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Planning a Paid Media Strategy and Budget

There are many marketing options that can help you grow your business, and it’s a good idea to include paid media as part of your overall marketing strategy. Part of planning your paid media strategy includes planning how much you’ll spend on this marketing tactic and where to focus your time and attention. 

There are many factors to consider when making this decision, and what works for one business may not work for another. Many people immediately think of Google Ads when they think of paid media, but there are other channels that you may want to use under different circumstances.

Paid Social

No matter what industry you’re in, some of your target audience is on social media looking for what you have to offer. Platforms to consider include Twitter, LinkedIn, and Facebook.  While you may be able to bring in some traffic using organic social, it takes time. Paid social can lead to much quicker results. When you use paid social, you can reinforce the message that you’re spreading organically. You’ll reach a larger audience while specifically targeting the people you want to reach. 

Pay Per Click (PPC)

Paying for ads on search engines allows you to have your ads appear at the top of the search results. Google Ads is the most well-known for paid search engine ads. PPC ads are built around keywords and they’re a great way to get your message in front of people right away rather than waiting for the time it takes for SEO strategies to take effect.

Other Places to Place Ads

Consider placing display ads or native ads if you’re trying to build awareness. Display ads appear next to online content that your audience is viewing. Native ads work almost the same way but blend into the content. Purchase ads in industry or niche publications that your target audience is likely to be reading. Retarget prospects who have visited your site and consider using lookalike audiences to target those most likely to make a purchase or become regular customers.

Things to Consider When Placing Paid Ads

Your paid media budget must consider all the costs involved in paid ads such as writing, research, analytics, and graphic design. Consider what your goals are and how much you’re willing to spend to gain a single customer. How many leads do you aim to get each month? How many people need to click on your ads and take the desired action? Avoid rushing into spending money on paid media without having clear goals.

Working with Experienced Marketers

PPC marketing and other kinds of paid media have a steep learning curve. To be sure you’re getting the best results possible, reach out to the experienced marketers at Softline Solutions. When you work with Softline Solutions, you’re working with an Award-Winning Google Premier Partner. We can help you understand how audience targeting works and make sure you’re getting the right ads in front of the right people. Instead of taking a hit-or-miss approach to paid media, partner with Softline Solutions. Contact us today.