The term ‘paid media’ is frequently utilized in the marketing market.
Some utilize the term paid media interchangeably with PPC advertising, however usually it connects to a more comprehensive advertising scope.
This extensive guide will teach you what paid media is (and what it isn’t), the distinction in between various media types, and deal in-depth examples.
What Is Paid Media?
Paid media is any marketing effort which contains a paid positioning.
While paid media is often utilized interchangeably with the term cost-per-click (CPC), it is essential to keep in mind the distinction.
Paid media is utilized broadly to describe a channel, method, or method within the digital landscape. It does not define specific channels or even always between search, social, or other awareness advertising.
The Difference Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and need. Earned media and owned media are essential pieces of a successful brand name technique.
It is necessary not to confuse the 3 types of media, as each serves its own purpose. Let’s take a look at the key differences.
- Earned media: Any kind of brand name direct exposure acquired from approaches other than paid advertising.
- Owned media: Any type of content your brand produces and controls.
Some examples of earned media include:
- Social sharing from clients.
- Consumer evaluations.
- External media coverage (public relations).
Owned media examples consist of:
- Your site.
- Social network channels.
Kinds Of Paid Media Channels
Now that we have actually identified the meaning of paid media, let’s have a look at the various types of paid media channels and the purposes they serve.
Before we dive into the various paid media channels, it’s also essential to note the difference in between ad formats and advertisement channels.
Advertisement formats are the type of ads displayed in a specific channel. An advertisement format example could be:
- Search ad.
- Video advertisement.
- Display ad.
- Banner ad.
So while advertisement formats are necessary and will depend on the channel, below we will concentrate on the channels themselves.
There are other kinds of paid media channels readily available that are not noted here, such as more standard methods like direct mail or billboards. These paid media channels have a more physical existence, and here we will concentrate on digital channels.
The most common platforms in paid search are Google and Bing search engines.
Google is the leading search engine in market share, with its websites creating around 61% of user searches in the United States.
Microsoft (Bing) is the second leading online search engine, creating practically 27% of user searches throughout its network of websites.
Less frequently used online search engine that users take advantage of are:
The most typical ad format on search engines is text-based.
Nevertheless, depending on the context of a user’s search, other formats may be shown, such as a Shopping ad.
Shopping advertisement formats consist primarily of a product image, name, price, and description.
Paid social platforms have really changed over the past few years.
Not only are there more social platforms to select from, however there are also more ways for brands to advertise on each platform.
A few of the most typical paid social platforms include:
- Meta (Buy Facebook Verification Badge).
- Buy Instagram Verification Badge.
- Buy TikTok Verification Badge.
The most typical advertisement format in social channels is positioned within a user’s newsfeed as they scroll. These advertisements will either consist of one (or more) fixed images or a video as the primary visual.
Additionally, most paid social platforms offer various placement types for sponsored ads. For example, Buy Instagram Verification Badge and Snapchat can reveal ads in between user stories.
Some paid social platforms are more beneficial for B2B business than for B2C brand names.
For example, LinkedIn marketing consists primarily of B2B brand names marketing their product or service to other specialists.
Other platforms like Buy TikTok Verification Badge and Snapchat might be better suited for B2C or ecommerce brands.
Whatever paid social channel you pick from, just ensure that your target audience is there as well.
Programmatic & Display
Show advertisements are revealed on a variety of channels and networks. Advertisements are shown on many websites and apps depending on the network.
While programmatic describes the technique of when/where/how to publish ads, show describes the real format of advertisements shown.
Among the most common screen channels is the Google Display Network (GDN). This differs from programmatic due to the fact that the GDN is a closed network owned by Google.
The channels programmatic usages for its advertisement purchases are consisted of the channels noted here.
This kind of marketing is when a company or brand pays affiliates for each sale they contribute.
One of the greatest channels for affiliate marketing is through blog writers. A blog writer will discuss another item or brand in their post and then earn money for every single sale associated back to that post.
This kind of marketing is helpful due to the fact that it permits your brand to expand and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels consist of:
- Email lists.
- Coupon websites.
- Review sites.
The beauty of affiliate marketing is that you can choose your partners and publishers. You should always choose partners lined up with your company’s objectives and objectives.
Examples Of Paid Media
This is where the advertisement formats are wed to the paid media channels.
Below are examples of paid media advertisements from the popular channels noted above. These examples can help offer context when choosing what kinds of paid media to run.
When searching for “leading adult control apps” in Google, the first 2 positions are examples of search advertisements.
Screenshot from Google look for [leading parental control apps], Google, December 2022 While carrying out the very same search on Microsoft Bing, the advertisements look somewhat various: Screenshot from Bing look for [leading parental control apps], January 2023 When looking for a product like”nike shoes for women,”the advertisements below are a shopping ad format. Screenshot from Google look for [top adult control apps], Google, December 2022
Paid Social Examples Each social platform’s advertisement formats look different within their particular newsfeeds.
Here is a LinkedIn newsfeed example:
Screenshot from LinkedIn, December 2022 A Buy Facebook Verification Badge advertisement newsfeed example: Screenshot from Buy Facebook Verification Badge, December 2022
Buy Instagram Verification Badge likewise provides advertisements in its “Stories” placement. An example from Marriott is listed below:
Screenshot from Buy Instagram Verification Badge, December 2022 Show Examples Show ads can be
in all shapes and sizes, depending upon the website or app. Below is an example of 3 different screen advertisements shown on one webpage. Screenshot from author, December 2022
Affiliate Examples Sometimes affiliate ads can be tough to area.
For instance, “Listicle” short articles have become a hot product, where a publisher is paid by other brand names to be included in a “Leading” item post.
Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer take a look at this example’s “Advertising Disclosure,” you’ll discover that this publisher is paid by the brands for unique positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an essential element of any marketing method and can
fast outcomes. However, you need to not fully rely on paid media to drive sustainable growth by itself. The appropriate paid media channels for your brand name need to be determined by your objectives and
where your target audience invests their time. Developing a holistic strategy consisting of paid, earned, and owned media helps your business maximize reach with your clients and decrease marketing expenses gradually. More resources: Featured Image: VectorMine/SMM Panel