Paid Media Strategies to Grow your Marketing Efforts

Paid Media Strategies to Grow your Marketing Efforts

Every minute, there’s an influx of new and exciting content that goes live on social media. While this is great for consumers, it can be tricky for brands to break through the stream with their message. Paid media can help brands stay at the forefront of people’s minds by ensuring their best content is optimized to the right audience. Working with a paid media agency can guarantee your best content is shown to the right people. 

Paid media differs from traditional advertising. Thanks to algorithmic tech developments and big data, you can use paid media to find, target and engage your audience with alarming ease. Each platform is designed to compliment the ultimate goals of your business, whether that’s to raise brand awareness, lead generation, website traffic or more. 

Most social platforms have optimized their native analytic insights to enhance the performance of social media campaigns. So, whatever your ultimate social goal is, using paid media has never been more meaningful.

Amplify reach

Advertising on social media gives your brand instant visibility to audiences. However, you need audiences to pay attention to your content. In a highly saturated social media landscape, it’s super easy for brands to get lost in the noise. Using paid media, you can guarantee your content is natively placed into the feeds of the consumers and audience members who matter most. This gives you a direct opportunity to drive leads, traffic and sales. 

In order to enhance your paid media strategy, you need to know where your target audience spends the most of their time, and align your social media strategy with the behavioral patterns of your audience. Working with a paid media agency can help you identify these.

Align on campaign budgets

Paid media is cost-effective. Each platform runs on a PPC model, so you only pay if users take action. After a few ad cycles, you can further refine and optimize your targeting to drive greater results and ROI. 

Enhanced targeting

When utilizing paid media, you have complete control over who sees your ads. Every platform offers a variety of targeting segments that go far beyond basic user demographics. You can define your search from psychographic factors including interests, hobbies, income, and more. 

Before you begin creating your audience parameters, you need to create accurate buyer personas of exactly who your target audience is. This way, you can easily define the targeting parameters offered by platforms. 

Boost brand awareness

Creating a social media strategy automatically increases exposure for your brand, but paid media makes it relevant exposure. Having your brand appear regularly in users’ feeds will increase recognition and enhance credibility, on top of driving engagement and purchasing behavior. 

When generating awareness, you need to create ads that are informative and memorable. Over 80% of Instagram users follow at least one brand, and of this group, at least 30% have made a purchase directly as a result of an Instagram ad. 

Access to mobile users

The penetration of social media paid advertising is unrivaled. As users spend more time on their phones and on social media, the opportunity to target them increases. 

A social media ad campaign can help you reach audiences exactly at the moment they want to find, know or purchase a product. By creating ads that mirror native content in the platform, you can increase engagement and ROI. 

Gather market insights

The most important part of any campaign, but especially paid campaigns, is understanding what worked, and what didn’t. How did your audience interact with the ads? Which format was most popular? By using native analytic tools within platforms, you can analyze and refine the performance. Deep-dive into your KPIs including clicks, comments and profile visits to determine how your ads are making an impact.