Paid marketing refers to any strategy in which a brand targets potential customers based on their interests, demographics, intent, or previous interactions with the brand. In order to grow your brand and reach a wider audience, you need a strategy that is more focussed and result-oriented. Where organic marketing is a cost-effective way to drive traffic to your website, paid marketing brings you results faster.
There are various types of platforms to run paid marketing campaigns like search, social media, display, etc. Before you decide to run a campaign, it is important to understand where your audience is browsing the most. That way you can target them better and reduce your costs and efforts.
In this blog, we will discuss a few strategies which are important for a successful paid campaign.
1. Set A Campaign Goal
Assuming you have figured out which platform you will be running your campaign, the next step is to set a campaign goal. Almost all the platforms give you the option to choose from Brand Awareness, Reach, Website traffic, Lead Generation, App Download, and more. Choose the right goal based on your brand and product. For example, if it’s a new brand or a product, you might want to begin by choosing brand awareness or if you are a blogger, you should choose website traffic.
2. Consider Your Targeting Options
From the user’s point of view, display advertising can often be considered interruptive and irritating. The best way to alleviate any of this potential irritation is to consider your targeting options, so you can make sure your ads have the best chance of getting in front of people who actually want to see them. You can also target the right audience by placing your ads on the right websites using demographics and geo-targeting, along with specific interests of your target audience. Display ads should be used to build brand awareness, launch new products/services, and earn loyalty.
3. A Strong Keyword Strategy
Choosing the right keywords is essential to developing winning paid marketing campaigns. Selecting targeted keywords will bring in relevant traffic to your website. You can use the Keyword Planner, and the Search Terms report available in the ad platform to gain an insight into the performance of particular keywords, search volume data, and generate ideas for new keywords. Opt for a combination of broad and phrase match to drive traffic and use exact match for well-converting keywords as sparingly as possible.
4. Use Location-Based Bidding
When initially setting up your campaign, you can target locations based on where your business is serving. After you’ve run a campaign for a period of time, find out which regions you are getting the most traffic from. Keep checking your geographic metrics and keep optimizing your campaigns. You will get to know where your visitors live, country, region, and city. This information will help you to modify your bids to more heavily targeting areas that have already shown higher conversion rates.
5. Focus on Conversions
No matter what goal you choose, the desired result is a conversion. With every ad you place, your goal should be to convert, be it buying a product, website visits, or filling a lead form. The first thing you need to do in order to track the conversion is to add conversion tracking. You can find out step-by-step instructions to add conversion tracking here. The learning you get from tracking click-through rates can help boost ROI and increase sales as it will help you to make more informed decisions with the backing of data.
It is most important to retarget visitors who visited your site but didn’t buy or performed the desired action. Re-marketing is an excellent way to bring those people back to your site. With such campaigns, ads are being shown to your website visitors as they browse other websites. You can choose display ads, search ads, email marketing, or social media ads to remind the users about your product and services which they had abandoned earlier while visiting your website.
7. Influencer Marketing
An influencer is someone with a high volume of social media followers. You can easily find influencers who are experts in the field related to your products and services. For example, you will find influencers in the field of fashion, skincare, gadgets, automobiles, etc. Influencer marketing is a form of the social media marketing that follows endorsements and product placement and leverages these people to reach customers who trust and enjoy the content put out by influencers. It involves influencers, celebrities, and organizations who have a purported expert level of knowledge or social influence in their field. This improves your brand awareness, effectively reaches your target audience, and enriches your content strategy.
8. Repeat Winning Strategy
Once you have found a strategy that works the best you, the right thing to do is to repeat the same process with future campaigns. You can either run similar campaigns on the same platform or move to another platform. Repeating a winning strategy not only brings your more customers but also saves time and effort that you had already put before. That leaves you more room to plan new strategies to bring in new customers.
While many business believe paid marketing is costly, and they find it difficult to add it to their marketing budget, they are in fact an effective method of reaching your goals. If done right, it can bring in customers without spending more money and effort.