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Paid Media


Paid media is marketing that you pay for. Paid media includes TV ads, print advertising, sponsorships, and other types of media.

In digital marketing, paid media includes pay-per-click (PPC) ads, paid social media ads, and search engine marketing (SEM).

Why use paid media? Why is paid media important?

Paid media is considered to be essential in a complete digital marketing strategy. Different from inbound marketing, paid media allows you to instantly get in front of your target audience and engage them where they are already spending their time.

How does paid media work?

Paid media is when a small business pays for placement on a platform such as: a website, a search engine, social media, video ads, website pop-ups, newsletters, etc. By using paid media, you can reach audiences that may never has discovered you on their own.

What is paid media vs earned media (free media)?

Earned media is exposure from methods that are not paid, such as customer reviews and magazine articles. A balance between paid media and earned media is vital in the long-term promotion of your small business.

What are examples of paid media?

  • Paid search results
  • Facebook and other social media ads
  • Newsletter sponsorships
  • Influencer marketing

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