Paid Advertising | What paid advertising methods are you using?
What paid advertising are you doing? It doesn’t work for everyone, but some people swear by it.
During this article, we want to talk about paid advertising and where you send your potential customers while you’ve captured their attention. For example, do you send them straight to your website or create specific landing pages targeting a niche audience with clear messaging?
PPC (Pay Per Click)
Search ads, also known as PPC or pay per click, you’ll find at the top of your Google searches with a box saying “ad” next to it indicating that it’s a paid advert.
Search adverts can be highly effective when set up correctly; much research and testing of specific keywords go into planning these ads.
You want to go for keywords that your competitors are not targeting, so long-tail keywords are an excellent way to do this because you can be more specific about your business while also keeping your cost per click as low as possible.
Remarketing Adverts
These are the ones when you may have shown an interest in a product or service but didn’t convert into a paying customer.
So, for example, you may have visited their website or clicked on a post or liked a social media post, and then you start to notice adverts for those products or services, also known as follow me ads.
To successfully implement a remarketing ad, you need to install a tracking pixel on your website to monitor what your visitors are looking at; this would automatically generate an advert to target that visitor.
Social Media Adverts
What do you want to achieve, and who are you targeting?
Social media adverts have become very popular over the last few years, and if you know your audience well, they can be very effective.
Choosing the right platform can be challenging as your audience might be on several platforms, but you may only have enough budget for one.
Firstly we would look at your following and then what kind of engagement you get on that platform; you’ll find the first thing people will do when they see your advert is click on your profile. If you don’t have a good following or aren’t receiving much engagement, they may keep scrolling.
Something to consider when setting up your social media advert is what you want to achieve from it, is it new followers, website visits or sales? Who are you targeting?
Ensure you’re targeting the right people who have shown an interest in a product or service like yours.
Display Adverts.
An excellent way to visually attract your audience is through display adverts. These are like PPC (pay per click) adverts and appear on Google’s partner websites. These will include a photo which is how they visually capture your audience’s attention.
You can target a specific audience who has previously visited similar websites to yours and will have a keen interest in your product or service.
Following the same format as PPC adverts, the set-up is pretty much the same apart from a minor approval stage. These adverts are great for brand awareness.
Google Shopping Adverts.
Again if you’re looking to attract your potential customers visually, Google shopping adverts might be your thing. How many of you search Google for a product and end up scrolling through the carousel of shop images before visiting any websites below?
You can see the product image and its’ price without scrolling through a website; it’s so easy, which is why these paid adverts are so effective.
Setting up a Google shopping advert is pretty straightforward, just like the standard PPC adverts; things to consider are the bid amount and daily budget these need to be set during the set-up to ensure you don’t overspend.
Other paid advertising methods.
There are many methods of paid advertising which are effective for different businesses and different industries; some we haven’t talked about are instream adverts, Gmail sponsored promotions and local service adverts. All effective ways of promoting your business to your target audiences.
We hope this article has been helpful for you; take a look at some other articles we have on our site, such as The Marketing mix and How to identify your target audience.
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