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Paid digital marketing is arguably the best way to generate traffic for your business. By merely taking advantage of digital marketing platforms like Facebook, Google, and LinkedIn, you can easily draw much traffic to your business.
In this guide, you’ll discover what paid digital marketing is, and how you can use it to generate more customers for your business.
Paid advertising is a digital marketing model where advertisers get to bid for ad spaces on search engines, networks, or platforms. The bidding is typically done in real-time. It’s a PPC advertising model where traffic is generated for a website.
With paid digital marketing, you get to filter your audience based on their location, interests, behaviors, and demographics. This way, the marketer is more likely to record conversions during the campaign.
Furthermore, paid advertising offers measurable results. And that’s what separates it from traditional marketing models. With paid advertising, you get to track your campaign and also measure your return on investment (ROI).
Since paid advertising generates instant results, it’s a great fit for new businesses that are launching or promoting new product lines. If you get to outbid your competitors, you will gain a competitive advantage – and that’s all possible with paid advertising.
Paid advertising helps you achieve marketing goals like:
Here are the various types of paid digital marketing.
With search ads, ads will appear at the top and bottom of search engine result pages like Google. Search ads are typically made of text. And the result that appears on the search engine is dependent on what’s inputted into the search bar. Advertisers only pay for each click an ad generates.
Display ads are made of text, images, and videos. They’re typically found on mobile apps and websites that partner with search engine platforms. With display ads, advertisers reach people who are highly interested in their product or service offering.
Remarketing Ads are targeted to people who have previously interacted with your brand without taking your desired action. With this ad type, you get to re-engage your web visitors with your product or service offering. Ideally, you get to direct them to the products they’ve previously viewed. This way, they get to be reminded of their abandoned charts on your website.
These are ideal fits for product-based businesses. With Shopping Ads, you get to position your products in such a way as to make it easy for potential customers to find them on Google. Shopping Ads typically appear below the search bar of your search engine. It’s designed to include information like product name, image, price, and the vendor’s name.
Social Ads utilize social media platforms for the display of products or service offerings. Social media platforms could be Facebook, Instagram, or LinkedIn. There are lots of ways of optimizing social ads to help you generate your desired results.
The steps below show you how paid digital marketing works.
The first step is to figure out who your target audience is. To do that, you should consider using data from your existing customers, market research, or demographic data. Data from these areas will help you define your target audience.
What is your most preferred marketing platform? You can consider platforms like Google Ads, LinkedIn Ads, Instagram Ads, Facebook Ads, or Twitter Ads.
How much can you set aside for your digital marketing campaigns? Well, that’s your budget. There’s also the option of adjusting your budget based on your campaign performance.
You need a team of creatives to create an ad that resonates with your audience. Insert a compelling call to action in your ad. Your ad should be made up of a compelling message.
After creating your ad, you’d have to launch your campaign. Your ad will be displayed to your select audience.
Launching your campaign is merely the beginning. You need to keep a close eye on your campaign. This way, you get to keep optimizing and tweaking it until you start generating your desired result.
At the end of each campaign session, you need to analyze your results. What were your clickthrough rates, conversion rates, and return on ad spend? These are some of the metrics that help you determine how effective your campaign is. Results from your campaign will help you identify areas of improvement for your next campaign.
Analyzing your paid digital marketing is an easy process. Here’s what you have to do.
The first step is to define your goals. What are your primary objectives? Are you looking to boost sales, increase web traffic, or generate leads? Your marketing goals pretty much determine the metrics you’d be measuring.
Secondly, your tracking has to be properly set up. This way, monitoring your performance won’t be an issue. When it comes to tracking your performance, you should consider tools like Google Analytics or PPC Signal. These tools help you keep a close eye on your traffic, conversions, and other metrics.
Finally, you need to keep reviewing your metrics when the campaign is running. Some of the metrics to keep a close eye on are:
The PPC Signal has to be connected to your Google Ads account. After your campaign has been live for at least 7 days, you could proceed to analyze it using the analytics tool.
The PPC Signal helps you detect small changes during your campaign. And that is accomplished by using a combination of dimensions and metrics. However, competing tools have predefined domain rules, and recommendations are given when these rules are matched.
Furthermore, PPC Signal helps you detect slight changes in your campaign. And that helps in the detection of fraudulent or seasonal patterns. Finally, there is the option of analyzing your data using built-in charts in the PPC Signal tool.
Let’s say you generated 1,000 clicks with 10 conversions after running your campaign for a month. Well, that’s probably a waste of time and resources. However, you can avert this issue by using a tool like the PPC Signal. With the tool, you get to monitor the metrics, geo-location, and device type of your campaign. This way, you get to have extensive information about your campaign and come up with ways of fixing the anomaly (if there are any).
Here’s what the PPC Signal dashboard looks like.
The image above helps you figure out the anomaly between the clicks and conversions. To generate more insights about your campaign, you need to click on the “Explore” button.
Paid media is a digital marketing model where you get to pay before promoting your products or services. Common examples are:
In a paid channel, businesses or marketers get to pay before promoting their products or services. Common examples of paid channels are search engines, social media platforms, and display advertising networks.
A digital marketing analyst helps in analyzing your digital marketing statistics. The analyst also comes up with viable ways of boosting your online marketing efforts.
The SWOT analysis helps in identifying the internal strength and weaknesses of a marketing team. It also helps you figure out external factors that affect an organization, and how it’s managed.
Paid advertising is a sure way to help you reach your marketing goals. It’s the ideal fit for marketers or businesses that are looking to gain a competitive edge in the marketplace.
Since paid advertising can be easily tracked, measuring your campaign performance won’t be an issue. Results are generated in real-time with paid advertising. With such results, you get to make informed decisions during your campaigns. A common example of paid advertising is the PPC ad model.
Investing in paid marketing would help you:
However, launching a paid digital campaign is not the end game. You’d have to monitor it or you’d risk losing lots of resources, energy, and time. To monitor your digital campaigns, you should consider using the PPC Signal tool.
The PPC Signal tool helps you to monitor your campaign from all sides. Unlike other tools in the market, the PPC Signal tool is flexible and helps you detect your campaign behavior over time.
Now you know how to analyze your paid marketing, what tool will you use to analyze your next paid marketing campaign?
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