Amplify Your Efforts

Paid Media tactics are an effective way to get more eyes on your content and increase your reach, but the tactics can be tricky. Read on for the tips and tricks the experts at NextLeft recommend.

Ad blocking has struck fear into the hearts of many advertisers. Word on the street is that consumers are irritated by pop-ups, ignore banner ads, are annoyed by sponsored posts on social media; and get impatient waiting for the pre-roll before a video.

But at the same time more and more marketers are turning to paid mediaHow will the scuffle over paid media play out? How can brands take advantage of paid media’s many benefits while overcoming its bad juju? The answer lies in the interaction of paid, owned, and earned media.

Digital marketing is on a new frontier. The days of siloed marketing efforts are over. Consumers are using multiple channels (and screens) to shop, play, and plan. Savvy marketers know they need to craft a well-defined media mix that takes target audiences on an omni-channel journey through paid, owned, then, ultimately, earned media.

It begins with paid media — an essential platform for owned and earned media. But deciding which paid tactics to focus on can be overwhelming. Knowing when to use each one is the key to success. Here’s a run-down of key paid media tactics — paid search, display, remarketing, paid social, native, and video — and where in the funnel each one is most effective.

Deciding which paid tactics to focus on can be overwhelming.

Paid Search

Traditional PPC ads are designed to appear when a consumer is looking for an answer or product. These are the results that show above organic results on Google. While Google AdWords is the primary platform, with close to 85% of market share, smaller players such as Bing Ads have gained share and should not be overlooked. Using paid tactics are the perfect compliment to your Earned or Organic efforts.


Display advertising includes banner ads, rich media and more that appear on other sites besides search engines including mobile. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate a message.


Remarketing ads are displayed to consumers who have viewed a site in the past to remind them about a product or brand. Within a search network, these ads are served to visitors who have left a site without making a purchase.

Paid Social

Facebook, Twitter and Instagram offer effective ways of driving targeted traffic. These channels allow you define a narrow niche of people you want to reach and an audience that is similar to your existing customer base. These highly affordable ads can also be shared and interacted with in many more ways than other ads. Paid Social is a preferred method of content promotion and is highly effective at reaching a desired target audience at volume.

Native Ads

Native advertising is a form of paid advertising that provides content in the context of the user’s experience. Native ad formats match the visual design of the context in which they are placed and look and feel like natural content. They are relatively unobtrusive and unlikely to annoy a reader.


YouTube’s paid search platform has taken huge leaps in the past couple years. Within AdWords, a simple YouTube Search campaign will allow your videos to show up within video search results that meet certain keywords or other selected criteria. Click to play video ads allow advertisers to create ads that can be placed on publishers’ websites for even more exposure.


Paid Social is a preferred method of content promotion.

When to Use These 6 Paid Media Tactics

Paid search marketing provides cost-effective promotion of your brand, business, product, service and company name. Follow these steps to know when to use each type.

Top of the Funnel = Awareness

The challenge is to cut through the clutter and capture the attention of the consumer. Use display, paid social, and video to focus the consumer’s attention on your brand and communicate a simple benefit that your brand delivers.

Middle of the Funnel = Consideration

The marketer’s job is to engage and educate prospects. Use display, remarketing, paid social, and native to reach prospects who already have some familiarity with your brand with a specific offer.

Bottom of the Funnel = Purchase

The goal here is to convert consumers to making a purchase (or taking another action relevant to your business). Use paid search and display to boost conversions, drive leads, and ultimately increase revenue.

Paid Media is essential… even when focusing on your organic efforts.

The best strategy for brands in all industries is a well-defined media mix that takes target audiences on a journey through paid, owned, and earned media. Use these tips to find the best paid media tactics for your brand.