Paid Advertising: Is it Worth the Cost?

15th Aug 2023

Whether you are a new business owner eager to establish an online presence or a long-standing company hoping to drive more traffic to your website, utilising paid advertisement can significantly boost your online engagement.

However, not knowing how to implement paid ads into your marketing strategy, which could cause various problems, is enough to put anyone off of using them - which is why this article aims to help educate you on everything you need to know about the world of paid ads and what they can do for you.

What are ‘Paid Ads’?

To expand the reach of your business, marketing is a must. It is a tool which entrepreneurs have utilised since as far back as the 17th Century, before booming during the Industrial Revolution. This is why digital advertisement is crucial for success in this technologically advanced age.

So what is paid advertisement? It is a marketing method that sees businesses bid against each other to have their ads displayed to online users. Essentially, those who bid the highest amount are the ones who have their ads shown to their chosen audience more frequently.

This method is called PPC (Pay-Per-Click) advertising - although that does not mean every paid ad is a PPC ad. These ads are displayed on various platforms, including Google Search Results, Social Media platforms such as Facebook, Instagram and more.

The Big 5

Specific Targeting

Paid advertisement has many uses, all of which have the power to aid you in making your business a success. When creating these paid ads, you can control who sees them - and how!

Multiple Specific Targeting tools exist, but they can be condensed into two main categories: Search Ads and Display Ads. Within these ads, you can use keywords and targeted criteria to boost your ads further, ensuring that more and more users see them. Despite the positives, specific targeting comes with its disadvantages.

Although a powerful tool, it is too easy to over-refine your audience, bringing it to a point where you only target a small, insignificant group whilst alienating the rest of your potential audience. That's not the only problem either; audience targeting tools aren't a secret, many other businesses have been utilising this tactic for a while, and with such an oversaturated market, and fierce competition, it is important to think outside the box when it comes to targeting new users.

Moreover, there are several benefits that you will receive when using Display Ads. These ad types are visual, and for many, the use of eye-catching imagery and rich media can catch your target audience's attention. These targeted ads can further boost your brand awareness, promoting your services and products.

However, these particular ads do come with their downsides. For example, Display Ads typically tend to have a lower Click-Through-Rate (CTR); as a result, they ultimately have a low conversion rate as well. Whilst impressions on these ads may be high, more often than not, you can't guarantee a user has paid enough attention to it. Ad-blocking tools may also play a detrimental role in hiding your ads from their target audience.

Expanding Your Reach

If you are particularly eager to spread your message worldwide, then paid advertisement is the marketing tool for you. Managing your budget to be affordable yet beneficial is an advantage you should utilise.

Your ads can reach hundreds, perhaps even thousands, of potential customers with an appropriate spend. Even with a small budget, it is important to remember to tweak your budget to coincide with performance goals. This will help you reduce or increase your spend depending on the results, and still have the means to reach a large audience.

Measuring Analytics

Determining how successful your advertisements are is crucial for any prospering business. Fortunately, with paid ads, you can measure all your significant results through their analytics tool. This will give you access to areas of importance, such as the Click Through Rate (CTR), Conversion Rate, Cost Per Lead, and much more. T

hese statistics will make a massive difference in your marketing strategies moving forward. The most common issue that arises when measuring analytics is determining the most relevant information. With so much to sit and sift through, it can be a complex and time-consuming task to undertake.

Fast and Efficient Outcomes

Compared to other traditional marketing methods, paid advertisement is usually quicker at generating your vital results and figures. Once your ads are up-and-running, they can start bringing in viewership almost instantaneously, and those all-important statistics.

However, one particular downside is that these results depend on your ad campaigns' success. If the ads target specific keywords or certain audiences, there is no guarantee that users on the internet will see, let alone interact with, your ads. It is crucial to utilise as many avenues as possible. This marketing method may not be for you, but that doesn't mean you shouldn't try it - it might surprise you!

Multi-platform Advertising

Why limit your advertisements to one platform? Nowadays, social media is one of society's largest driving forces - and will only continue to make a powerful impact. This is why positively utilising this entity can only work in your favour.

With multiple social media platforms always fighting for the top spot, spreading your paid ads across each of them will ensure that they reach a broader audience and entice potential customers into buying your products or services. When managing various ad campaigns across multiple platforms, you oversee different accounts, reporting systems, and dashboards. Juggling all of this can be time-consuming and challenging to keep track of, but when you eventually get the hang of things, it can aid in some highly positive results.


In conclusion, paid advertising can help you create that all-important online presence. From reach expansion to learning more about your target audiences, all of it is essential to your brand.

Despite the seemingly overwhelming benefits, it is equally as important to highlight the negatives which can accompany paid ads and PPC campaigns. Seeing the whole picture can help you determine whether paid advertisements are the best option for your business.