Anyone who says paid advertising doesn’t boost sales is doing it wrong. Paid ads are a way to get your product, content, or service in front of people who will actually be interested in it. And with 85 percent of consumers looking to the internet to find businesses, there's a lot of opportunity to drum up new business. Shaping your strategy to fit your goal will help paid advertising work for your brand in its intended way.
Let’s look at the benefits of paid advertising and a few strategies for boosting your sales.
Benefits of Paid Advertising
Did you know paid advertising has a 200 percent ROI? That means for every $1 you invest, you get $2 in return. The biggest benefit of paid advertising is its ability to connect you with the people who are most likely to purchase your product and help them convert. Let’s look at some more ways paid ads make your job easier.
1. You Can Target Specific Audiences
If you’re selling graphic design software, a professional athlete probably won’t be your target market. Paid advertising allows you to get your product in front of people who are most likely to convert using actual audience metrics.
With paid advertising, you can create campaigns targeted at specific demographics. You can then set parameters for your ads to make sure it gets in front of the right eyes.
You can target ads based on:
2. You Can Gain Audience Insights
Paid advertising is measurable. This means you can use it to see what’s working and what isn’t with your marketing campaigns. You can use audience metrics to gauge which ads make audiences click through, purchase, or subscribe to your email list. You can even see which demographics are the most lucrative for your product.
3. You Can Gain More Exposure
What do a registered nurse from Nebraska and a CEO from Seattle have in common? They’ve both most likely got a cell phone in their pocket, which means they can access the internet at any time.
With targeted ads, you can increase your reach tenfold. That inherently means more views and potential customers.
How to Make the Most of Your Paid Advertising Strategies
Simply launching a paid advertisement isn’t going to immediately boost your sales. But if you craft a good paid advertisement strategy, you’ll start to see your customer base grow.
1. Go Cross-Platform
We’ve all come across a jingle, image, or meme that just seems to be everywhere (looking at you, Corn Kid). Just like Corn Kid and the resulting song took over TikTok, Instagram, Facebook, and everywhere in between, your ad strategy should tackle multiple platforms.
A few platforms to consider for your paid ads include:
Tip: Use audience insights and conversion metrics to select two or three channels that work best for you, then pour most of your advertising budget into just those channels. Don’t overdo it!
2. Optimize Landing Pages
A good paid advertisement doesn’t just get people to the final lap: It helps them cross the finish line. So if viewers do click through your advertisement, they should know exactly how to purchase or learn more about your product. Create a streamlined user experience that will lead your potential customer right where they need to go.
Tip: Make sure your landing pages are optimized for mobile, so people who navigate to your ad from their phones can still convert.
3. Check in Often
One of the best parts of paid advertisements is that they’re measurable. So you need to make sure you’re putting those valuable metrics to good use. Check in with your paid ad campaigns often to see how they’re performing — if you aren’t getting a lot of click throughs or conversions, that means it’s time to shake things up.
Marketers decide which platforms are worth their time based on a variety of factors. But the biggest? Audience. If you find a platform isn’t getting your ad in front of the right eyes, that’s a sign you should pivot to a different one.
Tip: Checking in with various platforms can also help you see which avenues should get more of your ad budget and which can potentially be cut out of your plan.
Get More from Your Marketing Strategy
Good paid marketing strategies are comprehensive, targeted, and measurable without being overdone or corny. And finding this perfect balance can be tricky (who would have thought?)
That’s one of the many reasons why a good growth marketing partner can help optimize your ads and get them noticed. Contact us to see how we can help kickstart your marketing journey.