Paid Media
A good paid media strategy gets your business noticed fast and lets you easily adjust what’s working and turn off what's not.
Data-driven paid media magnified by outstanding content
A trusted partner
We’ll work with you to make sure any activity is working as hard as it can be for you. And if we don’t think it’s the right approach we’ll help you find the right one.
Driven by data
All of the decisions we make when creating a paid media plan are data driven. The messaging, creative, placement, audience and the call to action. Every decision is focused on driving the best results.In-house design
We combine our technical skills with our in-house design expertise to create content that not only looks exceptional but reaches your target audience and compels them to take the right actions.
What is paid media and why is it important?
Paid media is a pretty broad term which refers to any form of advertising or promotional content that you pay for, such as online ads, sponsored social media posts, or print advertisements. Activities like these can be an important part of your marketing mix and they can be a fast way to drive results.
This is often the case when it comes to many forms of digital paid media because you can be very specific with your targeting. Whatever your audience demographics, you can serve them an ad designed for them. Then if they engage, and with the right permissions, you can retarget them across a variety of platforms. And, digital paid media can be turned on and off very quickly so it’s easy to amplify what is working and turn off what is not. This is why paid media can be a good choice if you’re looking for some quick wins.
We specialise in paid social media, paid search advertising and display ads. Each falls under the parent banner of digital paid media, but this doesn’t mean that they’re interchangeable. They should be carefully considered as separate activities and the approach you take needs to be right for your audience and ambitions.
If you’re looking for support from a social media advertising agency or you want to work with a PPC agency in Nottingham, we can help you.
How webdna do paid media
We’re experts in paid media, we pay attention to the details and have a flair for spotting trends. We use all of this to create campaigns that are unique to your business. We begin with discovery, discussing your objectives and what success looks like for you.
If you already have active campaigns we will review your accounts as they currently stand, building on any successes and learning from past results. If not, we’ll create new campaigns. In both instances, we'll work with you to establish your ideal keywords or messaging, build a target audience and develop your campaigns. We also know the value of testing and optimising. This is why we regularly review to turn up what is working and to turn down (or off) anything that isn’t. We want you to achieve the best ROI possible and to find the strategy that works best for you and your business.
And, importantly, we’ll never recommend any paid media activity if we don’t think it’s the right time for you - we have these conversations more often than you’d expect.
With years worth of experience in paid media, we have a good idea of what strategies work well given specific budgets. If you’re looking for a digital advertising company to support you, get in touch with our team.
We always take a data-driven approach to paid media
Who doesn’t love a bit of creativity? The quality of our creative work speaks for itself, but what you probably don’t see is the amount of data crunching that goes on behind the scenes, and this is key to successful paid media campaigns. Our priority is getting your business in front of the right people at the right time and ensuring that your marketing strategy is working hard for you.
Paid media such as paid search or paid social is not simply a matter of throwing money at advertising and seeing what works. Getting a clear idea of what you want to achieve is the first step i.e. website traffic, email sign-ups, followers etc. We’ll then use this as the basis for some A/B testing to review what works well.
Along the way we’ll provide regular reports that detail the performance of your paid media campaigns including the metrics that matter to you, which could include impressions, clicks and conversions. And we use all of the data collected to carry out retargeting. This is an effective way to reengage those who interact with your brand. They’re already aware of your product or service so chances are, they’ll be more likely to convert.
Paid digital media terms explained
With a host of acronyms and many interchangeable terms, the world of paid digital media can feel like a bit of a minefield. It can help to understand some of the terms in context:
- Paid Media: Any form of advertising where you pay to display content. It includes channels such as search engines and social media, as well as traditional methods such as TV or print.
- PPC or Pay-Per-Click: This is a type of internet advertising where you pay a fee each time your ad is clicked. Search engine advertising is the most common and well-known type, but it applies to other platforms such as social media.
- Paid Search: This involves bidding on keywords relevant to your audience. When users search these keywords, your ads may appear at the top or bottom of the search engine results page (SERP), and you pay each time these ads are clicked.
- Paid Social: This is advertising on social media platforms such as Meta, LinkedIn or YouTube. You pay to display your ads to a specific target audience and ad types could include sponsored posts, display ads, video ads, etc.
- Display Ads: Display ads are graphical ads that appear on websites, apps, or social media platforms. They can come in various formats such as images, videos, animations, and interactive elements. Display ads are typically used for brand awareness, product promotion, or driving traffic to a website.
Social media ads aim to grab the attention of your audience even before they realise they're interested in a product or service. They pop up on their feed, showing things they might like based on their interests and what they've been looking at online. It's like they're saying, "Hey, check this out!" On the other hand, paid search ads are more like a helping hand when your audience is already searching for something specific. They appear when they're looking for a product or service, almost like they're saying, "Hey, I'm here to help you find what you need!" So, while social media ads try to catch their eye first, paid search ads jump in when your audience is already on the lookout.
Paid search vs paid social: what’s right for you?
As we’ve already alluded, whether you opt for one, the other, or both will entirely depend on your objectives. Once we understand what you are looking to achieve, we can help you decide the best approach to your paid media.
If your website is showing a good conversion rate, you want to attract customers who are ready to make decisions or your organic search is nicely established and you have an understanding of what keywords work, you’re probably ready to allocate some budget to paid search right away. We can help you by creating copy that nails your messaging and incorporates the right keywords with a strong call to action. We can also take the stress out of the process by designing smart campaigns that can be continually measured and optimised.
If you’re looking to get proactive in seeking out new potential customers, paid social is an excellent option for creating interest, building a following and targeting people based on their interests and demographics. This ad format is also a great option for getting your visual brand out there and noticed. Although very different channels, paid search and paid social can be made to work together.
We’re a digital advertising company, with a team of experts who are ready to help you achieve your goals. If you’re ready to start building an effective paid media strategy and you’d like to talk to an expert, get in touch.
We can help
If your business could benefit from our paid social strategy, then get in touch. We'd love to discuss it in more detail with you.