PAID CAMPAIGN or PAID ADVERTISING
Advertising that tries to target everyone is often known as “spray and pray”. It is like spraying on a signboard and then praying a client looks at it. Therefore, it is important for paid advertisers to plan a more focused strategy to target the intended audience. The paid campaign refers to the activity of broadcasting a brand message by purchasing ad inventory on social media channels or publisher sites. In simple words, paid advertising is the technique of digital marketing in which you have to pay for advertising your brand or service. It is further classified into different types depending on the platforms you use to advertise your product or service.
It is essential to know the very concept behind paid advertising before we discuss the strategy and different types of paid advertising.
THE VERY CONCEPT BEHIND PAID ADVERTISING
Big search engines from Google to Naver, big platforms Facebook to Linked In, and newly born but well-established apps like TikTok, have increased the space for ads over the last few years. Similarly, comparatively small platforms like the personal websites, apps, and pages of numerous companies have also started monetizing their sites. The basic goal, from Google to a small page, is to generate money. Therefore, they have started allowing paid advertisers to run paid ads and campaigns on their platforms. Now, Adam Grant’s “give and take” theory is practically working in a digital world. While the opportunities are exponentially increasing with the advancement of technology, competition is also increasing in the market and it is becoming practically difficult to merely rely on organic (non-paid) traffic. So, owners or campaigners are allured to bid to participate in concurrent auctions for keeping their brand stand out in the brimful market.
In simple terms, companies or campaigners give money to the owners of platforms in form of Ads and take traffic from their platforms in form of customers or clients. For example, if you are a campaigner and we allow you to run Ads on our platform, Google will act as a medium between us. Google will take some percentage of the budget and some percentage will be awarded to us as we have provided you a chance to convey your message to our visitors. So, this is the concept behind the reality of the market that companies have to accept but it doesn’t mean that every penny of the marketing budget should be spent on the paid campaigns. There are many ways to get maximum results in minimum investment as we have explained below.
Relation of Paid Ads with PPC
Although both terms are mostly used interchangeably still there exists a key difference in terms of payment. Paid ads are the advertising content or ads, as obvious from the name, that advertisers pay for advertising their brand or service. On the other hand, PPC refers to those ads for which advertisers only pay when someone clicks them. However, both are the Ads that are used for different campaigns on search engines, social media platforms, or publishers’ sites.
Important Formulas to track your progress
- Cost / Clicks = CPC
- Cost / Views = CPV
- Cost / Conversions = CPA
- Cost / Engagement = CPE
- Cost / Revenue = ACOS
- Clicks / Impressions = CTR
- Conversions / Clicks = CVR
- Revenue / Cost = ROAS
- Conversions / Impressions = impressions to conversions %
- Revenue / Clicks = revenue per click
- Revenue / Impressions = revenue per Impression
- Revenue / Conversions = AOV
WHY DO COMPANIES INVEST IN PAID CAMPAIGNS?
The paid campaign is the basic component of almost all successful companies’ marketing plans. It is a multifaceted marketing strategy that provides numerous options to target the intended audience. It is one of the most effective tactics to achieve profitable conversion in a short time. In other words, the paid campaign is the smartest way of advertising. It is the activity of investing some of your marketing budgets in publishing your Ads, or branded content on different channels like social media, search engines, etc. So, it simply helps convey your message to a targeted audience who may become your clients and customers.
TYPES OF PAID ADVERTISING OR PAID CAMPAIGN
It can be a decisive point for advertisers while determining the type of Ads and the selection of a platform to utilize the paid campaign maximum. We have classified into different types depending on their utilities and discussed everything that everyone must know before planning an effective paid campaign.
This is the most common type of PPC Ad that appears on the search engine when a searcher searches for something. However, it is not true that any query put by a searcher will also watch your ad, rather, your ad will appear in the search engine only when the searcher will search for the keyword already set in your given Ad. In simple words, the searchers who are already searching for your product will watch your ad in search engines. The ranking or appearance of search ads also mainly depends on the bid and quality score. Therefore, specific keywords are adjusted in the Ad before it is launched on the search engine for a paid campaign.
Most of the advertisers use Google Ads, however, another option for advertisers is Microsoft to advertise on Bing search engine.
Three Main Components of Search Ad:
- Display URL
Although this type of ad also originates from the Google ads interface, but display ads work in a very different way. This type of ad appears across the entire Google Display Network (GDN) – a group of more than 2 million websites, videos, and apps.
It appears on multiple places on social media including news feeds, email boxes, and different sites. These Ads have comparatively lower conversion rates as compared to search ads. However, these Ads are comparatively cheaper than search ads.
Now, let us move towards the methodology of successful paid campaigns step by step explained by every social media platform.
Step by step guide, practically explained by Google to start a new campaign in Google Ads Help
Step by step guide, practically explained by Microsoft to start a new campaign in
Microsoft Ads Help
Step by step practically explained by Linked In
Step by step practically explained by Facebook
Step by step practically explained by Instagram
EFFECTIVE STRATEGY FOR THE PAID CAMPAIGN
It strengthens external marketing on social media that ultimately supports PPC advertising. Paid Social Media strategy varies from platform to platform as every social media platform has its different parameters, tools, and space for paid campaigns.
This is the first step when you start planning the strategy for paid social media marketing. It becomes easy for you to prioritize your budget for selecting the best platform for running a campaign. You can further classify the objectives as top of funnel “awareness” objectives, middle of funnel “consideration” objectives, and bottom of funnel “conversion” objectives.
- Understand your Audience very Well
It is vital to know your audience before you start paid campaign. It helps you act smartly with your budget. You can use the strategy of the customer journey map, “a visual representation of the stages or milestones a customer goes through with your company.” (HubSpot)
You can also create a good user persona by asking the following main question via a survey:
- Their personal data: (Name, Job, Background)
- Their wishes: (Hopes, Solutions for their problems)
- Their challenges: (Time, Money, or resources)
- Choose the right platform (s)
Although there is huge traffic almost on all big platforms, but you don’t have to go on the traffic but you have to analyze the type of people you are going to reach. Every platform has different parameters, features and so the traffic. For example, Linked In is a place for entrepreneurs, job seekers, and businesses men, on the other hand, Instagram is a place for the young generation with daily lifestyles, fashions, brands, etc.
So, you will have to decide your campaign’s platform depending on your intended audience.
To put the whole discussion in nutshell, the more paid media campaign is smarter, the more attention it requires to make a campaign successful. It requires in-depth analysis, an active eye, and advanced tools to optimize and track a campaign. If you want to start a successful campaign for your brand or business, an expert ream of creative insights is the best choice for you. They are experienced and well equipped with modern social media tools. Contact us now (creativeinsights.pk) and get a strategic plan that has already helped many well-known brands.