How Paid Promotions Work

FB Boosted Post

Facebook Boosted Post

Paid content distribution and social platform advertising are the new kids on the block of online marketing.  These kinds of paid promotions have evolved naturally from search engine optimization (SEO).  Keyword searches in search engines such as Google are one of the most common ways customers find the businesses they need; as the internet demands more and more of our media attention, methods for reaching potential clients have become more refined.  And to that end, paid promotions help companies stand out – whether you’re advertising on Facebook or developing pay-per-click (PPC) advertisements, there’s no question that paid promotions are a critical component of any effective digital marketing strategy.

In general, paid promotions offer three distinct benefits.  Not only do they allow you to more effectively distribute your content to a wider audience, but they can be highly targeted so that you drive more quality traffic to your site.  In addition, paid promotions can help you attract and retain customers and ultimately improve your conversion rates.  So how can you make paid promotions work for your company?

Facebook paid promotions

Facebook Paid Promotions

Know Your Audience

It’s one of the pillars of effective marketing – know your audience.  You absolutely must target a specific audience with all your paid promotions.  That’s not to say you only have one audience, but your paid promotions need to reflect the needs of a particular audience, and that promotion must be part of a greater marketing strategy.  Imagine you develop a Facebook advertisement targeting teens for some product or service.  Then, when these teens click on your ad, they’re brought to a very basic, black-and-white webpage with text-only information.  You’re not likely to see success in that paid promotion.  Young users tend to have shorter attention spans and they want to see simple messages on an interactive landing page.  Know your audience.

Defining your audience should be a comprehensive process.  Consider the following:

  • Age
  • Gender
  • Education
  • Geographic location

The more specific you are with your definition, the more successful you will become with your paid promotions.

Promoted post reporting

Promoted Post Reporting

Know Your Platform

Simply put, Facebook, Twitter, YouTube, and Google and other search engine results pages are different platforms and you need to know them in order to develop effective paid promotions.  Depending on the promotional channel you’re targeting, you’ll often reach a different audience with different needs.  Moreover, certain platforms are better for particular promotional media.  For example, a site like Facebook can be utilized for many types of media – videos play seamlessly, and text-based advertisements can also be utilized.  On the other hand, a platform like Google may be best suited to short, keyword-rich advertisements.

As you can see, paid promotion as a digital marketing strategy can actually be quite complicated.  Always consider working with an experienced online marketing firm to ensure that you get the most from your paid promotions.

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