In working with clients, it’s become clear that there are many misconceptions surrounding paid ads. Whether it’s their cost, their limitations, or even their purpose. In this article, we’re going to break down the most common fallacies to help you gain a better understanding of what they are and whether or not they’re right for you.

WHAT EXACTLY ARE PAID ADS?

The most common types of paid ads include Display Ads, Google Ads, Paid Social Ads, YouTube PreRolls, and Retargeting ads. Put simply, paid ads and paid ad campaigns are a category of advertising in which you put money behind your content to promote it to a target audience.  

The benefits of paid versus organic marketing lie in its extended reach and more accessible tracking abilities. Meaning more people see your content, and each layer of a campaign, from reach to frequency to conversions, can be continually monitored.  

“I’VE HEARD PAID ADS ARE SUPER EXPENSIVE.”

This is only true if you’re not using paid ads correctly. We’re not gonna lie; a strategic and intentional paid ad campaign isn’t cheap. But, when it works, that money will come right back to you and yields even more in return. In fact, Wordstream reports that, on average, businesses make $2 in revenue for every $1 they spend on Google Ads. If you’re just spending and spending and seeing no results, then yes, it will be expensive. That’s why it’s so important to make sure you accurately target your audience, and intricately craft the creative and copy to drive conversions.

“DON’T I HAVE TO PUT ALL MY EGGS IN ONE BASKET?”

Nope! With every campaign we run, we utilize A/B Split testing. This is the process of running various versions of an ad, and changing up the copy, calls to actions, creative, whatever we think might work. Using analytics, we’re then able to see which versions of the ad performs the best and move ahead with it. That way, you’re not putting 100% of your ad spend behind one ad, and you know the one that runs will be the most successful. Another bonus, each future campaign will likely be increasingly fruitful as you become more aware of what your audience responds to and acts on.

“CAN’T ADS ONLY BE TARGETED BY AGE, GENDER, AND LOCATION?”

Demographic targeting has come leaps and bounds from what it used to be. You can target your ideal audience by factors like education, relationship status, or career. You can even target behaviors, such as the type of operating system used or charitable donations. In essence, you can narrow down your audience to the exact specifications that your campaign requires. Right down to shared interests, like fitness, entertainment, or shopping. This is great for you, as you won’t be wasting money on a broad, uninterested audience. And it also benefits those who could want or need your product, but just don’t know it exists.

“PAID ADS ON FACEBOOK AND INSTAGRAM ARE NOT EFFECTIVE FOR B2B.”

Dismissing these prevalent social platforms is a great way to miss out on potential clients. If your goal is to target the “professional crowd,” guess where they’re spending all of their time digitally? Facebook and Instagram. These platforms can place your B2B business right in front of thousands of professionals as they scroll through their feed. As a result, they become familiar with your name and service, and when the time comes, you will be at the front of their mind. Don’t overlook these platforms.