One of the quickest ways to drive traffic. Paid media is a good way of opening doors that would otherwise stay closed. For some users, a promoted post or tweet will be their first exposure to your business or brand. Whether yours is a new venture, fresh on the scene or already well established, the opportunity to spread your brand as widely as possible should be a top goal.
Your content, even if paid for, will still potentially get clicks and perhaps even followers, leading to earned clicks in the future. Additionally, the results of your paid content will be easier to track than organic content. Social media typically provides statistics on how many Impressions, clicks and Leads your paid content receives while viewing the same information about organic content can be trickier.
Paid advertising is any kind of advertising that you have to pay for, versus owned or earned advertising. With paid advertising, marketers pay the owner of ad space in exchange for use of that space. The price paid for the ad space is often settled through a bidding process between marketers and the ad space owner.
What Is Pay-Per-Click Advertising? PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads. There are different types of PPC ads, but one of the most common types is the paid search ad. These ads appear when people search for things online using a search engine like Google – especially when they are performing commercial searches, meaning that they're looking for something to buy. This could be anything from a mobile search, local service, or a high-end item like enterprise software. All of these searches trigger pay-per-click ads.
In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”
Other forms of PPC advertising include Display Advertising and Remarketing.
Display advertising is defined by banner ads (graphic or text), that appear in specifically designated areas of a website or social media platform (Facebook, Instagram, Twitter etc.). Digital display advertising comes in a variety of different forms, but at its core, it revolves around the same principle.
Although you can advertise with plain text-based ads and still call it a display campaign, you can get much more out of your campaigns if you use images, videos, HTML5 animations or any other rich media elements that can help you get your message to your targeted audience.
Even if you’re not familiar with what retargeting is, you would have been exposed to it already, just by browsing the internet and using social media. Each time you visit a website, or view certain products/ services online, you then start to notice ads for these products, services, or website brands when visiting other sites. At times it may feel like the brand is following you, and this isn’t too far from what is happening. The most common form of retargeting uses a retargeting pixel: a snippet of code that brands add to their websites or apps. When you visit a website with a retargeting pixel in place, it adds a cookie to your browser which begins anonymously tracking you. It is able to detect what pages you visit on the brand’s website, what products you view, and how much time you spend on each page. Once you navigate to another website, the cookie is able to continue tracking you, and your browsing behavior, and this information is shared – anonymously – with advertising networks the brand uses. These networks can then ensure the brand’s ads are shown to you when you visit qualifying websites, keeping the brand and/or products you have viewed top-of-mind.
The standard formats used in paid advertising inclu banner ads, sponsorship deals, paid product placement, and the like – and you can certainly use these techniques to promote your content just as you would a product or service. But content marketers can also take advantage of more strategic, subtle, and authentic means of getting their high-quality content efforts in front of the right consumers and helping drive them to take action..