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When Paying for Ads Makes Sense — and When It Doesn’t
With the digital marketing world constantly evolving, becoming more competitive, you may think that paying for ads makes sense. You've heard it provides instant visibility, immediate website traffic, along with promising fast results, while your Search Engine Optimisation (SEO) strategy works in the background, gaining traction, to provide you with sustainable and long-term results.
But how do you know if paying for ads makes sense or not? Here are the top reasons paying for ads make sense:
If you are launching a new product, or running a limited-time offer, then paid adverts can be the solution you need. SEO takes time to build, where paid campaigns can put your offer in front of the right audience within a few hours.
If you know your audience inside and out, and know exactly the person you want to reach, then paid advertising can really shine. Facebook Ads, Google Ads, and Instagram Ads provide detailed audience targeting, including location, demographics, behaviours, interests, and search intent.
When your website pages are already converting through SEO, paying for ads can enhance your results. Paying for ads helps to accelerate growth, but remember to ensure you send traffic to a relevant landing page.
Retargeting is a great way to use paid advertising. This is targeting people who have already engaged with your content or visited your website. Maybe they added an item to their shopping cart, but never checked out. Paid retargeting campaigns ensure you remain on their minds, nudging them to complete their purchase.
Now let's take a closer look at when paying for ads doesn't make sense:
The fastest way to waste your money is to run ads because your competitors are doing it. You need to know what you hope to achieve. What success looks like. Is it to generate leads, increase sales, or boost website traffic?
Without measurable metrics, you won't know if your campaign is working. Paid ads must align with your digital marketing strategy, along with your business goals.
If your website lacks clear call to actions, doesn't load quickly, or you don't have relevant landing pages, then paying for ads is going to waste your money. When you send paid traffic to an under performing website, it doesn't provide a good user experience, meaning they leave before taking the desired action.
Before thinking of paying for ads, ensure you have a strong digital foundation with a user-friendly, mobile-friendly, and well-optimised website that improves user experience and engagement, increasing the chances of a conversion.
Yes, paid advertising does generate fast visibility, but that doesn't mean it offers instant profit. Paid advertising is a strategy that needs testing of creative, headlines, and audiences, before finding the right one.
If you have a tight marketing budget, we recommend focusing on SEO and social media marketing, building steady and affordable visibility before you start paying for ads.
Don't be mistaken, paying for ads is a powerful way to achieve success, but it is not a short cut. When you have a solid strategy, audience, and offer, then you have a foundation for success. Paying for ads can enhance your digital marketing efforts. If you need help with your paid advertising campaign, or you are still unsure if it is right for your business or not, contact Genie Crawl. We would love to help. Complete our online contact form now for a free evaluation and quote.
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As a new business start up we needed help driving traffic to our website. In all fairness this was an area we were all pretty clueless on. Genie Crawl have been invaluable to us and undoubtedly have been a driving force to increasing sales. They are always there with helpful advice when we need them. Thanks!
I was a little skeptical about hiring a company to help with the SEO for my website, but I am over the moon with my decision to work with Genie Crawl. They have really increased the traffic to my website and I would highly recommend them to everyone!
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