Paid Advertising:
When Does It Make Sense for Your Business to Take the Leap?
The best way for a business to get the word out is through advertising. It pays to regularly promote your services so that you’re maximizing how many people are seeing what you have to offer. But is it better to do this organically or to consider paid advertising? Here’s what you should know about either option.
Pay-Per-Click Ads
Also known as PPC advertising, it is one of the top options when people are considering organic vs. paid search on specific keywords that will take Internet users to your page. Pay-per-click ads allow you to bid on those keywords and phrases that will draw more attention, helping your page to appear at the top of the results pages. They’re a great way to drive traffic, reach your target audience, and improve your SEO.
Display Ads
Display ads are ads that appear on various websites and social media sites. The biggest example of these is the banners you see on the top, bottom, or sides of websites, advertising your company and what it offers. Clicking on them will take the user to a new page, usually your website. They’re a great way of grabbing a user’s attention.
Ads On Social Media
One way to reach your audience is to advertise on social media, whether it’s through Instagram or Facebook. Social media allows you to reach a very targeted audience that can help you boost your leads and increase your conversion rates, due to your ads being shared with your viewers to further increase your audience.
Finding Your Target Audience
One of the biggest factors that affects the value of paid ads is your target audience. If you’re trying to reach a much wider audience, then you’ll likely need a larger budget in order to reach them through multiple channels. Similarly, you may not have to spend as much if your target audience is much smaller. With this said, you also have to keep current market trends in consideration so you can determine the highs and lows of market competition.
The Industry You’re Working In
Another factor is the kind of market you’re in. This will definitely influence how much you spend on advertising to not only reach your audience but to also educate your potential customers on what your products and services do. If the industry you work in is very saturated, then you may have to spend more to get your message through ahead of your competitors.
Testing Different Formats
If you’re choosing to go with paid advertising, don’t just go with one option. You want to try out different formats to not only expand your reach but to see which mediums work best for your message. Play around with headlines and images to make your ads more eye-catching to see what resonates most with your audience.
There is no catch-all when it comes to advertising and how much you should spend. It entirely depends on your audience, what platform you want to use, and how much you can afford to spend. Don’t be afraid to contact a local or online advertising professional to help you find the right options for you.
