The digital age we are living in brings about a plethora of business opportunities via digital marketing using social media and web traffic
One remarkable way of driving more traffic towards a business and increasing its revenue is paid advertising. There are many entities today that have already taken the path of digital marketing but are unable to reap the real benefits of paid advertisements. A systematic approach must be followed to avoid costly campaigns down the road.
What this paid advertising is all about?
As the name says, it refers to a business publishing ads on the internet with payment via several online platforms such as websites and social media.
The common types of paid ads include:
- Paid Web Search
Businesses can pay for their website links to appear on top in search results using keywords where SEO optimization plays an important role. Display ads and responsive ads are two good examples.
- Banner Ads
These are the ads that are shown on the top and bottom of web pages in the shape of rectangles.
- Native Ads
Paid ads can be displayed on other websites which have the look and feel of a business’s website content.
- Social Media Ads
This is the most popular category of paid ads. Many platforms are available for businesses to reach potential customers. The ads that are offered differ from one platform to another. Facebook, Instagram, LinkedIn, Twitter, TikTok, and YouTube are among popular platforms.
Now let’s look at some key stats which might make you consider paid advertising.
Statistics show that businesses in the US in 2021 alone have invested around $150 billion in paid advertising. Why billions? Well, it is the need and the trend in online advertising that pushes businesses to target a specific audience and the results are immediate.
Conducted surveys reveal that almost 80 to 90 percent of participants are likely to engage and deal with those who run personalized paid ads and have directly impacted their purchasing decisions.
If you don’t emphasize advertising online, someone will, and you are going to lose and give your competition a lead. Many small-scale and large-scale businesses have already started their paid ad campaigns using social media platforms to reach new customers around the world.
Having read that, you are probably here to know the ways of making the best out of your paid ad campaigns.
Here are 5 easy steps to drive more conversions on paid advertisements.
- Use of long-tail keywords
These keywords are longer than the general keywords and are more specific. Focusing on long-tail keywords is a noteworthy SEO strategy. Remember that the highest-traffic keywords should not be the target rather it should be the set of words that potential customers will use to get right into your niche product or service.
You can easily use an SEO and content marketing tool like Ubersuggest which is popular among marketers and SEO pros. It gives you a competitive advantage in your strategy by giving you access to one of the largest keyword databases and millions of content ideas.
For example, instead of approaching ‘wedding supplies’, you might target ‘wedding floral arrangements’ or else ‘wedding stationery supplies’. The idea here is to make the searches more target-driven and to make sure the client is ready to purchase.
- Get to know the various types of paid ads
Having a thorough understanding of the different types and platforms is as important as achieving targets and making sales. You need to learn what better suits your needs by weighing its strengths and weaknesses.
Social Media Ads:
Advertising on social media has seen a drastic rise over the last few years and it is here to stay. These advertisements are tailored based on user choices, demographics, and geography and incorporate text and visual elements. Facebook, LinkedIn, Instagram, and YouTube are all viable platforms to explore depending on your business kind.
Display Ads/Banner Ads:
Display advertising can be effective although it must be used correctly. Pay-per-click display advertising can be bought, or it can just be displayed for a set period.
Banner Ads stand out and are widely available and appear in several sizes. These advertisements can be effective, but they typically target customers who aren’t shopping for new things.
For most businesses, Google Ads is an easy pick. They provide both display and text advertisements with precisely focused keywords. For any campaign, AdWords is an obvious choice. The longer you use Google Adwords, the better your return on investment will be. Long-term consumers are rewarded with higher “quality scores” by Google.
- Consider creating a Landing Page
A landing page, unlike a home page, is designed explicitly for a marketing or advertising campaign. It is the spot where a user ‘lands’ upon clicking on a link in an email or ads from Google, Social Media, or other websites.
The landing pages are created with a goal known as CTA (Call-To-Action) which is different from the standard web pages. That pushes users as a pathway to reach the targeted ad. So you can consider this as an ideal alternative to boost the conversion rates of your marketing campaigns and minimize the cost of gaining a lead or sale.
- Keep track of the outcome
The good news is that you can track and analyze all of your paid advertising activities. This will give insights into how they are performing which is very important. Google Analytics is a must-have solution that helps to calculate your advertising ROI and better analyze your website traffic.
Using Google Analytics will enable you to create custom URLs for all of your ads to check the overall performance. Therefore, it will act as a one-stop solution.
- Review the paid ads outcome regularly
Reviewing statistical data should be done periodically on a weekly or monthly basis. Daily results will not show the desired shifts. Analytics need a set time to accurately collect and record data.
Simple spreadsheet software such as MS Excel can be used to enter incoming ad traffic. You can eliminate or alter poor-performing keywords. Remember that mere clicks are no use if they don’t drive in leads or sales. At the end of the day, what matters is the conversion rates.
Paid ads are a long-term investment. You can start with a small budget and then grow as you yield results. They give a continuous boost in sales or leads if dealt with proper implementation strategies.