Paid Ads: Worth The Cost?

17th October, 2018 by

Paid advertising isn’t for everyone. Let’s just get that obvious statement out of the way. However, if you feel that paid ads might get you the traffic and interest that you’ve been working on obtaining, then this post might just help you make your final decision.

Understanding Paid Ads

Did you know that Google and Facebook still hold the market for paid ads, with 38.6% and 19.9% respectively? According to Google, you can make £2 for every £1 spent on Google Ads. It has also been estimated that one-third of the time web users are online is spent viewing social media sites. So, it’s not unreasonable to expect that marketing budgets should allow for a Paid Ads allowance. The question is, how do you make sure that you are getting the return you need?

Price: Per Click

If you are a small business owner who is willing to put a specific amount of money towards sponsored content, you might be wondering what you can expect. Jumping into the world of paid ads can be overwhelming. Knowing that you pay for every click can cause a certain level of anxiety. This feeling is quite common for anyone paying for ads on social media. Paid ad results typically vary and a major variable is having experience with paid ads. This means it may take a bit of trial and error before you start getting the hang of what you are doing.

Don’t be dismayed, though. This doesn’t mean that you can’t research and learn as much as you can before you begin. Below are a few quick tips for anyone who is new to paid ads:

#1. Know your audience.

If your users typically hang out on LinkedIn, there’s no point advertising on Instagram. Invest a bit of time on your social media accounts to see where you get the most traction. Start where you already have followers to get the best return on your investment.

#2. Start small.

A multi-channel, month-long campaign will drain your resources and your energy. Instead, begin with a single effort and see if you can achieve your reasonable goal. If so, you can then look into building up to an advertising smorgasbord.

#3. Set goals (and budgets).

It’s not always easy to know if what you are paying for is getting the results you had hoped for. This is precisely why it is important to set realistic goals. Whether you are looking for clicks, signups or actual sales, set a goal that tells you whether or not you should proceed with paid advertising. It is also just as important to set budgets you are comfortable with. Nobody wants to wake up and see that they have become an internet sensation at £2 per click.

#4. Understand the metrics.

It’s crucial that you understand the terminology around paid ads, and know your PPC from your conversion rates. Try checking out a few marketing videos on YouTube, or spend some time on Search Engine Land to understand the lingo and the abbreviations before you get started. You will want to make use of any analytics available to you, but they won’t help unless you understand what you are reading.

#5. Be personable.

When you set out to create your ad, it’s important that you demonstrate a brand personality. Research your industry keywords (long-tailed ones too!). Use great images. Also, make sure you engage with anyone who shows an interest in what you are displaying. There is no better way to get a deeper understanding of your audience than to have a quick chat with an interested party.

Are paid ads right for me?

Realistically, the only way for you to know for sure is to give it a try. Before you get started, take some time to create an audience without a paid ad. Get a feel for any platforms you might invest in, especially if you are unfamiliar with how Google Ads work. When all else fails, ask for help. You might be surprised by the results. After all, 3 billion social media users can’t be completely wrong.

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