Global digital ad spend last year was $159.8 billion—a number that, truly, speaks for itself. While organic marketing remains a significant tool, you simply cannot ignore the impact of paid advertising.
A comprehensive paid advertising strategy should include paid search, display advertising, and paid advertising on social media which, used together, will build brand awareness, boost your ranking, maximize your visibility, and increase ROI.
You can create and optimize a paid search campaign with almost any size budget using PPC. One of the advantages of PPC is its incredible measurability, which helps you executive your campaign successfully and continue to optimize and improve your results. You can research and execute a keyword strategy, then study the results to figure out what works and what doesn’t work. Running a PPC campaign effectively involves:
The CTR (click-through rates) for banner ads may be low, but that does not mean you can disregard display advertising completely. Display advertising is an effective marketing tool, so much so that for 2016, digital display ad spending is expected to be greater than search ad spending. Why? Display spending is great for building brand awareness and developing trust. Before you get started, consider your targeting options—it’s best to try out a mix and experiment until you find what works best for you:
Paid advertising on social media has become an essential component of any social media strategy. There are countless social media platforms; find out which platforms are most popular with your target audience, before you get started. The key players are Facebook, Twitter and LinkedIn, which allow you to target your audience based on a range of very specific parameters including location, age, gender, language and interests—and help you target individuals who have already expressed an interest in your brand.
Mix & Match
Online advertising has a number of advantages: It’s measurable and highly sophisticated with regards to targeting, and you can calculate how much revenue resulted from each investment.
Choosing the right advertising approach can be a tough call, and generally requires careful experimentation over time. By starting with a small budget andsystematically tracking the results of each strategy, you can maximize results and obtain the perfect combination for your business.