Paid Media

Paid media is a digital marketing tactic that helps promote your company and increase your visibility. It uses sponsored ads and content on various websites and networks that your target audience frequently visits. When used as part of a comprehensive digital marketing strategy, paid media can be an extremely effective tool to drive just the right kind of traffic to your website or social media accounts – the kind that is interested in your offering. We strategically tailor paid media campaigns to ensure your sponsored ads and content only show up when they’re most likely to generate quality clicks so that we make the most of your investment.

Why We Use Paid Media

There are many reasons to incorporate paid media into a digital marketing strategy, including:

  • Expands brand reach
  • Increases visibility 
  • Generates clicks and traffic 
  • Quick results
  • Flexible and trackable
  • Promotes engagement and conversion
  • Only pay for real leads
  • Works with virtually any budget
  • Easy to turn campaigns on and off

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Types of Paid Media

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Paid search – Also known as pay-per-click (PPC), this keyword-driven paid media strategy only charges advertisers when a user clicks on their sponsored ad. When you look at a traditional search engine results page, these are the listings that show up at the very top and are marked by a bold “Ad” label. When most users only look to the first few hits on the results page, these paid search ads can be useful for securing those coveted top spots that will drive interested traffic to the offerings on your site.

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Social media advertising – When you consider the most-used social media platforms, such as Twitter, LinkedIn, Facebook, Pinterest, and Instagram, you may have noticed that each one features sponsored ads and content. Advertising on social media is another paid media tactic we can leverage to boost exposure and engagement for your company. This time, instead of appearing on search engine result pages, your ad content will be on the social channel itself. We can help you determine the best social media platforms to consider, depending on whether you sell your offerings to other businesses (B2B) or directly to consumers (B2C). Generally, LinkedIn and Twitter are best for B2B, while Facebook, Pinterest, and Instagram are usually well-suited for B2C. 

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Digital display ads – Pop-ups, banners, video ads, and wallpaper ads all belong to a very commonly used paid media family called digital display ads. These ads include graphics and text, which provides creative flexibility. Many advertisers like using display ads because they’re relatively cost-effective, but when it comes to a successful ad, effective design is key. As your digital marketing partner, we use the latest graphic design principles to craft conversion-oriented ads that not only look good, but also perform. 

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Native advertising – This version of paid media may not look like an ad to the naked eye, and that’s because they’re designed to blend in with the feel and function of the media where they appear. For instance, you might see native advertising in social media feeds or under a title called “recommended” or “sponsored” content on highly trafficked websites. The idea behind this digital marketing tactic is that it doesn’t knock the user over the head with an advertisement. Instead, it places your company’s content alongside other editorial content so that it looks natural (or “native”) on the page. 

When to Use Paid Media

Paid media seamlessly integrates into digital marketing campaigns to boost traffic and qualified leads. It can be especially useful to help promote:

  • Seasonal messages
  • Event announcements
  • Product launches
  • Subject matter expertise
  • Sales and promotions
  • Public service announcements

If you have something to say – and your target audience needs it fast – paid media is just one of the ways we can help you extend your brand and reach your goals.


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Paid Media Process

1 Paid media seamlessly integrates into digital marketing campaigns to boost traffic and qualified leads. It can be especially useful to help promote:

  • Seasonal messages
  • Event announcements
  • Product launches
  • Subject matter expertise
  • Sales and promotions
  • Public service announcements

If you have something to say – and your target audience needs it fast – paid media is just one of the ways we can help you extend your brand and reach your goals.

Goal


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 Management and monitoring – With your paid media plan in-hand, we’ll get working on the ad creative, which may include text ads, display ads, and landing pages. Then, our digital marketing team will expertly launch your campaign, taking care to maximize the impact of your ads have and keep costs down. While your campaign is running, we manage and closely monitor the performance to ensure that we’re on track to meet the campaign goals we set during the strategy and planning phase. We deploy budget management, expert bid management strategies, and testing to ensure the ads are as effective as possible. If something isn’t working the way we’d hoped, the nature of paid media is so flexible that it allows us to shift the campaign course immediately. Your paid media campaign is in good hands here!

15Reporting and analysis – Paid media is a digital marketing tactic that’s exceptionally measurable, which appeals to our business-centric mentality. We’ll regularly track and report on success markers, such as cost-per-click, cost per conversion, ROI, and other performance measures. But the numbers are only half the story. We’ll also analyze the data and provide a summary of how it ties into your business objectives so that you know the impact of your investment. 

Paid Media FAQ

Do people click on paid digital ads?

Yes. However, certain types of ads and networks may get more clicks than others. Our in-depth strategy and planning phase helps us understand the messaging and tactics that will resonate with your target audience the best.

How much does paid media cost?

The beauty of paid media is that you can set your own budget, and it can be virtually any amount. Whether you have a few hundred dollars or several million, our digital marketing pros can craft a campaign that will deliver the best return on your investment (ROI).

What is the ROI of paid media?

Returns vary by company and network, but they can wind up surprising you. For instance, Google estimates that businesses make an average of $2 in revenue for every $1 they spend on ads. Our reporting and analysis can provide detailed ROI data on your company’s campaign.

What types of companies should use paid media?

Just about any company of any size can benefit from paid media. From dentists and attorneys to retailers and seasonal companies, this digital marketing tactic can be customized for almost any business need. We can help you determine whether paid media is an effective digital marketing tactic for you.


Can I set up my own paid media campaigns?

While anyone can set up paid media campaigns, it takes analytical and technical skills to maximize every dollar you invest. When you need to hit the ground running, hiring seasoned digital marketing experts in pay-per-click (PPC) management is the cost- and time-effective way to go.


How much paid media experience do you have?

Our digital marketing team of certified paid media specialists has passed rigorous testing standards so they can maximize the effectiveness of every dollar they spend. We call them the kung-fu masters of online advertising because they not only help your investment go farther, but they know which networks work and which don’t. 

Why us

Digital marketing is our passion, but business is in our blood. Our seasoned team understands what it takes to operate and grow a company, and we use that knowledge to inform our recommendations and actions. Our considerably high standards for creative and technical deliverables is just one of the reasons clients have trusted their company growth to us for over 20 years. Whether you’re a new kid on the block or a giant looking for a refreshing professional perspective, reach out to us, and let’s talk about your paid media strategy today. 

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