Paid Media and Digital Visibility

Paid Media

By Anggie Salazar

Digital Visibility and Ads

In recent times, SEM (Search Engine Marketing) has grown a lot. This is a practice that improves the visibility of a brand through paid marketing actions. By this, we refer to paid advertisements on search engines.

We believe paid media is a tool on which brands must invest if they want to have presence and notoriety in the network. It is essential to assign economic resources in an efficient and measurable way in order to evaluate the success of a campaign. The most popular services and programs are Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, among others, have you heard of them?

Let’s talk about Google Ads. In one of its latest Marketing Livestream presented Performance Max, a new type of campaign that uses Artificial Intelligence to show responsive ads in the main networks: Search, Display, YouTube, Gmail, Discover. One of its benefits is that by knowing your ideal customer, you can impact them with the right ad.

How to build a good Paid Search strategy:

  • Have SMART objectives: Specific, Measurable, Achievable, Relevant and Timely. In this way, you can measure the performance and success of a campaign in a clear way.
  • It is key to know how to select and diversify the channels and media in which you are going to have a major presence in order to have more visibility in the media where you want to be seen and reach your target.
  • Choose the Buyer Persona. It is highly recommended to create several ideal buyers in order to precisely determine the right target.
  • Finding a balance between Paid Media and Organic Media. It is necessary to generate quality content in an organic way so that the paid campaign generates trust in your target audience, and thus be able to achieve a proper balance between both tools.
  • Customer Relationship Management (CRM): the relationship with the customer is an important point for a paid media campaign. Recognize loyalty, communicate effectively with potential customer inquiries and, last but not least, always show your gratitude with them.
  • Know and segment your target to implement Social Ads, that is, promote publications in social networks that have an impact and give successful results.

In the age of the Internet and social networks, having a digital presence and opting for paid campaigns is a good way to obtain viability, recognition and to reach the desired target in a world that is constantly competing for the attention of users.