In 2017 we’re looking closely at why we invest in paid advertising because the fact is that paid advertising is a critical component of any digital marketing strategy.
Here are a few reasons why paid advertising has become so important to online marketing:
Diminished Organic Social Reach
It used to be that social media was the place to be for brands who were looking for ways to get out in front of their audiences without having to pay for it. But Facebook has sharply decreased the organic reach of brand posts in the past few years, and it looks as though Instagram is definitely heading in the same direction.
Last year facebook updated their algorithm so the posts users seem most likely to engage with are now shown at the top of the feed, whereas previously posts were shown in the order they were posted, beginning with the most recent. That means that as a brand if your users are less likely to engage with your posts, your placement in the feed will suffer.
These blows to organic social reach mean that in order to ensure that the content we create gets discovered, it’s necessary to put some investment behind it.
Last year analysts predicted a 26.3% global increase in spending for social media ads in 2017 proving that more people are turning to paid advertising on social media rather than hoping their posts get seen by their audience.
Display Ad Fatigue
A lot of us think popups and ads placed between content are really annoying:
Some users will not use certain sites regardless of how valuable the content they are searching for is, because those sites are so cluttered with pop-up ads, videos, and display banners that automatically expand to push down the content that they’re actually trying to access, that it’s just not worth it.
YouTube is one of the most recent online sites to now add Skip Ad features to all ads as well as removing all annotations during videos.
What this means for businesses is that they need to be smarter about how they advertise. Paid media is more important than ever, but you need to be clever about how you do it.
Now is the time for investing in paid advertising that will engage and even delight users. That means creating high-quality content that has value for users and using your paid advertising budget to promote it.
In 2017 we should be thinking less about how we can make our ads more intrusive so people notice them, and more about how we can create branded content so irresistible, users are less likely to care that it’s technically an ad.
Importance of search
Businesses should now know first-hand how important it is to have visibility for key search terms related to the products and services they sell. Most of us use Google as our primary search engine online. We turn to search engines to answer our every question, to solve our every problem, and to validate our every purchase.
As an online marketing agency, we also know how difficult it can be to achieve good organic rankings for competitive search phrases. Modern SEO is all about creating valuable content and earning real, quality links from other sources and it can sometimes be a long progress to achieve these goals.
SEO is a long game but it’s one of the most important tools for any business so it’s a game we all have to play. In the meantime, if you want visibility, you need to be investing in paid search. Paid search will ensure your brand shows up when those key phrases are searched, allowing you to capture traffic you would otherwise miss.
Sometimes companies will only focus on one or the other when really you should be focusing on paid advertising short term whilst working on your SEO long term. This way you can capture the best of both worlds online.
Content related marketing
Ever heard the phrase content is king? Well, that is still the case in 2017. Every business should be investing time and money into creating content that users want to engage with. The problem is most users are not going to come to your company blog looking for that content. Users who aren’t familiar with you already are not subscribed to your newsletters, and they don’t follow you on social media.
So how do you get your amazing content out in front of them? You should look at running some advertising campaigns on Facebook or Twitter featuring your content that is most engaging. This is the reason why you pay to promote content and providing that content is focused enough to your target audience you are likely to see a positive outcome.