Is Your Business Ready for Paid Media?

Any business that is looking to grow and reach more audiences, and in turn, get more leads is able to achieve those results by using paid media.

Paid media is a method of using paid content, which includes video ads, pop-ups, and other types of social media posts in order for the business to reach target audiences. Paid media is essentially any type of content that businesses pay for so they can reach more people.

While this may be intimidating for some businesses, the experience is very rewarding by understanding and following the basic principles of paid media.

Establishing Goals

Having a successful paid media strategy first means setting goals. There is no road where the business can go if there is no goal.

In order for an organization to start building the paid media strategy, it needs a basic understanding of Key Performance Indicators (KPIs), which are a measurable value that indicates the progress when it comes to achieving the overall goal.

This includes website traffic, impressions, and conversions, and are very helpful in gaining insight to know how well that content is performing.

Building a Keyword List


The way that the content can reach the target audience is through a keyword list. Having a keyword list helps the business reach as many potential buyers as possible, as long as those keywords are relevant to the advertisements and the business itself.

Choosing Channels

Every consumer has their own media preferences, and businesses need to cater to those preferences by carefully choosing the right channels for their paid media. The key here is to do detailed research to find out which channels are the best to reach the audience. For example, the best way to reach a younger audience would be to target them on Instagram or TikTok, while professionals are using LinkedIn.

Optimizing and Measuring Ads


With the paid media ads running overtime, businesses are able to learn even more information about the target audience and the best ways to successfully reach the audience. Any future ads and campaigns will be improved by using this type of information. However, the ads or the messages may need to be edited or tweaked so they can be refined in order to stand out more.

Aside from optimizing the ads, another key element is to measure them to see whether they are really performing. This is done through the KPIs that were previously mentioned and can be done periodically – weekly, monthly, or another set timeframe.

Expert Help


The final way that paid media is a successful strategy for any business is to hire an outside expert. Having a paid media expert is going to handle all of the necessary paid media content. As running a business takes time, there isn’t a lot of leftover time to invest in a paid media campaign, which is practically a full-time job by itself. These experts have plenty of experience and know what strategies work, and can make the entire process a lot easier.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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