Should I use Paid Media for my business?

What is paid media exactly?

Paid Media refers to any sort of advert or piece of content that you as a business pay for, in order for it to be seen.

So it could be a banner on a website, or a post on Facebook, or an image on Instagram.

If you pay to have it seen, then it falls under Paid Media.

Yeah, it’s pretty broad.

Performance Marketing is where you incentivise an agency or paid media consultant to hit certain targets.

So instead of paying them a flat monthly retainer, you set performance bonuses if they achieve say 1,000 new leads, or 2,000 new sales per month.

That’s it in a nutshell.

These days you can run Paid Media or advertising almost anywhere – Google, Facebook, Instagram, Twitter, YouTube you name it.

It’s a quick and effective way to get your product or service in the faces of people.

A lot of people. If your budget allows.

Now, anyone can set up an advert on Google or boost a Facebook post. It’s really not rocket science.

You can go ahead and do it yourself right now.

The key thing though, is to take a step back and look at things holistically.

Are your adverts targeting the right people?
It’s pointless running adverts promoting your brand of ladies hygiene products at young men.

Is the advert compelling and attention-grabbing?
People see hundreds of adverts everyday on their phones. What’s going to make your message stand out?

Once someone clicks on the advert, where do they land?
Is it easy for them to understand and follow through with the required action?

Consider all of these things when you’re thinking of running any Paid Media and Performance Marketing campaigns.

Otherwise you risk wasting your money.

And in today’s world, no one can really afford to do that, right?

My approach is to use Paid Media hand-in-hand with some compelling Social Media content, to deliver nuts and bolts results for clients.

I’m not a fan of “brand awareness” and other fluffy metrics that are difficult to quantify (and actually means nothing to a business)

If you’re looking at getting new clients or customers, hit the button below and let’s have a no-obligation chat.

Some questions I’m often asked

What exactly is Paid Media?

Paid Media refers to any type of messaging that you have to pay for. It could be an advert on Google, a post on Facebook, an image on Instagram etc. If you pay for it to be displayed, then it’s Paid Media.

Is Paid Media the same as PPC?

PPC stands for “Pay Per Click” and it falls under the broader category of Paid Media. You can pay whenever someone clicks on an advert, pay per every thousand times your advert is displayed (this is called CPM) or pay every time someone performs an actions (this is called a Cost Per Action / Acquisition or CPA)

Does my business need to use Paid Media?

Paid Media is a powerful way to get your messaging in front of a lot of people quickly. But make sure it’s in front of the right people, otherwise you are going to be wasting your money. So think carefully about who you are targeting, so you’re not throwing your money away.

How much does Google Ads cost?

Google Ads (previously called Adwords) works on a “Pay Per Click” model. So when someone clicks on your advert, you pay a fee which you decide on when you set up the advert. Depending on how many other businesses are competing for the keyword you are targeting, and how many times that keyword is searched for on Google, the cost will vary. When you set up the advert, Google will give you an estimate of how much you can expect to pay.

Is it expensive to run Social Media adverts?

It all depends on what you are wanting to use Social Media adverts for. Is it a big brand awareness job? Yeah, then it could probably become quite expensive, especially if you’re wanting to reach millions of people over the next few months. When you set up the advert though, the channel you use (Facebook, Instagram, Twitter etc) will give you an estimate of how much you can expect to pay based on what your objectives are.

Do I need Pay Per Click?

It’s not really a Yes or No question. It all depends on what you are wanting to do really? Do you offer a product or service that people regularly search for on Google? Or something that would appeal to a very particular market that you could target on social media? Then yeah, definitely consider using Pay Per Click or Paid Media channels to reach these people.

Do I need to hire someone to run my ads?

Anyone can set up a Facebook or Google Advert. And there are countless resources and learning materials online to show you how to run ads effectively. As with everything though, it comes down to whether you actually have the time to do all of that yourself? It probably makes more sense for you to focus on growing your business and letting a Paid Media agency or consultant manage your ads for you.

Should I use an PPC agency or PPC freelancer?

Either option should be able to do the job. Using a Paid Media freelancer or consultant will often cost less than an agency though (because #FancyOfficeOverheads). But as with all things, shop around, get some quotes and make a judgement call.