9 Paid Advertising Lessons We Wish We’d Learned Earlier

paid advertising

Marketers have a lot on their plate. Between crafting engaging content and maximizing marketing dollars, they, too, have to keep up with the challenges of paid advertising. Nowadays, internet marketing conversion rates average at a measly 1%, which makes the need for paid advertising more critical than ever before. 

If your organic campaigns aren’t faring as well as you want them to, this guide is for you. In it, you’ll learn how best to improve your paid advertising campaigns through clever strategies and tips we all wish we knew earlier. 

Craft a Cross-Platform Strategy

Advertising across platforms like Instagram, Facebook, and Google is essential to keeping your brand top-of-mind. But, much like social media marketing strategies, paid advertising campaigns perform best when you reach out to customers where they already spend their time. 

For instance, consumers on the hunt for new products and services will likely be after search ads, while those who have already expressed an interest in your brand will benefit from retargeting.

Prioritize Learning About Your Audience

Despite a significant emphasis on targeting, many marketers tend to neglect this step. Even if your potential audience spans millions, reaching all of them is simply not feasible. If part of your target audience is unlikely to engage or convert, don’t hesitate to give them the ax. 

Instead, focus on hyper-targeting your paid ads by consulting buyer personas and experimenting with variables. Narrow your reach according to:

  • Demographics: consider where your consumers live, what they do, how old they are, and how much they’re earning.
  • Interests: take a closer look at your consumers’ Facebook activities. What groups are they active in? What do they have listed under their favorites?
  • Behavior: study how your consumers are interacting. Are they active on marketplaces? Do they publish product and service reviews? 

Make Your Ads Responsive

According to the Global Web Index, 8 out of 10 consumers will access websites and social media on their mobile phones. So, if you’re working with an unresponsive ad campaign, you could be shutting the door on hundreds—or thousands—of potential customers.

However, preparing your website for mobile-friendliness is more than just increasing text sizes and changing viewing orientations. You’ll also want to pay close attention to readability, ease of use, color, and loading speed. 

Always Test Your Ads

A/B testing is where your targeting efforts come most in handy. Placing two different advertisements in front of two unique audiences gives you a more comprehensive insight into how people interact with your campaigns. 

You can craft split tests by varying copy or design elements such as typography and color palettes. Consider which variant outperforms the other and what factors make them stand out.

Chase the Right Metrics

Consulting your analytics provides a better idea of how well your ads are performing. But you’ll have to track the right ones. 

Before you shuffle platforms and placements, consider where you previously obtained clicks—and how. From there, create UTM parameters that will provide an in-depth look into every aspect of your paid advertising campaigns. 

Not only do these parameters indicate what works, but they also cater to your budget. If a specific channel isn’t performing well, your metrics will tell you whether you’re wasting precious marketing dollars that you could repurpose elsewhere. 

Understand the Impact of Keywords

Search engine optimization is a must for any paid advertising campaign, but you’ll need to understand the difference between keywords and long-tail keywords. As their title suggests, long-tail keywords are keywords that are several words long. 

For example, instead of “bakery,” consumers might look up “bakery near me” or “Abu Dhabi bakery.” These specific, geographically modified keywords indicate that such consumers are ready to convert or at least interested in your products and services.

When utilizing long-tail keywords, don’t prioritize terms with high search volumes. Instead, funnel your traffic towards keywords your customers search to find you.  

Experiment with Different Platforms

No two paid advertising campaigns perform the same across various platforms. Generally, most marketers favor Facebook because of its superior targeting features and ease of use. Plus, its proven ROI makes the platform a no-brainer. 

However, platforms such as Instagram are opening up selling opportunities for marketers to want to do business directly on the app. Other than Facebook and Instagram, there are ample opportunities for successful paid advertising campaigns on Twitter, LinkedIn, and even Tiktok—so, how do you choose? 

When selecting a primary platform, think about who your audience is. For example, audiences who are visually driven to make a purchase might typically dwell on Instagram. At the same time, those who prefer to consult reviews and instructionals might be more active on YouTube. 


Retarget with Active Audiences

Retargeting campaigns are often successful because they engage consumers who already trust your brand. You may be wondering—how successful are we talking? Let’s put it into perspective. Marketers who utilize retargeting campaigns experience a 147% increase in conversion rates instead of targeting new audiences. 

By advertising to people who have already purchased your products and services in the past, you’re more than likely to make a second—third, fourth, and so on—sale. 

There are many ways to use paid advertising to retarget your audiences, such as through: 

  • Facebook and Instagram posts
  • Banner ads on Google’s display network
  • Search ads 

Don’t Use Automatic Bidding

No matter how tempting it is, automatic bidding isn’t always the best way to win an auction. In fact, you can score advertising space by spending below the recommended amount. 

Still, you’ll want to take a close look at how your bids affect leads and clicks. Anyway, you can always change the amount you bid depending on how the auction performs. 

The Bottom Line

When it comes to paid advertising, marketers can’t become complacent. Tactics and platforms are constantly evolving, but you can become a leading advertiser on multiple social channels with these tips in your pocket.

Need help kickstarting your paid advertising campaign? Contact Igloo, an award-winning marketing agency that can help launch your advertising campaigns into success.


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