fbpx Skip to main content

Do you have a business, sell products or services? Have you completed the process from production to delivery? It's time to get into advertising! This is the next step that will help you grow your business, attract new customers and achieve greater success.

But before you invest your money, ask yourself: will paid advertising really bring you the desired results? Is it enough just to pay for advertisements and watch sales grow? 

Our colleague Luka will cover this topic and reveal to us the secrets of paid advertising. He has been part of the marketing department and has been engaged in paid advertising for over 7 years, and has created many different successful campaigns at LionEight. They will consider why it pays off and why not, but also provide the necessary information from the aspect of business in order to make the right decision for your business.

We learn from the old masters.

Imagine a time when bakers lured customers with the smell of fresh bread and a simple call "Hot bread, almost gone!". It was that old trick – a simple, free, but effective way to advertise products before marketing became a science. Now, in the digital age, markets are bigger, but the goal is the same: attract attention and sell your product or service.

It's clear that being on the internet is no longer enough. Companies are now facing the challenge of how to stand out from a bunch of online content and attract the attention of potential customers around the world. This is where paid advertising comes in as an efficient and scalable solution.

Paid advertising: A tool for success, but not a magic wand

Paid advertising is a great way to promote your products or services, but only if it's part of a broader strategy. Without well-organized sales, delivery and billing processes, even the best campaign can fail. Marketing can improve the success of a well-placed business, but it can't replace it.

Many people think that paid advertising is a magic wand that solves all problems. You just click and sales grow, don't you? But the reality is different. Success requires so much more. Product improvement, monitoring trends, continuous process improvement and optimization of marketing campaigns based on the feedback of the sales team and potential customers are essential.

The market is overbooked and competition is ruthless, so it is crucial to understand that success comes through close marketing cooperation with other sectors and rapid adaptation to change.

Have you ever had a situation where paid advertising didn't bring you the desired results? What do you think was the main problem?

Successfully conducted campaigns at LionEight

At LionEight, we've had a lot of successful campaigns that have shown that paid advertising can be very cost-effective. Our success comes from an integrated approach, where marketing activities support all other aspects of the business.

Our marketing team works closely with the sales team, follows trends and customer requirements, and collaborates with technical support to accurately target key issues. The contacts that apply are monitored from start to finish until the process is complete. Feedback from all sectors is used to improve campaigns. With a lot of work and effort, this has allowed our campaigns to be not only visible, but also effective, with reduced advertising costs.

It is important to understand that paid advertising is not an isolated activity, but part of a broader system that includes sales, development, operations and other business aspects. Integration and synergy between these elements are key to the success of marketing campaigns. Paid advertising can be very effective, but only if it is part of a comprehensive business strategy.

Examples of bad practice: When paid advertising is not worth it

Paid advertising can be extremely effective, but only if all other aspects of the business are optimized. I'll give you two examples of bad practice that show why sometimes it's not worth it:

  • Product sales: The client made over 150 sales in one day, but had only 60 products in stock. Many customers were disappointed. This shows how poor inventory planning can sabotage a successful campaign.
  • Service applications: The campaign attracted over 50 applications, but the owner did not contact people in time. Potential customers have gone elsewhere. This shows how poor time and communication management can lead to customer losses.

Marketing and advertising may be the best, but if some part of the process is not optimized (for example, procurement or delivery) it will eventually put the brakes on marketing. Marketing is there to show, promote and interest users, but in order to be effective, all parts of the business must function harmoniously.

The point is that paid advertising pays off, but only if the business is well organized. Each campaign aims to reach a wider audience, increasing visibility and attracting customers. But in order for everything to work properly, every part of the business must work in synchrony. This means that it is necessary to have good inventory planning and effective communication with customers. Without these basics, advertising will not bring the desired results. But when all parts of the business are consistent, paid advertising can really boost sales and help the company grow.

How would you solve your stock or time management problem to ensure the success of your next campaign?

A comprehensive approach to long-term success

At LionEight, we have seriously devoted ourselves to optimizing all aspects of our business. We've linked marketing to sales, "development" and customer support, and that's brought us outstanding results. Month after month, our results are getting better. Paid advertising is an important part of that success, but only because it's part of a well-organized system. When all parts of the company work together, marketing campaigns bring real results. In this way, we achieve long-term success and grow in the market, together with our clients.

Something wrong? Reconsider your business

If you invest resources in paid advertising (which is properly and professionally managed), and you are not achieving the expected results, the problem may not be just in the advertisement.

Examine and analyze the following points:

  • Effectiveness of the campaign: Does it achieve goals and how does the audience react?
  • Product compliance with customer needs: Does your product or service meet the real needs of the target audience?
  • Competitiveness in the market: How does your product position itself in relation to the competition?
  • Internal processes of the company: Are the business processes organized?
  • Quality of support: Do customers receive timely and quality support?
  • Price of products/services: Is the price adequate compared to the competition and quality?
  • Expectations and education: Do you have realistic expectations from digital advertising and are you sufficiently educated about its possibilities?

Be honest with yourself, open to change and transparent in your business. Only in this way will it be easier to find out why paid advertising may not be worth it. When you improve your product and strategy, and optimize internal processes, you'll be more prepared to return to paid advertising with greater certainty of success.

Before You Start: Tips to Optimize Paid Advertising

  • Define clear goals: When launching an advertising campaign, set specific goals. For example, if you sell products, the goal may be to increase the number of units sold by 20% over the next two months. If you provide services, the goal may be to increase the number of queries or appointments by 30% in the same period.
  • Get to know your audience: Know your potential customers. Find out what they are interested in, what their habits are and what they face. This will help you better target your campaign according to their needs.
  • Test and optimize: When creating advertising campaigns, make it a practice to test different versions of ads to see which types of content and offers work best. For example, you can test different headlines, images, or calls to action in your ads to see which ones attract the most attention and generate the most clicks.
  • Use retargeting: Retargeting is a technique that allows you to re-contact your site visitors who have already shown interest but may not have performed the desired action immediately, such as shopping or signing up. This is a very effective way to increase conversions, as you reach out to people who are already interested in your products or services.
  • Follow metrics and analysis: When launching an advertising campaign, it is important to regularly monitor its success and analyze relevant metrics. For example, you can track the number of clicks, conversions, cost per conversion, and return on investment (ROI). This allows you to understand what works and what doesn't, and to tailor your campaigns to achieve better results.
  • Check your internal processes: Be sure you can deliver what you advertise. Make sure you have enough products or capacity to provide services, that your internal processes are efficient enough and that everything is working properly. All of this is crucial for your advertising campaign to be successful.

Do you have clear goals for your next campaign? What could be improved in your current advertising strategy?

Luka Mirković – May 2024