Paid Media
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      1. Knowledge Base
      2. Paid Media

      Training on paid media

      Start here for a brief overview on paid media.

      1. What is Paid Media?

      Paid media is any form of digital advertising where we pay to promote content, services, or products on platforms like Google, Meta (Facebook/Instagram), TikTok, and LinkedIn. Unlike organic marketing, which relies on unpaid reach (like SEO or social posts), paid media gives us instant visibility and the ability to target the exact audience we want.

      Examples of Paid Media:

      • Search Ads on Google for “emergency plumbing near me”
      • Social Ads on Instagram promoting a new product line
      • Video Ads on YouTube before a tutorial video

      2. Why Paid Media Matters

      Paid media is essential for:

      • Quick Results – SEO takes months; ads get you traffic now.
      • Targeted Reach – Ads reach people actively searching or likely interested.
      • Scalability – We can adjust budgets based on performance.

      Role in the Marketing Funnel:

      • Top Funnel (Awareness): Display ads, video ads
      • Mid Funnel (Consideration): Social ads, remarketing campaigns
      • Bottom Funnel (Conversion): Google Search Ads targeting high-intent keywords

      When to Use Paid vs. Organic:

      • Paid = immediate exposure, promotions, launches, competitive industries
      • Organic = long-term growth, credibility, evergreen traffic
        Best strategy: Use both. Paid brings traffic while SEO builds lasting authority.

      3. Core Terms You Need to Know

      • Impressions: How many times your ad is shown.
      • Clicks: When someone clicks your ad.
      • CTR (Click-Through Rate): Clicks ÷ Impressions. Measures engagement.
      • CPC (Cost per Click): What we pay each time someone clicks.
      • CPA (Cost per Acquisition): How much it costs to get one conversion (lead, sale).
      • ROAS (Return on Ad Spend): Revenue ÷ Ad Spend.
      • Quality Score: Google’s rating of ad relevance, landing page, and CTR.
      • Keywords: Search terms you target in Search Ads.
      • Landing Page: The page users see after clicking your ad. Must match ad intent.

      4. Paid Media Platforms & Ad Types

      Google Ads

      • Search Ads: Text ads on Google search results. Great for bottom-funnel leads.
      • Display Ads: Visual banners on websites in Google’s network.
      • Shopping Ads: Product ads with images and prices for eCommerce.
      • Video Ads: Ads on YouTube (skippable/non-skippable).

      Social Ads

      • Meta Ads (Facebook/Instagram): Great for visual products and retargeting.
      • TikTok Ads: Short-form video ads for younger demographics.
      • LinkedIn Ads: B2B targeting based on job titles, industries.

      5. How Paid Media Works

      Auction System Basics

      • Every ad impression goes through an auction.
      • Factors that determine the winner:
        • Bid Amount (what you’re willing to pay)
        • Quality Score (ad relevance, landing page, expected CTR)
        • Ad Rank = Bid × Quality Score

      Bidding Strategies

      • Manual CPC: You set max cost per click.
      • Maximize Conversions: Google uses automation to get as many conversions as possible within your budget.
      • Target CPA/ROAS: Google aims for a specific cost per lead or return on spend.

      Targeting Options

      • Keywords: Match ads to search terms.
      • Audiences: Demographics, interests, remarketing lists.
      • Location: Radius targeting or specific cities.
      • Device: Desktop vs. mobile bids.

      6. Campaign Structure Overview

      • Campaign: High-level container, sets budget, targeting type (Search, Display).
      • Ad Groups: Organize ads by theme (e.g., “Roof Repair” vs. “Roof Replacement”).
      • Ads: Responsive Search Ads (RSAs) or creative for social ads.
      • Extensions: Sitelinks, callouts, phone numbers, location info.

      7. Best Practices & Common Mistakes

      Best Practices

      • Always enable conversion tracking.
      • Use specific, relevant keywords (avoid too broad).
      • Write ad copy that matches user intent and landing page.
      • Add negative keywords to avoid wasted spend.
      • Test multiple headlines and creatives.
      • Optimize landing pages for speed and conversions.

      Common Mistakes

      • Skipping conversion tracking.
      • Sending traffic to the homepage instead of relevant service pages.
      • Using one campaign for everything instead of structured ad groups.
      • Not setting a budget based on goals and margins.
      • Forgetting to check and refine targeting.

      8. How Paid Media Works with SEO & Content

      Paid and organic work better together:

      • Paid = quick wins: Immediate visibility, great for launches.
      • SEO = long-term growth: Builds trust and authority.
      • Content synergy: Blog posts can drive remarketing audiences. Ads can boost top-performing organic content.

      9. Quick Checklist

      Before launching a campaign, confirm:

      • ✅ Conversion tracking set up in GA4 + Google Ads
      • ✅ Campaign structure planned (Campaign > Ad Groups > Ads)
      • ✅ Ad copy matches landing page
      • ✅ Negative keywords added
      • ✅ Budget aligns with goals
      • ✅ Test plan in place for ads and landing pages