Do you feel short-changed by your paid media?
You’re not alone. 84% of digital advertising is wasted these days. It’s either ignored, forgotten, or remembered but misattributed to the wrong brand! What a waste of marketing budgets…
Paid Media is not just some PPC advertising. It’s an integrated approach to your digital advertising that combines the varying benefits of each and every incredible channel we have at our fingertips.
If you’re only activating one siloed digital media channel and expecting this to turn into revenue overnight, the answer to why you aren’t generating an ROI is clear – you are looking at paid media completely wrong and executing it incorrectly.
Scroll to see how you should look at paid media and actionable tips for how to improve the ROI you get, or alternatively book a meeting with our Head of Paid Media, Mary.Book a free paid media strategy session
Why does paid media not deliver the ROI you want?
You activate the wrong channels
It all starts with where your buyers are. There’s no point advertising on a platform if your buyers aren’t there! Don’t expect them to seek you out – go and find them!
The recipients don’t know you
B2B Tech Buyers are 2-3x more likely to click on a paid media ad if they know the brand. If you’ve skipped the Awareness stage, this might be why you’re not seeing an ROI.
Bad creative & boring copy
Most B2B Tech ads look AI-generated to a set of corporate guidelines. They’re boring and don’t grab the attention of scrollers. Studies show you have less than 2.5 seconds to grab someone!
You didn’t have the right budget
Many people claim to have “tried paid media”, but really they’ve only tried one or two channels, siloed, and with a budget to “test the water” that’s just too small. There’s a minimum threshold to get results.
How to fix your paid media
(without spending more money)
Nail your targeting.
If you’re targeting IT Managers, maybe Reddit Ads is the right paid media channel to activate. If you’re targeting the C-suite, they probably aren’t scrolling LinkedIn on weekdays, but they might peruse Facebook at the weekends. Get in the mind of your buyers.
Make an impact!
By using creative that stops the scroll and grabs attention within that 2.5 second moment, you nail the next step. It also helps if they’ve heard of your brand! Our clients have most success when we run awareness campaigns on the paid media channel before our activation campaign.
Messaging that resonates.
Once you’ve grabbed your buyers’ attention, you need to give them something to remember. This requires a deep understanding of their world, and a solid strategy. Relate the content to buying moments or pain points, speak the language of your buyer, and add some value. Make it worth their time.
Do this…
Leave them with something to do. A call to action. Otherwise, they keep scrolling and crack on with their day. You want them to take action, right? Whether it’s making them download a piece of content, remember a piece of information, or filling in a form – tell them to do it. Just like how we’re telling you to book an appointment with our Head of Paid Media, Mary, to get your paid media back on track.
Free paid media advice
(now that’s value for money!)
Talk to Mary, our Head of Paid Media
You can pick May’s expert brains by filling in this form. She’ll be in touch to help you get your paid media back on track, so you can start seeing the ROI you expect.
