Digital marketing campaigns are always a delicate balancing act. You want to squeeze as much value out of each dollar you spend. Which is why most of us prefer to use strategies that capitalize upon methods that are more organic and produce a greater return on investment. While approaches such as email marketing can be versatile and simple, sometimes you have to go with a more direct method.  

Paid digital marketing has been known to have something of a negative reputation. However, when done correctly it can be a versatile tool. It can be used to produce swift results, support other marketing efforts, and build engagement. That said, it’s not always easy to know strategies to employ. 

Let’s take a look at a handful of good practices for your paid campaign. What tools can you use to keep your goals on track? Where should you be placing your resources? With some additional effort, you can start to see some serious improvements in your paid practices.      

1. Take Care with Your Keywords

One of the main problems companies tend to come up against during their paid marketing campaigns is ineffectual keywords. Not only can choosing the wrong words or phrases result in poor results, but you’re also going to be spending more money than you need to — especially if you’re using a pay per click (PPC) approach. Therefore, it’s important not only to choose your keywords carefully, but to review them throughout your campaign to make changes where necessary. 

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Using a keyword planning tool such as Google Adwords is a good start. But you shouldn’t be relying upon it. The problem here is that your competitors are likely to also be using the same tools, so to simply pick from these lists can find you diluting their effectiveness. Such tools are usually best used as a jumping off point. They give you insights into the keywords that are popular in your niche and among your demographic. Use this data as you would any other analysis, and combine it with your own insights and expertise in the subject to find keywords and phrases that other businesses may not have yet stumbled onto.

Don’t forget that the information you gather during this paid campaign can also inform your more organic marketing later on. When you provide data on successful keywords to an expert in SEO they can use this to help formulate a strategy that improves your rankings. Think of your paid campaign not just as a standalone project, but another tool in your expanding arsenal.    

2. Use Your Socials

Your social media can be one of the most effective marketing tools you have at your disposal. This applies to both organic growth and your paid marketing campaign. There is a lot of discussion surrounding whether paid advertising on social media is effective or not. As always, you can’t expect to throw out some marketing copy on your socials and expect the boost you’re paying for to do all the leg work. Its success comes down to how you use it. 

  • Be Relevant. This is the big one. The audience you’re targeting on social media probably aren’t the same people you’re seeking to gain from other methods. Your analysis should have made that clear. Not only that, but there will also be a disparity between who you’re targeting on Facebook as opposed to who you’ll pinpoint on Instagram. These are all likely to be very different people who respond to separate ideas and approaches. Make certain that the content you present — the images, the text, the product — is relevant to the social channel you’re advertising through. 
  • Have Clear Objectives. On both Facebook and Instagram, you have the opportunity to set preferences for your paid campaign goals. This can be to reach a certain demographic, improve engagements, widen your reach, among others. In order to use these correctly, you need to be specific about what you’re hoping to achieve. The tools that these platforms provide are really useful, but you also have to be vigilant about whether you’re using the right tool to suit your overall objectives.
  • Create a Schedule. Like most marketing tools, social media is a scalpel rather than a grenade. Specify your ads to appear on the schedule that matches your demographics’ period of highest engagement. You should already be using a social media management platform for your regular posts, and the best of these also provide insights into user engagement. Use this data for your paid campaign.    

3. Go Multimedia

Paid digital advertising has something of a reputation for being boring. That, or suspicious due to it’s overly commercial approach and intentions. The thing is, everyone you are pitching to with your paid campaign will be made immediately aware that these are marketing posts. Therefore you need to give people a fresh reason to engage with your paid marketing content. 

Be varied in your approach and use a mix of media; videos, blogs, podcasts, images. Yes, you are advertising to your demographic, but you should also be using this as an opportunity to provide them with something they consider to be of value.    

Videos are one of the most versatile ways to approach this. It is most frequently at the top of lists of effective marketing tools. Create something entertaining and informative that features your product or service. Demonstrate how what you do makes a difference to your consumers, and give visual and audio cues to engage with your call to action. There is the added benefit that you can make money from YouTube videos, too. By building up enough engagement you can use this passive income to offset your paid marketing costs.      

Wrapping Up

Paid digital marketing may not have been your first choice of approach, but it can produce valuable results. By taking a few additional steps to optimize your keywords, and use the variety of digital tools at your disposal, you can make a significant impact. 

Posted by Wendy Dessler

Wendy is a super connector who helps businesses find their audience online through outreach, partnerships and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized marketing plans depending on the industry and competition.

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