So, you’ve started promoting your business on social media and received a few organic likes here and there. However, your audience reach and engagement have drastically decreased. It’s time to think about expanding your options to include paid advertising and other forms of paid advertising. This may appear complicated, and only digital marketing professionals would use it, but we’ve broken it down into several easy paid advertising types, so you can determine which is ideal for your company.

Let’s start by analysing the digital marketing trinity. Paid, owned, and earned media are all types of media. Paid media is promotional content for which you must pay for advertising space (ads). Paid media may take many forms, such as written content, images, or videos, and you can distribute this content on a variety of platforms. Owned media refers to media that you control, such as your website, social media profiles, and blog, among other things. Earned media refers to exposure earned as a result of your promotional activities, such as mentions, comments, and shares.

Now that you’ve understood the foundations, let’s look at the many forms of paid advertising available.

Pay per click (PPC)
PPC advertising is simple to understand, since you only pay when a person clicks on your ad. There is no initial outlay of money. When a user searches for specific keywords linked with your ad, your ad will appear in a search.
However, it may be difficult since you are up against a lot of other businesses who are trying to accomplish the same thing, and the majority of those brands are much bigger and have a much higher budget. You may establish a budget for yourself or use Google’s recommended bidding price, which is based on a real-time automatic bidding system where you agree to pay them that amount.
As a sponsor, you may select to appear at the top, bottom, or sides of the search results, as well as get into the Google Ads rotation to appear on certain websites. If you want your advertisements to appear on more popular websites, you’ll have to pay more.
According to statistics, leads generated through PPC are more likely to convert than leads generated through organic search.

Social Media Marketing
Because the majority of the world’s population uses social media in some form or another, this is one of the most effective tools available. This technique allows you to target your audience with advertising based on their interests and preferences on social media sites.
Customers expect any business to be present on at least one of these platforms, which is why having a social media presence is important for your business. Paid social media advertising help you to reach people who may not have heard of your business previously, resulting in a larger brand presence.
These platforms have a huge following. Facebook alone has 2,7 billion active monthly users, according to Statista. Consider if one-eighth of those people saw your ad. They use a bidding strategy, similar to PPC, to deliver advertisements to people who have demonstrated interest in your services or who have online behaviours that are comparable to your current consumers.

Online Display Advertising
Without realizing it, you’re probably exposed to internet display advertising every day. We have got so accustomed to it since it is so widespread in our daily lives. Pop-ups, wallpapers, and banner advertisements are examples of visual advertising seen on the internet. These advertisements might include of images, text, videos, and animations that are strategically placed on websites for purpose
Cookies are used in display advertising to collect information about a visitor’s online activity. You can build a thorough picture of their interests this way, allowing you to provide even more targeted advertising.
Have you ever experienced a desire for a tasty burger after searching for anything on Google? That is a good example of display advertising.

Retargeting
How many times have you gone to your favourite retailer’s website, put those must-have shoes in your cart, hesitated, and abandoned your cart just to find the same shoes on another website? This is referred to as retargeting.
Retargeting ads are advertisements that are shown to those who have already visited your site and left, only to be reminded of your products or services later on. Retargeting is a successful approach since it targets people who are more likely to convert because they were first interested in your product.
If you don’t know what you’re doing or if your budget is limited, paid advertising may be scary. Finding the proper paid advertising plan for your small business may need some trial and error, or even a steep learning curve. You must figure out what works best for you. Whatever path you take, once you identify the correct paid advertising kind, you can count on attracting the right audience for development.

To learn more about FBS Digital’s social media services, call 0204 526 5195 or send an email to hello@finchleybusiness.co.uk.