Adopting any new digital channel always comes with a learning curve, and paid media marketing is no exception. Given that 24% of marketers use paid advertising to improve sales, it can feel intimidating to embrace it as a strategy given the competition and cost. 

If you’re brand new to paid advertising, remember that adding at least one paid media channel to your digital toolbox has become essential to influencing consumers online and driving results. Don’t believe us? Let’s take a look at the numbers. 

Paid Media Stats: 

  • 32% of marketers use paid advertising to sell products directly to consumers.. 
  • 75% of people say paid ads make it easier to find what they need
  • Paid-Per-Click (PPC) visitors are 50% more likely to buy than organic visitors. 
  • Search ads increase brand awareness by as much as 80%.
  • Advertisements influence 90% of consumers to make a purchase.

Pretty cool, right? Let’s move forward by covering three of our favorite types of paid media services and their benefits to help you choose the right one for your business. 

If you’d like to learn more, check out our guide, How to Choose the Right Paid Media Strategy for Your Goals. 

Best Paid Media Service for Any Business: Google Ads 

Let’s start with the crème de la crème of paid advertising: Google Ads (you might know it as Google Adwords). If you’re hearing about this platform for the first time, Google Ads is a PPC platform that lets you advertise on Google to reach customers searching for your products or services. 

We love this platform because Google allows us to customize ads to specific interests, keywords, locations, devices, or demographics, increase brand awareness, and maximize Return on Ad Spend (ROAS). 

If you’re looking to grow your business online, Google Ads is one of the best tools for lead generation and increasing brand awareness. About 80% of all companies use Google Ads to gain the attention of Google’s 4.3 billion users through PPC campaigns.

Your complete guide to choosing the right paid media strategy guidebook cover.

Depending on your choice, advertisements appear in Google Search, Maps, YouTube, and companion sites like Gmail or elsewhere. 

Graphic with statistic: 80 percent of companies use google ads.

3 Essential Google Ads: 

  1. Search Campaigns:These are text ads that show up on search pages. These are great for boosting sales or increasing leads. 
  2. Local Campaigns: Theseare ads designed to encourage in-person visits and appear in search, Display, Google Maps, and YouTube. 
  3. Display Ads: These ads serve images based on the keywords used during a search. Display Ads are great for increasing brand awareness and enticing website visits.

While there are plenty of other ad groups available, the versatility of these ad groups makes Google Ads our go-to ad platform for any business. 

Best Paid Media Service for E-Commerce: Meta (Facebook & Instagram) 

As a digital marketing agency, we use Facebook and Instagram in tandem or advertise on the platform that suits a client’s needs best. So, how do you decide whether Facebook or Instagram is better suited for your e-commerce brand?

Instagram: Use Instagram if you’re a marketer that knows a “show, don’t tell” approach can elevate your marketing. For example, Instagram is particularly great for food & beverage, fashion, travel, e-commerce, and architecture brands. 

Facebook: On the other hand, Facebook lets you go slightly more granular with data, even as restrictions strengthen. Even today, most businesses will find it helpful in driving website traffic or increasing brand awareness. 

If you want to take a deeper dive into Facebook and Instagram advertising, check out our downloadable How to Choose the Right Paid Media Strategy for Your Goals, where we look into each individually. 

LinkedIn was named the number one rated platform for Business-to-Business companies looking to grow leadsBest Paid Media Service for B2B Marketers: LinkedIn 

LinkedIn was named the #1 rated platform for Business-to-Business (B2B) companies looking to grow leads. Marketers also see twice the amount of conversions when using their paid advertising services. 

We like LinkedIn because it helps our clients succeed by offering sponsored content, dynamic ads, copy ads, and in-mail advertising. While it can have a steep learning curve, setting up a campaign only takes five steps. 

5 Steps to Launching a LinkedIn Ad: 

  1. Pick an objective
  2. Choose your targeting
  3. Select an ad type
  4. Set a budget and schedule content
  5. Monitor and optimize 

So, who should use LinkedIn Advertising? Suppose you’re a Software as a Service (SaaS) company looking for B2B leads or a company looking to recruit rockstar hires. In that case, LinkedIn Advertising needs to be added to your paid advertising strategy. 

Need Help With Paid Advertising? 

Don’t know where to start with your brand’s paid media strategy? We strategize, build, and optimize paid media campaigns across almost all digital platforms. Check out our award-winning paid media strategy for Solmate Socks that resulted in a 173.98% increase year-over-year in overall web purchases.

When you partner with us, you get to collaborate with an experienced team of paid media professionals who use the latest technology to increase conversions, improve ROAS, enhance click-thru rates, and engage your audiences. Explore our Paid Media page to learn more about how we help brands succeed!