When is sponsored promotion preferred
If you want to promote your business online, you need to promote your website on search engines. Surely you’ve heard the term ‘paid advertising’ in search engines or ‘Google Ads,’ and you might be wondering if that’s what you need. There are various website promotion methods, including paid advertising and organic promotion, and it’s important to know the differences.
This can be explained simply – promotion done through ads is called paid advertising. Other promotion methods that focus on improving the website’s ranking in the search engine are organic promotion methods.
Both organic and paid advertising have costs, and you need to consider how to allocate your budget to achieve optimal results. There are situations where we use paid advertising alongside organic promotion, and there are situations where you prefer to use only paid advertising. There are different factors to consider, and it’s advisable to work with experienced website promoters; they already know what to do.
Although website promotion is a professional field, it’s always good to know the basics and the advantages of paid advertising. This way, you can understand when to prefer paid advertising over organic promotion.
Paid advertising brings fast results.
In contrast to organic promotion, which yields initial results after a few weeks and tangible results after several months, paid advertising delivers immediate results. How immediate? Within minutes of launching the campaign, you can start enjoying increased website traffic. Of course, it’s essential to plan the campaign carefully and conduct the necessary research to achieve good results. However, the ads will appear instantly on the search engine, and you’ll begin to see the outcomes.
If you’ve launched a website, you probably want to rank well on Google and invest in organic promotion. Still, you also need immediate results and don’t want the site to be dormant for 3-6 months. Therefore, at this point, it’s advisable to invest in paid advertising.
Pay attention to an important point – paid advertising is easy to start but also easy to stop. Just as you get results at the beginning of the campaign, you also stop getting results when the campaign ends.
A tool to compete in tough markets.
When you want to compete for good positions on Google, it may be very challenging in certain niches. When you have established and powerful websites dominating the top positions, reaching there may require a lot of work. In such a situation, paid advertising allows you to make a quick entrance and appear alongside them in the search results. The principle is simple – whoever pays more appears at the top of the search results in spaces allocated for paid advertising.
Control over the advertising budget.
One of the advantages of paid advertising is good control over the advertising budget. In organic promotion, you can know how much you’re paying for promotion, but you can’t exactly know what you’re getting in return. We’re not saying this to criticize organic promotion; you can indeed measure improvement in traffic, but you can’t predict it in advance. Paid advertising, on the other hand, gives you more control. You can allocate a well-defined budget to each campaign and measure the results in real-time.
Suitable for temporary and niche projects.
Paid advertising can be a perfect solution for temporary and niche projects. For example, if you’ve created a website that wants to capitalize on specific market opportunities and maximize it quickly, you won’t want to wait for months. For instance, with the outbreak of the COVID-19 pandemic, websites offering masks and sanitization equipment wanted to seize the opportunity and preferred investing in paid advertising. Another example could be websites designed for temporary projects, such as selling tickets for a one-time rock concert scheduled for next month. In such cases, organizers may set up a dedicated website for event promotion and may not want to invest heavily in organic promotion when, in a month, it will no longer be relevant.
Professional paid advertising.
Some people think that paid advertising is simpler than organic promotion and attempt to do it themselves, but soon they discover it’s a mistake and ultimately look for professionals. I can think of several reasons to work with experienced individuals. For example, if you think you’re just paying, and the ad appears, you may find that it’s not necessarily the case. There’s also competition for paid ads. Google charges based on clicks, so it has an algorithm designed to maximize its earnings from ads, making the subject quite complex. Another reason is the need for preliminary research. You need to analyze the situation and choose the keywords you want to focus on, and practically, it’s reasonable to assume that several different campaigns will run simultaneously. A third reason is that even if you invest most of your energy in paid advertising, there are still basic standards the website needs to meet, and professionals are needed to ensure it’s search engine-friendly.
