Paid marketing refers to any strategy in which a brand targets potential customers based on their interests, demographics, intent, or previous interactions with the brand. In order to grow your brand and reach a wider audience, you need a strategy that is more focussed and result-oriented. Where organic marketing is a cost-effective way to drive traffic to your website, paid marketing brings you results faster.
There are various types of platforms to run paid marketing campaigns like search, social media, display, etc. Before you decide to run a campaign, it is important to understand where your audience is browsing the most. That way you can target them better and reduce your costs and efforts.
In this blog, we will discuss a few strategies which are important for a successful paid campaign.
1. Set A Campaign Goal
Assuming you have figured out which platform you will be running your campaign, the next step is to set a campaign goal. Almost all the platforms give you the option to choose from Brand Awareness, Reach, Website traffic, Lead Generation, App Download, and more. Choose the right goal based on your brand and product. For example, if it’s a new brand or a product, you might want to begin by choosing brand awareness or if you are a blogger, you should choose website traffic.
2. Consider Your Targeting Options
From the user’s point of view, display advertising can often be considered interruptive and irritating. The best way to alleviate any of this potential irritation is to consider your targeting options, so you can make sure your ads have the best chance of getting in front of people who actually want to see them. You can also target the right audience by placing your ads on the right websites using demographics and geo-targeting, along with specific interests of your target audience. Display ads should be used to build brand awareness, launch new products/services, and earn loyalty.
3. A Strong Keyword Strategy
Choosing the right keywords is essential to developing winning paid marketing campaigns. Selecting targeted keywords will bring in relevant traffic to your website. You can use the Keyword Planner, and the Search Terms report available in the ad platform to gain an insight into the performance of particular keywords, search volume data, and generate ideas for new keywords. Opt for a combination of broad and phrase match to drive traffic and use exact match for well-converting keywords as sparingly as possible.
4. Use Location-Based Bidding
When initially setting up your campaign, you can target locations based on where your business is serving. After you’ve run a campaign for a period of time, find out which regions you are getting the most traffic from. Keep checking your geographic metrics and keep optimizing your campaigns. You will get to know where your visitors live, country, region, and city. This information will help you to modify your bids to more heavily targeting areas that have already shown higher conversion rates.
5. Focus on Conversions
No matter what goal you choose, the desired result is a conversion. With every ad you place, your goal should be to convert, be it buying a product, website visits, or filling a lead form. The first thing you need to do in order to track the conversion is to add conversion tracking. You can find out step-by-step instructions to add conversion tracking . The learning you get from tracking click-through rates can help boost ROI and increase sales as it will help you to make more informed decisions with the backing of data.