5 Reasons Why Paid Marketing Is an Important Part of Digital Strategy

August 3rd, 2021

Paid Search Marketing

Everyone knows that content marketing is awesome sauce. It’s the backbone, frontbone, and sidebone (we’re doctors if you couldn’t tell) of any successful digital marketing campaign, and without it, brands flop like a second Han Solo movie. But, we’re sure you already knew that. What you probably didn’t know is that you also need paid marketing. 

We know what you’re thinking: “Why do I need a paid ad if I’m already paying for content marketing — that’s dumb and seems like a bad ROI.”

Well, we’ll let you in on a little secret: If you want to be successful — which we’re sure you do — you’re going to need both. WHOA.

Like peanut butter and jelly, cookies and milk, or Jim and Pam—content marketing and paid advertising complement each other, and separating the two would be a f$#^ing crime. That’s because you need content for your organic marketing strategy. 

To extend your reach, boost awareness, and get your content in front of more peepers, you’re going to need to implement paid marketing into your digital marketing strategy. Period. You don’t want clicks. You want engaged and loyal followers of your brand.

Still not convinced? Then buckle up, buttercup and keep reading. Here are five reasons why paid marketing is an important part of digital strategy. 

WTF Is Paid Marketing Anyway?

Otherwise known as digital advertising, paid marketing refers to any strategy in which a brand targets consumers based on their interests, intent, or previous interactions with the brand rather than waiting for them to find you organically. 

Typically, this type of marketing is displayed on search engine results pages and social media channels. There are many advertising platforms for paid marketing, such as Google Ads, Yahoo Ads, and Bing Ads for search engines and Facebook Ads, Instagram Ads, Twitter Ads, YouTube Ads, LinkedIn Campaign Manager, and Pinterest Ads for social media platforms.  

In addition to the keyword-focused display ads you’ve likely seen in search engine results pages and web pages–also known as pay-per-click ads (PPC)–paid marketing can also take the form of sponsored social posts and guest blogs, influencer campaigns, and affiliate marketing. 

OK — What Are The Different Types Of Paid Marketing?  

Believe it or not, there are many forms of paid marketing, but the most popular include:

  • Paid Search Marketing: Also known as search engine marketing, this effective strategy serves image and text ads to users searching on platforms like Google and Bing. Effective ad copy is a must with this type of marketing.
  • Display Marketing: Like search engine marketing, display marketing utilizes networks that serve ads to visitors who come to your website.
  • Paid Social Media Marketing: Another killer strategy is paid social media marketing. This type of marketing allows brands to target people on social media with ads based on their interests and interactions. Social media allows for ads of different formats and mediums including video ads.
  • Influencer Marketing: Quickly rising to the top as one of the best ways to boost awareness. Brands can enlist the help of an influencer (someone on social media with a massive following) to strategically promote their product or service in a more personal manner. 

Each type of paid marketing provides its own benefits. If you’re not sure which strategy is best for you or which digital channels might be best to use, it might be a good idea to call in the pros, like Nowadays— a viral marketing agency that can put your brand right in front of the masses! 

Why You Need Paid Marketing 

Now that you’ve got the scoop on paid marketing, let’s go over a few reasons why you need it.

Reason #1: Paid Marketing Delivers Speedy Results 

With paid marketing, you’re guaranteed to reach a defined audience. You can utilize your content to boost your brand with specific targeting and obtain more qualified leads faster than the organic approach. 

Reason #2: Paid Marketing Provides Equal Opportunity For Everyone 

It isn’t just for the big guys — any business can leverage their brand with the help of paid marketing. This gives small businesses a great opportunity to stand in perfect competition with well-established businesses. 

Reason #3: Paid Marketing Can Generate Better Revenue 

Believe it or not, businesses that incorporate paid marketing into their digital strategy have almost three times better revenue growth expectancy than those that don’t. 

‘Nuff said.

Reason #4: Paid Marketing Gives You Mobile Access

Because 85% of Americans own a smartphone and are likely to use that device for news, social networking, and countless other activities, we’d say being able to reach them via mobile would be pretty beneficial. Well, with paid marketing — you can. 

With remarketing ads, email, and text marketing, as well as social media, you can be right in front of your audience while they use their smartphones. This can boost brand awareness tenfold. 

Reason #5: Paid Marketing Is Affordable

And lastly, paid marketing can be really affordable! There’s no need to take out a second mortgage on your home or sell all your stuff to pay for ads these days. Of course, specific prices will vary based on what you’re doing, but ad spend generally fits much better in the budget than other forms of marketing. 

Ads can be created in mere minutes, and there are tons of tools that can help you to create them at very little or no cost at all. Plus, you can also keep track of the money you’ve spent and set budgets for campaigns on all ad platforms — from Google and Bing to Facebook and Instagram — so that way, you never overspend! 

When you consider that your paid marketing efforts are putting your brand directly in front of your target audience–helping you capture not just any ol’ lead but qualified leads–this type of marketing is both affordable and extremely cost-effective. It’s kind of a no-brainer.

Wrapping It Up 

If you’re not utilizing the power of paid marketing — especially in today’s digital day and age — WTF are you even doing? 

Paid marketing is a crucial part of any digital strategy because it can help put your content right in front of the masses, helping to boost awareness and drive sales. And seeing as it’s affordable and extremely cost-effective, there’s no reason not to leverage it. 

Ready to take your business to the next level with paid marketing but don’t know where to start? 

Don’t worry–we can help.

Here at Nowadays, we know this sh!t is personal. You’ve been pouring yourself into your brand and are hungry for success. You’ve got the drive — we get it. To turn digital advertising on its head, you’ve gotta know your audience and how to turn their heads. We do.

Making you look like a rockstar is our jam. Drop us a line today and go viral tomorrow. Let’s rock!



Demographics of Mobile Device Ownership and Adoption in the United States | Pewresearch

New study reveals big benefits for small businesses online | Ipsos

What is Digital Advertising? | Webopedia