Paid Advertising & Pay Per Click

As you can see it the above screenshot, the sites that pay for the keywords display at the top (marked with the green box “Ad”) before all organic search results. In this example, icards215.com is the highest bidder for the search term “cannabis oil.” Since 92% of internet users don’t click through to the 2nd page of their search results, it is vital that your company appears on the first page to get traffic. To hit that first page of results for customers looking for local cannabis paid search management is irreplaceable. (econsultancy.com)

Paid advertisement on websites other than search engines displays at the top, side or bottom of websites. The higher the traffic on the site you’re advertising on, the more expensive the advertising space (see more on this topic below).

For example, if a user adds items to a shopping cart but does not end up checking out, the pixel follows the user through the web and communicates to the retargeting provider to display ads. Therefore the ads are only shown to previous website visitors who have already shown interest in your product and are familiar with your brand. A purchase is much more likely to happen than when targeting cold leads who might have never heard of your brand nor have a need for your product. (Getspokal.com)

Banner ads are a great retargeting tool. Once your visitor has left your site, the retargeting pixel follows the visitor and displays these ads for the product they recently viewed. Retargeting display ads are an excellent method to stay on the visitor’s mind and encourage them to return to checkout and complete the purchase. It’s also a great strategy to increase brand awareness through multiple points of contact with the user and repetitive visual display. (trackmaven.com)

Facebook provides the largest advertising opportunity for marketers with 1.49 billion members worldwide and 22 billion ad clicks per year. So, regardless of what industry you are in, your audience most likely hanging out somewhere on Facebook. Which leads us to teach you about one of Facebook’s largest advantages – You can customize your audience by demographics, interests, behaviors, connections, age ranges, languages, locations, etc. Facebook offers detailed target options unlike any other platform making advertisements more effective than ever. You can generate new leads through Facebook ads and put your product in front of thousands of people who would otherwise never come across your brand.

With the Facebook pixel, you can drive effective remarketing campaigns to a tailored audience. For example, consumers who have visited your website but did not end up purchasing or users who added products to their shopping cart but did not end up checking out will see your ad on their Facebook newsfeed afterward. Therefore, you stay in front of your customer which, in turn, increases the conversion rate for sale to transpire (wordstream.com).

Compared to other platforms, Facebook ads are relatively inexpensive. With only $1 ad spend a day you can get in front of 4,000 people that wouldn’t have seen your products otherwise.

With the variety of ad types Facebook offers, the low pricing, and the optimized targeting, Facebook is a platform you simply can’t ignore when building your digital marketing campaign.

LinkedIn is another social channel you should take into consideration with its 259 million members worldwide. LinkedIn offers highly targeted advertising options including the ability to target not only by demographic, location, and interests but also by job title, employer, role, and skills. The channel offers more up-to-date and “professional” information about their users and also provides different advertising types. Price wise, LinkedIn is more expensive than Google and Facebook but is found to be more advantageous for narrowly focused reach campaigns. The channel offers two pricing models: CPC (cost-per-click) and CPM (cost per 1,000 impressions) with a minimum CPC of $2.

You have a multitude of options when it comes to spending your digital advertising dollars. Choose the right channel for your business and understand that experimentation is key (marketingland.com).

So, what’s the lesson here? The opportunities for paid advertising are plenty! Do your research, talk to your current customers, and identify the platforms and ads that would be best for your dispensary.