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Paid vs Unpaid Online Advertising

There have been significant changes in recent years with regard to how companies now structure and organize their inbound marketing campaigns. The internet revolution has forced companies to review the methods and strategies they might once have adopted in order for their clients to get found online.  One of the biggest changes marketers have had to undergo is understanding and educating their clients on the differences between paid and free online advertising.
Inbound marketing
What is free or unpaid online advertising?

It is rare these days for things to be free but there are some good online tools you can make use of which do not have a cost attached to them. Many of these tools help you to analyze your marketing campaigns and review increases in web traffic as well as help you keep search engine friendly by crawling your website for any technical errors. All of these tools can help brands to increase their exposure and reach and help them get found online.

Some of the free tools include:

  • Website indexing directories 
  • Search engine submission websites 
  • Inbound marketing affiliate and partner networks  
What is paid online advertising?

As the name suggests, there is a price tag associated with this type of advertising. Examples of paid advertising to drive your inbound marketing and get found online are pay-per-click (PPC), website banner ads and online partnerships. Most people are aware of PPC campaigns such as Google Adwords, Facebook and Twitter advertising. However, it’s important to note with PPC advertising, you are charged when someone clicks on your ad.

How does paid and free online advertising differ?

As well as the obvious difference that one costs money, there are also other ways that the two strategies differ. With paid advertising companies have a higher level of control. Inbound marketing can be much more targeted to keywords, location or specific demographics. PPC, if done well, can prove to be more cost-effective than other forms of advertising simply because you’re directly aiming your campaign at your target audience. Paid advertising also allows you to measure your return on investment. PPC can provide cost acquisition per order/service data so you are able to make an informed decision as to whether your campaigns are working or whether you need to make any changes in order for you to get found online more easily.

Free advertising and ranking well in organic search engine results are also vitally important for organizations. However, the process of achieving good rankings can be quite time-consuming. Also, the results are somewhat out of your control as you are in the hands of the search engine algorithms. However, the advantage and benefits are that once you have invested time and energy into gaining good rankings there is the potential to remain in these key positions through general ongoing maintenance.

The ideal strategy for a marketer is to engage in both paid and free advertising. Paid advertising can help brand exposure in the short term whilst you work on the longer-term objective of gaining good rankings in the search engines which will prove beneficial and perhaps more cost-effective in the long run.




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