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Paid Advertising: Its Types, Strategies and How Businesses Can Maximize Revenue Growth Using It 

Goodluck Idowu


Goodluck Idowu


Effective digital marketing strategies, like paid advertising, are essential for companies striving to stand out and thrive. Paid advertising is a powerful tool for businesses to enhance visibility, attract potential customers, and boost revenue growth. Understanding what paid advertising entails, exploring its various types, and harnessing its potential to maximize revenue growth is crucial for businesses seeking to stay ahead in the digital age. This article delves into paid advertising, shedding light on its fundamentals, diverse forms, and strategies companies can employ to unlock significant growth opportunities.


What is Paid Advertising

Paid advertising is a digital marketing model whereby businesses pay to promote their products, services, or brand through various channels. It involves displaying ads to a targeted audience, and businesses are charged based on the number of interactions their ads receive, such as clicks, views, or impressions. Paid advertising can take many forms, including search engine ads, social media ads, website display ads, video ads, and sponsored content. It allows businesses to increase their visibility, reach potential customers, and drive desired actions like website visits, purchases, or inquiries.

Types of Paid Advertising

Businesses can reach their target audience and get more sales by using different types of paid advertising. Every kind of paid advertising has pros and cons, depending on the campaign’s goals and the people it wants to reach. Businesses can decide which will work best for their campaign. Some of the most common paid forms of advertising are:

Search Engine Advertising

This form of digital marketing enables businesses to display advertisements on search engine results pages targeting particular keywords or phrases. While Google AdWords remains the predominant choice for advertising on search engines, similar services are available through Bing and Yahoo. Search engine advertising provides a cost-effective means of directing highly targeted traffic to a website.

Social media advertising

Platforms like Facebook, Instagram, Twitter, and LinkedIn let businesses make ads in users’ news feeds or user timelines. You can make these ads to appeal to a specific group of people based on their age, gender, interests, and even how they act.

Video Advertising

Video advertising is a type of display advertising that uses video content to promote a product or service. YouTube is the most popular place for video ads, but Facebook also has video ad options.

Native advertising

This type of paid advertising mimics the appearance of the content on the website or platform where it appears. It usually looks like sponsored content, ads in the feed, or promoted listings. This kind of advertising makes the user’s experience smoother and is often more effective than traditional display ads.

Benefits of Paid Advertising for Small Businesses

By taking advantage of the many benefits of paid advertising, businesses can bring in more customers, get more leads, and, in the end, make more money. Paid advertising helps companies in several ways, such as:

Increase brand awareness

You can raise brand awareness by putting your business’s name and message in front of many people through paid advertising.


Paid advertising can be cheaper than traditional forms of advertising because businesses only pay when someone clicks on their ad. It makes it easier to determine the return on investment (ROI).

Targeted reach

Paid advertising lets businesses reach people most likely interested in their products or services. They can focus on specific demographics, interests, behaviors, and locations.

Measurable Results

Paid ads lets businesses track and measure the results of their campaigns in real-time. It gives them valuable information about how well their ads work and allows them to decide on future campaigns based on the data.


Businesses can conduct paid advertising on platforms such as Google, Facebook, Instagram, Twitter, LinkedIn, and YouTube. Businesses reach their target audience on the platforms where they spend the most time.

Increased Sales

Paid advertising can help a business make more sales and money by reaching the right people and getting them to take action.

How Businesses Can Maximize Revenue Growth Using Paid Advertising

Businesses can maximize revenue growth through paid advertising by employing several vital strategies that will help them maximize their investment in revenue growth.

Data-Driven Decision Making

 Paid advertising platforms provide detailed analytics and insights into ad performance. By analyzing this data, businesses can optimize their campaigns in real time, adjusting targeting, messaging, and budget allocation to maximize ROI.


Retargeting campaigns under paid advertising enable businesses to re-engage with users who have previously interacted with their website or shown interest in their products or services. By staying top-of-mind and reminding potential customers about their offerings, businesses can increase conversion rates and maximize the value of their paid advertising investment. Learn more about retargeting campaigns.

Targeted Audience Reach

  Paid ads allows businesses to precisely target their desired audience based on demographics, interests, behavior, and other criteria. By reaching the right people with the right message, companies can increase the likelihood of converting leads into customers, resulting in increased ROI.

Refining Strategies With A/B Testing

Experimenting with different ad creatives, headlines, calls-to-action, and targeting parameters through A/B testing can help businesses identify what resonates best with their audience. This iterative process allows for continuous improvement and refinement of ad campaigns to drive better results.

Upscaling Successful Campaigns

Expanding successful campaigns is a crucial element of growth marketing. After pinpointing effective strategies and attaining a favorable return on investment (ROI) through paid advertising, the next step is to elevate your efforts. Scaling campaigns entails enlarging budgets, fine-tuning strategies, and deploying tactics that foster long-term growth.

Popular Paid Advertising Channels

Businesses can reach their target audience through several paid advertising channels. Some of the most common ones are:

Google Ads

Google Ads is an online advertising platform developed by Google, allowing businesses to create and manage ads that appear on Google’s search engine results pages (SERPs) as well as on Google’s advertising network. Formerly known as Google AdWords, it enables advertisers to bid on keywords relevant to their products or services, creating text-based ads that appear when users search for those keywords. Google Ads operates on a pay-per-click (PPC) model, meaning advertisers only pay when users click on their ads. It offers various targeting options, allowing advertisers to reach specific demographics, locations, and devices. Additionally, Google Ads provides detailed analytics and reporting tools to track ad performance and optimize campaigns for better results. Learn more about Google ads.


Facebook Ads

Facebook Ads is an advertising platform provided by Meta that enables businesses to create and manage advertisements displayed on the Facebook platform and its associated apps, such as Instagram and Messenger. With Facebook ads, advertisers can target specific demographics, interests, behaviors, and geographic locations to reach their desired audience. Ad formats include image ads, video ads, carousel ads, slideshow ads, and more. The platform operates on a pay-per-click (PPC) or pay-per-impression (CPM) model, allowing advertisers to set their budgets and bid amounts. It also provides detailed analytics and reporting tools to measure ad performance and optimize campaigns for better results.


Twitter Ads

With Twitter Ads, businesses can create promoted tweets and promoted accounts that show up in Twitter users’ timelines and search results. Advertisers can reach the people they want to by using specific keywords, demographics, and interests.


LinkedIn Ads

LinkedIn Ads is a platform that lets businesses make ads that appear in the news feeds or on the profiles of LinkedIn users. Ads can reach a specific business audience based on job title, industry, company size, and location.


How to Develop Your Paid Advertising Strategy Step-by-Step

Following the steps below, small businesses can create a complete and effective paid advertising strategy that helps them reach their target audience, drive conversions, and achieve their marketing goals. Creating a paid advertising plan involves many steps, such as:

Set the goals and objectives for your campaign.

Businesses should know what they want to achieve with their paid advertising campaign. It could mean getting more people to visit your website, getting more leads, or making more sales. Your goals will help you determine the rest of your strategy and measure how well your campaign performs.

Choose the best platform(s) for your goals

Choose the platform(s) that will help you best reach your target audience. Google Ads and Facebook Ads are two of the most popular platforms. It may also succeed with Instagram, Twitter, LinkedIn, and YouTube, depending

Research your audience and focus on them

Think about things like demographics, interests, and behaviors to figure out who your target audience is. Use this information to make ads that are most relevant to them and will catch their attention. Use the platform’s targeting options to reach the people you want to reach.

Create content for your paid ads

Create exciting ad content to get your target audience’s attention and get them to act. Use catchy headlines, high-quality images or videos, and clear calls to action.

Establish Budget and Bid Strategy

Determine the amount you’re prepared to invest in your campaign, then allocate your budget accordingly. Next, select a bidding strategy that aligns with your objectives and finances.

Measure and Review Performance

Use analytics tools to track clicks, impressions, and conversion rates to measure your ads’ performance. Analyze the results and make any necessary changes to your campaign to make it work better.

Improve your ads

A/B tests different ad creatives, targeting options, bid strategies, and landing pages to find the best combination that gets the best results


Paid advertising offers businesses a targeted approach across digital platforms. Through various ad types and channels like search engines, social media, video, and native ads, businesses boost brand visibility, reach target audiences, and drive desired actions. With benefits such as increased awareness, cost-effectiveness, precise targeting, measurable results, and platform diversity, paid advertising is invaluable for small businesses.


Frequently Asked Questions And Answers

What is the difference between paid advertising and organic marketing?

 Paid advertising involves businesses paying to promote their products or services through various channels, such as search engine ads, social media ads, and sponsored content. Organic marketing, on the other hand, focuses on growing visibility naturally through methods like content creation, search engine optimization (SEO), and social media engagement without direct payment for placement.

How do I know which paid advertising platform is best for my business?

Choosing the right platform depends on your campaign goals and target audience. Platforms such as Google Ads are excellent for reaching people actively searching for products or services, while social media ads on platforms like Facebook and Instagram excel in targeting specific demographics and interests.

Researching your audience and testing different platforms can help determine the best fit.

How much should I budget for paid advertising?

Budget allocation for paid advertising depends on various factors, including your business objectives, target audience size, industry competition, and advertising platform costs.

 It’s essential to establish a budget that aligns with your goals and continuously monitor performance to adjust spending as needed.

At WSI, we can help you set a budget that will get results and plan a strategy that works. We can also help create visually stunning ads and customized messaging that increase conversion. Want to find out more? Get in touch today!

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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.

Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.

Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.