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How to invest in paid advertising without wasting money

Learn what the main advantages of paid advertising are and how to use them to boost your business.

How to invest in paid advertising for your online business.

In an ideal world, your business timeline would follow this order: create company > create website / blog / social network > get dozens of followers > brand becomes a hit > make money with it.

However, we know that for your business to reach the maturity curve it takes a long time, a lot of effort, and some knowledge to optimize your channels to conversion.

Sure there are a few stories of people who have started their companies and, in less than six months, became the new market leaders in their niche. What you need to understand is that they are the exception and not the rule!

Does that mean my business will fail?

On the contrary! On this post, we will show you an alternative to efficiently get customers by taking a shorter path: paid advertising.

But pay attention: we are not saying you should abandon your SEO work and quit investing in quality content.

Paid advertising will count only as a catalyst to attract your audience. You are still responsible for converting, delighting, and, especially, monitoring the quality of the content you share on your page.

Next, we’ll show you how your company can optimize its ads following inbound marketing principles.

SEO X Paid advertising

The main purpose of search engines is to present users with the most relevant content for a given term.

In a few words, the websites which are leaders in organic searches are the ones that best fit into that search engine quality standards.

In the case of Google, there are more than 200 factors to rank a website based on user’s experience.

Getting to the first positions of organic search demands some time, hard and uninterrupted SEO work. Besides, you must constantly adapt your content to keep the website updated and, therefore, relevant.

This can – and should – be done, but until you become an authority on a given topic it is necessary to have an online presence to promote your brand and sell your product. After all, you need to have a return on your investment.

Use the tools available

One of the main advantages of using paid advertising is a number of tools that can help you create and efficiently promote your ads.

In this case, it’s worth mentioning Google AdWords, which is probably the most well-known among them.

To have access to AdWords you only need to sign up to Google Partners, using your Google email account.

Then you will have access to a features and services panel. They will help you define not only your campaign’s keywords but also daily budget, promotion frequency, location, and devices.

AdWords also composes complete results about your competition’s development, which may give you insights to constantly improve your ads.

This doesn’t mean you don’t have to invest in qualified professionals to optimize your campaigns. But it is good to know that in the lack of resources you are able to do it using free tools.

Set your target-audience

If you’ve got to this crucial moment in your business and chose to use paid advertising, you will need to set a strategy to ensure your ad engages the right audience to your page.

The first thing you’ll need to do is come up with your buyer persona.

If your business is just starting out, you may not have enough information to “create” your ideal client.

If this is the case, carry out some research on your competition’s clients, talk to friends and people who have already purchased your product and evaluate the main characteristics of your market.

Choose a campaign type

Currently, Google works with Search Network Only, Display Network Only and Search Network with Display Select.

  • Search Network Only campaigns are recommended for advertisers who wish to reach clients right when they are researching for their products and services, matching words and sentences in the search bar.
  • In a Display Network Only campaign your ads are matched to websites and other channels, like YouTube and mobile apps which the content relates to your segment.
  • With a Search Network with Display Select campaign, you can show your ads (including text, graph, rich media, and video) on Google Search Engine Network and relevant channels in the Display network.

(Source: Google

The choice of network to promote your campaign is inherent to your strategy, the type of service you offer and the format of your ad. Let’s check the most common ones:

Sponsored links

Sponsored links are those featured contents on the first page of a search, above organic search results.

This type of campaign can be directed to your company’s target audience (using your persona, remember?), according to targeting tools offered by AdWords.


Remarketing is useful to reach people who have previously visited your website.

The strategy is a simple one and is basically repeating your ad on other pages (belonging to the same segment as you), to remind your lead of your product or service.  

Do you know that feeling you sometimes get you’re being “stalked” by a brand? That’s remarketing.

Social Ads

Social media follows the same pattern as other websites. The ad targets people taking into account their profiles, the kind of content they interact with, share and like.

Due to the diversity of social media (Facebook, Instagram, Twitter, YouTube, Snapchat, to mention a few), advertisers must focus on those that concentrate more potential clients, that dialogue with their product/service and are relevant to their persona.

Concentrating on this stage will make measurement process a lot easier.

Structure your campaign

At this stage, you will write down your ideas. Think of possible teasers and information your ad must have.

Ads announced only at Search Network Only must have extensions to your product, such as a contact number or your location, in case you have a physical store.

If you have opted for Display Network Only you will have to invest in quality images, that catch your prospect’s eye. It can be a banner, a video or even an animation.

These pieces will be shown on websites that are part of the same niche as yours, so, pay attention to the advertising that’s already running on these pages.

Respect social networking sites’ advertising policies about the size of the ads, the amount of text, and logo application to be assertive on your proposal and avoid reworking.

Only use images created by you or there are in public domain.  Tools such as Shutterstock will help you with this task.

Use the data you have collected during the other stages to speak the same language of your persona.

If your audience consumes information quickly, use this hype in your strategy when promoting, for example.

These are simple tips that will help you get a bigger slice of your market.

Remember: well-done advertising [and poorly done as well!] influence buyers’ perception of your brand and you want this first contact to be positive.

Set your budget

The budget will depend on the goal of that campaign, whether it is building brand awareness, getting followers or increasing sales.

Don’t go crazy here! If you are still trying out your hypothesis, start with low budgets and increase the investment according to the campaign’s performance.

It is important to notice that the company that chooses to advertise through Google pays per click, meaning that, if no one clicks on your ad you will pay only that first investment.

Segment your audience

Having set your strategy, now is the time to segment your ad.

Keywords, location, user’s language, age, used devices. These are some of the options to select your audience and you can combine more than one type to get to a more specific result.

But there’s no point in properly segmenting your ad if your content is not able to convert.

Our tip is: always think about your buyer and the best possible experience for her.

That includes having a responsive page to every mobile device.

It is ideal that she can view your ad or landing page with the same quality she would if she were on a bigger screen, regardless of where she is.

Measure your results

If you have got this far you’ve noticed that using paid advertising can be a valuable strategy, besides saving the entrepreneur’s time and effort.

But maybe the best part of online advertising is that, unlike traditional media, it is easily measurable.

Information about the websites your prospects access, how long they stay on your landing page, a banner click-through rate. These are metrics that can help you figure out the positive and negative aspects of your ad, to keep improving.

You can develop different ads to the same campaign, test different landing pages, vary your text’s Call-to-Action… It all meaning to find out the format with best results, so you can reuse the model.

Last, but not least…

Don’t be influenced by people who were unsuccessful when using paid advertisement.

Your success will depend on the knowledge you have of your product and your audience. And that you’re willing to test as much as it is necessary.

Developing a delivery strategy is important. Regardless if you’re opting for making weekly/monthly campaigns or investing in evergreen campaigns.

How about putting our tips into practice? Hands on and good luck!

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