Nov 10, 2022

How to use Paid Media for your small Business

Business Model Innovation
by Stefan Lemmerer

What is Paid Media?

Paid media refers to any paid placements outside of your website that you employ in your marketing strategy. This includes pay-per-click advertisements, display advertisements, boosted content, and branded content, among others. This is paid media if you promote a social media post or place a Google search ad.

Businesses utilize paid media to gain rapid exposure to the appropriate audience. This is among the most important advantages of online advertising. Instead of relying on your audience to discover your content naturally, you can pay to have it presented to them.

There are numerous types of paid media available. Paid media occurs on channels other than your own, such as advertisements on other websites and social platforms.

If you want to increase brand recognition and sales, paid media is one of the most effective means of doing so.

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Understanding Paid, Owned, and Earned Media

You have three primary choices when developing an online advertising strategy:

  1. Paid media

  2. Earned media

  3. Owned media

Combining each of these will assist you in developing an effective strategy for organic and paid media campaigns. However, what are they and how do they operate?

1. Paid Media

Earned and owned media are all about the organic discovery of your content. Paid media, on the other hand, is when you pay to have your content distributed to a large audience.

This could involve boosting a social media post to increase its visibility or running ads on various websites and social platforms.

With paid media, you can quickly attract a large amount of traffic to your content. When utilizing paid media advertising, it is also possible to target a very specific audience.

2. Earned Media

Earned media refers to any organic media exposure your brand has "earned" through word of mouth. This is the opposite of paid media, in which media exposure is purchased. Instead, your content is shared and exposed for free.

By creating and publishing outstanding content, generating positive reviews, running a referral program, or issuing press releases, brands can generate earned media.

Earned media is more difficult to generate and manage, but when it is obtained, it is incredibly effective.

3. Owned Media

Owned media is your media. This refers to any published content that you control.

Today, every brand has access to the tools necessary to generate its own media content. Included in owned media are platforms such as your blog and website, YouTube, podcasts, social media, and anything else you publish.

For an SEO strategy, owned media is essential. It is all about providing value to your audience and establishing your brand's authority. The second advantage of owned media is that it is free to publish.


Formulating a Paid Media Strategy

Prior to running social media ads, it is essential to have a clear strategy for making paid media effective. Here are a few essential strategies and steps to implement for a successful paid digital marketing strategy.

Recognize Your ROI

The essence of paid media is that it must be purchased. As any business owner knows, you want to get more out of your marketing campaigns than you put into them. This boils down to knowing your ROI and ROAS, which is the first piece of fundamental knowledge to acquire prior to launching paid media campaigns.

Return On Investment (ROI) refers to the amount received in exchange for the investment made in paid media advertising. Return On Ad Spend (ROAS) refers to the amount of money your advertisements generate minus the amount you invest in them.

Therefore, if you spend $100 on paid media and sell $300 worth of products as a result of your paid media campaigns, your ROAS is $200. Good.

Alternately, you could spend $100 on paid media advertisements and generate no sales. In this instance, you are left with -$100. Not good.

Therefore, when planning any type of paid advertising campaign, you must be prudent with your spending. Otherwise, you may incur losses (which would not occur with owned media).

Once you have a firm grasp of this, you can begin planning your paid media campaigns.

Establish a Target

Any paid media campaign must have a distinct objective. This is crucial because you must know what you hope to accomplish with the money you spend on your advertisement.

What are the objectives of your paid media advertising campaign? Always begin with the conclusion in mind.

A paid media campaign is typically centered on a conversion. This is the desired action a user should take. A conversion could be the submission of a form on your landing page or the purchase of a product.

First, you must convince this traffic to click on your advertisement. The next step is to convince them to take action.

In order to measure the efficacy of your paid media strategy, it is essential to establish a definite objective from the outset. This relates back to your ROI, which you measure by monitoring the appropriate paid media metrics (more on this later).

Recognize Your Audience

To conduct an effective paid media campaign, you must identify your intended audience. Your campaign will only be as effective as your ability to communicate with your audience.

Social media platforms collect vast amounts of data about their users, which is an advantage of social media advertising. This means you can target your advertisements very precisely.

Therefore, prior to launching a campaign, develop detailed personas of your target audience. Include their demographics and interests so that you can effectively target them.

There are additional ad targeting options, such as retargeting previous site visitors. However, interest-based targeting is always an effective strategy for paid media.

Select Your Sponsored Media Channels

There are numerous social media channels and websites on which you can implement your paid media strategy. The one(s) you choose must be based on your campaign objective and target audience.

If we're discussing social media advertising, each social media channel has a distinct audience with its own interests. It is crucial that the type of advertisement you run corresponds to the interests of these audiences.

Obviously, it is also important to align your marketing budget with the channels you employ. Ensure that you are aware of how much paid advertisements will cost and determine if they are within your budget.

However, paid media campaigns are not required to be conducted on social media. Additionally, you can run Google search ads, which can be extremely beneficial for your business. These PPC-based paid search ads place your website at the top of search engine results. There are numerous format options for Google advertisements. Each bids on specific keywords. The majority of search engine users click on the first result on the page, which is your advertisement.

Develop Your Ads

When creating advertisements, it is essential that they appear natural in their placement. In addition, it must capture attention and encourage clicks.

Create advertisements with captivating headlines, captivating imagery, and a compelling call to action. Obviously, the format of the advertisement you create will depend on the platform you employ. Follow this guide to create the ideal ad call-to-action.

To ensure that your advertisements are optimized, try A/B testing them. This is the process of running two versions of the same ad and determining which one produces the best results. Now you can use the successful components of your advertisements to achieve greater success.

Even the smallest detail in the ad copy or image can make a significant difference in social media ads and search engine ads.

Set Dates and Launch

Your paid advertising campaign is now complete. Set the beginning and end dates for your campaign, and then launch it.

Observe the campaign's performance during this time period. This may provide some insight into how to optimize your advertisement or budget.

Analyze the Outcomes

Once your paid media campaign has concluded, it is time to evaluate its effectiveness. This is when you return to your campaign's objective and budget to assess its success. It is important to understand the appropriate paid advertising metrics to determine which aspects of your campaign were successful and which were not.

Each platform on which you run paid advertisements should have its own dashboard that provides insights into the performance of your paid media.

If you plan to run future campaigns, it is essential to comprehend the performance of your ads. This will help you determine what worked and what did not, so that your future paid media advertisements will be even more effective.

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