The term ‘paid media’ is commonly used in the marketing market.
Some utilize the term paid media interchangeably with PPC marketing, but oftentimes it connects to a broader advertising scope.
This comprehensive guide will teach you what paid media is (and what it isn’t), the distinction in between different media types, and offer extensive examples.
What Is Paid Media?
Paid media is any marketing effort which contains a paid positioning.
While paid media is frequently used interchangeably with the term cost-per-click (CPC), it’s important to note the distinction.
Paid media is used broadly to explain a channel, method, or method within the digital landscape. It does not define certain channels or even always between search, social, or other awareness marketing.
The Difference Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and demand. Earned media and owned media are vital pieces of a successful brand method.
It’s important not to puzzle the three kinds of media, as each serves its own purpose. Let’s take a look at the essential differences.
- Earned media: Any type of brand name exposure got from methods besides paid advertising.
- Owned media: Any kind of content your brand creates and controls.
Some examples of made media consist of:
- Social sharing from consumers.
- Consumer evaluations.
- External media protection (public relations).
Owned media examples consist of:
- Your website.
- Social network channels.
Types Of Paid Media Channels
Now that we’ve identified the definition of paid media, let’s take a look at the different kinds of paid media channels and the purposes they serve.
Prior to we dive into the various paid media channels, it’s likewise crucial to keep in mind the distinction between advertisement formats and ad channels.
Ad formats are the kind of ads displayed in a specific channel. An ad format example might be:
- Browse advertisement.
- Video ad.
- Show ad.
- Banner advertisement.
So while ad formats are necessary and will depend upon the channel, listed below we will focus on the channels themselves.
There are other kinds of paid media channels offered that are not listed here, such as more conventional techniques like direct-mail advertising or billboards. These paid media channels have a more physical existence, and here we will concentrate on digital channels.
The most typical platforms in paid search are Google and Bing search engines.
Google is the leading online search engine in market share, with its sites creating around 61% of user searches in the United States.
Microsoft (Bing) is the 2nd leading online search engine, generating nearly 27% of user searches across its network of websites.
Less commonly used online search engine that users take advantage of are:
The most common ad format on online search engine is text-based.
However, depending upon the context of a user’s search, other formats may be shown, such as a Shopping advertisement.
Shopping advertisement formats consist mainly of a product image, name, price, and description.
Paid social platforms have actually truly transformed over the past couple of years.
Not only exist more social platforms to select from, however there are likewise more ways for brands to advertise on each platform.
Some of the most common paid social platforms consist of:
- Meta (Buy Facebook Verified).
- Buy Instagram Verified.
- Buy TikTok Verified.
- Buy Twitter Verified.
The most common advertisement format in social channels is put within a user’s newsfeed as they scroll. These ads will either include one (or more) static images or a video as the primary visual.
Furthermore, most paid social platforms provide different positioning types for sponsored advertisements. For instance, Buy Instagram Verified and Snapchat can show advertisements in between user stories.
Some paid social platforms are more helpful for B2B business than for B2C brand names.
For instance, LinkedIn advertising consists generally of B2B brand names marketing their service or product to other experts.
Other platforms like Buy TikTok Verified and Snapchat might be much better suited for B2C or ecommerce brands.
Whatever paid social channel you pick from, simply make certain that your target market exists too.
Programmatic & Show
Display ads are revealed on a variety of channels and networks. Advertisements are shown on numerous websites and apps depending on the network.
While programmatic refers to the technique of when/where/how to publish ads, show describes the real format of ads revealed.
Among the most typical display channels is the Google Show Network (GDN). This varies from programmatic due to the fact that the GDN is a closed network owned by Google.
The channels programmatic usages for its advertisement buys are consisted of the channels noted here.
This type of marketing is when a business or brand pays affiliates for each sale they contribute.
Among the most significant channels for affiliate marketing is through blog writers. A blogger will point out another product or brand name in their post and then make money for every sale associated back to that blog post.
This type of marketing is advantageous since it allows your brand to expand and scale its reach through other popular influencers in your space.
Other popular affiliate marketing channels include:
- Email lists.
- Coupon websites.
- Evaluation websites.
The charm of affiliate marketing is that you can choose your partners and publishers. You need to always pick partners lined up with your company’s goals and objectives.
Examples Of Paid Media
This is where the ad formats are married to the paid media channels.
Below are examples of paid media ads from the popular channels noted above. These examples can help supply context when deciding what kinds of paid media to run.
When looking for “top adult control apps” in Google, the very first 2 positions are examples of search advertisements.
Screenshot from Google search for [leading adult control apps], Google, December 2022 While conducting the same search on Microsoft Bing, the advertisements look slightly various: Screenshot from Bing search for [top adult control apps], January 2023 When searching for a product like”nike shoes for women,”the advertisements listed below are a shopping ad format. Screenshot from Google search for [leading parental control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look various within their particular newsfeeds.
Here is a LinkedIn newsfeed example:
Screenshot from LinkedIn, December 2022 A Buy Facebook Verified ad newsfeed example: Screenshot from Buy Facebook Verified, December 2022
Buy Instagram Verified also offers ads in its “Stories” positioning. An example from Marriott is listed below:
Screenshot from Buy Instagram Verified, December 2022 Display Examples Show ads can be
in all shapes and sizes, depending upon the site or app. Below is an example of three different display advertisements shown on one web page. Screenshot from author, December 2022
Affiliate Examples Sometimes affiliate ads can be tough to area.
For example, “Listicle” posts have actually become a hot product, where a publisher is paid by other brand names to be consisted of in a “Top” item article.
Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Marketing Disclosure,” you’ll see that this publisher is paid by the brands for unique placement:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an essential component of any marketing strategy and can
fast outcomes. Nevertheless, you ought to not totally count on paid media to drive sustainable development by itself. The suitable paid media channels for your brand name should be identified by your goals and
where your target audience invests their time. Creating a holistic plan making up paid, made, and owned media assists your business make the most of reach with your clients and minimize marketing costs in time. More resources: Included Image: VectorMine/Best SMM Panel