The term ‘paid media’ is frequently utilized in the marketing market.
Some utilize the term paid media interchangeably with PPC marketing, however frequently it connects to a broader marketing scope.
This detailed guide will teach you what paid media is (and what it isn’t), the difference in between different 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 used interchangeably with the term cost-per-click (CPC), it is essential to note the distinction.
Paid media is utilized broadly to explain a channel, tactic, or method within the digital landscape. It does not define specific channels and even necessarily in between search, social, or other awareness advertising.
The Distinction Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and demand. Made media and owned media are essential pieces of an effective brand name method.
It’s important not to confuse the three kinds of media, as each serves its own function. Let’s take a look at the essential distinctions.
- Made media: Any type of brand direct exposure got from approaches other than paid advertising.
- Owned media: Any type of content your brand name produces and controls.
Some examples of earned media include:
- Social sharing from consumers.
- Customer reviews.
- External media protection (public relations).
Owned media examples consist of:
- Your website.
- Social media channels.
Kinds Of Paid Media Channels
Now that we’ve identified the meaning of paid media, let’s take a look at the various kinds of paid media channels and the purposes they serve.
Before we dive into the various paid media channels, it’s likewise crucial to note the difference between ad formats and advertisement channels.
Ad formats are the kind of ads shown in a particular channel. An ad format example could be:
- Browse ad.
- Video ad.
- Show advertisement.
- Banner advertisement.
So while advertisement formats are very important and will depend on the channel, below we will concentrate on the channels themselves.
There are other kinds of paid media channels available that are not noted here, such as more traditional methods like direct mail or billboards. These paid media channels have a more physical presence, 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 sites creating around 61% of user searches in the United States.
Microsoft (Bing) is the 2nd leading online search engine, creating nearly 27% of user searches across its network of websites.
Less typically utilized online search engine that users utilize are:
The most common advertisement format on online search engine is text-based.
Nevertheless, depending upon the context of a user’s search, other formats might be revealed, such as a Shopping advertisement.
Shopping advertisement formats consist generally of an item image, name, rate, and description.
Paid social platforms have actually truly changed over the previous couple of years.
Not just exist more social platforms to pick from, but 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).
- Buy Instagram Verification.
- Buy TikTok Verification.
- Buy Twitter Verification.
The most typical ad format in social channels is positioned within a user’s newsfeed as they scroll. These advertisements will either include one (or more) static images or a video as the primary visual.
Furthermore, most paid social platforms use different positioning types for sponsored ads. For instance, Buy Instagram Verification and Snapchat can reveal ads between user stories.
Some paid social platforms are more helpful for B2B companies than for B2C brands.
For instance, LinkedIn advertising consists mainly of B2B brand names marketing their services or product to other professionals.
Other platforms like Buy TikTok Verification and Snapchat may be much better matched for B2C or ecommerce brands.
Whatever paid social channel you pick from, just ensure that your target market exists also.
Programmatic & Display
Show advertisements are revealed on a variety of channels and networks. Ads are shown on numerous websites and apps depending upon the network.
While programmatic describes the technique of when/where/how to publish ads, display refers to the real format of ads revealed.
Among the most common display screen channels is the Google Show Network (GDN). This differs from programmatic because the GDN is a closed network owned by Google.
The channels programmatic uses for its advertisement purchases are consisted of the channels listed here.
This kind of marketing is when a business or brand pays affiliates for each sale they contribute.
Among the biggest channels for affiliate marketing is through blog writers. A blogger will mention another product or brand name in their post and after that earn money for each sale attributed back to that article.
This type of marketing is helpful because it permits your brand to expand and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels include:
- Email lists.
- Discount coupon websites.
- Review sites.
The beauty of affiliate marketing is that you can choose your partners and publishers. You ought to constantly pick partners lined up with your business’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 advertisements from the popular channels noted above. These examples can help offer context when deciding what types of paid media to run.
When looking for “leading parental control apps” in Google, the first two positions are examples of search ads.
Screenshot from Google look for [top parental control apps], Google, December 2022 While carrying out the same search on Microsoft Bing, the advertisements look somewhat different: Screenshot from Bing look for [top adult control apps], January 2023 When searching for an item like”nike shoes for ladies,”the ads listed below are a shopping ad format. Screenshot from Google look 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 Verification ad newsfeed example: Screenshot from Buy Facebook Verification, December 2022
Buy Instagram Verification likewise provides advertisements in its “Stories” placement. An example from Marriott is listed below:
Screenshot from Buy Instagram Verification, December 2022 Display Examples Display advertisements can be
in all sizes and shapes, depending upon the website or app. Below is an example of 3 different display ads revealed on one webpage. Screenshot from author, December 2022
Affiliate Examples In some cases affiliate advertisements can be tough to spot.
For instance, “Listicle” short articles have actually become a hot commodity, where a publisher is paid by other brands to be included in a “Leading” item short article.
Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer look at this example’s “Marketing Disclosure,” you’ll observe that this publisher is paid by the brand names for exclusive placement:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is a vital component of any marketing technique and can
quick outcomes. However, you must not totally depend on paid media to drive sustainable growth by itself. The proper paid media channels for your brand name must be figured out by your goals and
where your target market spends their time. Producing a holistic strategy comprising paid, earned, and owned media assists your company take full advantage of reach with your clients and lower marketing expenses over time. More resources: Included Image: VectorMine/Best SMM Panel