Paid media – how to use it, when to apply it and why to invest?

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Welcome to the era of digital competition. The internet continues to grow exponentially and this reality is here to stay. With the right digital marketing strategies and tools, you can stand out. But this requires investment. Yes, we are talking about paid media.

It may seem contradictory to say this, especially in times of crisis whatsapp names economic recession, but the paid media strategy involves monetizing sponsored links, but it goes much further. The exchange of references, the right connections on social networks that reflect your business profile, recommendations and reviews on digital platforms, all of this is integrated into the paid media strategy. But how do you use this strategy? When is the best time to use paid media? Why should I invest?

Whether on Google Ads, Facebook Ads, Instagram, LinkedIn or any other network, you need to have solid content with organic traffic before anything else. This will bring authority and credibility to your business or brand in terms of consumer positioning. But if you are just starting your digital business, you need to develop some content to ensure publication frequency.

As soon as you have a minimum amount of space, you can start with small boosts to evaluate and segment your channels, times, subjects and others.

It is important to note that simply sponsoring ads does not guarantee sales. After all, who has never come across a sponsored link and ignored it or even asked to remove it from their timeline because they were unfamiliar with the company or brand? So, when your business has digital authority , gained organically with relevant content, your sponsored links will certainly have a higher click rate and lower rejection rates.

What we are trying to say here is that paid media should be used strategically, integrated into your communication planning . So, with this overview in mind, let’s get to what brought you to this blog post.

How, when and why to invest in paid media
We’ve already given the first answer, haven’t we? “How to invest” – First, have a plan, whether it’s done by a communications and media professional, a specialized agency , or by yourself if you have the expertise to do so. After all, investing in platforms and understanding the return on your investment reports isn’t simply about monetizing posts, okay?

“When” – should the investment be made? Preferably when your business already has a minimum amount of content and structure to maintain the frequency of the same. That’s why planning is so important. Even if you want to launch your digital business by sponsoring it to have a greater reach immediately, you need to have your digital ecosystem well structured beforehand. Having a website is the first step. If you are going to sponsor a post on Facebook, for example, it should be to direct it to your environment. In this case, your website. And there, you will strategically have a registration Landing Page to capture this lead and thus continue with the sales funnel tactic, tracing the paths to qualify this lead and reach the sale.



See 4 good reasons to invest in Paid Media
1. Segment and generate data to measure ROI
The first major advantage of a paid media campaign is the fact that it allows you to segment your audience, ICP and persona, generating data for you to evaluate the return on your investment.

The reports generated by media campaigns will guide where to invest and where organic reach is “working”. There will certainly be times, such as the one we are currently experiencing, when it will be advisable to carry out more paid media actions due to increased competition in the digital universe. After all, it is known that sponsored campaigns make your communication reach further. And that is where we come to the next highlight of this strategy.

2. Increase the reach of your content
Once you have planned your business and have a certain organic reach, it is worth investing in paid media to increase your impact and boost the distribution of your content. For those who are just starting out, you need to be careful about the content that will be promoted to start your digital presence. In other words, for those who want to start with paid media to gain space, due to the lack of digital authority as a new business on the network, the point of attention is in planning what to sponsor.

Paid media reaches people at different stages of their purchasing journey , so the content and format of the material will be decisive for the success of the paid media campaign.

In a practical example, when you pay one hundred reais to boost a post on Facebook Ads or Google Ads, even if it is a small amount, it will be possible to direct this communication or make it more open; everything will depend on the strategy and the objective of the campaign. With the reports, it will be possible to measure how much you achieved and what your return was. Unlike spending, for example, the same one hundred reais printing flyers , you have no way of measuring the impact and especially the reach.

3. Generates more visits to your website
It's almost a mathematical sequence. It follows the logic: it segments, generates data, allows you to calculate return on investment (ROI) and increases your reach; therefore, it generates more visits to your website. And then we move on to the next benefit of the paid media campaign : promoting faster results.

4. Promotes faster results
Paid media generates faster results because it allows you to predict and correct actions during the campaign. Another advantage in terms of return on investment is the possibility of targeting and segmenting this format. It is important to remember that every paid media campaign must be integrated into the communication plan with a focus on organic returns. Paid media must be used strategically and within it is the movement that generates organic traffic.