The start of a New Year often means one important thing in every marketing department: a new budget. Many businesses manage their budgets and plan monthly, quarterly, and annually, which means that you need to have a solid plan to ensure the money lasts through the target timeline. In addition, paid ads are continuing to grow in popularity, especially since business owners have the opportunity to turn their spending on and off with the touch of a button.
Are you planning to use paid ads as part of your digital marketing campaign this year? If your focus is on lead generation and customer outreach, then Pay Per Click advertising is a powerful strategy to implement.
Here are a few tips to help you make the most of your 2022 budget for paid ads:
Choose the Right Marketplace
According to Forbes Magazine, the number of marketing channels has more than doubled in the last decade. As the options continue to increase, it becomes more and more challenging for business owners to choose the best place to spend their paid ads budget.
Instead of throwing money around and hoping that something works, be proactive about investing in channels with proven results. For example, paid advertising on an up-and-coming social media site might be cheaper than advertising on Facebook or Instagram. But the audience will likely be smaller, and you might not have as much control when choosing your target demographic.
This consideration holds true for search engine paid ads as well. There’s no question that Google gets the highest number of daily searches, which is why PPC marketing in Bing or Yahoo doesn’t yield as many leads.
When you are choosing a marketplace, make sure you are putting your advertising money towards paid ads that will reach the right customers who want to buy the products and services you are offering.
Learn More About Your Customers
When a potential customer is spending time online, it’s nearly impossible to tally up the number of ads they are seeing. Never-ending advertisements create “blindness” – where people simply scroll by the ads without engaging in the messaging.
If you want your ads to stand out, you need to know what will capture your audience’s attention. So what are the talking points, interests, and concerns?
Learn more about your target demographic, and you will have the insights necessary to create messages that engage and promote action. First, create a persona, so you know your ideal customer. Then, carefully design and create every advertising message to capture that person’s interests and attention.
Pick the Right Keywords
Are you spending money on buying keywords? If your goal is to run paid ads to increase high-ticket product sales on your website, then don’t spend your marketing budget on keywords that include “free” or “cheap.”
Building an effective keyword list takes time, but it’s worth the effort because of the long-term advertising benefits. Your chosen keywords need to be relevant to your business, expansive to cover sub-niches within your industry, and affordable for the potential ROI on the campaign.
Monitor and Split-Test Results
As you launch new campaigns using paid ads, make sure to track the results and split-test to improve conversion rates. Over time, you can manage your spending by enhancing keyword relevancy. For example, add negative keywords to avoid spending money on certain types of searches. Also, expand campaigns with new keywords related to your highest-performing paid ads.
The good news is that Pay Per Click marketing is always measurable. You can analyze data to see how many people saw the ad, how many people clicked through, and whether these website visitors took action on your website.
Be proactive about measuring the results on an ongoing basis. Then tweak the campaigns to optimize your results and manage your spending. If something doesn’t work, try again with a new set of keywords.
Don’t be discouraged if you don’t get a sudden influx of new customers in the first month. Paid ads take time. In the beginning, there is a lot of trial and error involved, especially if you are starting from scratch instead of using the services of a professional marketing team.
Learn from Other Online Marketing Strategies
Most successful businesses use paid ads alongside organic marketing. Both forms of marketing can provide insights into your audience. Then, you can use this information to improve your campaigns going forward.
For example, which organic social media posts are performing well? When you publish a post that gets a lot of likes and comments, consider how you can use paid ads to expand your reach on this subtopic even more.
Another option is to create organic content to match the paid ads that are performing well. If you have a paid ad campaign that is bringing in a lot of leads, then it’s probably worth the effort to create website content and social media posts on this topic. In addition, optimizing website pages and social discussions around these proven subtopics can bring in organic content in the future. The result: you can increase your traffic for this campaign by running paid ads and bringing in organic traffic simultaneously.
Always Use Retargeting
Often, customers need to have multiple touchpoints with a brand before they are ready to make a purchase. Retargeting is a way that you can continue sharing information about your business after a person sees the first ad.
For example, suppose a potential customer interacts with your search engine paid ads and visits your website. In that case, you can retarget this person on social media platforms and other online marketing channels. Keep your brand at the top of mind, so they think about your company when they are ready to buy.
Customized Strategies for Paid Ads
Paid advertising is a great way to bring in more customers for your business. But it takes specific strategies to leverage your ad spend and ensure that you are getting a positive Return on Investment for this digital marketing campaign.
If you would like to run paid ads in 2022, our ARYU Advertising team is here to assist. Contact us to chat about the ways our marketing experts can support your digital marketing campaign.