Are you on the team that thinks investing in paid media is synonymous with investing in Google , Facebook or Instagram ?
Well, know that there are several other paid media channels that can be explored in your campaigns.
Keep reading the article we prepared to find out what they are.
When we talk about digital marketing actions, we are talking about content designed for a brand's personas, at each stage of the shopping journey .
To reach the public in the best way, online media channels are explored, which have different characteristics and functions.
Your digital marketing strategy must be complete and with a 360° view, which guarantees a complete digital presence in the media channels.
In digital marketing, we can say that the main channels are:
- Social networks;
- Organic search;
- Referral ; _
- Direct traffic;
- and Paid Media.
Here, as we want to address media channels that involve investment, we are going to focus on all the possibilities and options within paid media .
The paid media part, which involves ads created to promote a brand, happens through investment in channels such as Facebook , Instagram, Google, Youtube, Twitter, LinkedIn and so many other platforms.
There is also an offline paid media part, with ads on radio, TV, magazines, newspapers and external media.
But in addition to the more traditional media channels, there are several channels and platforms that offer investment options.
We will explain each of them here.
Today, most of the existing social networks offer ways for brands to create and sponsor content and advertisements to reach the users who use them.
Check out the options for media channels on social networks:
In Facebook Ads you can create campaigns for Facebook, Instagram, Audience Network and Messenger, since all these social networks belong to the same group.
As we mentioned, ads for Instagram (now one of the main social networks worldwide) are created using Facebook Ads.
You can also access the platform directly through Instagram Ads .
LinkedIn also has its own platform for ads that are displayed on the network.
LinkedIn Ads is the choice for those who want to make ads to reach the B2B audience, as it allows audience segmentation through criteria such as: role, title, experience level, industry and company size, for example.
Twitter also offers its own ad platform for those who want to reach users who are there, Twitter Ads .
As it couldn't be different, TikTok also offers brands the possibility to insert ads for the platform's millions of users.
The investment is usually high, but the difference is the high level of interactivity of the users of the platform.
You can also explore another very visual social network to introduce your brand.
Through Pinterest Ads you can create ads in sponsored Pin format.
Ads through search networks are those that take advantage of searches performed by users on search platforms such as Google or Youtube .
You may have heard of the Google Ads platform as Google Adwords, its former name.
There are a few ways to advertise through Google — we'll cover all of them throughout the content — and one of them is through the search network.
So, when choosing and buying keywords, you set up a strategy that takes advantage of users' doubts and intentions.
The Google search network encompasses Google Search, Google Shopping, Gmail and Google Play.
YouTube Ads , in turn, being a platform linked to Google Ads, makes it possible to work with keyword searches and include search network ads on the video platform as well.
Bing, Microsoft's search platform, despite today having a smaller number of users than Google, also allows advertising through the search network.
Like the competitor, search ads can appear both on Bing itself and in the email of users of the platform, Outlook.
The media channel options that offer ad possibilities through display networks are those that display visual ads on partner websites and portals.
They are also related to the interests and target audiences defined in the campaigns, but they attract attention because they are more visual.
The Google Ads display network works through banners that are distributed among thousands of partner sites.
This is another way to take advantage of the large volume of users and can also be applied to various options on the platform, such as Google Display, Google Play and YouTube.
Yes, it is also possible to take advantage of the YouTube display network, with banners in different formats and locations, depending on the campaign settings, which are displayed while users consume content on the video platform.
Another alternative to Google to exploit the display network is programmatic media.
In this type of channel, ads are disputed in a real-time auction and distributed on websites and pages on the internet, without having to contact each of these spaces, in the same scheme of partner sites and platforms.
We also mention other communication vehicles that provide space for independently sponsored content, such as newspapers, magazines and news portals.
In the case of online media channels, we highlight two options:
Taboola is a lesser - known ad platform that stands out from the others for being native ad profile. That is, those that do not look like advertising.
In the case of Taboola, the ads convert to blog content format.
On the other hand, Outbrain , Taboola's main competitor, has a large network of partners and distributes advertising content in a “recommendations” format, with topics of interest to the user.
Some other less traditional media channel options are:
Did you know that you can include your branded ads in the Waze app?
If you have a physical establishment, you can include it on the map, in the form of a Pin, in addition to being highlighted in the searches in the application.
You can check out all the ad options on Waze here .
Through Spotify Advertising you can include your brand on the platform in different formats such as audio, videos, sponsored playlists and banners.
ABM or Account-Based Marketing is a strategy that involves identifying and obtaining contacts of high commercial value, pre-defined according to the objectives and personas of each brand.
That way, campaigns are only shown to those potential customers who are actually of interest.
Despite having higher costs than traditional campaigns, the effectiveness is greater, as it does not attract an unqualified audience to your solution.
Large e-commerce platforms such as Mercado Livre, OLX, Amazon and Enjoei also provide advertising spaces for brands, each with different format options.
Paid traffic campaigns strengthen the brand's digital presence, offer possibilities for audience segmentation and reach a very diverse, relevant and present group of consumers, who mostly access the platforms daily.
Some factors determine which are the best media channels to achieve the expected results.
Defining your persona and objectives, understanding and researching your market and competitors, defining the stage of the audience funnel you want to reach, all of this will guide you in choosing the right channels.
Also, determine what is the expected ROI and available budget.
We recommend that you focus on a few channels, especially if you have low knowledge or low budget available.
Better to deepen your knowledge in the channel that has more to do with your persona and create successful campaigns there, than to try to embrace the world and do enough just to be present on all channels.
With better qualified traffic, the chances of conversion also increase.
If you know how to create interesting conversion hooks and the right tools to turn your visitors into leads, you will be successful once you attract them to your pages.
For lead generation and increasing returns on ad investment (ROAS/ROI), the combination of paid media and conversational marketing works very well,
That's because these qualified traffic visitors will have personalized service and, on top of that, your brand can gain relevant information right from their first contact with your company.