In the world of Digital Marketing, Paid Media is one of the most used channels to build a solid presence on the Internet, reach new audiences and make conversions.
This approach can be part of a brand’s strategy to increase traffic, leads and sales — and with that, of course, increase the company’s profits!
I know this is a subject that, at first, may seem too complex. But that’s why I’m here: I’m going to simplify everything for you!
By the end of the content, you will know what Paid Media is, why you should invest in it, the main platforms, strategies and evaluation metrics. Let’s go!
What is Paid Media?
Paid Media is a Digital Marketing strategy that involves allocating financial resources to promote online advertisements.
Unlike Organic Media, which is based on the creation of quality content to naturally attract an audience, Paid Media depends on direct investments in advertising.
But both approaches are often combined to reach a wider audience and generate new leads by diversifying channels!
Main Paid Media Platforms
When it comes to choosing channels for your paid advertising campaigns, there are a variety of options available.
Each platform offers its own features, audiences and benefits, allowing you to choose the one that best aligns with your marketing goals.
Now see some of the main ones:
Google Ads
It is one of the most popular and widely used platforms!
With Google Ads, advertisers can create targeted ads that appear in Google search results and reach the company’s vast network of partners.
This is a strategic choice for those looking to appear in the top positions on Google immediately!
Meta Ads
Formerly known as Facebook Ads, it is the paid advertising platform offered by Meta — the parent company of Facebook, Instagram, and WhatsApp.
It also enables the creation of targeted ads, displayed on Meta’s different social networks, reaching audiences based on their interests, demographics and online behavior.
LinkedIn Ads
This is the paid advertising platform of LinkedIn, a social network aimed at professionals and companies.
It is especially important for B2B businesses, as it allows you to target ads to subgroups within your target audience, based on professional information, such as job title and industry!
Other Paid Media Channels
In addition to the platforms I mentioned, there are other paid advertising channels that can complement your strategy. These include:
- Programmatic Media Channels;
- TikTok Ads;
- YouTube Ads;
- Twitter Ads;
- And ads on platforms like Spotify or Amazon.
Amidst so many options, the choice of channels should be based on the browsing habits of your target audience, the results of tests carried out on each platform and the specific objectives of each campaign!
Paid Media Strategies
Launching a campaign without the right strategies can result in money going down the drain, and you don’t want that to happen under any circumstances, right?
I, at least, don’t want that for you — or for me!
Understanding and choosing the right strategy for your goals is the first step to creating a good Paid Media campaign.
Here are the four main strategies that can be employed:
- Paid search: involves displaying ads in search engine results , appearing as answers to specific user queries. It is important to capture potential customers at the moment they are searching for solutions;
- Display Ads: Display ads are displayed on partner websites and can include images, banners, and text. They are ideal for increasing brand visibility and reaching a wide audience;
- Social Ads: Social media ads target a specific audience based on their interests and demographics. It’s a powerful strategy for driving brand engagement and building relationships;
- Retargeting: This involves showing ads to people who have previously visited your website, reminding them of your brand, product or service. It is an effective way to recapture visitors who have not converted previously.
Remember that as long as you have the budget for it, combining different strategies can be an interesting approach to achieving your Marketing goals!
And that brings us to the next step:
How to budget and manage Paid Media
Managing online advertising campaigns requires following a number of steps that range from defining objectives to optimizing campaigns.
Let’s detail each of these steps.
Define your goals
Before starting any process related to Paid Media, it is important to establish goals and objectives.
They can vary between:
- Increased website traffic;
- Lead and opportunity generation;
- Sales expansion;
- Or even brand recognition — which, in the market, is also known as brand awareness.
These goals will serve as a guide for creating better positioned campaigns and will help you measure your success!
Define your target audience
Identifying who your ideal customers are is another essential step!
Segmenting your audience based on demographic criteria, interests, and online behaviors will allow you to run more targeted campaigns.
The more precise your targeting, the more likely you are to reach the right people at the right time!
Choose Paid Media Channels
Once you’ve defined your goals and target audience, it’s time to choose the most relevant platforms for your strategy.
As I mentioned, the most common options include Google Ads, Meta Ads, LinkedIn Ads, and other ad networks, depending on the nature of your audience and campaign goals.
After all, there’s no point in creating well-made ads where your potential customers aren’t!
I suggest that, instead of spreading your budget across many tools, you focus on a few that have the greatest potential for results and, as you achieve your goals, think about expanding your channels.
Set up the budget
When working with different platforms, it is also important to set a daily or monthly budget to allocate to each of them.
Make sure the budget is as realistic as possible in relation to your goals and current context, taking into account indicators such as CAC, ROI, LTV, etc.
Create compelling ads
The quality of the ads is, without a doubt, a determining factor for the success of Paid Media campaigns!
So produce relevant ads that speak to your audience and grab their attention.
This includes creating good headlines, to-the-point descriptions, and compelling calls to action (CTAs)!
Customizing ads according to the target audience and using mental triggers are also factors that greatly influence the attractiveness of campaigns!
Track and optimize
Make no mistake: the process doesn’t end with the ad placement. You need to regularly monitor the performance of your campaigns!
Track metrics and indicators such as click-through rate (CTR), cost-per-click (CPC), and return on ad spend (ROAS).
Also be prepared to make adjustments, such as optimizing keywords, improving targeting, and running A/B tests to identify what works best.
By following these steps, you’ll be on your way to getting the best return on your Paid Media investment!
Stay with me and, from now on, I’ll show you how to measure the performance of your campaigns.
How to evaluate campaign performance?
This statement is obvious, but it’s worth repeating: every company needs to know whether its investments are generating the expected results.
To do this, it is crucial to monitor and analyze metrics that provide information about each campaign.
See now which are the most important indicators and how to interpret them:
- Click-through rate (CTR): measures the ability of your ads to attract clicks from users. It is calculated by dividing the number of clicks by the number of ad impressions and expressed as a percentage. A higher CTR indicates that your ads are relevant and engaging;
- Cost-per-click (CPC): This represents the average amount you pay for each click on your ad. Monitoring this helps you manage your campaign costs. A lower CPC may require more efficient budget management;
- Return on advertising spend (ROAS): shows the value generated in relation to advertising spend. It is calculated by dividing this value by the investment, and a ROAS greater than 100% indicates a positive return;
- Conversion rate: measures the percentage of visitors who take the desired action, such as filling out a form or making a purchase. The higher it is, the better you are at converting strangers into leads or customers;
- Bounce rate: indicates the percentage of visitors who leave your site without interacting with any element. A very high rate may suggest that the ad landing page is not meeting visitors’ expectations;
- Quality Score: This is a metric used in Google Ads that evaluates the relevance and quality of your ad, as well as your landing page. The higher it is, the lower the cost per click and the better the position in search results.
But of course I’m not just going to tell you what the metrics are, I’m also going to show you how to calculate them! Get your pen and paper ready, okay?
Suppose a company ran an ad campaign and collected the following data:
- Number of impressions: 100,000
- Number of clicks: 2,000
- Total campaign cost: R$2,000
- Revenue generated by the campaign: R$ 8,000
Now we can calculate:
- CTR: (2,000 clicks / 100,000 impressions) * 100% = 2%
- CPC: R$2,000 / 2,000 clicks = R$1
- ROAS: (R$8,000 (revenue) / R$2,000 (cost)) * 100 = 400%
Do you understand?!
Now you might be wondering: are these results good or bad? And my answer can only be: it depends!
It depends on your goals, your company’s current needs, market benchmarking, sector of activity…
In some cases, a 400% ROAS might be extraordinary. In others, it might not be good enough!
So analyze your business in depth, understand your internal needs, set goals and, based on these points, evaluate the results of your campaigns.
“Ah, Guilherme, talking is easy. I want to see you do it!” So come and see one of the most recent success stories here at Enjoy Minder: Dimed!
The partnership between Enjoy Minder and Dimed resulted in significant growth through paid traffic strategies.
The company, focused on B2B sales to pharmacies in the South region, saw its revenue quadruple in one year, with an average ROAS of 4896%!
The strategy included ads on Google Display and Bing, as well as Performance Max campaigns, leveraging machine learning to optimize ad delivery.
That’s a great result, isn’t it?
Get the best return on investment!
Paid Media is an important resource to leverage your Marketing strategies, attracting and converting new leads!
And investing intelligently in this type of advertising allows for better use of the resources applied.
You have now seen how to create good Paid Media campaigns and how constantly evaluating their performance, based on metrics, allows you to optimize them and maximize your return on investment.
But don’t stop there! Enjoy Minder can be your strategic partner for generating quality paid traffic.
Contact our team for more information and to find out how we can help you achieve the best return on investment in your Paid Media campaigns and other channels!
