“Digital marketing” encompasses various strategies, including SEO, social media management, SEM, and email. Paid digital marketing involves paid search, shopping, display ads, programmatic advertising, video, connected TV, online radio, and podcasts. Essentially, paid digital means you pay for traffic, setting a price for specific outcomes like impressions, clicks, conversions, or revenue.
5 Reasons to Focus on Paid Digital for Growth
Rapid Growth Potential | While organic efforts yield steady results over time, paid digital allows for accelerated growth at scales and speeds that organic methods often can't match, especially if you're aiming to significantly increase your business.
Premium Placement | Advertising giants like Google and Meta prioritize paying advertisers, offering them top placements for their content.
Advanced Audience Targeting | Advertisers can target specific audiences based on various signals, including interests and behaviors. Many networks also offer "lookalike" targeting to reach potential customers similar to your existing ones.
Engaging Content Wins | The highest bidder doesn’t always win; ad networks reward advertisers who create engaging content with better exposure and lower costs.
Value-Based Optimization | Networks are continuously updating their offerings, including value-based optimization, which uses audience signals to drive not just sales, but higher-value sales.
Conclusion
Whether to prioritize paid or non-paid digital marketing depends on your goals, market competitiveness, brand establishment, and budget. Our recommendation: leverage both channels, as they can enhance each other’s performance.