditures will be useful for planning future campaigns.

  • Establish Landing Pages: Ensure your landing pages are optimised for conversions and user experience. A well-designed landing page can significantly impact the success of your campaign. Keep an eye out for our next blog which will give you all the information you need to develop a successful landing page.

  • Test your Strategy: Approaching new paid ad campaigns with a testing phase allows you to gather valuable insights and refine your strategy. 

Key Takeaways:

Utilising paid advertising will accelerate your business growth by unlocking a whole new dimension to the way that you reach and interact with your target audience. Investing in paid ads will allows you to:

Remember, to make the most of your budget and reach your target audience effectively, it's essential to focus on the most relevant platforms for your business. 

At Driven by Digital, we understand the importance of strategically executing social campaigns. We will show you how to master the intricacies of paid advertising and unlock the true potential of your business by working with you to:

  • Identify and refine your target audience throughout your campaign.

  • Define clear objectives tailored to your business goals.

  • Allocate your budget wisely to maximise your return on investment.

  • Ensure your landing pages are designed to optimise for conversions and user experience.

With our expertise and proven strategies, we're committed to expediting the impact of your advertising efforts. Trust Driven by Digital to elevate your paid advertising strategy and achieve meaningful results efficiently and effectively. 

Contact us today! 

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Do you have a project in mind that Driven By Digital can help with?

Let's get started

Do you have a project in mind that Driven By Digital can help with?

Let's get started

Do you have a project in mind that Driven By Digital can help with?