Organic advertising is the way to go for long-term success. That’s true when it comes to SEO in Chicago, but also social media marketing, content marketing, and all the rest. So, does paid advertising still have a place in your marketing toolbox? It does, but we need to explain a few things.
Paid advertising consists of things like PPC campaigns (Google AdWords, for instance). However, it also encompasses other platforms, like Facebook Ads, retargeting ads, banner ads, and display ads.
Why should you continue to invest in paid advertising considering that organic, low-cost marketing efforts yield better results over the long term? It’s all about time scales. Let’s look at PPC ads versus organic website SEO for a new site as an example.
With a new website, you have no traction. Google hasn’t indexed your site, and your optimization efforts haven’t had time to yield results. However, PPC ads can give you immediate visibility and drive traffic to your site (or other online locations) the moment the ads go live.
Another reason paid advertising matters is that you’re able to reach audience members you would not be able to otherwise. For instance, Facebook limits the reach of your organic posts. The only way to amplify your voice is to use Facebook Ads. Display ads and banner ads give you real estate on web properties that you don’t own while retargeting ads help bring customers back to your site after they’ve left it.
In a word, “no”. Paid advertising is a crucial part of your overall marketing strategy, but it is not a one-size-fits-all solution. It should dovetail with your other efforts and initiatives to create a cohesive, interrelated strategy that leads to growth and success.
For instance, you should research long-tail keywords that apply to your product or service and that your customers are likely to use, and then determine which to use in your paid advertising and which to use in organic marketing efforts.
It’s also important to use the right types of paid ads. They’re not all equal. Google AdWords is likely a given, but what about Facebook Ads? Instagram Ads? Banner ads? Display ads shown on third-party sites? Each type comes with its pros and cons, so you’ll need to choose correctly.
Ultimately, paid advertising certainly deserves a place in your overall strategy. However, it’s important to be realistic about the results you expect and realize that these tools should be used in conjunction with organic marketing.
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