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Paid Media Management

Organic search engine optimization is when folks go searching for a service or product like yours and your site magically comes up in the top few search results. The right digital marketing strategy is a great tool to help you land one of those coveted top spots. But SEO and SEM aren’t the only ways to catch prospective clients’ attention.

The best-known example of paid advertising online is pay-per-click (PPC) advertising, like the ads that Google puts in their search results. But there are actually a number of paid advertising investments that may be worthwhile for your business, including paid and promoted social posts.

Paid Social Media

That’s right: the social media landscape has officially become pay to play. But hey. Can anyone really blame those social platform giants? Who wants to maintain an online infrastructure for billions of users out of the goodness of their hearts, receiving absolutely nothing in return except warm fuzzies? Not Facebook, that’s for sure. And not Twitter or Instagram, either.

Paid social posts can pack a powerful punch for your business, especially if 1) your organic social posts aren’t being seen by enough people and 2) you don’t like wasting your advertising dollars. With the right guidance on your paid social strategies, integrating paid and promoted social posts with your existing social media management campaign can be a very effective use of your marketing dollars.

PPC & Remarketing

These two paid advertising channels reach customers at two different stages of the sales cycle:

  • Pay-per-click (PPC) advertising draws in new visitors to your site who may not have otherwise found your site listed in a search engine’s organic results.
  • Retargeting comes in after anyone visits your site and doesn’t convert (by contacting your or purchasing your product/service). Retargeting keeps you in the mind of that visitor and encourages them to come back.

Your Options for Pay-Per-Click Advertising

Google AdWords is the most widely known type of pay-per-click advertising, but there are many others that may be worth considering for our clients, such as Facebook Ads and Bing Ads. All of these services are geared toward driving traffic on a pay-per-lead basis.

In our experience, the return on investment for PPC advertising can vary greatly from platform to platform. There is no doubt that PPC can be a smart marketing investment, particularly for clients who want to drive more traffic immediately to their websites.

That said, we are firm believers in the value of search engine optimization (SEO) and ongoing search engine marketing (SEM) to capture as many organic searchers as possible. Investing in these tactics creates long-term value for a website that can last way longer than the immediate impact of PPC advertising, which ends completely as soon as you stop your spend.

More about Retargeting

Retargeting, also known as remarketing, advertises to people who have already visited your website. These are the ads you see on other sites for products and services you’ve viewed previously. They may seem a little creepy at times, but the fact is that when set up correctly, they can drive a ton of new business with a very affordable cost per acquisition.

Retargeting works because it keeps your brand in the minds of visitors. In our experience, remarketing is even more effective when you sweeten the deal by offering a bonus exclusively in your retargeting ads. We recommend linking retargeting ads back to specific landing pages that are more focused on conversion than the general pages of your website. In this way, you’re sharing something new with the folks who come back, and giving them even more incentive to take the next step.

We share a lot more details about our approach to remarketing in our Retargeting info sheet , which is worth your while to read if you’re considering this type of advertising.

Paid Advertising or SEO?

A question we get a lot is, “Which is better, PPC or SEO?” You’ll get the classic lawyer answer from us on this one: “It depends.” For many of our clients, a successful online marketing effort involves a bit of both.

Search engine optimization is a longer-term play where we work to convince Google that your site is worth ranking highly for the people searching for the services and products you offer. On the other hand, PPC can get you visitors to your site immediately.

The downside of paid online advertising, however, is that once you cut your spend, the faucet dries up. It’s only an immediate payout. Plus, if you don’t watch your spend closely, the return on investment can be very poor. If you’re familiar with AdWords, you know that Google makes it look pretty easy and straightforward to set up some ad campaigns. But things can get tricky in a hurry, and if you aren’t careful, you’ll blow right through your budget without a whole lot of results to show for it.

Sector45’s Advantage

Time and time again, we see clients who’ve been burned on PPC and paid advertising. Sector45 takes a conservative approach to paid advertising, focusing on opportunities that are most likely to drive the most traffic to your site and continually monitoring your ad performance, fine-tuning campaigns where necessary. We leverage our experience to guide you in selecting a smart mix of paid advertising opportunities.

Want to know more? Contact us and we’re happy to share a few client case studies in the paid advertising platform you’re considering.

Organic search engine optimization is when folks go searching for a service or product like yours and your site magically comes up in the top few search results. The right digital marketing strategy is a great tool to help you land one of those coveted top spots. But SEO and SEM aren’t the only ways to catch prospective clients’ attention.

The best-known example of paid advertising online is pay-per-click (PPC) advertising, like the ads that Google puts in their search results. But there are actually a number of paid advertising investments that may be worthwhile for your business, including paid and promoted social posts.

Paid Social Media

That’s right: the social media landscape has officially become pay to play. But hey. Can anyone really blame those social platform giants? Who wants to maintain an online infrastructure for billions of users out of the goodness of their hearts, receiving absolutely nothing in return except warm fuzzies? Not Facebook, that’s for sure. And not Twitter or Instagram, either.

Paid social posts can pack a powerful punch for your business, especially if 1) your organic social posts aren’t being seen by enough people and 2) you don’t like wasting your advertising dollars. With the right guidance on your paid social strategies, integrating paid and promoted social posts with your existing social media management campaign can be a very effective use of your marketing dollars.

PPC & Remarketing

These two paid advertising channels reach customers at two different stages of the sales cycle:

  • Pay-per-click (PPC) advertising draws in new visitors to your site who may not have otherwise found your site listed in a search engine’s organic results.
  • Retargeting comes in after anyone visits your site and doesn’t convert (by contacting your or purchasing your product/service). Retargeting keeps you in the mind of that visitor and encourages them to come back.

Your Options for Pay-Per-Click Advertising

Google AdWords is the most widely known type of pay-per-click advertising, but there are many others that may be worth considering for our clients, such as Facebook Ads and Bing Ads. All of these services are geared toward driving traffic on a pay-per-lead basis.

In our experience, the return on investment for PPC advertising can vary greatly from platform to platform. There is no doubt that PPC can be a smart marketing investment, particularly for clients who want to drive more traffic immediately to their websites.

That said, we are firm believers in the value of search engine optimization (SEO) and ongoing search engine marketing (SEM) to capture as many organic searchers as possible. Investing in these tactics creates long-term value for a website that can last way longer than the immediate impact of PPC advertising, which ends completely as soon as you stop your spend.

More about Retargeting

Retargeting, also known as remarketing, advertises to people who have already visited your website. These are the ads you see on other sites for products and services you’ve viewed previously. They may seem a little creepy at times, but the fact is that when set up correctly, they can drive a ton of new business with a very affordable cost per acquisition.

Retargeting works because it keeps your brand in the minds of visitors. In our experience, remarketing is even more effective when you sweeten the deal by offering a bonus exclusively in your retargeting ads. We recommend linking retargeting ads back to specific landing pages that are more focused on conversion than the general pages of your website. In this way, you’re sharing something new with the folks who come back, and giving them even more incentive to take the next step.

We share a lot more details about our approach to remarketing in our Retargeting info sheet , which is worth your while to read if you’re considering this type of advertising.

Paid Advertising or SEO?

A question we get a lot is, “Which is better, PPC or SEO?” You’ll get the classic lawyer answer from us on this one: “It depends.” For many of our clients, a successful online marketing effort involves a bit of both.

Search engine optimization is a longer-term play where we work to convince Google that your site is worth ranking highly for the people searching for the services and products you offer. On the other hand, PPC can get you visitors to your site immediately.

The downside of paid online advertising, however, is that once you cut your spend, the faucet dries up. It’s only an immediate payout. Plus, if you don’t watch your spend closely, the return on investment can be very poor. If you’re familiar with AdWords, you know that Google makes it look pretty easy and straightforward to set up some ad campaigns. But things can get tricky in a hurry, and if you aren’t careful, you’ll blow right through your budget without a whole lot of results to show for it.

Sector45’s Advantage

Time and time again, we see clients who’ve been burned on PPC and paid advertising. Sector45 takes a conservative approach to paid advertising, focusing on opportunities that are most likely to drive the most traffic to your site and continually monitoring your ad performance, fine-tuning campaigns where necessary. We leverage our experience to guide you in selecting a smart mix of paid advertising opportunities.

Want to know more? Contact us and we’re happy to share a few client case studies in the paid advertising platform you’re considering.