Should you use paid digital marketing?

Is Paid Media Marketing right for your organisation?

So should you use Paid Digital Marketing?

1. Is your website or digital presence brand new – or recently completely overhauled where SEO might be affected?
   If your website or digital presence is brand new then it will take a while for your organic traffic to reach a point where it can hold it’s own. Using Paid Search or Paid Social you can jump-start this assuming you have margin and drive traffic towards your website.
2. Do you already have a list of target keywords and audience as part of SEO work – If you do when searching these do you find your competitors have paid ads?
   With Google as an example for Paid Search – Google now layers up to 4 paid search ads at the top of any search result which means if you’re ranking organically at number one but your competitor is the above you on ads then they will be seen first and most likely interacted with first. This can happen on keywords for your service, products and I’ve seen it quite often for brand name bidding as well – Customers searching directly for your brand may still see a paid search ad for the competition first.
3. Are you selling products?
   
   Firstly you could make use of Googles Product Feed/Shopping feature.
4. Secondly – are you selling products at a competitive rate?
   I’ve known some companies to have their products listed higher online just to show that they exist but not to attract a new customer. Unless you’re products and services are competitively priced – or hold additional clear value then you won’t win against competitors and you’ll be throwing money away. If Some of your products are and some aren’t then it’s okay just to advertise that those are and then
5. Do your products have a high enough mark-up that some of the profit could be spent against the original marketing?
   Return on Investment (ROI) is going to be at the centre of your business for any product or service you sell and the same is true with advertising. If there isn’t enough mark-up on the product to cover any marketing then chances are you can’t market it. Product pricing doesn’t always have to be a race to the bottom. The few exceptions here are if you’re selling low-cost items that couldn’t be marketed individually but profit occurs when selling bundles of many.

What is Paid digital media marketing?

Pay Per Click (PPC – Could also be Pay Per Impression, Conversion etc).

Display Ads (Search Engine, Social, or On-site)

Retargeting Ads

The Power of Targeted Marketing.

Social Media Targeting

Social Media Influencers

Still unsure?