Effective Paid Media In Digital Marketing

Analyzing Paid Media In Digital Marketing


I have told us in one of my articles that we have three types of media in Digital Marketing. This includes Owned, Paid and Earned Media. In this article, I would like to throw more light on what Paid Media in Digital Marketing is all about.


Paid Media include all forms of digital advertising or paid advertisements that are running on your pages. This includes Pay Per Click, Social Media Advertising, Display Advertising and other forms of ads that you have to pay for.


One of the major advantages of this form of advertising is that it is scalable and adjustable. You can actually control where the ads are displayed as well as the time of the day that those ads will show up. You actually have the opportunity of planning the Return On Investment as well as performance expectations for each type of ad that you are running on your website.

paid media in digital marketing

You should also note that Paid media are highly recommended when you are trying to build awareness or generate interest in your products and services. They give room for you to create an environment where you can generate repeat purchases. With it, you can also target people based on what they are actually interested in.


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Let say, for example, you are running ads on Facebook and you have already looked at your insights and discovered that people of a particular age are likely to be interested in your products and services. You can target them on your page so that your ads can show to them.


On the other hand, there are some technologies that threatened the use of paid media to reach the target audience. One of such is the use of AdBlocker which makes it difficult for ads to display to your target audience. 


There is also the proliferation of ads media which has flooded the market. This also makes ads to lose their credibility. In ads, when it comes to ads display, there are some conditions that are now attached which do not allow ads to build the desired outcome. The audience now has the option of skipping or closing ads. They can also report ads that infringe on their privacy rights as well. 


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Adeniyi Salau

Adeniyi Salau Scrum Master Certified , CCNA R&S , BeingCert and Scrum Certified Digital Marketing Professional, CEP, MOS, MCP, CSCU (Project 2016), Microsoft Certified Security and Networking Associate is a Google and Beingcert Certified Digital Marketer, Project Manager and SEO Expert of repute with about a decade of Blogging and online marketing experience. He is always ready to share his experience with others.

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