A well-rounded marketing strategy will always include a paid media strategy. A paid media strategy leverages external marketing activities on social media channels that support pay-per click advertising. In a challenging property market, like the one we are facing, it’s important to be considered with your approach.

We recently sat down with one of our media partners, The Today Business, for an exclusive chat, where we took a deep dive into the exciting world of lead generation. We talked about everything from the importance of generating leads to considered media strategies and clever techniques to measure the effectiveness of advertising campaigns.

Read on to learn more about why your paid media can make or break your campaign, or your bank!

What is paid media?

Paid media is one method by which businesses can promote their content through sponsored social media posts, display ads, paid search results, video ads, radio or print. Paid media can be an effective opportunity to expand your brand reach, get more clicks, and generate more traffic.

How do I position my ad?

To position your advertising, you need to consider several factors.

First, identify your target audience and understand their needs, interests, and behaviours. This will assist in creating ads that are relevant and compelling to your audience.

Next, consider the best medium for reaching your audience. This may include online platforms like social media, search engines, or websites, or offline platforms like TV, radio, or print.

Once you have identified the best medium for reaching your audience, you can then create ads that are visually appealing and easy to understand. Use strong and clear messaging and include a call to action that encourages your audience to take the next step.

How do I know where the right place is to advertise my brand/product/project?

The best way to determine the right place to advertise your brand is to think about your target audience and where they spend their time. For example, if your target audience are young adults, you may want to consider advertising on social media platforms such as Instagram or Tik Tok. If your target audience are older, you may want to consider advertising through more traditional platforms such as print media.

If you want to create a highly visual ad that showcases your products, you may want to consider advertising on platforms such as Instagram or Pinterest. If you want to create a more informative ad that provides detailed information about your brand, you may want to consider paid email marketing or radio, where you can include more information in your ad.

How do I make my ad stand out?

 There are several ways you can make your ad stand out:

• Use eye-catching images or videos: Visual content is often more effective at grabbing people’s attention than plain text. Make sure it’s high quality!
• Use a compelling headline: Your headline is the first thing people read when they come across your ad, it’s the old saying – you only get one chance to make a first impression so make sure it’s both informative and interesting.
• Offer something of value: People want to know, what’s in it for them. Your audience are more likely to engage with an ad if they feel like they’re getting something valuable in return for example it could be a value add, discount or free shipping.
• Keep your ad relevant: Make sure your ad is relevant to the people you are targeting. Use keywords and language that are likely to appeal to your target audience and try to address their needs or pain points in your ad copy. Refresh your ad when you start to see ‘wear out’, like click-through rates dropping off.

How to ensure I’m not wasting ad money?

Here are a few tips to assist you when considering paid media:

• Set clear goals for your advertising campaign and track your progress against those goal.
• Use targeted advertising to reach the right audience. This will ensure that your ads are reaching people who are interested in your offering.
• Use A/B testing to determine which ad variations are most effective, this can help you refine your ad and make it more effective at attracting the right people.
• Monitor your ads regularly and adjust as needed. This will ensure you stay on top of any changes in your audience’s preferences or behaviour.

The key to maximising your paid media spend is to be strategic and proactive in your approach. By setting goals, monitoring your progress, and adjusting as needed, you can ensure that your advertising dollars are being well-spent.

Overwhelmed? Don’t be. At Caviar we have a full team in-house to manage this process for you. We will ensure your brand is in the right place, at the right time.