Geo-tracking and targeted ads make it easier than ever for people to find your business or services. However, you’ll only see results if you know how to utilize paid media channels to their full potential. Paid media is where you invest to reach visitors, display ad networks, or engage in affiliate marketing.
Three immediate investments to make for paid media are Google, Facebook, and Instagram. Why, you ask? Well, these channels let you tap into local SEO, which is key if you operate on a local or regional basis. Instead of focusing on national rankings, you can target those in a specific location based on your brand, services, and products. This optimization will lead to more conversions, leads, and traffic as you build a customer base.
Read on to learn a little about each channel!
“Google it” is synonymous with asking a question these days. People inevitably turn to this free search engine to find local restaurants, search for recommendations, and more. You should start by optimizing your Business Profile, as it is an effective tool to show up when people “Google it.”
While some parts of creating the Business Profile will be free, you can expand your reach by paying for ads. For instance, Google offers pay-per-click advertising that only charges you when someone clicks on your ad.
Facebook has evolved over the years and become a powerhouse for digital marketing. With 1.6 billion customers on Facebook, this platform is invaluable. Paid media options include targeted advertisements that you can tailor to your audience. It goes beyond geo-location, as it allows you to select demographic and interest-based characteristics to ensure you reach your desired users.
Paid media on Instagram is frequently changing, with new options rolling out all the time. Thus, you should strive to stay on top of multiple media types, including reels, posts, and stories. Instagram media campaigns give you valuable insights and precise targeting. Additionally, new features like Shopping and Promoted Ads allow you to create engaging content for all kinds of users.
Benefits of Paid Media
While any business can tap into the free features of Google, Facebook, and Instagram, the paid media options take your business to the next level. Some benefits of this investment include:
• Increase in organic traffic/sales
• Business growth
• Build brand awareness
• Track insights
• Extension of your team
The Bottom Line
Paid media is a rising form of digital marketing that consists of ads that run on search engine results pages and social media profiles. As these outlets change, so does the way paid media runs. Instagram now runs paid media between stories and posts. Facebook integrates it into the timeline, and Google only charges a fee when people click on your link.
These sites know how to place ads to draw people in. You just need to create content worthy of clicking. As long as you publish useful posts, you will improve rankings and drive business growth.