In How To Do SEO, we discussed using SEO and keywords to generate free organic traffic to a website. A website with well executed SEO and contents with authority will rank powerfully with plenty of keywords.
However, especially during the infancy of a website and whenever you have marketing campaigns with specific goals, you may still want to use paid ads to drive traffic to your website.
You may hear of pay-per-click (PPC) which is essentially another word for paid ads in the digital marketing world.
Some people only classify Google Adwords as PPC paid ads, while this is also referred to as Search Engine Marketing(SEM). For the purpose of this article, I will consider other forms of paid ads like Facebook, Instagram ads etc.
While executing each of these ad campaigns, there are specific considerations to look out for. For example, for Google Adwords, you need to take care of: budget, locations you are targeting, search or display network, keywords, ad copy etc. For Facebook ads, you will consider: campaign objective, budget allocation, campaign duration, images and videos to be used, ad copy etc.
Professionals are hired to be in charge of paid ad campaigns and monitor the results full time. We will share specifics of these some time in the future.
What I want to point out here is that to a large extent, Google Adwords and social media paid ads have allowed individuals and smaller businesses with tight marketing budgets to reach prospects quite cost effectively, if executed well.
There are 3 important aspects when doing paid ads for your website.
Return On Investment
You should set a goal, preferably a measurable KPI for a paid ad, this can be converted sales, incremental FB page likes, brand recall rates etc. With that, you set the budget to be allocated which gives you the desired return on investment (ROI).
Review And Iterate
The great thing about digital paid ads is its flexibility, you can review your ad results, pause and edit your campaigns almost any time. Vary the ad parameters like audience definition, ad copies, different images or videos used for the ads etc, have a few iterations.
Learn From Experience
There are certain things which work better for digital marketing. There may be resources available teaching you or you can learn from your own experiences and note down the intricacies and finer details of what works for your business.
I have a tendency towards Facebook ads, and below is a great video if you are serious about managing FB ads efficiently.
Anspire Consulting helps companies with digital marketing in Singapore, contact us and we may be able to execute the paid ads for you.