Posts tagged: interactive strategy toronto

Paid Advertising: How It Helps Generate Earned Media

A few months ago, I wrote about the basics of PPC advertising (Pay-Per-Click).  Since then, I’ve been thinking a lot about how “paid” media can help generate “earned” media (advertising that is shared among friends and beyond).

To clarify, when I refer to PPC advertising, I’m simply referring to any platform that allows you to advertise on a pay-per-click or cost-per-click basis (example: Google Adwords, Facebook Ads, and LinkedIn Ads).

Why Do It?

Ultimately, our clients want to generate leads, inquires, and sales from the PPC campaigns we run on their behalf.  However, there are also other valid reasons to do PPC advertising, which may not achieve an immediate ‘hot lead’ or ‘sale’, but may do so down the road.

For example, if it makes sense for your business to have a Facebook Page you might want to consider using Facebook Ads to generate initial awareness and demand by driving people to your Facebook Page.

Running a Facebook Ad campaign, might help you get the first 1,000 people to “like” your Page.  From that point, you still have to keep them engaged, but in time, you may earn their trust and convert them into advocates, clients, or buyers.

In addition, a relatively small investment in Facebook Ads could generate a huge ROI considering the very same people who first “liked” your Page from clicking your ad also create an organic viral effect.

Sometimes a picture is worth a thousand words:

photo credit: Facebook

Overtime, once you’ve “earned” their trust, the same people who originally came to you via your paid Facebook Ad campaign (and who referred others) might eventually turn into a lead, inquiry, or sale.

About the Author

Mitch Fanning is VP of Fruition Interactive. He’s spent 11 plus years working with businesses of all sizes, from global brands to some of Canada’s fastest growing web start-ups ranked in the PROFIT 100.