Benefits of paid advertising

1. Organic reach on social media is down. Paid gives you fast results.
Typically, organic content on social media is used for branding or creating brand awareness. With paid advertising, you are
guaranteed reach and can utilize your content to elevate your brand with specific targeting and obtain more qualified leads. If
your website is not ranking on the first page of Google results for a search query, then paid advertising enables you to place ads
for keywords and bring in high quality traffic to your website without the work and time investment search engine optimization
involves.
2. Ads are very affordable and measurable
When you are running paid advertising campaigns, you are able to reach a very broad and large audience. Costs related to paid
advertising are dependent on the objective or type of ad you are running. For example, if your objective is website trafic then
you will incur a cost-per-click (CPC), or if your aim is brand awareness you will incur a CPM (Cost Per 1,000 Impressions).
Ads can be created in mere minutes and there are many tools that help you to create the necessary images at a very little or no
cost at all. You can also keep track of the money you have spent on all paid ad platforms from Google, to Twitter, Facebook and
Linkedin advertising. You can set daily budgets and total budgets for campaigns so that you never over-spend.
3. Specific and granular targeting are available
Paid targeting can be very specific and allows you to reach relevant visitors who are interested in your brand and fit the
demographics of your sales personas. Take a look at your analytics across all your digital platforms and analyses your audience
to identify common factors such as keywords, locations, demographics, job titles, interests and common topics. You can use all
of this information to refine your paid campaign targeting and net in more qualified leads, and thus increase conversions
Once a visitor has browsed your website or clicked through an ad, you can run a retargeting campaign to continuously engage
prospects who have shown an interest in your product or service. By doing so, you are constantly in the back of the mind of
your potential customers.
4. Broadcast your message across multiple platforms

Challenges
1. Trust Issues
Most people automatically tune out paid advertisements. They don't trust advertisements as well as they trust sources, such as
known bloggers or writers who are respected for their opinions on set topics. So PPC Ads come with an inherent drawback that
a large portion of the viewing audience already believes them to be less reliable just because they are paid advertisements
None of that necessarily means that you should dump the idea of PPC advertising altogether. Despite what it may sound like,
PPC does work extremely well sometimes, you might need to retool your thinking on the role PPC plays in to your overall

marketing efforts and be strategic.

2. A low Quality Score.
Many new online advertisers are surprised to find that AdWords doesn't work on a straight "auction" system. The more
relevant your ads seem (and the more potential customers click on them), the higher your "quality score." And the higher your
quality score is, the less you have to pay for each click, or to hold a top position.
Lack of Re-Targeting and Tracking
3
An effective marketing campaign needs to continually position memories in someone's mind.
To help this you should re-market your paid advertising, allowing your marketing efforts to show up in other places throughout the internet,

after their first impression on your target customer.

Network.
Such places can be reached using tools like Google's Display