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Denver Digital Marketing: The Benefits of Paid Advertising


May 2, 2018

There are many different ways to market your business online for free. For example, you can post on social media or improve your SEO so you can rank higher in search results. Because there are a number of unpaid options, marketers often assume that paid advertising is not necessary. However, this is not the case. Paid advertising plays an important role in your Denver digital marketing strategy.

What is paid advertising? Type in any keyword into Google and take a close look at the search results that appear. Some of these results are on the first page because Google believes they are valuable sources and relevant to your query. If you look a little closer, you should also see the word “Ad” in a square box next to some of these links. If a result has this symbol, it means that it is a paid advertisement. Why should this be a part of your strategy? Here are some of its many benefits:

Tracking Results

It can be incredibly difficult for marketers to track the results of a television commercial or print ad. How do you know exactly how many people saw the advertisement? How many of these people ended up buying your product or services? These questions may never be answered with traditional forms of advertising. Fortunately, marketers don’t have trouble tracking paid advertising campaigns because of the many analytic tools that are available. Tracking metrics such as reach, clicks, and conversions can help marketers determine which keywords and ads were the most successful so they can adjust their future campaigns accordingly.

Immediate Traffic

It can take months to plan and implement an effective SEO strategy to get your website on the first page of search results. However, launching a paid advertising campaign to land on the first page of results can be completed within a matter of minutes. This means you should immediately notice an increase in traffic since your ad will be placed right in front of the users that you are targeting.

Getting immediate traffic is beneficial to all businesses. However, it is especially useful when you are trying to increase awareness of an event that is quickly approaching, create buzz for a product launch, or establish your business in a new market.

Targeting

In order to maximize every dollar in your advertising budget, it’s important to target the right audience. One of the main benefits of paid advertising is being able to target a narrowly defined audience with your ads. Using paid advertising, marketers can target people who are using a search engine to search for specific keywords.

For example, if you are a dog grooming business in Denver, then you can use Google Adwords to target people who are searching for “dog grooming Denver” or “Denver dog groomers.” People who are searching for this term are obviously very interested in finding a dog groomer, so your ad will be highly relevant to them. Therefore, paid advertising allows you to target people who have shown an interest in the products or services that you offer, and are likely to become customers.

Testing

Marketers have the option of running A/B tests on their campaigns. A/B testing, or split testing, involves running two different ads at the same time to determine which performs better. Marketers may be interested in testing two different target keywords, headlines, calls to action, or landing pages. For example, the previously mentioned dog grooming business could launch one ad with a headline that read “Luxurious Dog Grooming Services” and another that read “Fast and Convenient Dog Grooming Services.”

After launching both campaigns, marketers can closely monitor the results to determine which is performing better. This information can be used to make more efficient marketing decisions in the future. Using the same example, the dog grooming business would be able to determine whether their customers were more interested in luxurious services or convenience when choosing a dog groomer. Read a beginner’s guide to A/B testing: better pay-per-click ads.

Works With Any Budgets

Do you have a small marketing budget? It’s hard to use traditional marketing methods if you don’t have thousands of dollars to spend, but businesses can set their own budgets with paid advertising. When setting up a campaign, you get to choose how much you want to spend. Of course, businesses will probably see better results with bigger budgets, but they can still benefit from a small campaign.

Control

You will have complete control over your paid advertising campaign, which is another advantage that this marketing method has over traditional forms of advertising. If you launch a paid advertising campaign, you will have the power to increase or decrease the budget, stop the campaign, or adjust the targeting at any time. You will also be responsible for typing in the exact copy that you want to use for your ad, and linking to the appropriate landing page. There is no other form of advertising that allows marketers to maintain this level of control over their campaigns.

Remarketing

Google Adwords gives marketers the power to solely target users that have already visited their websites before. Why is this beneficial? Let’s say you own an online clothing store and have noticed that many customers visit your website, click on multiple items in your online store, and then leave without making a purchase. Using Google Adwords, you can send a customized ad to these customers that invites them to come back to your site to complete a transaction. If these customers are still contemplating whether or not they should buy something from your website, seeing this ad may be enough to convince them to follow through with the purchase.

Now that you know the benefits, it’s time to find the team that can help you implement a paid advertising strategy. At Denver Website Designs, our team has helped companies of all sizes grow their business using effective paid advertising strategies. Learn more about our process and how we can help your business grow with a comprehensive digital marketing plan!
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