Paid Marketing: What Is It And What Do You Need To Know?

Paid marketing is an SEM scheme which is designed to generate traffic and leads through search engines. Also known as PPC, pay-per-click is an effective and popular strategy in today’s modern market. Currently, there are millions of live ads contributing to the industry and transforming SMEs into market leaders. Still, downsides exist and results aren’t guaranteed just because you jump on the bandwagon. That’s the first thing you need to know straight off the bat. Here are four more to keep in mind if pay-per-click seems like your company’s jam.


Conversion Rates Vary

As a medium for generating leads, paid marketing is as good a place to begin as any. But, the reason success isn’t instantaneous is that converting a lead isn’t straightforward. For instance, a potential customer may be interested but not in a way that’s going to make them splash out and reach into their pocket. Usually, search terms and audience sizes vary, which are two more reasons to be modest. SMR Digital will be the first expert to tell you that size doesn’t matter regarding conversion rates. Companies have to constantly monitor and adapt their keywords and phrase, as well as analyse the industry if they are going to be successful.

Costs May Be High

This is business, so not all things are created equal. Regarding words and phrases, some are more popular than others and that makes them very valuable. As you guess, the price for these terms is higher than the rest. A great example is “lawyer”. As everyday people need professional help, and law firms are lucrative, Google charges around $50. Quite simply, the business may not be able to cover the costs, or the ROI may be minimal compared to the outlay. You should always research terms and their price before going ahead.

Quality Is Still King

Pumping money into paid marketing doesn’t mean you get to slack off and reap the rewards. Indeed, it’s the opposite because browsers expect quality from what they perceive to be a big business. After all, you’ve got a marketing budget so you must be pretty successful in their eyes! As a result, the content needs to stand out more than before to catch the attention of the audience. Written posts work well, as do memes and GIFs. A video is without a doubt a master as it’s interactive and has YouTube as a platform, where billions of people watch stuff daily.

A Website Is Key

Once they click through, the site needs to keep them entertained. If they have a “Russell Crowe in the movie Gladiator” moment, they’ll bounce never to return. The key is to optimise the landing page, whichever one it is, to maintain their interest. For instance, if the ad is about cars, make sure the content is relevant. Anything which is off target will turn them off. Also, focus on navigation and load-up speeds. Websites that struggle with both don’t go down well with customers.

So, what have you learned about paid marketing?

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