Intro to Paid Media and Marketing
If this is your first time into paid media and marketing, don’t stress. We are going to give you an easy breakdown of what exactly that all means. Paid media (this is sometimes referred to as PPC or pay-per-click advertising) essentially just means you are paying money to market to consumers to click on your ad and purchase your product. If we were to use Instagram as an example, Organic posting on social media simply means you take a photo and post it with a caption to your followers. Paid media on Instagram means that we can take that same photo and that same caption, and now create an ad and target our ideal customers based on demographics and geography and multiple factors (we will break these down more later) that will drive that consumer directly to my website to complete a purchase.
The Different paid media and marketing channels
This course is built specifically for Facebook and Instagram (because advertising for both happens on the same platform) but there are a multitude of channels that all fall under the same category of paid media and marketing but they all look, feel, and work a bit differently.
Search Engine Marketing (Google//Bing)
Sometimes referred to as SEM (shorthand for Search Engine Marketing) this happens exactly where you think it does, on various search engines like Google and Bing. It’s odd to consider and sometimes we don’t even notice because these things have become ingrained into our everyday lives. SEM works a little differently than social media marketing because search engines themselves work differently. When working in Google or Bing, instead of creating specific audiences based on additional interests and such, people target keywords because that’s how we are interacting with Search Engines. So using our Columbia example above, if Columbia was setting up ads on Google they would maybe want to use words like “outdoor adventure gear” or “insulated coat” to help drive traffic to their website.
Social Media (Pinterest//Snapchat//Facebook//IG//tiktok)
This is all about you, sort of. We will be diving more into this throughout the course but we did want to mention that social media advertising is fairly similar across all of the different major available platforms (Facebook, Instagram, Snapchat, Pinterest, Tiktok, Linkedin) and offers a variety of advertising goals, not exclusively limited to sales and website traffic (though the benefits for those are obvious).
There are a few other extraneous ad platforms out there that in varying degrees will all look similar to one another and have varying levels of control and targeting available inside of them. But most of them don’t offer the in-depth controls that you can find inside of Facebook and Instagram.