Paid Media
Table of Contents
What is paid media?
Paid media encompasses all marketing channels where brands pay to distribute content or ads—search ads, social ads, display, sponsorships—to reach target audiences quickly and at scale.
Key points
- Formats: PPC, display banners, native, social sponsored posts, influencer deals.
- Targeting: Demographic, interest, lookalike, intent.
- Budgeting: CPM, CPC, CPA bidding models.
- Role: Drives immediate visibility; complements slower‑burn organic tactics.
- Attribution: Multi‑touch models reveal true channel ROI.
Pro tips
- Align ad creative with landing‑page message for Quality Score boosts.
- Rotate creatives every 2–3 weeks to combat fatigue.
- Layer first‑party data for better CAC efficiency.
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