Building blocks with upwards arrows.

In digital marketing, every effort counts and every initiative has value. But organic search alone is not enough to drive traffic to your website. You can produce top-quality content that is highly relevant to your target audience’s search queries or social habits, but if you’re only using keyword optimization or simply sharing these posts from your social profiles, your content could get lost among the content being shared by colleagues and competitors.

If your content isn’t appearing on the front SERPs or showing up in the social feeds of your audience at the right time, you could be missing out on valuable impressions that could turn into valuable leads and valuable conversions. This is where paid advertising comes in. Paid advertising gives your brand, message, and content a placement on SERPs and social feeds that gets your audience’s attention, gaining impressions and encouraging clicks, leads, and conversions from those who are most likely to have interest in your offer.

But in order for paid advertising to be effective, it requires both an initial investment and on-going maintenance, which doesn’t come for free (hence paid ads). Naturally, many SMB owners and entrepreneurs who are new to digital marketing wonder if there are benefits to paid ads and if paid ads should have a place in their marketing budget. To help you succeed in your digital marketing efforts for this year, here are three of the best benefits of paid ads…

You can track your ROI.

Paid ad campaigns are able to reach large and broad audiences as well as the small niche markets, and the costs of these ads are dependent on the type of ad or on the campaign objective. To increase website traffic you may pay a cost-per-click (CPC), or you could pay a CPM (cost per 1,000 impressions) if your objective is brand awareness, for example. 

Strategies such as traditional marketing or organic digital marketing always require an initial investment. They also typically require ongoing maintenance as well, which incurs recurring costs depending on the level of maintenance required. But in most cases, the results of these campaigns are difficult to accurately measure. With analytic tools, you can track organic traffic to your website, but you can’t always attribute that traffic to specific optimization or marketing efforts.

With paid advertising, you are paying directly for the desired action or result (CPC, CPM, etc), and you are able to measure the results and your ROI with precision. Being able to track these results brings immeasurable value to your initial investment and any ongoing maintenance fees. (And, by only paying on ads that perform, you’re making the most of your budget and ad spend efforts!)

The proof is in the pudding.

Like we said with tracking your ROI, you are paying directly for a desired action or result and are able to measure those results. Through platform dashboards and conversion trackers, you can see how many impressions, clicks, and conversions your paid ads have generated, as well as other vital data that quantifies the success of your ads.

Research from 2019 showed that Facebook users are now only seeing approximately 2% of organic pages they follow on their feed. Organic content on social media is a great branding or brand awareness tool, but as platforms continue to push paid advertising and sponsored posts, organic content is becoming less visible and less valuable.

Paying for an ad on Google or on a social platform guarantees that your content will reach your audience, increase your brand awareness, and gain impressions and possible leads. Paid advertisements place you on the front page of relevant SERPs and social feeds, bringing in not just more traffic but the right traffic.

The versatility is unmatched (and convenient).

Before the rise of digital marketing, many businesses would traditionally market their brand through several channels. This included print (newspapers/magazines), broadcasting (radio/TV), direct mail (postcards/flyers), outdoor advertising (billboards/yard signs), and more. The intent of these efforts was to get the same message or a similar message in front of as many individuals as possible in many different places (and this approach is still effective today in many industries). With digital marketing, the goal is the same, but much more achievable and efficient.

With paid advertising, you can choose where you want to advertise and what specific audiences you want to reach. This includes using Google, social media sites, and other platforms to reach audiences big or small, broad or specific.

Depending on your audience and your objective, you could benefit from displaying banners on the Google Display Network, or simply utilizing text ads for relevant Google searches. Or, your audience may frequently use a social media platform like Facebook, Instagram, Twitter, or Snapchat, and a paid ad on such a platform would most effectively reach them there.

See what you’re missing.

When it comes to paid ads, the possibilities, platforms, and types of campaigns you can create are seemingly endless—and so are the benefits! For any business size or budget, paid ads are a digital marketing necessity that should not be overlooked or ignored. You can build ad campaigns from scratch, tailor them to your brand and message, and make adjustments at any time to improve your campaigns based on performance data. The greatest risk in paid advertising is not using them.

If you’re ready to discuss your new paid ad campaigns (or reviewing and improving your current ones), contact us today. Our digital marketing experts would love to discuss your goals and create custom strategies to help you achieve them!