Paid ads: why are they a good investment?
Imagine that you are in the middle of the ocean and you want to get to the beach. It is much easier to get there with a motorboat than swimming, right? Well, right now, you are really in an ocean, called internet, but fortunately, besides being your company’s pillar in digital communication, we can also be the boat that guides you until you have land in sight.
This is also what happens with paid ads, whether on Google, Facebook, Instagram or any other platform that is convenient for your business to reach your target audience. They are the boat that will save your arms from swimming… and will save you money, as well.
There are companies that invest values as low as €1 per day and, with that, they are already having return of investment, because the metrics are accurate.
We have already talked here about the precise impact that social network marketing has, as opposed to marketing strategies in traditional media. Today, it is possible to reach exactly who you want, at the time that you want, as long as there is a study to reach that target audience. You no longer need to pay for production and for the extras required by the price list of televisions, radios or newspapers, when you can spend less money, have greater financial return and reach more interested people, by choosing for paid ads on digital platforms, segmented according to what you want.
Advantages of paid traffic
Having a website is essential, but it is not enough for efficient communication. What is the point of having a website if you cannot attract visitors? It is like presenting your company in an auditorium with millions of seats and not having anyone watching. The website should function as a hub to which visitors are directed, using different channels and digital tactics. And one of the best ways to do this is through paid traffic, which allows you to:
– Pay only according to performance, that is, you only pay if someone clicks and depending on the number of clicks on your ad. Moreover, you determine how much you will pay for each campaign, thus making a safer investment. Besides, the campaign only stays online while you are paying for it;
– Reach people who are more likely to be interested in what you are offering;
– Measure results;
– Adjust the strategy in real time;
– Make tests/experiences, which will allow you to present the ads with the best results.
But to invest in paid traffic, there must be platforms where you can do it. The two main ones are Google Ads – ads based on keywords that are relevant to your business – and Facebook Ads – focuses on users’ profiles, offering various targeting options, such as demographics, location, interests and behaviors, making it easier to reach your target audience.
Organic traffic (when the public reaches your content without campaigns, but because they have researched the subject, for example) is a complement to paid traffic, although it does not generate direct costs with campaigns, but indirect costs, because you have to pay a team that produces the content, for example. In other words, if you want to make your company grow, under no circumstances should the work done on the social networks be something free.
Paid campaigns are an essential part of a good social media marketing strategy. To succeed in paid campaigns, you will need study, dedication and experimentation. For example, it is generally not a good idea to distribute the money equally in ads. Here, organic traffic and paid traffic can complement each other: you have to be aware of the top performing organic posts, promoting the best ones in your social networks.
Another well known paid strategy is remarketing. This is a tool which marks and identifies users who have visited your site. When those people visit websites that accept ads, your ads will appear to them.
We finish this article by repeating what can already be considered a ‘mantra’: everything involves strategy. In this case, a strategy to identify the target audience, a strategy to elaborate the ads and their placement (on which platform they will be placed), a strategy of what is the budget to spend and for how long and, in case of favorable or unfavorable results, to elaborate a strategy to improve or reformulate the campaigns. At the end of all this, we hope that you have been enlightened about the fruits that you can collect by planting the seed of paid advertisements!