For nearly a decade, paid search has been one of the most important channels for digital marketing campaigns. Paid ads on social media can allow your content to reach the right people at the right time. So, it's important to understand why you need to use paid ads and how your business can benefit from them.
What is paid search or paid advertising?
As the name suggests, paid advertising is a promotion that has a cost associated with it . In other words, you pay for propaganda. Examples of paid search include Pay-Per-Click, online partnerships, website takeovers, etc.
When we talk about paid search (paid ADS), most people think of Pay-Per-Click. PPC can be 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 shown 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 search 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. Many studies have indeed shown that organic reach on social networks is expanding. Wearesocial.com explained, for example, that the average reach of an organic post on a Facebook page was now 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 can use your content to enhance your brand. You will even be able to configure the advertising campaign with specific targeting and thus get more qualified leads.
Paid ADS 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 run. For example, to drive traffic to your website you can opt for a cost-per-click (CPC). Same thing if you want to have more leads. If your goal is to make your brand known, you will have the option to use a CPM (Cost Per Mile).
To achieve 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. Similarly, measuring ROI and evaluating the overall success of your advertising campaigns will be a breeze.
You can perform very specific and granular targeting
The targeting of paid ads can be very specific . It can allow you to reach given visitors. You will therefore be able to focus only on people who are interested in your brand and who reside in a specific geographical area. Do you want to focus only on people of a certain age range ? Paid ADSs are your sole remedy.
As a business leader or chief marketing officer, you'll only have 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 fine-tune your ad targeting and get a better return.
Build customer loyalty with retargeting
When a visitor has visited your site, clicked on an advertisement, 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 so, you are constantly in the minds of your potential customers and you increase your return on investment.
Thanks to retargeting, paid search can allow you to always be on the side of your customers. More interestingly, technology has evolved to the point where you can combine multiple ad platforms with each other. You can attract a visitor to your website with a Google advertisement and then do the retargeting with Facebook ADS. Many people are unaware of this aspect.
To increase the notoriety of your structure
Paid advertising on social media is a great way to build brand awareness , especially for SMBs. If your content appears regularly in users' News Feeds, your brand recognition will naturally increase. Also, with the many sites and different types of ads, it will be easier for you to adapt to the needs of different audiences .
Paying, but cost-effective
The data collected by a lot of research has shown that a well-done paid advertisement makes it possible to make a return at least three (3) times its investment. If your business specializes in selling goods, this is one of the best options for you.
In addition, all platforms offer the pay-per-click model. In other words, you only pay when users are interested in your content .
A concrete case: Facebook Ads
It is one of the most used advertising platforms by businesses. Thanks to the large number of registered users on Facebook, it manages to offer a very effective and relatively cheap paid search 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 ADS.
