Many Australian businesses have had to take a step back and re-evaluate their priorities as a result of the global pandemic’s economic consequences. The prospect of lower business revenue has taken many individuals and businesses by surprise.
As most seasoned marketers will tell you, marketing and advertising budgets are frequently the first to be cut. Therefore, knowing where and how to target your best-paid marketing channels is more important than ever.
Some businesses may have escaped the brunt of the present climate’s negative consequences. However, marketing teams must continue to prioritise strategic advertising initiatives over those that do not provide a clear return on investment.
After all, many of the successful strategies of the past, such as in-person trade exhibitions and conferences, have largely been replaced by virtual formats. Needless to say, it’s time to re-allocate those funds to paid advertising channels with a higher probability of increasing conversions.
Unfortunately, presuming that a one-size-fits-all paid advertising channel approach exists can be disastrous. This is where Digital Agency Hub can help you connect with a skilled digital marketing agency in Australia.
Find an agency in our directory to help you figure out which are the best-paid marketing channels for your business. Let’s look at some of the more effective tactics.
Organic vs Paid Advertising Channels
Businesses frequently employ a variety of strategies to reach and engage their target audience, drive traffic to their website, and increase conversions. However, one of the most important distinctions between these tactics is whether they are paid or organic marketing tactics.
Although both types of marketing can be used in tandem to produce excellent results, it is critical to understand their key differences. That’s the best way to maximise the potential of your brand’s marketing strategies to reach your ideal customer with the right channel mix.
Let’s first define the difference between paid and organic channels.
Organic Marketing:
This strategy is employed to help build traffic to your business over time rather than using paid traffic. To be successful with organic marketing, this typically involves having a comprehensive content marketing focus. This includes blog pieces, case studies, guest posts, unpaid tweets, positive reviews on Google from satisfied customers, marketing to your email list, and Facebook updates, to name a few.
To raise brand exposure, an organic marketing strategy also involves using SEO (search engine optimisation), social media posts, and a range of other channels. With organic marketing, you are not paying directly for a click, lead, or customer. Whether you get 1 lead, or thousands of leads from your organic marketing efforts, these channels work
together, and you are just investing in the development and publishing of various types of content on those channels.
Paid Marketing:
Paid marketing is the quickest way for business owners to help potential customers discover their brand and products. Rather than having to wait for your traffic to grow organically over time, paid advertising allows you to target your audiences directly, and pay for that traffic with impressions, views or clicks.
The Best Paid Marketing Channels to Use in 2022
To get the most out of your marketing budget, you must be able to figure out the best-paid marketing channels for your business. You must know where your ideal customers are, and know which stage of the buyer customer journey they are in. This is critical to make sure you’re not wasting money on ads that won’t ever reach your target market, and also have the right message for them at the right time on that digital marketing channel.
Understanding the various marketing channels and choosing the best one for your business will help you reach your audience. It will also help you save money on ineffective paid advertising strategies and get a higher ROI on the ones that are performing.
Display Ads
Using creative display ad designs increases the likelihood of attracting more users to click. These ads can be designed in a variety of sizes and placed in a variety of sections of a website.
Display advertising makes use of visual cues to help your brand stand out and be easily remembered. Try to adhere to the design guidelines of these advertisements as closely as possible. A poorly designed ad, on the other hand, can hurt your brand’s image.
It’s crucial to remember that just because you set up a display ad doesn’t mean it’ll achieve your goals. The only way to know if it’s working is to put it to the test.
Paid Search
Google Ads is a popular and effective customer acquisition platform. It is a low-cost method of driving visitors to your website and then letting your conversion rate optimisation magic do the rest.
A successful Google Ads strategy requires preliminary keyword research, to understand the language and terms used at points of the buyer’s journey. This can be time-consuming. Not only that, but some keywords can cost up to $100 per click. Keep an eye on these potential costs if your industry is highly competitive.
In addition to conducting primary keyword research, it is recommended that you target keywords with low to medium competition.
Remember that your keywords, regardless of their cost, have the potential to generate revenue for your business. This will help you make the most of your limited funds this way.
Remember, if you’re unsure how to proceed, there’s no reason to put your company at risk by running blindly. Instead, go to Digital Agency Hub and use our directory to find a professional digital marketing agency to assist you in paid advertising.
Social Media Ads
Without a doubt, social media is one of the internet’s most important growth platforms these days. Daily, millions of users interact on various social media platforms. As a result, social media is an excellent platform for running highly targeted ad campaigns.
You could, for example, produce a Facebook video ad showing one of your customers and how your software helped them. This social proof can be incredibly powerful to gain interest from your potential customer base. Your video ad will then display in the newsfeeds of viewers who are likely to be interested in your product or service.
However, to use numerous ad platforms on social channels efficiently,
you must first understand them. Here are some of the three common types of social networks where ads appear:
- Facebook Ads: Your goal is to boost traffic to your site, increase engagement, generate leads, and deliver excellent user communication.
- Twitter Ads: Through Twitter cards, you may increase website clicks and encourage consumers to visit your site and start a dialogue about your business.
- YouTube Ads: YouTube Ads can help you generate more leads, drive traffic to your website, and increase brand awareness.
Retargeting Ads
You can use retargeting to target the right people with the right ads. It also allows you to convert casual visitors into eager buyers. When a user visits your site, a cookie is placed on their device. This allows you to retarget them with relevant display advertisements when they visit other websites and social media channels.
As an example, suppose a website user arrives at your page and begins browsing your product pages, reading them, and then moving on to another website. If you employ retargeting, that same website visitor will start seeing your website ads on other websites (including your competitors!) and social media that are relevant to your business.
Here are a few great retargeting ad ideas to consider:
- Use a banner or image that stands out: You want to direct the user’s attention to your ad as much as possible. The goal is to make it so appealing that it draws the user’s attention away from whatever they’re doing and into your brand messaging.
- Providing the right offers to the targeted audience: It is generally a bad idea to use a blanket approach to the target, everyone, with the same ads. According to studies, personalised ads based on your target audience’s interests are far more effective. This is the best way to ensure that you’re displaying the right offer to the right audience.
Paid Content Discovery
Most good websites have a “similar articles” widget that links to other websites. You can usually spot these widgets in the sidebar and bottom areas. This is known as paid content discovery. This online advertising channel allows you to market your blog entries on other websites by using a widget.
Because you are usually charged per click, it is best to promote your highest-converting blog post. You can find out which of your content generates the most revenue by using sites like Google Analytics or HubSpot.
Other Paid Marketing Channels
It’s important to note that the above outline some of the top paid marketing avenues to explore in 2022. Of course, there is a wide range of alternative paid marketing tactics that may be worthwhile considering to target your prospective customers. These include, but are not limited to direct mail, affiliate marketing, influencer marketing, SMS marketing, billboard & paid advertising space and advertising on display networks.
The Best Paid Marketing Channels with the Best Results
The various digital marketing channels work in different ways and produce varied results as a result. The ideal situation is for you to get clear around where your customers are, identify those channels and test them to see which one works best for you and produces the results your business is looking for.
To get the most out of paid advertising channels, partnering with an experienced digital marketing agency makes sense. Search our Digital Agency Hub directory for consultants/ agents that can help with your paid advertising marketing campaigns.
