Paid advertising is a quick but temporary way to get exposure. Online advertising formats have advantages and disadvantages.
What is paid advertising ?
Paid advertising is an integral part of everyday life for Internet users. Companies pay for "advertising space" on the web. This marketing strategy, if it is well done, brings immediately more visibility to a company.
Internet is full of various paid advertisements. Some are more effective and aggressive than others. Online platforms offer you indicators to optimize the return on investment (ROI) of your paid advertising campaigns.
The effectiveness of paid advertising
The goal of an advertising campaign is to reach a specific persona, defined in advance. A targeted paid advertising campaign is a very effective way to achieve this. Like traditional media, such as magazines and television, web campaigns are more profitable for a small or medium-sized business.
Paid advertising works the way it appears when it is most likely to interest a consumer. The algorithm of the platform defines (Google, Facebook, Instagram, Spotify Ads...), targets potential prospects based on the searches they do. This is a hyper-precision method that is more effective than a global advertising campaign that has a much wider targeting radius.
You should know that currently, paid advertising on mobile is the most effective because it responds to the new habits of Internet users.
The disadvantages of paid advertising
Although it is very effective at the moment, when you stop paying for advertising, it will disappear. As a result, you will create a momentary and not lasting notoriety. You have to think that the return on investment is made on the moment and not on the duration.
Moreover, from a consumer point of view, we have the impression to be besieged. As soon as we do a search, the algorithm offers us a screaming ad to sell us a product. We don't always feel confident to buy a product based on an imposed advertisement and not on a personal search. We prefer to buy from a recommendation rather than from a paid ad.
The combination of paid and free advertising
Organic and paid marketing campaigns work very well together. In fact, they are more effective when combined than on their own. It is possible to get the most out of both for a much more productive marketing strategy. SEA can be one of the first steps in getting your company on the top pages of search engines. Be aware though that this requires a monthly budget to start with. By choosing a mixed marketing strategy (SEA and SEO), it will allow you to structure your natural referencing. Indeed, the SEO allows you, on the long term, to have a good ranking while depending less.
At KODDLab, we accompany you to create your campaigns in natural referencing (SEO) for your personal branding. We offer different services: creation of your brand image (design, personal branding and co-branding strategy) and the implementation of your artistic direction (visual arts, graphic and artistic realization, styling and visual and audio creation).
