• Mary Gillis

Mary Gillis runs buying traffic to your website.

The benefits of paid advertising are easily within reach – ensure you’re ready with the right plan in place.

Paid advertising can be so many things, to so many different businesses. When people ask me what I do, the real answer is, “I send you people who actually want to buy your product or service.” Buying a space in any communication medium – whether it be television, radio, traditional print, or more commonly nowadays, digital media – needs to be strategically thought out: who are we targeting, who is our influencer and who is our purchaser. Paid advertising is not any different. We work with our clients to figure out what paths best suit their campaigns.


The hard truth is that it is easier to target your client digitally than in more traditional avenues. Our digital world has opened our privacy restrictions organically as we post our social gatherings, restaurant visits, right down to our meal selections (pre-covid of course), as well as preferred shopping sites, you name it, chances are, you’ve posted about it. Working with digital marketing gives us the ability to build our audiences specifically, targeting our ideal customer by location, demographics, interest topic etc. We narrow it down and spend marketing dollars in the most intelligent way possible.


What you need to know about Paid Advertising In 3 Easy Steps. TOP 3 TIPS OF THE TRADE:


#1 – Know Your Audience

Parsing your target audience is quick and efficient with digital marketing. Divide the initial large group of consumers/followers into smaller, more targeted consumer groups. Start with a specific location, geography, or places they have visited; vet that group down based on specific demographics such as, age and gender; then really narrow down your audience with expressed interests. The beauty of social media is that most of us are an open book and have already shared more demographics and areas of interests than we may realize.


#2 – Be Original

If you are paying for advertising and space, make it impactful. Try to avoid using stock photography if at all possible. Use strong images and focus on your own products/services in their best light. Use impactful, response-driven copy to capture interest in an already busy digital space.


#3 – Clear Conversion Path

Start with a clear understanding of the action you want your viewers to take and then make the path to that action as crystal clear as possible. Be it a landing page, a call-back or contact point, a path to purchase needs to be as simple as possible. Don't make surfers click around, simplify the purchase decision for them.


Paid advertising comes in many different, exciting shapes and forms.


First, there is social digital advertising, which consists of buying Facebook, Instagram, etc ads. Search advertising allows us to purchase key word bits on Google searches to instantly bring your ads to the top of the list. Display advertising can be seen as banner ads on digital channels, such as your favourite e-magazine, blogs, retail sites. Affiliate marketing is all about building relationships and sharing profit with the right people who have traffic and are interested in your product or service. And don’t forget to tweak your ad campaign for each platform you decide to use.

Most importantly! Ensure you have a very clear and direct CLICK TO ACTION. What do you want your audience to do, and what is the best way to get them to complete the purchase, the subscription, the booking?


A recent case study:

I had the opportunity to work with a dating company with an existing campaign that was costing more than $10 for each point of acquisition. In less than 3 months, through smart paid advertising decisions, I decreased the client’s cost of acquisition per new customer to less than $3, with resulting revenue surpassing the cost of the campaign.

Let’s make your story our next successful case study! Connect with ThinkHatch here to get started.


Mary Gillis, Search