5 Effective Channels to Consider for Your Paid Advertising Strategy

A paid advertising strategy has a high potential to yield great results, but you’ve to invest in the right channels. Here are the most powerful channels.

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Last Updated on December 28, 2020 by Work In My Pajamas

You’ve got a great product and a well-designed site, but those sales aren’t coming. Perhaps people land on your page, but your conversion rates are terrible. Maybe you’re seeing minimal success, but people just aren’t talking about your product.

A paid advertising strategy has a high potential to yield great results, but you’ve to invest in the right channels. Here are the most powerful channels.

So what are you doing wrong?

At this point, you’ll know that having a great product isn’t enough to get you sales. It’s not even enough to get people to your page, and it’s certainly not enough to get you those crucial reviews.

If you take the time to learn more about the most powerful paid advertising channels, you can generate incredible returns on your investment.

Do you want to see those impressions turn into clicks that turn into purchases?

It’s not going to happen unless you invest in the right channels, and you need to go at it from multiple angles with different types of online advertising.

Here are five of the most effective ways to up your online marketing game in 2019.

1. Pay Per Click

On average, businesses earn back twice their investment with pay per click advertising in Google Ads (previously known as Google AdWords).

Here are just a few reasons why you (literally) can’t afford to ignore PPC as an advertising strategy:

  • Smart filtering gets your ads seen by the right people
  • You only pay when someone clicks
  • It’s quick and measurable

Organic SEO strategies can take months to give you a clear measurement of ROI. With PPC results are fast and easy to quantify, meaning you can make adjustments whilst your PPC campaign is still live. You can filter by language, location, device and more.

Remember that it’s not only about immediate conversion: you’re also building brand awareness and generating new leads. This means PPC is a key strategy for both the short and long term growth of your business. And because you only pay when someone clicks, you won’t be shelling out thousands of dollars for something that won’t get you any engagement.

2. Affiliate Marketing

Affiliate marketing has exploded in the last decade. In 2019, it’s now a $12billion industry. With 80% of Americans using at least one form of ad blocking, AM is set to stay relevant for the next few years at least.

The concept is simple: an affiliate site links to your product, interested customers click on the link. Thanks to cookies, clickthrough rates are easily trackable, the affiliate gets a commission and you get a new customer – everyone wins!

AM won’t solve all your problems, but it’s definitely worth trying as part of a larger online advertising strategy.

3. Influencer Marketing

More than 80% of marketers have tried influencer marketing and 94% find it effective. IM is a great way to build trust and authenticity for your brand.

Start by identifying the influencers who align most with your brand’s image and have a track record of driving engagement and conversions. Go for a mixture of large scale, medium and micro influencers in your niche.

Instagram is a tried-and-tested platform for influencer marketing, but don’t ignore the others. Consider alternatives to Instagram, such as Pinterest. The top three influencers on Pinterest have over 30M followers between them, and over 12M monthly views.

Numbers like these mean millions of impressions which could generate significant leads for your business.

4. Incentivize and share user-generated content

A user-generated content tool (UGC) is a powerful way to get the results you need. Research by Salesforce has shown that sites including UGC convince visitors to spend up to 90% more time on the site (yes, that’s 90%) and social media campaigns including UGC see a 50% rise in engagement.

A great example of this is Vanity Planet, who found a 24% increase in clickthroughs when customer photos were included above reviews.

So how can you get people to leave you great reviews?

Talk to your customers. Most customers will leave a review if asked. So ask!

If you’re not using social networking sites to network and be social, you’re missing out on one of the most effective marketing strategies there is. Don’t just use it to post content. Interact. Answer queries from reviewers and potential customers (even negative ones).

When someone leaves you that good review? Say thank you. Offer freebies, giveaways, and discounts as incentives.

5. Invest In Retargeting (But Use It Wisely)

Good retargeting makes customers 70% more likely to convert.

What’s retargeting, you ask?

Remember that time you added a pair of slippers to your basket on an online store and didn’t go through the checkout process for some reason?

Then the next day you were scrolling through your Facebook and those slippers were there in your feed.

That’s retargeting.

Pros include:

  • Effective
  • Low cost
  • Increase brand recognition

Right now you might be thinking “Well, I hate those ads, I don’t want to annoy my customers with them.”

I get you. But there are good and bad ways to use retargeting.

Good retargeting targets the right customers. This should ideally be people who’ve had a good experience with your site before. Perhaps they’ve made a purchase and you want to upsell.

Don’t show the same people the same stuff over and over. Mix up content, put caps on impressions and don’t send ads to customers who’ve already converted.

One more thing…

Whilst you’re putting all this amazing marketing into practice, make sure your site is easy to use and has a guest checkout option.

Trust me: no matter how good your product is, people would rather drive to a store or go to one of your competitors with a better user experience than navigate through a clunky checkout page.

Want a shot at keeping 30% of customers who might otherwise have clicked away at the checkout? Have a guest checkout.

Go Forth With Your Amazing Advertising Strategy

Hopefully, this post has given you some great ideas about how you can optimize your advertising strategy to cut through the noise online and get those conversions.

Use affiliate marketing and influencer marketing – but look beyond the obvious for best results. Invest in a great PPC provider for quick, measurable success and a significant ROI. Consider using retargeting, but only if it suits your target market and you follow best practice

Using a smart combination of these methods should see your engagement and sales increase in no time.

1 thought on “5 Effective Channels to Consider for Your Paid Advertising Strategy”

  1. This is really helpful to the person who want to learn term about Digital Marketing. Each and every topic regarding Digital Marketing is explained in very simply & perfectly. Our team will definitely take care to follow all the steps you mention in this artical.

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