Paid advertising is unfortunately avoided by a lot of small businesses in their digital marketing strategies due to not understanding the huge benefits it brings to your business. When managed correctly the effect is like adding a turbo to your car engine.
Paid Online Advertising Strategy
Instead of luck-of-the-draw factors driving visitors to your website, paid advertising targets the right audience via demographics, keywords, search intent, etc.
If puts you in front of customers when a product like yours is at the forefront of their minds. Your paid marketing strategy is derived from your current business goals, the profit you want, and your current advertising budget.
For a few dollars a day you can start with paid ads.
Warming to it? Let’s look at the options.
What Is It Actually?
The first big advantage of paid online advertising is targeting the right audience and not wasting your money presenting to non-interested parties. It has the ability to track the performance of the message with quick feedback via analytics.
These analytics mean you can create one ad copy and imagery, tweak one, then run split tests. You can see which performs best.
You don’t pay for the advert unless someone clicks on it.
How Should You Take The First Steps?
Firstly extract your paid advertising goals from your business goals and decide on a budget. Now you choose the marketing channel that is the best fit. Here are the common ones:
Google Ads
Google leads the market and drives the most traffic – undisputed. Google Ads aims to connect its users with top quality search results unattainable by its competitors. Results are delivered via organic search rankings and pay-per-click (PPC) quality advertising.
It offers diverse options to advertisers of all sizes.
Social Media Paid Advertising
In addition to posts, social media paid ads are a good investment. They will drive more traffic to your website especially if you have already been building your social media presence.
- Facebook Advertising: 2.8 billion users and a very active market place.
- Instagram Advertising: 1 billion users. Video-based and animated ads are increasing on this highly visual platform. It has a highly dedicated audience.
- Others 1 billion users are Twitter, Snapchat, Reddit, Pinterest, and even LinkedIn.
Best Practices
Experiment – Don’t expect to hit gold with your first paid ad. Testing, analytics and tweaking will lead you to the right advert. Test ads with a hyper-targeted audience.
Retargeting
When someone has browsed products on your website, a retargeting strategy will pop up an advert in their Facebook newsfeed.
It reminds consumers of what was interesting to them. It is much easier to convert that visitor.
Most paid advertising channels have retargeting capabilities. Look into these options before you publish your paid ad campaign.
Niches
Choosing your target audience is difficult. So companies have multiple customer profiles.
Align your ad to one segment of your audience – a niche. Don’t try and make your ad speak to multiple profiles. It will fail.
Try each niche and each subtype.
The Birddog team is dedicated to cultivating open and effective digital marketing communication. Reach out to us with any questions or if you need paid advertising guidance for your small business. Contact Birddog today for the most effective complete guide to digital marketing for small businesses in their digital marketing strategy. Ph: 0416 217843 or email info@birddog.com.au.
