Free Advertising vs. Paid Advertising

January 25, 2018 Digital Marketing,Marketing

With most business moving to the online space in the present era, we see thousands of new websites springing up every day. Like the physical business world, online advertising is the backbone of digital marketing which attracts traffic and potential sales to your website. However, you can advertise your brand, product, and services in two ways. One is the free advertising, and one is paid. In this article, we would try to understand both of these and decide which one is the best pathway for better business success.

Free Advertising

Free online advertising comprises of online advertising tools that can increase your website traffic, craw it as well as index it in various search engines without any cost incurred by you. They can even help build backlinks and a referral network to increase your reach and brand exposure. Free tools provided by these advertising sites include

  • Website indexing directories
  • Blog Directories
  • Search engine submission websites
  • Affiliate networks like Google’s AdSense, and Amazon and eBay’s Partner Network

Arguments in favor of these free advertising sites are –

  • Easy to understand – It is very easy to understand, does not cost you even a single cent.
  • Free postings – Today free advertising’s popularity is rising as an increasing number of people have started browsing free advertisement to find things they require.
  • Wide audience – The free classified advertisement websites are getting a traffic increase with each passing day. This has raised the possibility of businesses to make concrete sales without any investment.

Paid Advertising

In Paid advertising, you need to pay for online advertising services. Examples of such services include online partnerships, website banner takeovers, paid search engine results, pay-per-click advertising, etc.  For the majority of business, paid advertising means a pay-per-click campaign. Leading companies providing paid advertising services are –

  • Google Adwords
  • Facebook Advertising
  • Bing Ads
  • Amazon Product Ads
  • Retargeter

Arguments in favor of Paid advertising are –

  • Greater reach – Paid advertising comes with capabilities to instantly expand your reach to a much wider A single campaign has the power to generate for you good traffic that gives you a steady flow of potential customers as well as repeat customers.
  • Highly targeted – Paid advertising not only increases your reach to the audience but it also ensures you a targeted audience which matches your demographics like sex, age, region or even interests. Paid traffic provides you with a higher opportunity to make sales.
  • Highly effective – With paid advertisement, you rarely fail. A simple mobile marketing campaign can yield a record number of subscribers’ conversions.
  • Immediate results – The speed with which paid advertising campaigns attract new visitors to your website is something that makes any business resort to paid advertising.
  • Maintain complete control – A well designed paid campaign allows you to remain in full control of your message. It provides you a focused direction to build the brand of your business.
  • Realistic and measured ROI – A realistic ad spends with a paid advertising campaign can yield you a real return on investment. All you need to do is set your maximum periodic budget be it monthly or quarterly, analyze campaign results and finally test, tweak and test them again.
  • Deeper insight – Paid advertising provides you with the ability to measure your marketing efforts in a concrete manner. You might execute a simple email campaign or an elaborate digital marketing campaign; you have powerful tools at your disposal which yields calculable insight into your performance.

Which form of advertising is better?

The above arguments clearly show that paid advertisement give you a much higher chance to get a better business ROI. As a general rule, both should be best used in conjunction rather than exclusively to get maximum benefit for your business.

Free advertising increases your organic reach and helps your ranking naturally in search engine results. However, it requires a much more extended period and great efforts from your side. In contrast, paid advertising channels give you a more extensive brand exposure with quick results and more viable traffic.

Most people start off with free advertising and then resort to selective paid advertising once they have sufficient funds. This helps them in consistent growth. Going this way, you would be able to reap better benefits of the superior paid advertising.



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