For almost a decade, paid search has been one of the most important channels in digital marketing campaigns. Paid social media ads can help your content reach the right people at the right time. So it’s important to understand why you should use paid ads and how your business can benefit from them.
What is paid referencing or paid advertising?
As the name suggests, paid advertising is a promotion that has a cost associated with it . In other words, you are paying to have propaganda given to you. Examples of paid search include Pay-Per-Click, online partnerships, website takeovers, etc.
When we talk about paid search (PAD) , most people think of Pay-Per-Click. PPC is found on many digital platforms. This is also the case on social networks such as Google AdWords, Facebook Ads, Twitter Ads, LinkedIn Ads and Instagram Ads. These paid ads are made to be presented to an audience that you define in the advertising platform.
In addition to being able to pay for each click on your ad, some advertisers configure their campaigns to pay per 1000 views. In this case, we speak of Pay-Per-Mile (PPM).
Paid SEO is the only way to get results
Today, if you make an unpromoted post on Facebook, only one in 19 followers will see your content. Numerous studies have in fact shown that organic reach on social networks is declining. Wearesocial.com, for example, explained that the average reach of an organic post on a Facebook page was only 5.20%.
The solution is to boost your distribution by opting for a paid social advertising strategy. With paid search, you will reach a defined audience and be able to use your content to improve your brand. You can even configure the advertising campaign with specific targeting and thus obtain more qualified prospects.
Paid ADSs are affordable and measurable
When you do paid search, you are able to reach a certain niche . The costs of paid advertising depend on the objective or type of ad you are serving. For example, to generate traffic to your website you can opt for a cost per click (CPC). Same thing if you want to have more prospects. If your goal is to make your brand known, you will have the option of using a CPM (Cost Per Mile).
To do good marketing, you need to know if your advertising campaigns are effective. With paid social ads, it's easy to measure the performance of your ads. You can do this easily, whether it's clicks, reach or engagement. Likewise, measuring ROI and evaluating the overall success of your advertising campaigns will be child's play.
You can do very specific and granular targeting
Paid ad targeting can be very specific . It can help you reach specific visitors. You will therefore be able to focus only on people who are interested in your brand and who live in a specific geographic area. Do you want to focus only on people of a certain age group ? Paid ADSs are your only recourse.
As a business owner or marketing manager, you just need to take a look at your analytics across all your digital platforms. They will allow you to know your audience to identify common factors such as keywords, geographic location, demographics, professional titles... You can use all this information to refine the targeting of your ads and obtain a better return .
Build customer loyalty with retargeting
When a visitor has visited your site, clicked on an ad or engaged with your company, you can do “retargeting”. Retargeting campaigns will show highly relevant ads to your prospects. They will allow you to continually engage those who are interested in your product or service. By doing this, you are constantly on the minds of your potential customers and you increase your ROI.
Thanks to retargeting, paid search can allow you to always be on the side of your customers. Even more interesting, technology has evolved to the point where you can combine multiple advertising platforms together. You can therefore attract a visitor to your website with a Google ad, then retarget with Facebook ADS. Many people ignore this aspect.
To increase the notoriety of your structure
Paid advertising on social media is a great way to build awareness of your brand , especially for SMBs. If your content appears regularly in users' news feeds, your brand recognition will naturally increase. Additionally, with many sites and different ad types, it will be easier for you to adapt to the needs of different audiences .
Paying, but profitable
The data collected by numerous researches has shown that well-done paid advertising allows you to return at least three (3) times your investment. If your business specializes in selling goods, this is one of the best options for you.
Additionally, all platforms offer the pay-per-click model. In other words, you only pay when users engage with your content .
A concrete case: Facebook Ads
It is one of the advertising platforms by businesses. Thanks to the large number of users registered on Facebook, it manages to offer a very effective and relatively inexpensive paid SEO service. What's more, the algorithm is optimized and allows you to focus on a very specific audience. In addition to all the other benefits, the data this platform provides is as detailed as desired.
Don’t miss the opportunity to improve your reach and conversion rate by switching to paid social media .
