The term ‘paid media’ is commonly utilized in the marketing market.
Some utilize the term paid media interchangeably with PPC marketing, however oftentimes it connects to a wider advertising scope.
This comprehensive guide will teach you what paid media is (and what it isn’t), the distinction between different media types, and deal in-depth examples.
What Is Paid Media?
Paid media is any marketing effort which contains a paid placement.
While paid media is typically utilized interchangeably with the term cost-per-click (CPC), it’s important to keep in mind the differentiation.
Paid media is used broadly to describe a channel, method, or strategy within the digital landscape. It does not define certain channels or perhaps always in between search, social, or other awareness marketing.
The Difference In Between Earned, Owned, And Paid Media
Paid media is not the only media to drive awareness and demand. Made media and owned media are important pieces of an effective brand name method.
It is necessary not to puzzle the three kinds of media, as each serves its own purpose. Let’s have a look at the essential differences.
- Earned media: Any type of brand exposure got from techniques other than paid marketing.
- Owned media: Any kind of content your brand develops and manages.
Some examples of made media consist of:
- Social sharing from clients.
- Customer evaluations.
- External media coverage (public relations).
Owned media examples consist of:
- Your website.
- Social media channels.
Types Of Paid Media Channels
Now that we have actually recognized the meaning of paid media, let’s take a look at the different types of paid media channels and the purposes they serve.
Prior to we dive into the different paid media channels, it’s also important to keep in mind the distinction in between ad formats and advertisement channels.
Ad formats are the type of advertisements shown in a specific channel. An advertisement format example might be:
- Search ad.
- Video advertisement.
- Show advertisement.
- Banner advertisement.
So while ad formats are essential and will depend on the channel, below we will focus on the channels themselves.
There are other kinds of paid media channels available that are not listed here, such as more traditional approaches 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 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 2nd leading search engine, creating almost 27% of user searches across its network of websites.
Less typically used search engines that users utilize are:
The most common advertisement format on online search engine is text-based.
However, depending on the context of a user’s search, other formats might be revealed, such as a Shopping ad.
Shopping advertisement formats consist mainly of an item image, name, rate, and description.
Paid social platforms have really changed over the previous few years.
Not just exist more social platforms to pick from, however there are also more ways for brands to promote on each platform.
A few of the most typical 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 placed 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.
In addition, most paid social platforms use various placement types for sponsored advertisements. For instance, Buy Instagram Verified and Snapchat can reveal 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 mainly of B2B brand names marketing their product and services to other professionals.
Other platforms like Buy TikTok Verified and Snapchat may be better suited for B2C or ecommerce brand names.
Whatever paid social channel you pick from, just ensure that your target market exists as well.
Programmatic & Display
Show ads are revealed on a range of channels and networks. Advertisements are displayed on various websites and apps depending on the network.
While programmatic describes the technique of when/where/how to release ads, show refers to the real format of advertisements revealed.
Among the most common 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 comprised of the channels listed here.
This type of marketing is when a company or brand pays affiliates for each sale they contribute.
Among the greatest channels for affiliate marketing is through blog writers. A blogger will mention another product or brand in their post and after that earn money for every single sale attributed back to that post.
This kind of marketing is helpful since it permits your brand name to expand and scale its reach through other popular influencers in your space.
Other popular affiliate marketing channels include:
- Email lists.
- Discount coupon sites.
- Review sites.
The appeal of affiliate marketing is that you can select your partners and publishers. You must constantly pick partners aligned with your business’s goals and goals.
Examples Of Paid Media
This is where the advertisement formats are wed to the paid media channels.
Below are examples of paid media ads from the popular channels listed above. These examples can help supply context when deciding what types of paid media to run.
When looking for “leading parental control apps” in Google, the first 2 positions are examples of search advertisements.
Screenshot from Google look for [top parental control apps], Google, December 2022 While conducting the same search on Microsoft Bing, the ads look slightly different: Screenshot from Bing look for [leading adult control apps], January 2023 When searching for an item like”nike shoes for women,”the advertisements listed below are a shopping ad format. Screenshot from Google search for [top adult 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 advertisement newsfeed example: Screenshot from Buy Facebook Verified, December 2022
Buy Instagram Verified also uses advertisements in its “Stories” positioning. An example from Marriott is listed below:
Screenshot from Buy Instagram Verified, December 2022 Show Examples Show advertisements can be
in all sizes and shapes, depending on the site or app. Below is an example of 3 various display screen advertisements revealed on one website. Screenshot from author, December 2022
Affiliate Examples In some cases affiliate ads can be difficult to spot.
For instance, “Listicle” short articles have actually ended up being a hot product, where a publisher is paid by other brand names to be consisted of in a “Top” product short article.
Screenshot from FamilyOnlineSafety.com, December 2022 Nevertheless, if you take a closer look at this example’s “Advertising Disclosure,” you’ll see that this publisher is paid by the brands for special positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is a crucial element of any marketing method and can
quick results. Nevertheless, you ought to not fully count on paid media to drive sustainable development by itself. The proper paid media channels for your brand need to be figured out by your goals and
where your target audience spends their time. Producing a holistic plan making up paid, earned, and owned media helps your company take full advantage of reach with your customers and reduce marketing expenses with time. More resources: Included Image: VectorMine/Best SMM Panel