4 Things You Need to Know When it Comes to Paid Media

The possibilities of paid media are endless, and the results can be extremely valuable — if done correctly. When exploring the world of paid media, here are a few things to keep in mind:

Know your who and your why.
  • Targeting an audience is the first step in creating successful paid media campaigns. Remember, you may want everyone to get to know your business, but you don’t want to spend your hard-earned money on people that aren’t going to be valuable to your business. Put your money toward people who are more likely to convert.
  • You’ve got to know how much you’re willing to spend and what advertising means to your business (even without getting a conversion). Believe in why you’re doing it and the potential value it can hold.
Be patient with the process.
  • You must be willing to understand that progress takes time. In most cases, you will not see immediate results.
  • The more you use a paid media platform, the more that platform learns about your business. It will learn who your best audience is and how to best serve your ads to them. But don’t let that deter you from constant change!
Decide what’s best for your business.
  • Know the platform(s) you want to advertise on. Generally, each platform will offer help videos, articles, tutorials, or chat support. Facebook even offers an entire online classroom that teaches you how to use their ad platform.
  • Put yourself in the viewer’s shoes. Read your material as though you’ve never heard of your business before — would you want to learn more? Also, don’t be too forceful with your ad. You don’t want your viewers feeling forced into buying something.
Explore the resources around you.
  • The marketing world is constantly changing. Don’t be afraid to try new things with your Adwords and Facebook accounts to stay ahead of the curve.
  • Following helpful blogs (like PPC Hero) and attending webinars that give advice and recommendations on new trends in the market can really help your business keep up with the changes happening around you.
  • Check out your competitors and see what works for them. Look at big, successful businesses and learn from them. Ask your coworkers for their thoughts – everyone thinks and interprets messages differently.
  • Facebook, Instagram, and Google Adwords (Search) make serving your message to those who matter very simple. Take into account suggestions from Google and Facebook, understand and learn from them, but remember: you don’t always have to utilize them. It’s entirely up to you to decide what’s best for your business.

Optimization is KEY in paid media. We’re constantly checking our clients’ accounts, monitoring which ads work, turning off those that don’t perform as well, and developing new ideas and new material. If you’d like to dig a little deeper and learn how we can help grow your business through paid media, we’d love to talk.

Bonnie McDermott