Advertising anxiety is a real thing.
Recently, a client confided in me concerning what I’m going to call advertising anxiety.
Advertising is addictive
he said, with the haunted look of someone who has experienced first-hand the rollercoaster thrills of Facebook Ad-driven traffic stats.
He’s not entirely wrong. Facebook and other social and search platforms make it easy and inexpensive to start using paid ads. Once you see how high it gets your traffic, you’ll be back for more. Plus, all the other cool businesses are doing it. In 2020, more than 10 million advertisers were promoting their brands on Facebook alone.
But paid advertising is still an effective part of your strategy.
To be fair, marketers would be crazy if we didn’t use paid advertising. Facebook Ads have the potential to reach more than 2.18 billion people. The Google Display Network (GDN), the world’s largest advertising network, reaches a mind-boggling 90% of all internet users. And it’s not just that paid advertising reaches a lot of people. Effective paid advertising also converts. The average conversion rate for Google Ads is 3.48% while Facebook Ads has an average conversion rate of 9.21%.
How does a small business owner overcome advertising anxiety?
Paid advertising is effective, but it’s more effective when it’s part of a comprehensive marketing strategy. (As it happens, a sound strategy is also a great way to eliminate any kind of anxiety.) Your marketing plan establishes goals and perimeters when it comes to paid advertising (and other marketing expenses) to prevent anyone from getting carried away with advertising excitement.
A comprehensive marketing strategy also integrates multiple effective marketing strategies so you’re not putting all of your eggs in one basket. More critically, all of the different elements of an effective strategy support one another to improve the ROI of each. Paid advertising has a higher conversion rate when it delivers customers to engaging landing pages, and brilliant video advertising gets more views with a combination of paid advertising and search engine optimization (SEO).
What if your audience gets addicted to advertising?
Well, that’s another matter entirely, and it can happen. It’s not luck that gets customers hooked on your brand story – it’s strategy. Engaging content paired with effective advertising and eye-catching images turns customers into converts. At Emery Designs, we work with you to tailor a comprehensive, sustainable marketing strategy aligned to your business goals and market opportunities. We develop responsive sites with powerful messaging. We use SEO best practices to improve organic reach. And we even use advertising.