Put basically, paid digital advertising involves paying to show your digital and social media content to specifically selected target audiences. It grows awareness and engagement of your brand.
Let’s take a look at the different types of paid digital advertising and the best times to use each one.
Paid Social
Most consumers are on social media these days. This includes Facebook, Twitter, LinkedIn, Instagram and Pinterest. So, using paid social advertising lets you reach a selected target audience, wherever they are located.
When you need to get engagement with your brand, it’s worthwhile investing in paid social media advertising.
Pay Per Click (PPC)
PPC is used to achieve immediate results on a Search Engine Results Page (SERP). You can get highly targeted traffic based on demographics, geography and interests of your customers. PPC is also a great way to promote offers that are valid for a certain time only.
If you want your business to command search results, PPC should be used.
Display Advertising
Display advertising includes banner ads, rich media and vidual-based ads. This is best for building brand awareness. It helps with brand recollection too, as customers are more likely to remember something they have seen. This increased brand recollection has been shown to increase offline sales, as customers tend to purchase from brands they remember.
Search Engine Optimisation (SEO)
Although SEO is not really ‘paid advertising’, most businesses do pay an outsourcing fee for this service. There is a statistic that 80% of website traffic can come from search engines*. So, it’s easy to see why it is important.
SEO is usually used simultaneously with the above paid advertising options. SEO is a long term process. It involves keywords, link building, quality content and range of other factors. To achieve a higher organic rank on search engines, it means consistently working to stay on top.
This method increases the popularity of your site by gaining regular visitors, and positions your site as respected and influential in the market.
All these options can be used individually, however the best results come from using a combination of advertising methods. This is an extremely basic guide. Feel free to contact us for more information.
