ðPaid Social Media & Google
Last updated
Last updated
What is paid media? Paid media is any form of promotion in which you pay to broadcast content in a space and reach your target audience. These are sponsored links, social media ads and banners that increase your visibility, generate traffic and reach wider audiences.
In the offline world, the classic examples are radio and television commercials, billboards, and magazine and newspaper ads.
However, when you hear paid media nowadays, you can bet that 90% of the time the person is referring to digital media, where this concept is often used, and when we hear GoDiNi talking about it 100% of the time our main focus is cryptousers audience.
In the digital environment, paid media includes actions in various formats and marketing channels.
Basically, you pay to broadcast content from your company in these spaces, in order to have a greater reach, reach a specific audience and make your brand better known.
SEO (Search Engine Optimization) is still essential, but you can achieve even more expressive results when you go beyond organic search.
At times, your marketing strategy will need paid media to gain momentum.
To make this clearer, I'll explain the difference between the types of media you can use below.
Paid traffic works simply: you set a budget, select a target audience and pay for actions the user takes, such as clicks and views.
It is called PPC, which basically means pay per click.
So you can sponsor links, ads, posts, videos and any online content available as ad space.
According to the Global Digital Ad Spending Update Q2 2020 report published in eMarketer, overall advertising investments fell by 4.9% in 2020 due to the effects of the coronavirus pandemic.
However, digital paid media was more resilient and achieved 2.4% growth, closing 2020 at $332.84 billion.
It seems little, considering that the category's growth has always been double-digit, but it is an impressive result against the backdrop of global recession.
The outlook is for paid media investments to reach US$526.17 billion by 2024.
It's not because media is paid that it needs to be expensive and inaccessible.
As we always say, digital marketing is democratic, and even paid ads can adapt to any budget.
In Google for example, you can impact many people with a relatively low value, provided you segment the target audience of the campaigns very well.
In addition, you only pay for what gives results and you can determine the budget you want.
You have countless options of formats to promote your brand with paid media, from a Google ad to a banner on a site accessed by your audience.
Within Google Ads, for example, there are options for text, graphic, responsive format and video ads.
Facebook Ads, on the other hand, offers image, video, carousel, instant experience, collection and more formats.
Quick results One of the main advantages of paid media is that its results are practically immediate.
From the moment you advertise, you are already appearing to your audience and generating traffic.
This can be very useful if you are launching a website now or need to make a new product pump in a short time, for example.
With paid media, you take a "shortcut" to promote your business and can stand out from the competition in short order, without relying solely on authority and organic traffic to get visibility.
Another advantage of paid media is that it provides accurate data about your audience and results.
So you have a 100% measurable and customisable strategy.
Across all paid media channels, you have analytics tools and insights that show you the path to success.
So you only need to use data to make decisions and make the most of your ads' potential.
Identify and target your audience With paid media, you have numerous targeting options to aim at the right audience with maximum detail.
And you can use the data you collect to identify which audiences are paying you back the most, and new niche markets to explore.
Some projects need to lure with more impact than others, this way we suggest the paid social media promotion to make ads and get semi organic flow to the communities that we want to promote. We suggest Facebook, Instagram and Google.
