If you're spending money on promoting your brand and website, you want to make sure that money is going as far as possible. Having the right strategy when it comes to paid media is essential, and it should fit into the owned media (the content you control) and earned media (media exposure from word-of-mouth) that you create. Your paid media strategy can include multiple different marketing campaigns and channels that help you to make the most of your budget.
Pay-Per-Click (PPC) Advertising
PPC advertising is one of the most popular ways to employ paid media for brand promotion. Some people use PPC to refer to paid ads on search engine networks, while others use the term to refer to any online ads using a pay-per-click model. For example, Facebook Ads can be run on a pay-per-click basis.
PPC marketing offers an excellent range of benefits, giving you an effective and affordable way to reach your audience online. It's easy to measure and track, making it a good choice if you want clear data on what's working and what isn't. It's also easy to start running your own PPC ads and it's great to combine with other digital marketing methods, including both paid marketing and organic marketing.
PPC ads in search engine results show up at the top or bottom of the page. They are clearly marked as ads, but they still look similar to organic search results. In fact, one study showed that half of people couldn't tell the difference between a PPC ad and an organic search result. PPC ads are a great form of paid media because they give you plenty of control. They show up for your targeted keywords and you can also target your ads in other ways, such as the location or interests of your audience.
People typically only look at the first few search results when they're using a search engine. Most don't go beyond the first page. Over 25% of people click on the first organic result on the page but Google Ads reduces the click-through rate of the organic results. So putting your ads front and centre helps to get you noticed.
In addition to plain text ads, display ads offer another PPC advertising option. These show your banners and visual ads across different websites. They are even more affordable than Search Network ads and can help you to spread brand awareness.
Paid Social Media Posts and Ads
Another useful type of paid media is paid advertising on social media. This can include creating a normal post and promoting it or setting up separate ads on the social platforms ad network. Some examples include sponsored updates on LinkedIn, promoted tweets on Twitter, promoted Facebook posts, or different types of ads that are available on different platforms.
There are lots of different options for both organic and paid social media marketing. They include Facebook, Twitter, Instagram, Snapchat, YouTube, Pinterest, LinkedIn, and more. The most important thing is to find the right one for your target audience. Some people are more likely to be found on certain platforms. For example, Facebook is now typically trending toward an older user base, whereas younger people may be more likely to use Instagram or Snapchat.
Social media advertising allows you to use a range of formats for promotion too. In addition to simple text posts, there are single images, carousel ads, video ads, and various other options. Making use of the different ad types gives you the chance to experiment and find out what's most engaging. It's a great way to reach your audience, with some platforms steadily growing. In 2021, Instagram grew its ad reach by 21%, outpacing Facebook. 42% of their ad impressions come from Stories, a popular way to promote content on the platform.
A paid media strategy is a must if you want to promote your brand online. It can work well together with organic digital marketing to help you reach your goals. You can employ multiple paid marketing channels to grow your brand recognition and drive more traffic to your site. Try out different options to build a strategy that works.