What Is Paid Media and Why Does Your Business Need It?

If you want to grow your business, you’ll need to invest in paid media. The reason why is simple: it can bring a big return on investment which can catapult your business into record territory.

Organic media has its place in marketing, and it can complement other marketing tactics. The reason why digital advertising spend has increased over the last 4 years in the UK is because companies see results and revenue.

Read on to learn what paid media is, what it is not, and how you can create a winning digital ad campaign.

What Is Paid Media?

In traditional advertising, there are two types of media: earned media and paid media. Earned media generally refers to public relations work. Earned media can also be referred to as word of mouth marketing or referral marketing.

It’s the number of mentions your business receives in the press through promotional activity and how people interact with your brand.

Paid media would be advertising related. Billboards, magazine, television and radio ads are all considered to be paid media.

In the digital world, paid media is all about digital advertising like sponsored ads on YouTube and other social media channels.

There’s also pay-per-click ads. PPC ads are the ads that you’ll find at the top of search results. 

Organic media or organic traffic is defined as traffic that gets to your website through tweets, Facebook posts, Instagram and Pinterest, and YouTube videos.

These content types can get shared by your audience, go viral and drive traffic to your website.

SEO is part of the organic media family, too. The higher your website shows is in search results, the more likely you are to get more traffic.

Can’t Your Business Thrive on Organic Alone?

For many business owners, the big draw towards organic is because its free. There’s not an upfront cost to use social media and for SEO.

There’s time and knowledge, which could cost your business more if you tried to do them on your own.

Even if you were an expert in these areas, you’d still want to invest in paid media. There are a number of reasons why this is the case.

The first is that you don’t want to rely solely on one method to drive traffic to your site. Things change in digital marketing fast. One algorithm change can throw your revenue numbers out the window.

Facebook has changed its algorithm to put content from friends and family first in the news feed. That left marketers scratching their heads trying to figure out how to get their posts seen.

What that meant for brands is that there’s a drop in interactions and reach on organic content. One way around that is through advertising on Facebook. Yes, paid media.

So, you might be thinking, OK, so I don’t want to do organic on Facebook. What about the others social networks and SEO?

There is value in generating organic traffic across social channels and SEO. People get to know your brand, they interact and engage with your brand more than they would with paid ads.

The issue is that they take two things to build up: time and consistency. It takes time to build an audience and SEO campaign that will boost your rankings.

You also have to post fresh content on a consistent basis. You can hire a team of experts to do this for you, but you still have to have the patience to allow it to flourish.

Paid Media Compliments Organic Traffic

You can and should invest in organic traffic, but you should also invest in paid media at the same time.

Paid media generates immediate results for your bottom line while the organic growth is happening.

If you’re concerned about investing too many resources into marketing, paid media doesn’t require the big budget that a print ad does.

There’s much better reporting and tracking as well. You can immediately know how your money is spent and make adjustments accordingly.

How to Build an Epic Paid Media Campaign

There are many pieces to a paid media campaign and each one has to be strong in its own right and

One weak link in the chain and your campaign may not be successful. Here are the main parts of a campaign.

Great Copy: Copywriting is an art form that is difficult to master. You have to capture the attention of people long enough to get them to read further and click on the ad.

Landing Page: One of the biggest mistakes advertisers make is that they drive traffic to the home page of the company’s website. You’re making website visitors do all the work to find things like your phone number or learn more about your company.

A landing page needs to be set up to validate the click that the person just made. If someone clicks on an ad, they want to know more information about what’s in the ad copy. The landing page needs to be brief, aligned with the ad, and drive visitors towards a specific action.

Your copy on the landing page needs to be just as good as the ad. Again, you want your copy to be so good, people keep reading.

Call to Action: When people get to your website, what do you want them to do? Should they schedule an appointment? Download a whitepaper? Both your ad copy and your landing page should give a clear indication as to what action people should take.

Budget: You have to know beforehand how much you’re willing to invest in a paid media campaign. Keep in mind that for PPC ads, some keywords will be more expensive than others, depending on your industry.

Start Your Paid Media Campaign

Paid media is a great option for companies who are looking to make an immediate impact in the marketplace.

With paid ads across channels, you can build leverage and revenue for your business. That gives you a path for massive growth.

Do you need help building your campaign? Contact us today.

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