{"id":11587,"date":"2022-11-15T07:00:00","date_gmt":"2022-11-15T12:00:00","guid":{"rendered":"https:\/\/targetmarket.com\/?p=11587"},"modified":"2022-11-15T07:00:00","modified_gmt":"2022-11-15T12:00:00","slug":"paid-ads-101","status":"publish","type":"post","link":"https:\/\/targetmarket.com\/paid-ads-101\/","title":{"rendered":"Paid Ads 101: The Importance Of Paid Ads"},"content":{"rendered":"\n

It\u2019s a typical day: You scroll through your Instagram<\/a>\/Facebook<\/a> feed in the morning while drinking your coffee, you log into LinkedIn<\/a> at work to catch-up on the latest industry news, and in the afternoon you Google a new restaurant to try for dinner. What do all of these activities have in common? Chances are when using all of these platforms you saw a piece of Sponsored Content, or in other words, a Paid Ad. At TargetMarket, we have the experience across different industries to increase your brand\u2019s recognition, drive more website traffic, and ultimately drive more conversions through the power of Paid Ads.<\/p>\n\n\n\n

So, what are Paid Ads and why are they important? <\/h2>\n\n\n\n

While your business may already be generating traffic organically, building an SEO presence and having your website rank on Google can take some time. By investing in Paid Ads, you can work alongside your SEO strategy to increase traffic to your website and get in front of potential new customers. Additionally, Paid Ads can help you capture new traffic that you may have missed organically or even traffic that may have ended up going to a competitor. Below, you\u2019ll find some FAQs from our Paid Ads Specialist when helping clients with their Paid Ads Strategy.<\/p>\n\n\n\n

Q: What platforms are available to advertise on?<\/strong><\/h2>\n\n\n\n

A: <\/strong>When thinking about Paid Ads, there are three main platforms:<\/p>\n\n\n\n

  1. Google: <\/strong>As the largest Search Engine in the world, Google is an extremely powerful platform. The benefit of advertising here is when a keyword you\u2019re bidding on is searched, and if your ad wins the auction, your ad\/brand will appear above all the Organic Search results in one of the top three spots on the first page.\u00a0<\/li>
  2. Social:<\/strong> When we talk about social ads, we are talking about Facebook & Instagram. By targeting people based on their location, interests, and profile information, we can reach a larger, yet relevant audience using eye-catching photography and video.<\/li>
  3. LinkedIn:<\/strong> Advertising on LinkedIn is a powerful tool, especially when it comes to B2B marketing. LinkedIn provides unmatched targeting options to reach your desired audience such as company name, job title, industry, job seniority, and so much more.<\/li><\/ol>\n\n\n\n

    Q: What platform makes the most sense for me to advertise on?<\/strong><\/h2>\n\n\n\n

    A:<\/strong> This really depends on your advertising goal, target audience, and product\/offering. <\/p>\n\n\n\n

    Google <\/strong>is recommended for all because of its reach and versatility. By bidding on relevant keywords, your brand\/product can appear while viewers are actively searching for the products\/services you offer. Want to increase brand awareness on Google? Another ad type that is highly effective is a Display ad. The best way to describe a Display campaign is like a digital billboard. By uploading images and headline text, selecting target locations, and even audience segments such as Interests & In-Market Searches, your digital ad can appear on one of Google\u2019s many partner websites or apps to increase the number of eyes on your brand. <\/p>\n\n\n\n

    We\u2019ve found that Social<\/strong> ads are most effective for clients in the Restaurant, Fitness, Real Estate\/Construction, Retail, & Experience industries. By targeting users based on their location, demographics, & interests, we can ensure ads get in front of a qualified audience who has shown interest in similar products\/services. Additionally, we can showcase our clients offerings and differentiators using eye-catching video and imagery to make viewers pause when scrolling to increase brand awareness and ultimately drive consideration, traffic, and conversions.<\/p>\n\n\n\n

    LinkedIn<\/strong> ads are most effective for B2B marketing. Whether you\u2019re trying to establish your brand as a thought leader by offering a piece of content or offering a free trial\/consultation to get the conversation started, LinkedIn can help you reach this goal by allowing you to get in front of relevant industries, specific companies, and decision makers.\u00a0<\/p>\n\n\n\n

    Q: What do you need from me to build an ad campaign?<\/strong><\/h2>\n\n\n\n

    A:<\/strong> There are a few pieces of information that are helpful when building an ad strategy on any platform:<\/p>\n\n\n\n

    1. The Ultimate Advertising Goal<\/strong> \u2192 This can be brand awareness, website traffic, or conversions\/leads.<\/li>
    2. Target Location(s)<\/strong> \u2192 Depending on the platform, we can drill down by state, city, zip code, or even radius around a specific address.<\/li>
    3. Target Audience(s)<\/strong> \u2192 The answer to this question can change depending on the platform we are using. For Google and Social, it\u2019s helpful to know age range and relevant interests. For LinkedIn, it\u2019s helpful to know the industries and\/or company names you\u2019re trying to get in front of as well as any specific job title or job function. A target audience breakdown can also help us determine if we need to create separate campaigns based on the message and ultimate end goal for each audience. While it\u2019s important to know who you want to target, it\u2019s also helpful to know anyone you don\u2019t want to target so we can set the appropriate filters and make sure all ad spend is geared toward relevant traffic.<\/li>
    4. Message<\/strong> \u2192 Depending on the audience we are targeting, the message can change. What are their pain points and how can you solve them? What differentiators do you have compared to competitors that will grab their attention? When building ad copy, we want to ensure we are succinct to grab a viewer\u2019s attention in the first sentence or two.<\/li>
    5. Landing Page\/CTA <\/strong>\u2192 Where on the website should we drive your traffic and what is the next step you want them to take? In some cases, an action-oriented page already exists on the website but in others, it is important to create a campaign-specific landing page that addresses a viewers search query\/needs and gives them an actionable next step such as downloading a piece of content, signing up for a demo\/trial, getting a quote, making a purchase, etc.<\/li>
    6. Budget \u2192 <\/strong>When diving into an ad strategy, it is helpful to know a starting budget range to build off from.\u00a0