Paid Media encompasses all advertising investment on digital platforms.
Includes:
- Search Ads (Google Ads, Bing Ads).
- Social Ads (Meta Ads, LinkedIn Ads, TikTok Ads, etc.).
- Display Ads y Programmatic (banners, retargeting, native ads).
- Video Ads (YouTube, streaming platforms).
Key benefits:
- Fast reach of targeted audiences.
- Scalable results with controlled investment.
- Precise measurement (conversions, CTR, CPA, ROAS).
- Synergy with owned media strategies (owned channels) and earned media (organic mentions).
Implementation in Marketing Campaigns:
- Goal definition.
- Research and strategy.
- Investment planning.
- Creative content and messaging.
- Technical implementation.
- Reporting and analysis.
In summary, Paid Media is key to accelerating results and reaching specific audiences within a marketing strategy. Its successful implementation requires clear objectives, proper segmentation, creative tailored to each channel, and constant optimization.