Reasons To Invest In Paid Advertising

Paid advertising, also known as Search Engine Management (SEM) services, is a great way to make your business known. With paid ads, your website will rank highly on Google and people will notice you. The great benefit of paid ads is that they are versatile and have an immediate effect. You can run a series of ads to show up on Google’s first page right away instead of waiting for months as happens with SEO (Search Engine Optimization). You can also run ads for a time-sensitive promotion or for a new product your business has introduced.

Ads are also adaptable. With the right content, you can target the audience most receptive to your business. Since most businesses cater to different audiences, Ad wording, images, and content can vary to match the audience it is targeting.

Paid advertising can be a great way to generate more overall traffic to your site and bring qualified traffic to your site.

Reasons To Invest In Paid Advertising

  • Expand Your Potential Reach

    Ads help you expand your brand reach.

    The Internet is packed with opportunities to advertise your brand. Our paid ads team can set up ads for your website on Google and other search engines as well as social media.

    Most businesses have several audience segments. Paid ads help you target these audiences separately. If part of your audience is on Twitter but a significant chunk is also on Facebook, we can create two separate sets of ads, targeting each audience separately. You have expanded your reach and you can access a vast pool of prospective customers.

    Remember that customers don’t come looking for brands. Brands have to capture consumers. Reaching buyers where they are located is key to your success and the best way to do this is by widening your net. When you advertise on various platforms, you are giving yourself a chance to reach customers when they are looking to make a buying decision.

    This mix-and-match approach helps you expand your reach. If your audience is spread throughout various platforms, you will advertise your company where your audience actually sees it.

  • Target Buying Keywords

    Paid ads are based on keywords.

    Let’s say a customer is looking for “cottage-style kitchen cabinets in Miami.” If you have a business that makes such cabinets and you are running ads with these keywords, your website will show up high on the search results page. The customer will click on your website and check it out. If your website is enticing and user-friendly, the customer may well contact you for an appointment and a price quotation.

    Paid advertising gives you a unique opportunity to target keywords within your respective niche. Our aforementioned customer is at the beginning of his buying cycle. She is still looking for kitchen cabinets. Once your website shows up on his list, your business will be on her radar. When the customer is ready to make a decision, she will remember you.

    Paid advertising can propel your marketing efforts to new heights. While you can target buying keywords with other forms of marketing such as organic search engine optimization, paid advertising is immediate and highly targeted.

  • Paid Advertising is Measurable

    Paid advertising is highly measurable.

    All platforms, social media, and search engines have analytical tools to see how your ads performed. No form of marketing is worth investing in if you aren't able to quantify the results. You are paying good money, so you want to see results.

    Analytics tell you who responded to your ads, whether they visited your website, and which page they stayed on. Analytics will also tell you if your customers subscribed to your newsletter and which path across your website pages they took. It is well worth spending time, energy, and money to analyze the results of your paid ads efforts.

    Another great thing about paid ads is that you can alter them. Here at IceWeb, we run multiple series of ads and perform A/B tests on them. Analytics tell us which ones fared better and we re-focus our attention on the better-performing ones. Why should we ask our clients to spend money on underperforming ads? Our goal is to help your business make money—and we want the paid ads you pay for to deliver.

  • It's Quick

    Every business should engage in unpaid advertising techniques such as search engine optimization. Unfortunately, such strategies take a long time to bring in results.

    With paid advertising, you can anticipate visible results almost instantly. You simply find keywords that you want to target within your strategy and start to bid on them. Right from the start, you will be able to have your ads show up for various keywords that match your business, niche, and industry.

    This helps get instant results and feedback on your advertisements. You can then focus on your best-performing ads and increase your bidding on these keywords.

    Paid ads are thus a great short-term strategy compared to unpaid traffic sources. It feels good to drive traffic to your website instantly and it’s particularly helpful if you are new to the industry or you are developing a new line of services or products. You can easily test various advertising campaigns and see what works so you reap the benefits of your advertising and adjust your efforts.

    Our advice is to combine paid advertising with SEO strategies to ensure your success both short-term and long-term.

Paid Advertising for Your Business

There are so many reasons you should be heavily investing in paid ads for your business:

  • You can boost traffic and convert prospects into actual customers at the beginning of the buying cycle.
  • You can run ads on several platforms to capture audience segments and target your ads to each and every audience.
  • Paid ads help you keep a close eye on your spending and the returns on your investment. If an ad is underperforming, you discontinue it and focus your attention on more effective ones.
  • You can see which platform yields the best results and spend more money advertising there. Sometimes, one audience is more responsive than another one and one platform works better than others.

By getting a professional company like IceWeb Marketing, you can have a whole array of paid ads, spread across multiple media and audiences. We can help you improve your return on investment and make the most of your advertising budget. Our team will analyze your ads and we will direct our efforts toward the optimal ones. 

We love it when we see that our clients are getting results, as it means that our efforts are paying off!

Frequently Asked Questions

What is the difference between SEO and SEM?

SEO stands for Search Engine Optimization. It includes practices that help a website increase its so-called organic traffic, i.e. traffic that comes without the need to pay for advertising. It typically covers three aspects:


  • Semantic. This refers to the website’s content. All copy must be keyword-rich and formatted in a way that encourages search engines to index it correctly.
  • Link building. Link building is all about backlinks, i.e. links that point back to your website. It is important that they come from high-ranking websites and that they include the keywords you wish to rank for.
  • Technical. This includes many separate improvements to your website, such as its schema, loading speed, image optimization, alt tags, etc. 

SEO typically takes 3-6 months to start yielding results. 


SEM stands for Search Engine Management. It encompasses all kinds of paid advertising and works immediately: within a couple of days, you can be on the top of Google’s first results page.

What types of paid advertising are available?

There are many types of paid advertising available, including:


  • Pay-Per-Click (PPC) Advertising: This type of advertising involves placing ads on search engine results pages or other websites in exchange for a fee. Businesses are only charged when someone clicks on the ad.
  • Display Advertising: This type of advertising involves placing ads on websites or apps that partner with an ad network. The ads can be static images, interactive rich media, or video content.
  • Social Media Advertising: This type of advertising involves creating compelling content and targeting potential customers through social networks such as LinkedIn, Facebook, Twitter, and Instagram.
  • Native Advertising: This type of advertising incorporates sponsored content that fits within the look and feel of its surrounding media environment, making it less intrusive than traditional ads.

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