With all our talk about quality content and engagement, it may seem odd that we offer support with advertising. But for businesses that need to scale quickly, or for new brands with no recognition, the only strategy that works is one that balances organic and paid reach. If you have invested in quality content, you’ll need an element of paid reach to ensure the ROI it deserves.

41
of clicks go to the top 3 paid ads on the search results page
65
of B2B companies have acquired a customer through LinkedIn ads
43
of new customers buy something they saw in a YouTube ad

The first rule of advertising (paid reach) is to create a quality piece of content that your audience wants, needs, or finds engaging. To gain extra reach, a well-targeted paid campaign is key.

PPC & Paid Reach

Social networks are indispensable to any marketing strategy. Your business needs to be on the platforms where your target audience is most likely to be, whether that’s Facebook, Twitter, LinkedIn, YouTube, Instagram, Pinterest, Snapchat, or somewhere else. There are various ways to get engagement, but sometimes a paid campaign will get you the results you need in the timeframe you’re looking for.

Why? Because each platform has its own algorithm that dictates who will see your content. On some platforms, the reach is very short or dependant on too many variables… that’s where paid reach can bring you dividends. Not only that, but paid reach on social media platforms is generally more cost-effective than Pay Per Click (PPC) ads.

Social media offers highly granular targeting capabilities, allowing you to focus your budget and reach specific audiences. These types of advert don’t rely on intent – meaning the user doesn’t need to have actively searched for your service or product to become aware of it. Social media advertising also has the benefit of high conversion rates.

But you can also reach new audiences with search advertising – PPC campaigns that will put your brand in front of people in search engines, and subsequently through banner ads and retargeting on websites. The advantage is that you only pay when someone engages with your ad, giving you rapid results that are budget-friendly. Targeting through PPC is now very sophisticated.

Our Approach To Advertising

When we develop a piece of quality content, we’ll also work with you to establish the best tactics to improve reach. If you need to reach new audiences, this will typically include some form of paid campaign. It might be a Google Ad to promote a piece of gated content, or a boosted video post on Facebook, or a promotion on Twitter.

We’ll choose the platform that’s right for the content in question and the audience you are looking to reach. We’ll tailor this to your budget and work with the platform in question to target the right users at the right time.

Our Paid Reach Services

Google Ads

Join +1 million business and be found in more searches with Google.

Google Display Ads

Enhanced ads that help you reach over 2 million websites – from high-traffic to niche.

Facebook campaigns

Use boosted posts to promote content or targeted adverts using video, photo or text.

Twitter

Campaigns for awareness, engagement, followers, clicks or installs.

YouTube

An engaging ad on YouTube has a potential audience of one-third of all internet users!

Offline ads

There are various offline advertising channels that will back up your marketing efforts.

Advertorials

Media partnerships such as advertorials can help you get in front of the right audience.

... and much more!

Don’t worry, that isn’t the definitive list by any stretch of the imagination!

Why Use Paid Reach And Advertising?

The marketplace is bigger and busier than ever. Google predicts that by 2021, 7 billion people will be connected to the internet. Paid advertising will help you target the right audiences to get immediate, consistent traffic. With local search more important than ever, you can also leverage capabilities such as geo-targeting. However, if these ads are not set up correctly or managed regularly, you could be pouring money down the drain.

Luckily, there is a form of paid reach to suit every type of business and every kind of budget. Whether you want to get people to click, install, view, download, or sign up, paid traffic can increase the effectiveness of your marketing campaigns in the increasingly competitive online world.

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