Paid advertising allows you to direct your message to audiences you have created or selected that are influenced by your message and will convert utilizing a healthy budget for a strong campaign. You can target people based on demographics, location, interests, behavioral factors, and more. The impact and efficiency of communicating to a wider audience simultaneously is an important part of any successful strategy. Adapting to evolving digital techniques is a must if you want to stay relevant, overcome unforeseen obstacles, and outshine the competition.

Advertisers use different media channels within their digital marketing strategy to establish a cohesive online image and influence their consumer’s buying patterns. Small businesses use advertising to build awareness, while established businesses use it to maintain a brand presence and increase market share. 

Paid advertising gives you the power to have control over your ad design, content, placement, goals, performance, and budget; as long as it abides by the platform’s guidelines for compliance. This control enables you to place ads based on top-performing keywords and tactics, bringing in high-quality traffic to your website and resulting in a higher Google search rank. Communicating your core message and brand to ideal consumers through online advertising will extend the range and impact of your advertising budget. Each platform is designed to facilitate the goals of your business, such as brand awareness, lead generation, website traffic, and more.

So how do you determine what a good budget is for your campaign? Budgeting related to paid advertising is dependent on the platform and objective or type of advertisement you are running. If your objective is website traffic then you will incur a pay-per-click (PPC), or if your aim is brand awareness you will incur a CPM (Cost Per 1,000 Impressions).

Different examples of paid advertising include search engine marketing (SEM), display ads, social media ads, online partnerships, website takeovers, retargeting, and remarketing campaigns. 

What are the benefits of including paid advertising in your digital marketing strategy?

The main advantages of paid advertisements include reach and credibility. The main disadvantage of paid advertising is that viewers may tune out paid ads because they see so many of them.

Here we’ll discuss some of the benefits:

1. Affordable and Measurable
Most ads can be created professionally and in a timely manner with all of the accessible editing tools that help you create the necessary images at very little or no cost. Utilizing tracking sheets will help you manage and organize budgets, schedules, analytics, and whatever else you need. You can also set daily and overall budgets for campaigns so that you never overspend.

2. Specific and Dynamic Audience Targeting
Paid targeting can be very specific and allows you to reach relevant visitors who are interested in your brand and fit the demographics of your buyer personas. Tracking and evaluating your ad analytics across all digital platforms you’re using will identify common factors such as keywords, geographics, demographics, job titles, interests, hobbies, and behaviors. You can use all of this information to refine your paid campaign targeting and net in more qualified leads, and thus increase conversions.

When it comes to building an audience; you can target users based on the parameters we mentioned above, you can upload a list of contacts, or create a lookalike audience that resembles your existing contacts. These are all powerful ways to both expand and engage your ideal audience at once.

3. Retargeting Capabilities
Once a visitor has browsed your website or clicked through an ad, you can run a retargeting campaign by placing pixels on the backend of your site to track and engage prospects who have shown an interest in your brand.

By doing so, you are able to connect with previous website visitors in the environments they use the most once they leave your page.

4. Amplify Reach and Increase Brand Awareness
With so many different platforms to broadcast your brand and unique messaging across,
how do you know which ones are best for your strategy?

First, you will need to conduct audience research to find out which digital platforms your target audience is already using. Next, identify the platforms that have paid advertising options available and that fit your brand’s message. Finally, craft compelling advertising content that will evoke emotion and action from your target audience.

Recognition through increased brand awareness and reach will enhance your credibility and drive engagement. Paid advertising gives your brand instant visibility and a guaranteed place in your targeted user’s online experience.

To achieve the largest reach and maximize your investment, align your paid advertising strategy with where your audience spends their time online and the behavior patterns they exhibit.

5. Cost-Effective
Paid advertising is a cost-effective way to promote your business. Each platform uses the pay-per-click (PPC) payment model, meaning that you pay only if someone takes the action you want on your ad.

Unlike conventional advertising, this lets you engage with niche markets at a competitive price. After a few ad cycles, you can refine your targeting to drive greater results and ROI.

6. Marketing Insights
How did your audience interact with your ads? Which ad type was most popular? Did video convert better — and with which targets? Dive deeper into the analytics available from each advertising platform to assess and refine the performance of your campaigns. Compare your progress with the goals and SMART KPI’s you set to determine if your ads are creating an impact.

Properly analyzing and adjusting according to this data will allow you to identify your top-performing areas and areas of improvement needed to narrow your targeting parameters to most effectively drive conversions and impressions. Equipped with data-driven information, you can benchmark your performance against previous campaigns and establish what works.

7. Maximize your content marketing
What is every brand looking for? EXPOSURE!

Consumers are constantly looking for what’s trending and are interested in the next big thing or best brand to come. With such a saturated market, it’s hard to stand out from the crowd and fully experience the possibilities of your unique content. Paid advertising can help maximize your content marketing by driving engagement and visibility to organic content and maintaining resources.

As a result, your brand will gain exposure beyond your target audience and geographic area that leads to more followers and customers.

These are just a few benefits to why paid advertising is the next natural step for your digital marketing strategy. There are many possibilities, platforms, and types of campaigns to choose from. You can tailor your brand and message in any way you see fit and consistently analyze performance to see what works and what needs improvement.

Having trouble defining a digital marketing strategy for your company? Not sure where to start?

Let the experts at RJ Donnelly Media help you establish a cohesive digital marketing strategy. Schedule your complimentary consultation today!