.svg)
Has your business charged you with creating a search and social media ads strategy? Don’t sweat it. We’ve put together a guide to walk you through the basics of paid media – what it is and how to design an effective plan for your organization.Whether you’re here as a beginner to grasp the basics or a pro who wants to brush up on organic and paid social media tactics, you’re in the right place. So let’s dive right in.
Paid media is a way for businesses and brands to promote their content online. It includes paid search results, display ads, video ads, and paid social media posts.Paid media can help businesses reach larger audiences, increase brand visibility online, and drive more website traffic. It can also help brands hit objectives in the buying cycle – in the awareness, consideration, and decision stages.Talking social media specifically, paid media involves using a channel’s native ad tools to create, schedule, and launch targeted advertising to reach the desired audience.
In general, there are three types of media.
Most businesses use a combination of these strategies to maximize their reach and influence. Organic reach is a no-brainer. But with frequent algorithm changes, it can be challenging to rely on organic reach alone. Paid advertising can help you expand your reach faster and give you another stream of revenue.
HECK NO. Each channel has different demographics, ad functionalities, algorithms, and requirements for advertisers.Before you start building your paid social media advertising strategy, pinpoint the platforms your target audience is already using. That way, you should have an easier time creating the following you want.Here are some of the advertising capabilities on a few of the most popular social media platforms today. Keep them in mind as you choose which channels to prioritize for your business.
Facebook is still one of the most popular and valuable social advertising platforms on the planet. Before planning your Facebook paid marketing strategy, make sure you understand your audience. That way, you’ll know what types of people and groups to target through advertising. Facebook also allows you to retarget specific groups and create “lookalike” audiences based on existing criteria.Types of ads you can use on Facebook:
Source: Facebook Business
Sponsored ads on Twitter look suspiciously like regular tweets, which is excellent news for marketers. Twitter still has a vast audience, too, with 199 million monetizable daily active users (Statista).This platform has the software to target specific demographics. You can also choose from various format options.Ads options on Twitter:
Source: The Penny Hoarder
Facebook’s hip, cool sister, Instagram, is a mobile-first platform. On it, you can build ads that cater specifically to Millennial shoppers. Instagram is an ideal platform for sharing new products online. In fact, 70% of shoppers look to Instagram for their next purchase.Types of ads on Instagram:
Source: Remote Year
TikTok is popular among Gen Z and many Millennials today and has approximately 689 million active monthly users. Designed for mobile devices, the app presents short video clips of user-generated content. It’s a great place to raise brand awareness, connect with followers, showcase creative skills, and move leads through your sales funnel.Ads options on TikTok:
Twitch is a live-streaming platform that was launched back in 2011. People in the gaming and e-sports world know it best. Like TikTok, it has a younger audience, though older demographics also tend to dabble now and then.Twitch may seem like an outlier when it comes to advertising for your business, but it ranks just behind Google, Apple, and Netflix as the fourth most popular live-streaming platform. And it’s expanding to include more music, lifestyle, creative content, and DIY stuff, too.Ads options on Twitch:
Source: Twitch
I create and execute effective communication strategies and content based on data-driven insights and creativity.
These might interest you...
