The term ‘paid media’ is commonly used in the marketing industry.
Some utilize the term paid media interchangeably with PPC marketing, but oftentimes it relates to a wider advertising scope.
This extensive guide will teach you what paid media is (and what it isn’t), the difference in between various media types, and deal thorough examples.
What Is Paid Media?
Paid media is any marketing effort which contains a paid placement.
While paid media is often utilized interchangeably with the term cost-per-click (CPC), it’s important to note the distinction.
Paid media is used broadly to describe a channel, strategy, or method within the digital landscape. It does not define certain channels and even necessarily in between search, social, or other awareness marketing.
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 important pieces of an effective brand method.
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.
- Made media: Any type of brand name direct exposure got from approaches besides paid marketing.
- Owned media: Any kind of content your brand produces and manages.
Some examples of made media consist of:
- Social sharing from clients.
- Consumer reviews.
- External media protection (public relations).
Owned media examples consist of:
- Your website.
- Social network channels.
Types Of Paid Media Channels
Now that we have actually recognized the meaning of paid media, let’s have a look at the different kinds of paid media channels and the purposes they serve.
Prior to we dive into the different paid media channels, it’s likewise important to note the difference between ad formats and ad channels.
Ad formats are the kind of ads displayed in a particular channel. An advertisement format example could be:
- Search ad.
- Video advertisement.
- Display ad.
- Banner advertisement.
So while advertisement formats are very important and will depend on the channel, listed below we will focus on the channels themselves.
There are other kinds of paid media channels available that are not noted here, such as more conventional approaches like direct-mail advertising or signboards. These paid media channels have a more physical existence, and here we will focus 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 websites generating around 61% of user searches in the United States.
Microsoft (Bing) is the second leading online search engine, producing nearly 27% of user searches throughout its network of sites.
Less typically utilized search engines that users utilize are:
The most common advertisement format on search engines is text-based.
Nevertheless, 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 actually genuinely changed over the previous couple of years.
Not only are there more social platforms to choose from, but there are likewise more methods for brand names to market on each platform.
A few of the most typical paid social platforms consist of:
- Meta (Buy Facebook Verification).
- Buy Instagram Verification.
- Buy TikTok Verification.
- Buy Twitter Verification.
The most typical advertisement format in social channels is placed within a user’s newsfeed as they scroll. These advertisements will either include one (or more) fixed images or a video as the primary visual.
Additionally, most paid social platforms offer different placement types for sponsored advertisements. For instance, Buy Instagram Verification and Snapchat can reveal advertisements in between user stories.
Some paid social platforms are more advantageous for B2B business than for B2C brand names.
For instance, LinkedIn marketing consists mainly of B2B brands marketing their service or product to other specialists.
Other platforms like Buy TikTok Verification and Snapchat may be better matched for B2C or ecommerce brand names.
Whatever paid social channel you select from, simply ensure that your target market is there as well.
Programmatic & Display
Show ads are revealed on a range of channels and networks. Advertisements are shown on many sites and apps depending on the network.
While programmatic refers to the method of when/where/how to release ads, show refers to the actual format of ads revealed.
One of the most common display channels is the Google Display Network (GDN). This differs from programmatic since the GDN is a closed network owned by Google.
The channels programmatic uses 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 most significant channels for affiliate marketing is through bloggers. A blogger will discuss another item or brand name in their post and after that earn money for each sale associated back to that post.
This kind of marketing is beneficial because it enables your brand name to broaden and scale its reach through other popular influencers in your area.
Other popular affiliate marketing channels include:
- Email lists.
- Coupon sites.
- Evaluation sites.
The charm of affiliate marketing is that you can select your partners and publishers. You must constantly choose partners lined up with your business’s objectives and objectives.
Examples Of Paid Media
This is where the ad 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 adult control apps” in Google, the first two positions are examples of search ads.
Screenshot from Google search for [leading parental control apps], Google, December 2022 While carrying out the same search on Microsoft Bing, the advertisements look slightly different: Screenshot from Bing search for [leading parental control apps], January 2023 When searching for an item like”nike shoes for women,”the ads below are a shopping ad format. Screenshot from Google look for [leading adult control apps], Google, December 2022
Paid Social Examples Each social platform’s ad formats look various within their respective 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 offers ads in its “Stories” positioning. An example from Marriott is below:
Screenshot from Buy Instagram Verification, December 2022 Show Examples Display advertisements can be
in all sizes and shapes, depending upon the site or app. Below is an example of 3 different display screen advertisements revealed on one website. Screenshot from author, December 2022
Affiliate Examples Sometimes affiliate advertisements can be difficult to area.
For instance, “Listicle” short articles have ended up being a hot product, where a publisher is paid by other brand names to be consisted of in a “Leading” product short article.
Screenshot from FamilyOnlineSafety.com, December 2022 However, if you take a closer take a look at this example’s “Marketing Disclosure,” you’ll observe that this publisher is paid by the brand names for special positioning:
Screenshot from FamilyOnlineSafety.com, December 2022 Summary Paid media is an essential part of any marketing method and can
fast results. However, you must not completely depend on paid media to drive sustainable development by itself. The appropriate paid media channels for your brand ought to be determined by your goals and
where your target audience invests their time. Producing a holistic plan making up paid, earned, and owned media assists your company make the most of reach with your consumers and decrease marketing expenses in time. More resources: Included Image: VectorMine/Best SMM Panel