One of the quickest wins in online marketing is paid advertising. Paid advertising has different subcategories based on the type of advertising that you choose. You need to be careful to choose a reliable company to manage your paid advertising campaigns. Tracking your campaigns is very important, avoid spending £100 to only get an £80 return on investment. Doing it incorrectly can end up costing you a lot of money.
Cost Per Click (CPC) – Also known as Pay Per Click (PPC)
CPC is when you pay an amount of money every time someone clicks a link to your website. A customer may click on your link and do absolutely nothing once on your site, this can be very likely. With cost per click you need to track; the cost for each click, the number of users that clicked the link and the revenue generated from these clicks.
If you make more in a month in revenue than you have paid out in advertising then this is a positive result.
Cost Per Impression (CPI)
CPI can generate a lot of traffic to your website, but it can also cost a fortune without even having anyone clicking on your link. You pay each time your link shows on the page, not when it is clicked. Like CPC you need to track as much as possible, plus you need to track the percentage of clicks per 1,000 impressions to find out how good your click through rate is.
Cost Per Acquisition (CPA)
Cost per acquisition is the most expensive but most guaranteed way of paid advertising. This type of advertising is not normally run by bigger companies but groups of affiliates that are looking to get a commission of the cost for sending you good traffic. The most important aspect of CPA is that you pay a cost only when you acquire a customer, an acquisition could be a purchase, contact form or viewing a video.
Paid Advertising Programs
See our list of paid ad programs below for a little insight into what is great about each one. Sometimes you just have to test a few of them and see which one performs the best, we take care of this for you so you don’t have the pain of doing it yourself.
Google adwords provides a great way to pay for adverts online, although in recent years you will need to make sure that your markup is fairly substantial as the cost of advertising on adwords seems to of increase, mainly due to it becoming more and more popular.
Facebook ads are becoming more and more popular, being able to target people who like certain things is incredibly powerful. This is a great avenue for trying out paid advertising, depending on the market this might not be the best route. One of the great things about Facebook advertising is that it’s cost effective, you don’t need a huge marketing budget for a Facebook campaign to really take off.
Microsoft Bing ads are another great way to advertise to potential customers, the market for these ads is pretty good, but you won’t have the high volume of traffic like Google adwords. It’s definitely worth testing various ads as Bing can easily out perform Google in certain markets.
Twitter ads are not as popular as Facebook ads and we have only tested them a little, they seemed great for increasing your following but not quite as effective at getting people to your website and converting. At the moment we recommend Facebook ads instead of Twitter.
With some slightly confusing options it’s best to off load your paid advertising and let someone else handle it for you, as long as you are seeing a positive return on investment (ROI) then that’s all that matters. If you would like us to manage your paid advertising campaign then please contact us.