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The Ins and Outs of Paid Media

The Ins and Outs of Paid Media

Getting in front of your target audience has never been easier with the advancements in digital marketing that have taken place over the years. Paid media is one such marketing method that can be added to your strategy to promote your brand’s products or services.

Let’s take a further look into what paid media is and why businesses decide to incorporate it into their marketing plan.

What is Paid Media?

Paid media is essentially any outbound marketing effort that requires the purchase of ad space to promote a brand. This includes pay-per-click (PPC) ads, branded content, paid search ads, shopping ads, display ads, social media ads, video ads, pop-ups, and more. Paid media can expand your brand reach and it can be effective in generating more traffic, sales, and conversions through clicks on the ad, ultimately leading to revenue growth.

All of these ads work to get your brand in front of the right audience at the right time. Pairing this with an expert Data Science team like Ross’, enables you to segment based on data and place ads strategically in front of ideal prospects and customers.

Owned, Earned, and Paid Media

There are three types of media, each with distinct differences that are important to understand. The types are categorized as owned, earned, and paid media. Combining the three will help you to attract, nurture, and close leads.

Owned Media

Owned media is content that you are in control of. So, think of your company website, blog, social media accounts, email, or other web entities that you control. The goal of this content is to provide valuable, educational information and resources to your leads as they move down the conversion funnel. 

With owned media, you are able to control the messaging and nurture your lead to conversion. Owned media content can help leads determine if they want to choose your brand for a service or product or go with another brand.

Earned Media

Earned media refers to the exposure that you’ve earned due to credibility, recognition, and word of mouth. This content organically travels across the web based on the influence of your SEO efforts, its inherent value to customers, the customer experience you’ve delivered, or a combination of all the above.

According to HubSpot, media can be earned by getting press mentions, positive reviews, reposts, comments, recommendations, etc. You can also gain exposure by contributing quotes and collaborating with journalists and content writers so that you earn mentions on external websites.

Paid Media

Paid media focuses on displaying your brand and messaging on other websites by paid promotion. You can buy ad space on a variety of channels to amplify traffic to your website, create more brand awareness, and increase conversions. Through paid media, you can reach audiences that may have been difficult to touch before.

An example of paid media is social media. Twitter, LinkedIn, Facebook, and Instagram all offer advertising options. Consumers are scrolling through social media daily to stay updated on their followers, news, brands, and more. Social media advertising can be a prime spot to boost brand exposure. Advertising on social means that your paid media ad will appear in the consumer's news feed. Determining which social platforms you use paid media for will depend on where your target audience is most active and engaged with your brand, these insights can be found with the help of Ross’ Data Science team.

A few other popular paid media examples include PPC is a method to get your page to rank higher in search results as most search engines users don’t look beyond the first few results let alone beyond the first page. They can help boost awareness and bring traffic to your website. Displays ads are commonly used to get your brand message to appear on another website. These are typically pop-ups, wallpaper ads, banners, and video ads. Almost every webpage will have some form of these. Video ads have grown in popularity as a result of the increase in streaming videos. Video ads can run on YouTube videos before or during a video or they can be a commercial that plays during a streamed show or movie through over-the-top streaming.

Why Use Paid Media?

Paid media is a great way to instantly reach your target audience and engage with them where they already are. It can be used to boost engagement with content that may not have originally received enough organic impressions. It works hand in hand with earned and owned media and gives you the power to reach audiences that otherwise may not have ever heard of your brand or gone to your website. 

For some consumers, a promoted social ad, paid search ad, or display ad could be the first exposure and interaction they have with your business or brand. So, while their first exposure was through a paid ad, this interaction has the potential to lead to future earned clicks.

An additional benefit to using paid media is its trackability. Gaining insights and tracking clicks is simpler with paid content than it is with organic. Paid media quickly reaches leads, gets clicks, and produces trackable results.

Get the Results You’re Looking For

Ross is here to help you get started or to improve upon your current paid media efforts. Our expert Data Science team discovers which channels you should focus paid media toward, and our Digital and Creative teams build out appealing graphics and call-to-actions that capture audience attention. Let us help build a paid media strategy for you. Contact us today.