Search engine optimization and quality website design are key components of every good digital marketing strategy. However, sometimes you need more to get the results your company requires. Paid media, such as ads purchased on Google, Facebook, Bing or Amazon, can be a major boost to digital marketing campaigns as well. It isn’t always the right decision to add paid media to your strategy. Paid ads can boost your company, but it’s easy to overspend if you’re not careful. They are a more expensive route than traditional SEO and organic digital marketing. Here are some occasions when adding paid media to your digital marketing portfolio makes the most sense.
When You Don’t Have Much Time
If you need sales quickly for a venture to be successful, then paid media is likely your best bet. SEO pays off in the long haul, but PPC spending is what can get you in front of your potential customers’ eyes the fastest. If you craft your paid ads well enough and spend the appropriate money, your ads can be at the top of SERPs in only a day. If your business requires sales and brand awareness as soon as possible, paid media is not only a good investment but possibly a necessary one.
When the ROI for Paid Media Is Significant
Sometimes doing the research pays off in a big (and literal) way. If you’re thinking about using paid media to elevate your brand, then checking out how much it costs for your industry’s important keywords is essential. It’s also a good idea to check and see what typical conversion rates for ads in your industry are so you can find out how much each conversion may cost you in advertising spend. The reality is that paid media online can get quite expensive, so its usefulness to you often depends on what the typical return on your investment is going to be.
When Competition is Firmly Entrenched
Sometimes, you are entering a saturated market, or there is a very large and powerful competitor whose web presence takes up a lot of space. Trying to compete organically with SEO in these cases is especially difficult and takes even longer than usual. If you find yourself in these situations, you should still pursue an organic digital marketing strategy, but supporting it with paid media from the beginning can allow you to compete while you gain a foothold online. Paid media, when utilized property, can give smaller or lesser-known businesses a chance to get in front of potential customers’ eyes even when a large competitor has a stranglehold on the market.
Paid media can’t be the only pillar of your digital marketing campaign, but it can be an excellent investment for you company in the right situations. It’s important to consider your situation in its entirety before you determine what your complete digital marketing plan should look like and if you should use paid media as part of it. If you need help to determine if it’s the right course of action for you, reach out to Mountain Media and discuss it with our experts.
