Paid Ads

Paid Ads are currently on the centre stage of Digital Marketing and for good reason. They are a direct line to helping you grow your business and get results quickly. Paid ads have grown significantly in popularity and are now a core component of most growth campaigns.

The advantage of paid ads is that it doesn’t depend on organic SEO to get traffic to your website or landing page. Building a new website and growing traffic slowly through SEO and content creation takes time. Paid Ads take no time at all. They can generate a lot of traffic, leads and sales for you in a short period of time but to achieve that requires a lot of effort.

Before we get into the nuts and bolts of how Paid Ads work, let’s look at the different types of Paid Ads that are available:

We’ve met a lot of people along the way who don’t believe in paid ads. Usually it’s because they’ve tried them and haven’t gotten results. It’s not as simple as putting in a headline, ad copy, picture and linking it to your website. There is a lot of research, testing and technical expertise that goes into a successful Paid Ad campaign. We’ve broken down the steps for you:

Identify your target market – which social media channels are they using. What type of buyers are you looking for and which channels do they make purchase decisions on. There are many market segments who use google for information but Instagram and Facebook for buying and vice-versa. This step is important to choose the right platform. But in our experience a great campaign will include a few different channels to test assumptions. We had a client who was convinced that their ‘type of customer’ would never make a purchase through Facebook. They were shocked to see their Facebook ads outperforming their Google ads every week. Eventually we shifted all their spend to this one channel.

Have an enticing offer – Some people try to sell their entire product or service right off the bast and this doesn’t always get the best results. Offering something of value, that is free or minimal cost is often the best way to get someone to click through. A free trial or sample is often a great path to converting a client. Thinking through your offer and what will get the most traction is the most strategic part of the process. We often test different offerings to see which will get the most traction. This is not a guessing game, it’s based on real-time data.

Research Key words – the words that people will use to search your products/services are core to the Paid Ad campaign and it’s not as easy as it sounds. There are may different types of key words, not all key words are the same. Finding the ones that will convert requires testing and ideally running a few different campaigns in parallel.

Test your content – You have the channel, the offer, the key words and now it’s time to put together the ad. We can’t stress enough how important it is to get the right content and look and feel. It will make or break the campaign. For example, a nice stock picture of models that looks great, doesn’t actually get as many clicks as more symbolic pictures for some campaigns. The specific content needs to match the needs of the target market and be customized for the specific industry and product or service you are selling. We usually test campaigns and get early results before investing the full amount of your marketing spend.

Paid Ads clearly get results but there is an important factor that we need to take into account right from the beginning. Because this is paid traffic/leads, when the investment stops the traffic/leads stops. This is not the case with SEO and content management for example which just continues to grow.

Paid Ads work best for short-term results when combined with a longer-term SEO and content management strategy so while you pay for short term results you can build for longer term and more sustainable results i.e. getting to the top of your Google Search!

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Paid Ads

Paid Ads

Key components to paid ads

Paid ads are usually the fastest, most effective way to attract potential clients to your website and to convert leads into paying clients. There is a lot of science and art that goes into paid ads. It’s not as straightforward as just advertising your product or service. There are two key components to paid ads:

Other Strategies

Even before designing an ad and developing a targeting strategy, your sales and conversion process needs to be designed so that the paid ads are linked to the right workflows.

For example, are you looking for leads to contact you so that you can speak to them and close the sale? Or are you looking to directly convert leads into paying customers by clicking on your ad and going to a landing page with built-in e-commerce or are you looking to drive more traffic to your website where the sales process is already set up? There are many other strategies, these are just a few.

Google Ads

Google Ads have quickly become one of the most effective Digital Marketing tools in the marketplace. Google has dominated the search engine space for many years and continues to expand its reach and impact through additional services such as google Ads.

Google Ads are geared to do the following:

How Google Ads Work:

Google Ads use the keywords that people use to search businesses like yours to promote your business in those searches. Although you can buy a google ad quickly there is a lot more involved to make it effective and to convert it into traffic and ultimately sales.

In order to maximize the effectiveness of your ad, we need to determine critical factors to your success:

Who is your specific target market?

One of the most important things you can do for your Google Ad to translate into leads is to optimize your website

One of the most proven methods to developing a Google Ad that gets traction is to do split testing. Trying different messages and calls to action to see what resonates best with your target market. This is where an experienced scientific approach gets you the best results.

Facebook Ads

Facebook offers an unparalleled degree of market targeting. It may creatively do what no other platform can since it’s the most significant collector of consumer information, data and behavior. Whether you’ve got a service, a product, or something brand new — Facebook Advertising can deliver results.

The demographics of Facebook Advertising continue to change, however, you will find far more than 2.24 billion people on the platform — and more than 1.47 billion individuals spend some time on Facebook daily. The scale of this Facebook user base is significant, and it represents a huge opportunity if leveraged properly.

Facebook Ads also Instagram Advertising after Facebook’s purchase of Instagram in 2012. This enables advertisers to prepare a single advertising campaign that will show across both Facebook and Instagram, eliminating the need to produce two distinct campaigns.

How Google Ads Work:

The Facebook Advertising platform is a highly intuitive and customizable social networking marketing platform. You will find a number of different ad types that are available, based upon your budget and desired results.

These include:

The advantage of Facebook Ads versus other platforms is that it allows for micro-targeting sub-segments of your target marketing. Facebook Ads can also be quite cost-effective as you are only charged a fee if someone clicks on your Ad and it applies to the very popular Instagram platform as well. All that being said, Facebook Ads don’t provide the best returns on investment for all industries, products and services. Contact Us to find out which platform is ideal for your Marketing Needs.

YouTube Ads

YouTube is the 2nd largest search engine after Google with 2 billion logged-in visitors a month searching for every range of topic imaginable. YouTube Ads are a growing marketing platform and YouTube Ads are usually more cost-effective than Google Ads for example.

The benefit of YouTube Ads is that you only pay for your Ad when someone clicks on it and your Ad can come before your competitors video which your target market has already clicked on. YouTube has also come a long way with data, analytics and reporting related to your campaign to allow for more targeted marketing campaigns.

There are a range of YouTube Ads that are available as part of your marketing campaign:

LinkedIn Ads

Depending on the type of business you have LinkedIn ads can help you reach a more professional customer base. LinkedIn members are professional, influential and also have significant buying power compared to the average web user.
LinkedIn recently revamped it’s advertising platform, Campaign Manager, has increased the choices that marketers have to reach our target accident. We can now run goal-based campaigns that include:

Smilar to YouTube Ads there is a range of types of advertising that we can do for your business on LinkedIn:

Similar to other platforms, getting specific on your target audience and using the right keywords and look and feel will have a direct impact on the effectiveness of the Linkedin Ad campaign.

Programmatic Media Buying (PMB)

Effectively capturing the interest of customers in the current digital ecosystem is no easy task, which is why Programmatic Buying is an effective approach. There are a huge number of sites, applications, and digital possessions being seen across several channels, daily, every day.

Targeting tactics in Programmatic Media Buying are utilized to segment audiences utilizing information in order that advertisers only pay for advertisements delivered to the right people at the ideal time and rely less on the” spray and pray” approach of digital advertising. Computers and algorithms make the ad buying, positioning, and optimization process more efficient, eliminate everyday activities, and cut down on time to market.


Gain attention with personalized ads using data from profiles, liked photos, company, job title, etc.


Quickly launch campaigns with dynamic ads designed automatically and individually.


Tailor your ads to build brand awareness, increase traffic to your content, and convert leads into customers. You can measure and optimize your results directly in Campaign Manager.


At the heart of each programmatic advertising, system is a proprietary machine-learning algorithm that assesses campaign inputs and user behavior so real-time effort optimizations can be made and viewers that are most prone to convert are identified and targeted. A number of different types of information come into play to enhance the probability of a campaign’s success.


Volume performance –Dealers can mass edit advertisement campaigns and orders, rather than making individual changes one at a time, saving substantial time.

API capacities – These supply bilateral data syndication for both trafficking and coverage in formats readily accepted by company intelligence groups.

Machine learning algorithms – Our calculations find optimal bid costs for optimizing scale and performance across all significant KPIs.

Topical monitoring sources –  Users may export preferences, make adjustments, and then upload them to optimize workflow efficiency for large or intricate campaigns.

Omnichannel Capabilities- WellDelivered is a true omnichannel provider that enablesbrands to reach customers seamlessly across all programmatic formats and channels.