Marketing | Strategy

To Pay or Not to Pay: Is Paid Marketing Important?

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To pay or not to pay: Is Paid Marketing Important?

The digital marketing landscape is constantly changing, and as a result, the strategies used to market your business have changed too. Paid media marketing was once considered a last resort when companies didn't know how else to promote their products or services. Nowadays, paid media has become an essential part of any digital marketing strategy that wants to be successful in today's highly competitive digital market.

In this article, we'll explore why paid advertising has become so crucial for businesses today, and how you can use it effectively.

Paid Advertising in a Nutshell

Paid advertising is an efficient way to reach specific audiences and promote content. As the name suggests, it involves paying for placement on social media platforms or in search results. This basically means, your business will be shown more frequently to the audience you’re trying to sell your services or products to.

Advantages of Paid Marketing

  • It is an easy way to get your message out there.
  • It speeds up the “Try, Feedback, Try Again” process.
  • You can get a lot of traffic from paid marketing.
  • You can target specific audiences based on your intended parameters
  • You can get a lot of data about your audience that will help you improve your strategy

How to Effectively use Paid Marketing

Paid marketing is a great way to get your brand out there. It's good for branding, awareness, and reaching your target audience. However, paid marketing can be expensive, risky, and hard to track ROI on if you're not sure what you're doing.

Keep the following in mind to get the most out of any paid campaigns:

  • Set clear goals and objectives: Before you begin any paid media marketing campaign, it's important to have a clear understanding of what you hope to achieve. This could include increasing brand awareness, driving website traffic, generating leads, or making sales.

  • Identify your target audience and create targeted campaigns: It's important to understand who you are trying to reach with your paid media marketing efforts, and create campaigns that are tailored to their specific needs and interests. This can help ensure that your marketing efforts are more effective and reach the right people.

  • Creating a strategy and being flexible about it: The wrong ad can end up costing more than you intended. If you're not sure what ads will work best for your brand and audience, it's easy to run into this problem. If data is not validating your strategy, be willing to change things up as needed.

  • Use A/B testing to optimize your campaigns: A/B testing involves creating two versions of a campaign and comparing the results to see which one performs better. This can be a useful tool for optimizing your paid media marketing efforts, as it allows you to see which elements of your campaigns are most effective and make adjustments accordingly.

  • Ensure your advertising will be seen:  Think about the way your target audience will connect with your content. For example, if your target customers are mostly using mobile devices when they shop online, and thus not seeing banner ads, paid banner ads will probably not work for your business goals, even if the ad is exceptional.

  • If you don’t track it, it’s not useful: It's important to regularly monitor and analyze the performance of your paid media marketing campaigns to see how they are performing and make any necessary adjustments. This can help you identify what is working well and what needs to be improved, and allow you to continually optimize your campaigns for better results.

  • Stay up to date on industry trends: The world of paid media marketing is constantly evolving, with new platforms and technologies emerging all the time. It's important to stay up to date on industry trends and developments, and be willing to adapt your strategy as needed. This will ensure your paid media marketing efforts are as effective and relevant as possible.

  • Figure out a budget: The cost per click (CPC) varies depending on the platform and market conditions but generally ranges between $0.50-$3 per click. How worth the cost is depends on your ROI, for most businesses, a 20% cost-per-acquisition is a good margin.

In summary: Paying per click can help build engagement with prospective customers by offering them relevant content; however, it’s effectiveness will be based on having a solid strategy, goal setting, and adjustment process.

If you have the budget for paid ads, then by all means go for it!

Just make sure to get a clear idea of what you want from them and to track EVERYTHING as you go so you can be flexible about it.

We hope that this blog post has helped clarify your thinking on paid marketing and given you some new ideas about how it might benefit your business.