While the digital marketing opportunities are increasing, it also means that the market is getting increasingly competitive and it is becoming very difficult to solely rely on organic (non-paid advertising) channels to deliver the traffic you want. Businesses are enticed to buy ads and if they want to compete in a busy landscape, businesses are under pressure to comply. After all, the number one slot on Google search results is not always an organic result and so competing often now means paying to compete.
What is paid advertising?
The terms online paid advertising, advertising, or sometimes paid referencing refer to all practices that consist of paying for a service on the web to be highlighted. Many companies mainly favor free Digital Marketing practices to gain visibility.
Nevertheless, investing a few dollars in Facebook Business or Google Ads is often a good strategy. For example, when redesigning your website, you can use SEA or simply use Facebook Business to promote an event. Paid advertising is therefore essential on the web.
Is paid advertising on the internet profitable?
To reach a target audience that is yours, getting known through paid advertising on the web is cheap. It is preferable, if we compare this one to a little more traditional media, in this case, the postal mail, magazines, or television. Small or medium-sized businesses can reach many new customers with a small investment in paid advertising.
This investment is measured by your returns. The web allows consumers to search, compare and buy their products where and when it suits them. The time when we made displays of the unannounced advertising spot is over. Today, paid advertising appears when it is most likely to be of interest.
Paid Social Media Strategy
A good paid advertising strategy leverages external social media marketing activities that support targeted advertising. It is about using the native advertising tools of these channels to create, plan and publish targeted advertisements that will reach a specific market.
The objectives of such a strategy can include awareness, consideration, or conversions. Using social media advertising helps optimize a marketing budget that might not be large enough to promote your brand through traditional media channels.
If your business is working with a limited budget to achieve high ROI goals, look no further. We’ve put together the important information you need to know about using paid social media ads. To create a paid social media strategy, you’ll start with two essentials: a goal and a budget.
Paid Ads Social Media Platforms
Each paid social media platform has unique features that set it apart from its competitors. However, there are three key features of a paid conversion ad that you’ll want your platform of choice to support: visual content, easy access to lead capture forms, and enough space to run an attractive advertisement.
When you advertise on Facebook, it’s important to use proper targeting. It’s by far the most robust advertising platform available and there’s a reason for that. This feature runs on an auction system – a type of ad buying process in which advertisers bid on several ads based on their preferred target audience.
Then that offer will be placed in a lottery for a chance to be chosen and presented to that audience. Facebook ads can narrow an audience down to a few hundred people based on geography, interests, demographics, and more. And while this may not be beneficial for most large businesses, it can make a difference for a small business.
Facebook ads allow you to serve ads to your customers based on their behavior. This is useful because you can continue to advertise to your existing Facebook customers based on what Facebook tells you about their app usage.
Using Facebook Ads helps you generate new leads and generate brand awareness. Facebook provides great reporting and analytics for experimenting with variables like post time and content type, so try using different ad formats and see what your audience engages with the most.
Network for Good has a strong paid advertising strategy and has had it for a few years. Here’s why this ad works:
1. It allows users to stay on the platform. When a user clicks to download the proposed checklist, they are not redirected to an external website. Facebook offers businesses the ability to fill out forms within the app.
2. This means the user doesn’t experience much disruption when interacting with the ad and can end their Facebook session as soon as they have finished downloading the checklist.
3. There is an incentive to convert. There’s no doubt what this ad wants me to do – download the data collection checklist. Simple, clear text like this makes it easy for the user to convert that ad because they don’t have to think about what to do next. He can either keep scrolling through the ad or download it.
As a consumer, paid ads on Twitter tend to surprise me. I barely know I’m looking at a sponsored tweet because it looks like regular tweets. As a marketer, this is great news; this means more eyes on your ads because they aren’t as blatant as ads on other social channels.
Why Twitter Ads? Well, Twitter reports having 192 million monetizable daily users (the number of people who can see your ad on any given day), and when you use their adware.
The financial advice applies to anyone anywhere, but by positioning the content in a way that affects my life, I felt intrigued to click on the ad and learn more. Here’s why this ad works:
1. This brings more traffic to this blog post. The original article was published in August 2020, but the continued advertising on Twitter brings in more views than it could receive organically. Unlike Facebook, which has devised ways to keep people on the site longer, Twitter allows users to visit Penny Hoarder’s website and read the article with a single click.
2. It is visually appealing. Geography is just one way to evoke emotions and resonate with consumers in an advertisement. By framing this ad (and the article it promotes) with an identifier like Tennessee, people who live in the area.
3. Twitter provides ad settings based on your budget, such as how often it will be seen, where it will be seen, and what type of ad to show. When you’re ready to run your social ads on this platform, Twitter gives you different formats to choose from depending on your goals.
People discover new products on Instagram – up from 64% just four years ago. With such growth, it’s probably not a bad idea to pay for a little visibility in the face of the 1.16 billion accounts within the advertising reach of the platform.
To run ads on Instagram, you’ll need a business profile — this lets you set up an e-commerce store right on the app. (It’s a plus if you don’t have a payment-ready website or if you’re trying out e-commerce for the first time.)
Since Facebook owns Instagram, you will run ads on both platforms simultaneously and they can all be managed on Facebook. With Instagram ads, you can choose a suitable ad spend amount. This amount is tied to the campaign timeline and your audience size.
Here’s why it works:
1. It is visually appealing. The neutral colors and clean design draw our eyes to the product
2. The call to action is simple. One of the cool features of Instagram ads is the ability to swipe up to learn more about the product or make a purchase. When you’re done, it’s easy to close the Aveeno website and continue consuming other Instagram content.
Millions of professionals have discovered their ideal job, a plethora of professional contacts, or both on LinkedIn. You may connect with thousands of business decision-makers, hiring managers, and thought leaders in your sector using the platform.
Luckily, as a marketer, LinkedIn paid ads to allow you to reach those same people on behalf of your business. There are 740 million professionals on LinkedIn, and four out of five make business decisions, like buying. It’s a B2B advertiser’s dream come true.
With the potential to reach 60 million decision-makers on the most popular social platform for lead generation, it’s worth considering LinkedIn as an optimal platform for B2-B advertising.
Here’s why it works:
1. This keeps users on the platform. Similar to Facebook, LinkedIn uses embedded form fillers to conduct the exchange between companies and LinkedIn users who register for the event. This way, once they’ve completed their registration, they can continue to search for their next opportunity, network, or engage with other content creators.
2. There is an invitation to continue the conversation. No matter how much you spend on ads, there’s no way to buy engagement on those ads. Comments, likes, and shares should always come organically, which means the captions, previews, and titles you choose for your ads should make the most of the limited space available.
Conclusion
When you invest in paid advertising, no matter the amount, you’ll want a lasting return on investment that shows the budget, effort, and resources you spent were worth it. This growth means you’ll be able to scale your campaigns in the future, and paid ads can fuel your success. Now that you have a solid understanding of the most popular paid social media advertising platforms on the market, you should scrutinize all the hard work put in to realize that ROI.