Why Invest In Paid Media For Your Online Store?

Why Invest In Paid Media For Your Online Store?

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The digital market is an extremely competitive environment that already has millions of companies in e-commerce. In this sense, to establish its position in the sector, a virtual store needs to combine organic digital marketing strategies with investments in paid media to optimize its results.

To start let’s think about the 3 most important questions that comes to mind when talking about paid media advertise:

1. But how does paid media work?
2. What are the steps to building efficient actions in your digital ads?
3. How much should I invest to succeed and gain new customers in my e-commerce?

To answer these questions, in this article, we’ve put together everything you need to know about paid media.

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What is paid media and how does it work?

Basically, paid media refers to digital marketing channels that require investments to reach a greater number of leads or users of various networks on the internet.

Thus, the main objectives of paid media are the consolidation of brand positioning and the large-scale online dissemination of products.

In other words: we are talking about decisive tools for the growth of a virtual store and for the increase of its sales on the internet.

After all, given the expansion of e-commerce, working only with organic dissemination of products will make it difficult to generate more robust financial gains.

In the operation of ads and sponsored links, in general, you must:

1. Define a detailed plan for your paid media strategies;
2. Choose the dissemination channel;
3. Define the content and target audience of your campaign;
4. Define the budget that will be invested throughout the campaign;
5. Monitor and measure results;
6. Realign/design new actions aiming at greater reach and long-term results.

Precisely because it involves directing financial resources from your company’s cash.

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When investing in paid media for your virtual store, also consider:

1. The current position of your virtual store and if it is ready for a more expressive growth;
2. The objectives of the paid campaign;
3. The profile and internet browsing habits of your leads and potential customers.

Considering these above points is an important step for your paid ads to be assertive and, in fact, contribute to a greater number of customer conversions.

Examples of paid media

But what are the main types of paid media?

Currently, there are 4 main distribution channels that require investments in digital marketing, and they are:

#1.Google Ads

You know those ads that appear prominently at the top of your Google searches? They are sponsored links, one of the main paid digital media.

To start a sponsored links campaign, you will need to access the Google Ads tool and follow a few steps:

1.1. Define the objective of your campaign;
1.2. Decide on the ad reach (local or global);
1.3. Add an image and short captions to the sponsored link
1.4. Set your monthly ad cost;
1.5. Post the ad.

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On the budget aspect, it is worth noting that an ad in Google Ads is pay per click.

That is, the more leads that come to your ad, the greater the cost (and, consequently, the potential to increase your online sales), always within your monthly limit.

#2.Social Ads (Facebook, Instagram, and LinkedIn)

Social Ads are ads on social networks such as Facebook, Instagram, and LinkedIn.

With wide market reach, social networks are excellent platforms to invest in your paid digital media planning.

Here are some details about the three networks:

2.1. Facebook Ads

The great advantage of advertising on Facebook is being able to reinforce your position on a network that, today, has more than 1.6 billion people connected around the world.

To place an ad on the network, you will have to access the Facebook Business platform, and similarly to Google Ads, define the following:

2.1.1. Campaign objective;
2.1.2. Where you will run your ad (Messenger, Facebook, all network channels);
2.1.3. Set the budget (which can be daily or total, based on the campaign time frame);
2.1.4. Choose the ad format – there are different options, which include from multimedia presentations to static images or even interactive ads;
2.1.5. Submit an order and participate in the Facebook Ad Auction – which determines the best Ads to distribute according to audience and ranges and time;
2.1.6. Measure the results.

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2.2. Instagram Ads

Through Instagram Ads, you will be able to boost the digital marketing potential of your online store on one of the networks that generates the most sales around the world.

The network has five main ad formats:

2.2.1. Photograph;
2.2.2. Video;
2.2.3. Carousel;
2.2.4. Collection;
2.2.5. Ads via Stories.

In addition to an Instagram business profile, you will also need to have a Facebook business account to create and manage your Instagram ads.

With this, you will also be able to create joint ads for Facebook and Instagram, expanding the capillarity of paid media campaigns for your virtual store and also being able to start selling through Instagram.

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2.3. LinkedIn Ads

As a professional network, LinkedIn is a great paid media channel for the B2B e-commerce market, generating assertive ads with high conversion potential.

For precisely this reason, ads via LinkedIn Ads usually generate a higher cost and must be strategically planned so that the Cost of Acquisition per Customer (CAC) compensates for the investment.

LinkedIn currently works with 6 main ad formats:

2.3.1. Sponsored Content – exclusive company articles and materials released to the targeted audience;
2.3.2. Sponsored Message – message directed to very well-defined personas of a company, who receive them in their Inbox;
2.3.3. Display Ads – ads distributed on LinkedIn page borders that work like the traditional model of banners and sponsored links, for example;
2.3.4. Dynamic Ads – More interactive ads, in which the company can add buttons and other engagement tools;
2.3.5. Text Ads – Similar to display ads, text ads are discrete fields distributed across the LinkedIn navigation screen;
2.3.6. Video Ads – audiovisual resource for advertising paid media campaigns.

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#3.Remarketing

Remarketing is a paid media model in which, through an in-depth study of the browsing habits of its target audience, a company can advertise on other websites to leads that have already visited its page.

The idea is to make the customer maintain their interest in a purchase, even if they haven’t completed the final steps in an online store’s cart.

There are a few avenues to invest in remarketing. This includes:

3.1. Sending emails to customers who have not completed a purchase;
3.2. Ads on Google partner websites through Google Ads;
3.3. Remarketing campaign on social networks.

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#4.Ads in digital media vehicles

Similar to traditional print media models, you can also invest in ads and sponsored content in strategic digital vehicles for your brand.

It is an interesting path for companies that want to reinforce their credibility in the market and attract readers from vehicles whose target audience is related to their personas.

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Differences between paid media and organic media

While paid media involves every campaign with the targeting of financial resources, organic media includes strategies that do not incur direct costs.

In an ideal world, your online store should work and invest in both organic and paid media to generate results.

And that’s because while organic media (blogs, traditional social media posts, digital marketing materials) bring more consistency and a sense of continuity to your digital marketing plan, paid media will increase reach and conversion speed. for more specific and strategic results.

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Why and when to invest in paid media campaigns?

As mentioned above, a well-planned paid media campaign can bring new visitors to your website, increasing traffic and the potential for acquiring new customers.

That said, thinking about the reality of a virtual store that is starting in the market, the ideal is that you invest in paid media when you already have the resources to direct a minimum monthly basis of your digital marketing to sponsored ads and sponsored links.

And that’s because you will hardly have significant gains with one-off or isolated actions.

In other words: start small, but have the capacity to invest consistently.

In addition, it is essential to already have a more detailed analysis of your target audience, so that you can target your campaigns in an assertive way.

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Finally, when investing in paid media for your online store, consider that, in the medium/long term, if your campaign is well structured, the tendency is for you to grow more significantly.

And this also brings logistical and service challenges and the need for a multichannel marketing positioning on social networks, just to name a few points.

Therefore, it is important to assess whether your virtual store is ready to embrace a more robust growth movement.

How much does it cost to invest in paid media?

Many e-commerce entrepreneurs have doubts about how much it costs to invest in paid media.

The truth is that this is a very relative question.

In theory, from $1 onwards, you can invest in Google Ads daily and, with a minimum budget of $4 daily, you can advertise on LinkedIn Ads.

But these values are just the starting point of a more complex calculation, in which you will have to evaluate:

1. Your real investment capacity;
2. The Cost Per Click (CPC) of each social network;
3. How many clicks does it take, on average, for me to convert an ad into a sale;
4. The time to quit the ad.

Based on these guidelines, you will be able to achieve more, and clearly define a paid media campaign for your virtual store. It is worth it for your e-commerce to invest in this strategy.

Benefits and challenges of paid media for your digital marketing

Now that you know the key points to being able to start a paid media strategy, it’s worth summarizing the benefits and challenges that paid ads can bring to your online store.

Among the advantages, we can mention are:

1. High potential for generating traffic to your e-commerce;
2. Increase in the number of customers and invoicing in the medium/long term, through well-planned paid media actions;
3. Greater prominence for your e-commerce in search tools and many social networks;
4. Gaining relevance in the market;
5. Strengthening your organic media strategies.

On the other hand, as we have emphasized throughout this article, to be successful in paid media channels, you will need to overcome some important challenges, including:

1. Greater care is required in the analysis and design of your campaigns, otherwise your virtual store may lose important financial resources with campaigns that are not very assertive;
2. High investment cost in some networks or channels;
3. Possibly, a need for expert support or building a more robust marketing team for the success of campaigns.

That said, by following the recommendations presented here, we are sure that your chances of being successful with your ads will be significant.

Study the context of your virtual store and plan to invest in paid media, thus achieving results that can leverage your success in e-commerce!

Conclusion

Well, that’s it. We’ve got to the end of our article: Why Invest In Paid Media For Your Online Store?.

We hope that you enjoyed reading this article and found some helpful advice from it.

Feel free to comment and share this post.
Thanks!!

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