Should I Use Paid Advertising? Learn the Pros and Cons

Nowadays, everything and everyone can be found online, making it difficult to keep one step ahead of everyone else. You must increase website traffic whether you’ve recently started a firm, just launched a website, or are an established company.

How should you go about it? There are so many options, from SEO strategies to sponsored advertising. Paid media, however, is still present for almost all businesses today.

Here’s a lowdown of the benefits and drawbacks of paid advertising:

The pros and cons of paid advertising

Basically, paid advertising is an online strategic method of placing your advertisements on relevant websites, which you, as an advertiser, pay. It’s also a bidding system where advertisers bid on the advertisement space. The higher your willingness to pay, the better your chance of getting that ad space.

Paid advertising really works. It’s been around for a long time, and advertisers swear by it. What’s excellent about paid media is that it has a great reach. Paying to advertise is how you want to get the message out about your business.

The pros:

  • Paid advertising gives you immediate results

Immediately after launching your paid advertisement, you’ll get to measure how effective it is compared to organic advertising. For instance, if you’re a company organizing luxury events in Toronto and you’ve put up an Instagram story, you’ll immediately be able to measure its results.

  • It allows for targeted options

With paid advertising, you get to select what demographic to target. You can do so by gender, occupation, or age. Payable paid advertising is an excellent option to reach your target audience effectively. If you have launched various other advertising strategies and wondered why your brand’s advertising performance is terrible, turning to paid advertising may be the way to go.

  • Paid advertising is a global reach

For paid advertising, what’s essential is relevancy. It allows you to connect with other businesses and websites from all over the world. Paid advertising casts a broader net so you can reach your target audience no matter where they are.

The cons:

  • It’s not free

Is advertising a fixed cost? Most companies believe it has a discretionary fixed cost. This means that every company knows they’ll be spending money on advertisement, but the expenses may vary from time to time. While companies set aside a budget for advertising, this could be a downside to paid advertising because there are other options where companies can advertise for free. Sometimes, paying to advertise can get very expensive.

  • Paid advertisements are often seen as biased

Because paid advertisements cost money, they may come out as biased. What audiences often observe is that it rarely resonates with what the companies have to offer. So for Internet users seeing your paid ad, they might be thinking along the lines of “why is their advertisement bad and why does it fail to live up to its expectations?”

  • Paid advertising can be tricky

While it’s a learning curve, with paid advertising, you have to consider variables so it’ll yield the results you want. Otherwise, you’ll waste your investment. Paid advertising has fixed costs, but you must consider getting your money’s worth.

  • Paid advertising as part of your brand

Paid advertising is an essential part of your media strategy. The goal of paid advertising is to lift your brand. Here are some ways to get paid advertising to work.

  • Cross-promote

Nowadays, it’s vital for you to cross-promote. With the dramatic rise in social media platform usage, it’s essential that you cross-promote to other social platforms as well. If you’re trying to get more viewers to your blog content about how advertising is a fixed cost, post a story on Instagram and a post on Facebook.

  • Engage influencers to help you out

You’re not alone on your journey towards a successful advertising campaign. You’ll need both macro and micro-influencers to get the best results. They have a wide range of networks, so they’ll be able to help you out with viewers and audiences. Try partnering with them, and you won’t have to wonder why your advertisement performance is terrible.


With these tips, you’ll be on your way to an excellent paid advertising strategy. Just remember that you’ll have to start with setting your objectives first. By doing so, you’ll know your goals and be able to lay out a plan on how to get to those goals. The road to a successful paid advertising strategy is like any other route you’ve taken. You start with a plan. Then you research how to get there and what’s the best way to get there. Although paid advertising is a cost-effective advertising strategy, if you implement the wrong practices or if you’re not getting what you need, it quickly becomes a huge expense.

Startups can get the best out of paid advertising with the right approach. Always learn to create and position your ads.

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