What is Paid Digital Marketing and How It is Important for Business z
Introduction Paid digital marketing is basically when an advertiser pays a publisher like a search engine or website to promote their business,brand, product or service. It can help to generate more traffic to your site, increase the number of clicks and boost brand reach.
Benefits 1. Instant results With the help of paid advertisement we can easily promote our business or services by using different digital channels. For instance if i post any sort of advertisement on Facebook it will be displayed within 24 hours after its approval. We can track its engagement by the number of likes, comments and shares we get on that advertisement.
2. Brand awareness If you’re unknown to the people how can you even think of connecting with them? Through digital marketing you can create your online presence and can convert your potential customers into buyers.
3. Customer engagement Well this question must have crossed your mind that the toughest part for a business is how to get a customer? But that’s where you’re wrong, making someone a loyal customer is the end game! What can we possibly do to make someone come back to us & stay? The answer is by engaging with customers and interacting with them knowing what their likes and dislikes are. Creating a customer and consumer relationship by mediums like social media, websites. Example, when a customer visits your website he can tell us his thoughts related to the product by writing a review or filling a form.
4. Audience segments We can’t target a vast audience without knowing their particular interest. Therefore, we split the audience into specific groups or segments according to their area of interest, age, gender and demographics. Audience segmentation not just saves our time but also saves our investment by targeting the right audience. Example, if we want to promote a cosmetic product with audience segmentation we will be able to target our desired audience which are specifically women.
5. Location Targeting Location targeting is a method in which we can choose a specific area/location where we want to advertise our product. Like let’s suppose I want to run an ad for a students hostel I’ll specifically target an area where universities or colleges are nearby.
6. Measurement and Tracking When we are designing a marketing strategy we sometimes get a vast amount of information which is easily accessible but most of it is irrelevant to our work. Hence, we need to assess and know what to measure for our marketing strategy. What sort of channels should we use? How can we increase our sales and customers? For instance, if I’m running a certain advertising campaign on a website I can measure that it’s working up to the mark. By easily tracking the number of visitors on my site or how much time they are spending on it.
7. Control over the budget Before running an advertisement or any sort of campaign we need to be well aware of the fact that how much budget are we allocating for it? For that we need to know our marketing objectives, assess our past results. Like we should know what sort of channel we should use. Which one’s are working out better for us which aren’t. The advertiser can increase or decrease the budget of a campaign according to its performance.
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Types
Search Engine Advertising Search engine advertising is basically a part of marketing in which it includes ads like pay per click. These ads are often displayed on the search engine when you search for a certain product. The number of similar advertisements related to your product which you see on search engines are because of the keywords being used like on Google and Bing.
Social Media Advertising Paid advertising done on social media platforms like facebook, instagram, linkedIn to promote any product, brand or service is known as social media advertising.
Display Ads Display ads encourage it’s user to come and click on certain ads. The more the compelling display ad is the more it will attract traffic and visitors to your websites, while turning those potential customers into buyers.
Native Advertising These ads are displayed according to the user search topic and use of keywords. While giving them that same feel and functionality, appearance of the media format they are displayed in.
Video Ads Video ads are a form of display advertisement which can be used to promote a campaign, product service or brand. It’s a proven fact that it’s one of the most successful forms of advertising.
OTT Ads OTT is online streaming which also includes subscription based services in which the user does not need a cable access or tv. It can be easily accessed with just a smartphone and internet access.
Podcast Ads Podcast advertising refers to audio related advertising, a sort of new advertising medium compared to display advertising. In such advertising audio ads are available on online radio, music streamed apps or podcast channels.
Conclusion At the end we can say that for someone who’s planning on starting a startup of their business and doesn’t know where and which platform to start with? For such people or brands, paid digital marketing is the best place and medium to start with. Not only will it create your brand image and recognition among the people. So It’s suggested that you go for a paid advertising expert who has full knowledge related to paid marketing or go for a digital marketing agency. It is a very cost effective medium compared to investing in traditional mediums like television commercials or billboards. You can easily track the viewers visiting your site or check out the campaign being run. With accordance to their performance you can judge how it’s going and manage your budget as well.