With almost 4 billion people worldwide currently connected to the internet, there has never been a better time for businesses to include blogging in their marketing strategy. The most popular social network worldwide as of July 2021 was Facebook with 2.8 Billion users. (Statista). Facebook reaches 59% of the world’s social networking population.(eMarketer) Facebook’s paid revenue in the US alone was $114.93bn in 2021. (Webfx)
By the end of 2021, the total digital paid ad spending reached US$705bn, up from US$634bn in 2019 (Zenithmedia). It will rise to US$873bn by 2024. Google Ads is currently the biggest provider of search engine paid advertising, with 92% marketshare. (TechJury) In 2022, the average internet user has clicks/views US$286.60 worth of paid search ads per year. (Statistia)
Paid advertising, is online advertising that one pays for. Examples of paid advertising include Pay-Per-Click (PPC), Programmatic advertising, Google Ads, Google Display, Facebook Ads, Twitter Ads, LinkedIn Ads, Google and Facebook remarketing, and more.
Paid ads are then presented to an audience that a marketer defines in the ad platform. And as the name suggests, you pay when someone clicks your ad.
In addition to paying for each click, some advertisers set up their ads to pay per 1000 views (CPM), otherwise called impressions.
Not only does blogging drive website traffic and promote your products and services, but it also helps you build trust with your potential customers.
Blogging helps drive traffic to your website, you can re-purpose blog content for social media, convert traffic into leads, helps with link building and drives long term results.
One of the great things about paid advertising is that you can reach a brand new audience by setting up ads that only target people that haven't visited your site in the past 6 months.
Not to mention, you can also re-engage with people who aren't opening your emails. It is a great idea to promote a blog the day after you have sent your newsletter. That way, you can exclude who has already seen the post and therefore not over-saturate their feed.
It is best to focus on just a couple of platforms to host paid media, do not dilute the message too much.
With paid ads, you can tailor your brand and message in any way you see fit and consistently test to see what works and what does not.
With hard work and consistent optimisation, you will strike gold and find yourself with more quality leads and conversions as a result.
Lisa Turnbull
Very enjoyable read!
ReplyDeleteGreat read. Very interesting
ReplyDelete