Paid media is one of the most effective ways to advertise to an audience. However, it requires a lot of money and time. It is important for brands to think about the trade-offs they are making when they use paid media in their marketing strategy.
This article will share a few pros and cons to consider.
The Benefits of Paid Media
You’ll Get Immediate Lead Generation
Paid media is the most effective way to get an immediate lead generation. Unlike organic media, paid media does not have a long lead time. Paid media will generate leads in a shorter span of time and at a lower cost. As a business, you depend on new leads coming in and this is one tool that can help.
Have you ever clicked an ad to get a free ebook, resource or tool, or to attend a webinar? If so, then you entered another business’s lead generation funnel. That business created an ad, which you saw and clicked on. Here’s a chance for you to do the same and acquire new leads that will help your business grow.
Your Business Can Grow Quickly
It helps businesses grow quickly by reaching out to the right audience at the right time. There are different ways in which businesses can use paid media for their advantage such as by posting on platforms with large audiences, creating ad campaigns, and through means of pay per click advertising.
The Downside of Paid Media
It May Not Work Because Your Campaign Isn’t Optimized
Paid media can have a significant impact on your campaign, but it may not work if you are not optimizing for it. Paid media often gets overlooked because of its complexity and high cost. To break through the clutter, you need to optimize your campaign with paid media so that it targets the right audience.
This means creating content that is relevant to the demographic of your target audience and strategic placement across many social media channels like Facebook, Instagram, Twitter, etc.
You’ll Have Two Fees – Someone to Manage the Campaign and an Ad Spend Fee
Paid media can be a great way to generate ROI for companies, but it has its cons. One of them is that you have to pay people to manage the campaign. The other is obviously for the ad itself because you have to purchase the space where it will be displayed.
For example, when your ad is displayed on Google, Facebook, Instagram, etc., you will have to pay one fee for the ad itself, while the other is the fee for the agency that will be monitoring the ad’s performance.
If that was confusing then think of it like building a house. You pay one agency to purchase the plot of land and you pay a different company that will be responsible for actually building the home.
Is Paid Media Right for Your Business?
Paid media can be a challenging proposition for your business. There are many limitations and barriers, but if you’re willing to commit, it can be an effective way to improve your business.