Paid Advertising: Is It a Waste or a Win?

Paid advertising can be an effective tool for boosting visibility and driving traffic, but it can also become costly if not executed strategically. Let’s break down some of the key concepts from your passage:

Paid Advertising as a Money Pit: While paid ads can quickly increase traffic and conversions, poorly managed campaigns can lead to wasted budgets. A lack of proper targeting, unclear goals, or poor ad creative can result in spending on clicks or impressions that don’t lead to meaningful results.

Ensuring Funds Support Winning Campaigns: The key to avoiding wasted spending lies in continuous campaign monitoring, testing, and optimization. This means:

Targeting the right audience: Ensure that your ads are shown to the people most likely to engage with or purchase from your business.
A/B testing: Experiment with different versions of your ads to see which performs better.
Monitoring ROI (Return on Investment): Continuously track campaign performance to ensure the return justifies the spend.
Campaign Tales of Waste and Wins: Sharing real-world examples of what works and what doesn't helps clients understand the importance of strategic planning and avoiding common mistakes, like overspending on broad, untargeted audiences.

Using Paid Advertising to Grow Social Audience: Paid social media ads can help build a larger, more engaged audience. Promoted posts, sponsored content, and follower campaigns allow businesses to expand their reach quickly. However, it’s essential to target the right demographic to avoid paying for followers who don’t convert into customers.

Increase Website Traffic: Paid ads can direct traffic to your website, but it’s critical that the landing page aligns with the ad’s message and provides a clear call-to-action. Driving traffic without a well-optimized website can result in high bounce rates and lost opportunities.

Sell More Products: Platforms like Google Ads or Facebook Ads can directly drive product sales through highly targeted campaigns. E-commerce businesses can use ads to reach ready-to-buy audiences through product listings, remarketing, or limited-time offers.

Promote Virtual Content: Paid advertising is also an excellent way to promote digital offerings such as webinars, eBooks, or video content. Ads can target specific audiences interested in the content and funnel them toward signups or downloads.

JRS Mar/Com’s Expertise: With over 20 years of experience, your agency has a deep understanding of how to balance various marketing strategies, including paid ads, content marketing, and e-commerce. Sharing insights on past successes (and mistakes) will establish authority, helping your audience trust your approach to digital marketing.

1. Paid Advertising: Waste or Win? 10/01 9:30AM CST

2. Good Morning! JRS MAR/COM

3. WELCOME JRS MAR/COM You’re here because you’ve heard about boosting, ad sequences, performance marketing and more… Ever wonder how you determine what is driving traffic, sales, and social media growth?

4. Paid Ads Presentation Outline Our Philosophy: Start With Strategy Increase web traffic Increase social audience Increase Earned Media Oppty Conversion Rate Optimization JRS MAR/COM Overview of Paid Advertising Definition Paid vs Organic Types PPC/SEM Programmatic OTT/Streaming Social Google Analytics (GA4)

5. Paid Advertising: Defined An online advertising model where advertisers bid to participate in real-time auctions in order to show their ads within slots on a specific platform or network. Platforms Include: Google, Microsoft, FB, IG, LinkedIn, Twitter, TikTok, YouTube, Native ( ebay , Amazon, etc ), Influencers, etc … JRS MAR/COM

6. Paid vs Organic; The Difference Organic traffic refers to visitors who come to your site through unpaid methods, primarily via search engines, social media posts, or direct visits. It relies on SEO, content marketing, and engagement to grow naturally over time. Paid traffic is generated through advertisements, where businesses pay for visibility, like Google Ads or social media ads, ensuring immediate exposure to a targeted audience. Both strategies are essential, with organic traffic focusing on long-term growth and credibility, while paid traffic offers faster, more controlled results. JRS MAR/COM

7. Types of Paid Ads: JRS MAR/COM Search Engine (Google, Bing/Etc..) Programmatic (Web, App based) Social (FB, IG, LI, TikTok, Snapchat, Etc...) OTT (Netflix, Prime, Paramount+, Etc …) Streaming Audio(Spotify, Soundcloud. Etc …)

8. GA4 Year over year tracking Landing Page traffic Referral Source Session tracking JRS MAR/COM

9. Start With Strategy JRS MAR/COM What do you want to accomplish? Without a good strategy, it won’t happen. Project Strategy Map

10. Project Strategy Map JRS MAR/COM

11. PSM (cont’d) JRS MAR/COM

12. Arguments for Paid Ads JRS MAR/COM Instant Visibility and Reach Highly Targeted Audiences

13. Arguments for Paid Ads JRS MAR/COM Measurable Results Scalability Remarketing/Retargeting Competitive Advantage

14. Arguments Against Paid Ads JRS MAR/COM High Cost and Budget Constraints Diminishing Returns

15. Arguments Against Paid Ads JRS MAR/COM Click Fraud Ad Fatigue

16. Get Out of Your Comfort Zone JRS MAR/COM Most Lessons Aren’t Free Invest in Data What Have You Tried That’s New? Where Do You See Yourself?

17. Software JRS MAR/COM Google Analytics 4 (GA4) Google Ads Brandzooka (programmatic) Social Media Streaming Native

18. Winners & Wasters D2C E-Comm

19. Winners & Wasters Answering Service

20. Winners & Wasters Print Franchise

21. Scheduling /Time Mgt Task Management Time Blocking Mind Your Capacity Know Your Strengths Use Your Budget JRS MAR/COM

22. QUESTIONS?