What is Paid Media Advertising?
Paid media is any form of online marketing where you are paying a user to engage with your site. Unlike organic search or organic social posts, paid media advertisers pay to acquire new traffic.
This most commonly comes from Google search and Facebook, where advertisers pay per click or per impression. In Google search, you are charged each time a person clicks on an ad. Conversely, with display advertising, you may be charged based on clicks or impressions for your ad.
Paid media is also inclusive of product listing ads, image banner placements, retargeting ads and video advertising on YouTube or similar partner sites.
Keyword-based ads in Google and Bing. Text ads appear on all devices (desktop/tablet/mobile) and work in an auction system where the advertiser bids for their position. The bid (also called a CPC) is determined by several factors including other competitors in the space, the time of day, the geographic location being targeted, audience segmentation and the content of the landing page being targeted.
Effective day-to-day bid management is key to successful PPC campaigns for local and enterprise businesses.
Product Listing Ads
Shopping ads, also called product listing ads or Google Shopping, are an effective form of advertising for e-commerce retailers. A feed of product information is sent to Google and Bing, segmented by key points in the feed (brand, category, price point, etc.) and then used to build ad creative.
Similar to PPC, PLAs work in an auction system where the advertiser must bid on where they would like their product to show.
The bid is also impacted by the same factors as standard PPC, as well as the quality of the product data itself.
Display & Retargeting Ads
Banner ads help businesses of all sizes prospect for new customers through responsive and image ad sets.
By using the Google Display Network (GDN), image-based ads are placed on relevant websites where customers are most likely to visit. The ads are highly tailored to specific audiences and are targeted to specific websites.
The banner creative is also used for retargeting (showing ads to users who have already visited a site) to keep brands fresh on the mind of customers or to offer a reason for visitors to come back.
Get your brand in front of thousands of potential customers with a video-based ad on YouTube. These ads run before and during YouTube videos, and they are a great way to drive brand recognition for a relatively low cost.
Video ads can also be targeted to specific audiences, only shown during specific times of the day, shown to specific geographic locations and include demographic targeting. Don’t have video content? We have partners who can help you create video assets to advertise.
Advertise products or services on the largest social network, Facebook. Facebook allows you to promote posts on your business page, promote your business page or retarget visitors of your site with highly refined targeting options. Unlike ads in Google or Bing, Facebook provides its advertisers with much deeper customer information and targeting options.
If your brand is social at all, consider a Facebook Ads campaign.
Getting Started with Paid Digital Advertising
Do paid ads sound like a good fit for your business’s marketing? Let us know how we can help!
And if you’re just getting started with paid search, display / banner advertising or video advertising on YouTube, check out this video from the official Google Ads YouTube channel.