Digital marketing is the new king of the marketing world. For a long time, traditional methods of advertising and marketing reigned supreme, but with an increased reliance on the Internet and electronic devices taking hold, digital marketing stands to only grow in terms of importance. However, many companies only focus on growing organic traffic through SEO and social media. While organic traffic is still very important, it should be supplemented by several paid media campaigns. Many brands shy away from paid media, as they don’t know how to pull paid media campaigns off without the help of a PPC agency. So how exactly can your brand create a successful paid media campaign that perfectly supplements your efforts to grow organic traffic? Here’s how to succeed at paid media.
Advertise Your Best Work
When using paid media and promoting your work, it’s important that the work you’re promoting is your best work. If you’re looking to promote content or social media posts, then you best make sure the content or posts you’re pushing forth are high quality. If a user sees something promoted that is not high quality, then their opinion of your brand will surely decrease, and they won’t click on the advertisement. Users will already likely have a negative opinion of your promoted piece since it’s not recommended to them organically. As a result, you need to make sure that you promote ads that really blow users away and immediately entice them to click through.
Geotargeting
A key part of running successful PPC campaigns is properly using geotargeting to its full potential. Geotargeting is defined as using a consumer’s location or region to deliver specific advertisements and pitches to boost effectiveness. Purchasing behavior varies wildly from region to region, so effectively using geotargeting can make a huge difference. Creating location-specific advertisements can narrow down your target audience and ensure that the correct people see your paid advertisements. For example, if you’re a small business in Tennessee, then having a user in Seattle see your advertisements will do you little to no good. In addition, if you’re a national winter apparel brand, advertising in Florida and southern California will likely be a waste of time and money. A user’s location is extremely important when it comes to advertising, so ensure you consider geotargeting in your paid media efforts.
Target the Correct Demographics/Keywords
Another very important part of succeeding at paid media is focusing your efforts on the correct keywords and demographics. Marketing messages need to be specific and targeted, and if you don’t attempt to reach the correct people, you won’t be that successful. If you plan on using search paid media, you need to ensure that the keywords and searches that you rank for are relevant to your brand. For example, if you’re a divorce lawyer in Albany, then you may want to target specific searches such as “Divorce lawyers in Albany” and “Albany divorce lawyers” to reach a relevant audience. On the other hand, if you are planning to use paid social media advertisements, it’s important that you target relevant demographics. Using the same example, there’s no reason to target a younger demographic who likely hasn’t had the time to go through marriage and divorce, so it’s best to target older demographics with your promoted advertisements. Who and what you target is very important to the success of your paid media campaigns.
Use Multiple Channels
Something that can help paid media campaigns is using multiple channels of paid media content. For example, you may want to start by using paid media content on search engine results, as it can allow you to rank high on specific search engine pages and reach a large audience of users. However, you should also diversify your paid media onto other channels. For example, you should pay to have promoted posts on social media platforms like Facebook, Twitter, and Instagram. Paid media can be fantastic at supplementing other forms of digital marketing, so it’s important that you use paid media to support a variety of your other efforts like SEO and social media marketing. When combined with these other forms of digital marketing, you can unlock the true potential of paid media.