Today, running a business is practically impossible if you aren’t familiar with digital marketing and the different types of media. More and more companies are starting to understand the importance of paid media platforms and are setting aside larger chunks of their budgets for ads.
In that context, Statista reports social media advertising (a form of paid media) is expected to reach $268.70bn in 2023! With such mind-blowing numbers in mind, it’s no wonder brands are adopting the trend of paid media marketing like never before.
Keep reading to learn why should small businesses and paid media go hand in hand. Moreover, we’ll suggest an agency that offers reliable PPC management for small businesses in Orlando, FL, so stay with us.
What’s Paid Media?
The concept of paid media can be described as content advertised through video ads, PPC (pay-per-click) ads, pop-ups, sponsored social media posts, and so on. The beauty of paid media is that it allows for practically immediate access to leads while enabling businesses to become more visible and recognizable amongst the competition. Paid media marketing is a great way to encourage engagement, and ultimately, revenue.
Any advertising space you purchase is considered paid media. Today, the most popular and widespread channels for paid campaigns are search engines and social media platforms, but, it isn’t uncommon for sponsored ads to appear in your Gmail or Yahoo inbox, too.
How Does Paid Media Marketing Work?
From investing in the right channels to customizing your content, paid media marketing can be easy to learn and master if you understand its basics. Let’s look at some of the steps to take to make paid media work to your small business’ advantage and bring you fast and consistent results.
Know Your Audience to Invest in the Most Suitable Channel
As we mentioned, there are a lot of paid media channels you could use, and all of them handle sponsored ads differently. Moreover, different channels appeal to different audiences, so knowing what works where can make all the difference.
Get to know your audience before you invest in a platform to attract them. For instance, millennials are still in favor of Facebook over TikTok, whereas younger generations, like GenZ, are more prone to using TikTok over Twitter.
Paid channels include SERPs (Search Engine Result Pages), Twitter, Facebook, LinkedIn, Instagram, and other social media platforms. Each of them promotes sponsored ads differently and appeals to a specific demographic. Paid media channels will offer you relevant analytics and data to help you understand your audience’s behavior.
If you know your audience and where to reach them, half your work is already done and you can get the desired results almost effortlessly.
Customize Your Content
If you know your audience, you’ll know how to “talk to them”. Say you’re a business selling beauty products for acne-prone skin. In this case, your target audience is probably GenZ and teens. And where can you find most of them online? TikTok, Instagram? Yes, and yes!
Now that you know your targeted audience’s virtual whereabouts, the next step is to reach them. Create content by using a language that’s familiar to them; make it sound as if the product is made especially for them.
Instagram and TikTok are platforms that allow for creative writing liberties, so make sure the content you place suits the channel. Once you find your brand voice and use it to appeal to your audience through ads, you’ll reach your goals effortlessly.
Use Data to Set Goals
You can’t do well if you don’t know what to expect, and that goes for any business, not just small businesses. Goals that are outlined by using data are essential for any marketing strategy. However, raw data won’t suffice for optimal paid media campaigns. You’ll be better off with efficient data analysis tools that will “decode” the data for you so you can make the most of the information at hand.
Examples of Paid Media
As we noted, you can see paid media in a pool of different channels, depending on your line of business, your target audience, your brand image, and ultimately, your budget. Let’s have a closer look at the most popular paid media outlets that digital marketers use today.
Pay-Per-Click (PPC)
PPC ads are probably one of the most efficient paid media ads small businesses can benefit from. When someone searches Google for something, PPC ads will come on top of the results, so they are the first thing you see.
PPC is the perfect digital marketing tactic to save you money, which is particularly welcomed if you’re a small business with limited funds.
Social media
There isn’t a person on the planet that hasn’t heard of social media. It is the most widespread (and still trending) paid media category. The paid ads that appear on social media deliver excellent results (in terms of traffic and revenue), especially for small businesses.
Facebook, Instagram, and TikTok are the top three social media platforms engaging the most audiences.
YouTube
Recently, YouTube ads have been trending, with no intention of slowing down. How many times have you watched your favorite music video on YouTube and an ad interrupted you? Many times, we know!
However, those YouTube ads are highly lucrative and one of the best-paid media forms out there. The important thing is to align your content to the audience engaged in a particular video so that they are naturally inclined to see what you’re offering.
YouTube allows marketers access to tools that help them target their paid ads the best. You can use those tools to “slide” your ad into a video covering a similar topic, or related to a specific keyword.
More than a Digitial Marketing Agency: We Are Tonic Enterprises, the PPC Management for Small Businesses in Orlando, FL
In this digital-first world of today, you can rely on us at Tonic Enterprises to handle the PPC management for small businesses in Orlando, FL. Besides, our team of professionals is happy to offer you more stellar services like local SEO, content writing, and so on. Need awesome web design? Check out our web portfolio too! We’ll be waiting for your call ‘cause we know you’ll love what you see. Let’s talk, today!