How to Maximize the Results of Your Paid Digital Advertising Budget

First off, what is Paid Digital Advertising?

A quick definition to make sure we’re on the same page before we provide a quick how-to on how to maximize the results of your paid digital advertising campaigns.

Paid digital advertising is where you pay to show your advertisement to your customer via web or app. Search, Programmatic, and Social online advertising precisely directs your promotions to specific demographics, driving immediate traffic and engagement.

The Benefits of Paid Digital Advertising

• Brand recognition
• Consistent traffic to your website and socials
• Keeping top-of-mind for your ideal customer
• And, of course, more customers

The Best Way to Maximize the Results From Your Paid Digital Advertising Budget

We talked to Brian Reese, our Paid Media Team Lead who manages Pay-Per-Click (PPC) and other paid digital marketing campaigns for our clients, to give you the inside track to campaign success.

1. Understand Your Current Customer Base

Is your CRM set up to track leads and conversions? Do you know where those leads are coming from? Are you able to attribute which ads had the best response?

“The clients who have seen the most success and can hone in on their tactics are the ones that have a solid CRM setup and can share the information with us on how our (TechArk) leads ended up going.”

2. Define What a Marketing Qualified Lead (MQL) Looks Like and its Value

Defining how much a lead is worth to your business will help to determine campaign spending limits, how much to spend where, and what your return on investment looks like.

Your agency or partner should be ensuring that you receive a reasonable cost-per-lead (CPL).

“What is a lead worth to our clients? … We certainly focus on quality over quantity of leads. We need to have a clear understanding of the value of those leads.”

3. Start Running Campaigns to Gather Data

Your cost-per-acquisition is the amount you spend on a lead. To get the most out of your digital advertising campaign, you’ll need to start with a baseline, which means executing some campaigns to gather some starting data.

“Google doesn’t tell you how your competitors are doing. They won’t tell you what the Cost-Per-Acquisition (CPA) is for your competitor. You have to get started and build data of your own to see.”

Learn More: Top Programmatic Advertising Trends to Look for in 2024

4. Give it Time

It typically takes several months of executing a campaign to really understand where the cost per acquisition is going to fall for a given customer within their given industry and around a set of given target keywords. 

“We typically want 30-60 days of data to accumulate from a campaign before we start focusing our efforts and the conversation around optimization.”

5. If You’re Not Already, Share the Data With Your Advertising Agency/Partner

Without data to provide direction and insight into what’s working, your campaigns are essentially flying blind—the spaghetti-on-the-wall approach.

“We need the information back so we can make the more strategic decisions on which direction to go or to continue to go in, or to stop and change directions completely.”

6. Don’t Just Set it and Forget it. Consistently Monitor the Results You’re Getting

Every business is unique and every industry has a distinct set of variables, competitors, seasonal dynamics, and exposure to shifts in the overall economy.

“As a true partner, we’re trying to work with you. If (your campaign) is having a bad month we’re going to talk with you about it, but then figure out what we need to do to make it better.

Just being very transparent about results, processes, what we’re doing to get things done, and holding each other accountable.”

7. If You’re Using a Partner (like TechArk), Pick The Right Fee Structure That Works for Your Business

Some agencies charge a percentage of your advertising spend as a commission, others, like TechArk – A Digital Marketing Agency, charge a flat-rate monthly management fee with no commission. Do the math to make sure you’re getting the best value for each dollar you’re spending.

Ready to Try Something New and Want a Taste of What it Would be Like to Work With Us?

We would love the opportunity to show you how we can help improve your marketing channels and campaigns.

Contact us for a free digital marketing audit and let’s get started on optimizing your paid advertising strategy.