In a recent report released by HubSpot, which analyzed data and trends gathered from over 1,500 marketers on a global scale, “social media is the number one way that companies are approaching marketing.” With so many social media platforms to choose from, including TikTok, LinkedIn, Facebook, Instagram, and more, companies might find themselves wondering how they can set themselves apart from an endless sea of competitors. For the average business owner, it can seem almost impossible to navigate social media trends and keep up with shifting platform dynamics. If you’re looking to make your digital marketing efforts count and be seen by your target audience, you can benefit from implementing a paid social media advertising strategy.
The same sentiments ring true for paid search advertising. Kevin Froelich, Paid Media Manager at Duckpin, emphasizes the importance of paid search advertising through Google Ads. He stated, “When was the last time you went to the second page of a Google Search? If you’re not top of the page, you’re not top of mind. Apple, Nike, Walmart, and many well-known brands all run paid ads.”
Whether you’re launching a paid search or paid social campaign, each marketing strategy can increase brand awareness and bring your company to the forefront of your target audience’s mind. We’ve developed this handy guide to walk you through the ins & outs of paid media advertising and how it can boost your business with measurable results.
What is Paid Media Advertising?
Paid media advertising is an all-encompassing term for a businesses’ external marketing efforts to increase revenue and steadily build brand awareness by putting your company front-and-center with target audiences. Often, companies will use paid media advertising campaigns in tandem with organic marketing efforts to drive traffic and establish brand awareness. In many cases, paid media advertising can provide insight into clicks, leads, and impressions that often aren’t available with organic content marketing efforts. These measurable insights can assist business owners with understanding successful marketing campaigns vs. campaigns that need to be adjusted for optimal performance.
Paid media channels include, but are not limited to:
- Influencer Marketing
- Google Ads
- Video Promotion
- Mobile Ads
- Streaming Audio
If you’ve been tuning in to the world around you, there’s a good chance that you’ve been exposed to paid media advertising, whether you were aware of it or not. That’s the art of a well-run paid advertising campaign: in the right context, placing ads where your target audience can see or hear them throughout their day can expose them to your brand without being disruptive.
Paid Media Advertising Can Reduce Extraneous Marketing Expenses
While traditional marketing efforts typically focus on a broader audience, paid media advertising is more targeted. Each paid media campaign provides brands with advanced controls over select demographics and their predicted interests. Since your business’s ads are placed at the forefront of your target audience’s focal point, paid media advertising can potentially reduce extraneous marketing efforts. When you start a paid media campaign, you’re investing in engaging your relevant audience on a targeted scale rather than fishing in the dark for would-be consumers. When you’re engaging with an audience with a higher interest in your business’s services or brand, you can get more ad clicks and generated leads. For many companies, this can mean reducing broader marketing efforts or implementing a paid advertising strategy in tandem with their digital marketing efforts for the most cost-effective marketing strategy.
Brand & Content Exposure That Extends Beyond Your Targeted Audience
How can you ensure that your content reaches your desired consumers and influences their decisions to buy services or products from you? Through skillfully executed campaigns, you can promote your content to increase brand visibility and encourage consumer engagement. As your follower counts and consumers grow, your content may be shared beyond your original audience. With a strong online presence, you can even begin to develop a relationship with your consumers that becomes part of their daily online routine that extends to their personal followers, friends, and family members.