Paid Marketing: The Beginner’s Guide to Understanding and Setting Up a Paid Marketing Strategy (Infographic) | Brafton (2023)

To grow your brand, you need to get noticed. Organic marketing campaigns can be effective at driving traffic to your website, but they take time to mature. A paid marketing strategy can help your brand get faster results while you build your reputation with customers.

What Is Paid Marketing?

Paid marketing, also known as digital advertising, refers to any strategy in which a brand targets potential customers based on their interests, intent or previous interactions with the brand.

Paid campaigns can utilize one or more digital channels, including search engine results pages (SERPs), social media platforms and websites. In addition to the display advertisements you’ve likely seen in SERPs and web pages, paid marketing can also take the shape of sponsored social posts and guest blogs.

Benefits of Paid Marketing

Today, it’s highly likely that new customers will first encounter your brand online. In fact, 87% of retail shoppers begin their searches on digital channels, regardless of whether they ultimately make a purchase online or in a brick-and-mortar store.

Meanwhile, research from Google indicates that 67% of B2B purchases are influenced by digital content and advertisements.

Paid Marketing: The Beginner’s Guide to Understanding and Setting Up a Paid Marketing Strategy (Infographic) | Brafton (1)

Without a digital presence, your potential customers may never find your brand. Paid marketing can benefit your growth strategy by:

  • Building brand awareness.
  • Encouraging customer engagement.
  • Allowing you to target specific audience segments.
  • Giving you the ability to measure and optimize your campaigns.

Compared with organic marketing, paid marketing offers faster results and more granular targeting capabilities. For example, you can target a blog to a specific audience through a keyword strategy, but you may still reach people who aren’t interested in your offerings. Meanwhile, paid strategies empower you to target your messages based on user signals like search queries and previous interactions with your brand.

4 Major Types of Paid Marketing (With Pro Tips for Each)

There are four basic forms of paid marketing, each with its own benefits:

Paid Marketing: The Beginner’s Guide to Understanding and Setting Up a Paid Marketing Strategy (Infographic) | Brafton (2)
  1. Paid Search Marketing: Also known as search engine marketing (SEM), this strategy serves text and image ads to users searching on platforms like Google and Bing.
  2. Paid Social Media Marketing: This strategy allows brands to target social media users with ads based on their interests and interactions.
  3. Display Marketing: Similar to SEM, display networks serve ads to site visitors. Retargeting technology can hyper-target users based on their browsing history.
  4. Influencer Marketing: B2B and B2C marketers can work with influencers – people with large social followings – to strategically promote their offerings in a more personal manner.

Each type of paid marketing strategy serves a unique purpose at various stages of the buyer’s journey. Not every brand uses every form of paid marketing, but it’s considered a best practice to use more than one type. Doing so ensures users in various channels see your messages.

Paid Search Marketing: The Basics

Paid search, or SEM, earns web traffic though pay-per-click ads that appear within SERPs. When you type a keyword or phrase into Google, you’ll see both paid and organic results appear. Paid ads are the listings you see on the side of the page, as well as the first links on the page. You’ll know which results are paid by the “Ad” tag next to them.

Everything else on the page is organic. Those links earn their position on the page through search engine optimization (SEO). That’s a whole topic on its own, which we cover in a comprehensive SEO guide.

(Video) Understanding Online Payments

Ultimately, SEM strategies support brand growth by placing links to your site in front of relevant search users. They tend to use a pay-per-click (PPC) model in which brands bid for top positions on SERPs for a given keyword.

For example, if you wanted to rank for the keyword phrase “goat hats,” you could create a search marketing campaign with a maximum bid of $1 per click. The ad network will use your bid as well as several quality signals to determine when and where to place your ads when people search for related terms.

Recommended tools: Google Ads, Microsoft Advertising.

Paid Marketing: The Beginner’s Guide to Understanding and Setting Up a Paid Marketing Strategy (Infographic) | Brafton (3)

Paid Search Marketing: Pro Tips

It only takes a matter of seconds to get a paid search campaign up and running. By following a few prompts, your search ads will be ready to reach thousands of search users across the web. However, optimizing your search campaigns takes a little more time, care and finesse.

Since it’s the most popular platform, let’s assume you plan to use Google Ads – formerly known as AdWords – to run your paid search strategy. Here are a few steps you can take to increase the effectiveness of your campaigns:

Improve Your Quality Score

Only Google knows the secret sauce that is the algorithm determining an ad’s quality score. However, Google has provided a few hints. To lower your average bid cost and improve your ad rankings, try A/B testing your ad copy and stick with whichever gets the highest click-through rates. Grouping keywords into separate ad groups may also improve your score. Finally, creating relevant landing pages for your ads encourages longer site visits, which is a signal of high quality.

Use Location-Based Bidding

After you’ve run a campaign for a period of time, check out your geographic metrics. These will tell you where your visitors live, broken down country, region and city. Use this information to modify your bids to more heavily target areas that have already shown higher conversion rates.

Supplement Lagging Organic Efforts

Tools like Google Analytics make it easy to measure your site traffic and visualize how users interact with your content and product pages. Look for pages to which your organic marketing efforts aren’t driving much traffic. While you adjust and test a new organic marketing approach, use PPC campaigns to supplement traffic to those pages.

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(Video) How to Leverage Content Marketing When You Have No Traffic (Small or New Websites)

Paid Social Media Marketing: The Basics

These days, running one or more social media pages for your brand is not only good marketing, it’s a customer expectation. In fact, brands with strong omnichannel customer engagement strategies retain 89% of their customers, compared with 33% for brands with poor omnichannel strategies.

Having a Facebook page, a Twitter account, an Instagram profile, a YouTube channel and a Pinterest board helps your customers find you wherever they happen to be online. Paid social media campaigns augment that benefit by enabling you to reach other social media users who may have not yet heard of your company.

Like SEM PPC ads, paid social campaigns use a bidding model to serve ads to people who have either shown interest in your offerings or who exhibit online behaviors similar to your current customers.

Recommended tools: Facebook for Business, Pinterest Ads, LinkedIn Marketing Solutions.

Paid Marketing: The Beginner’s Guide to Understanding and Setting Up a Paid Marketing Strategy (Infographic) | Brafton (4)

Paid Social Media Marketing: Pro Tips

First of all, if your brand isn’t on every social media platform under the sun, don’t panic. Maintaining multiple social media pages can be very time consuming, especially when you have a limited amount of resources.

If you’re undecided about the social media platform to choose for your business, Facebook stays the most popular for ad buyers.According to DataboxFacebook ads performance research, 52% of respondents predict that ad budget will continue to rise in 2022 and beyond.

Consistency is the name of the game. Maintaining a steady stream of high-quality posts is one of the best things you can do on social media. Therefore, you may want to focus on just one or two platforms.

(Video) Creating a Digital Marketing Strategy for Your Pest Control Company

Focus on Conversations

As with SEM, the positioning of your social ads is determined by an algorithm. Each platform has its own algorithm and they are not made public. However, one thing they all value is audience engagement. Posts that spark conversations among real people are the most valuable.

With every paid social ad you produce, your goal should be to start a conversation. Pose an interesting question or make a statement that begs users to add their own opinion. Bear in mind you may want to moderate these conversations, which can be resource intensive, but can also encourage further engagement.

Display Marketing: The Basics

Display ads are like digital billboards. They take the shape of graphical banners that appear on web pages, text boxes with clickable headlines and rich-media ads that play videos or .GIFs.

Display ad networks sprawl across the internet, making them ideal for reaching users as they move from one site to another. An effective display ad campaign has clearly defined goals, a target audience, compelling copy and, when applicable, stunning visuals.

In addition to capturing the attention of new customers, display ads are great for retargeting people who already know about your brand. For instance, if someone visits your site but doesn’t convert, you can reach them again through a display ad served on another website.

Recommended tools: Google AdSense, Adroll, Adsterra.

Paid Marketing: The Beginner’s Guide to Understanding and Setting Up a Paid Marketing Strategy (Infographic) | Brafton (5)

Display Marketing: Pro Pips

Display networks and paid search use many of the same technologies, so the same advice applies to both strategies.

If you want to retarget your site visitors as they browse the web, keep your main objective in mind: bringing those people back to your site. You can encourage that behavior in several ways:

  • Optimize Your Ads With Negative Keywords. Ad networks allow you specify the keywords for which you don’t want your ads to appear. For example, specifying “free” as a negative keyword will prevent your ads from appearing on web pages listing free versions of your products.
  • Remind Visitors of Your Value Proposition. You have limited space for copy, so make sure it counts. Reminding visitors of your value proposition can encourage them to return to your site.
  • Use a Call to Action. Using action verbs and phrases can increase engagement with your ads. “Click to learn more,” is an example of a simple phrase that can lead to great results.

Influencer Marketing: The Basics

An influencer is someone with a high volume of social media followers who represent your target marketing. Influencer marketing leverages these people to reach customers who trust and enjoy the content put out by influencers.

Although commonly seen as a B2C tactic, B2B brands have seen success with influencer campaigns. Typically, B2B influencers are industry experts who have earned the respect and admiration of their followers over years.

(Video) How to Create a Marketing Plan | Step-by-Step Guide

Influencer marketing can take the shape of sponsored Instagram posts, guest blogs, Twitter shoutouts and YouTube mentions.

Recommended tools: BuzzSumo, FameBit, BuzzStream, Upfluence.

Influencer Marketing: Pro Tips

If there’s one thing you take away from this section, it’s that you should always research your influencers. There are plenty of fake influencers online who claim to have a long reach but actually inflate their follower counts. Use the tools listed above to look up influencers you’re thinking about working with.

Once you choose a legitimate influencer, don’t try to direct every aspect of the relationship. After all, they know their followers best, and they’ll know what type of content is most appealing. Listen to their ideas and keep them in the loop about your campaign goals.

Influencer marketing may not produce immediate results. It’s important to build a relationship with influencers and give them some time to find the best way to collaborate with your brand.

Balancing Paid and Inbound Marketing Strategies

Organic and paid marketing strategies don’t necessarily need to compete with each other. In fact, most brands use a mix of both strategies to draw customers to their sites.

Paid strategies are usually recommended for driving traffic to high-value, commercial-intent keywords. Especially during peak seasons, paid traffic can help your brand stand out in a sea of competing messages. Paid marketing can also serve to draw traffic to your web pages while you’re waiting for your organic strategy to mature.

Essentially, if you have a short timeline with specific goals, a paid strategy is probably your best option. However, if your goal is sustained traffic over a long period of time, an organic, inbound strategy is the better choice. Ultimately, your brand will likely use a fluctuating mix of paid and organic marketing throughout the year as your growth goals change and evolve.

In today’s ultra-competitive marketing environment, paid strategies can help your brand stand out and get noticed. However, this level of competition means you can’t let your campaigns run on autopilot. You need to be able to adapt your tactics to the moment. Check out our guide on PPC management to learn more.


What are the four 4 types of marketing strategies? ›

4 Types Of Marketing Plans And Strategies
  • Market Penetration Strategy.
  • Market Development Strategy.
  • Product Development Strategy.
  • Diversification Strategy.

Is paid marketing worth it? ›

If you've been using every free marketing platform available and still not seeing quality results, it may be time to invest in paid advertising. Online paid advertising will generate valuable traffic to your website, create brand awareness, increase leads, and make sales.

What is paid marketing examples? ›

Paid Marketing:

The best paid advertising examples in digital marketing are Pay-Per-Click (PPC), Social Media Ads, Influencer Marketing, Banner Ads and Ad Retargeting. These strategies can work with any budget when executed correctly and work well both on their own and when combined with each other.

What is an example of a paid marketing campaign? ›

Examples of paid ads include Pay-Per-Click (PPC), Programmatic advertising, Google Ads, Google Display, Facebook Ads, Twitter Ads, LinkedIn Ads, Google and Facebook remarketing, and more.

What are the 4 C's of marketing? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication.

What is the 4 M's of marketing? ›

On way to boost your small business marketing is with the 4 M's: Message, Market, Method, Money.

What are the 4 E's of marketing? ›

These changes are best described by the 4 E's of marketing: experience, everyplace, exchange, and evangelism. Let's take a quick look at each one and see how they relate to marketing success and your company's goals.

What are the 5 keys of marketing? ›

The 5 P's of marketing – Product, Price, Promotion, Place, and People – are a framework that helps guide marketing strategies and keep marketers focused on the right things.

What are the five elements of a successful marketing strategy? ›

The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE. Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments. Read on to find out more about each of the Ps.

What is the highest paying marketing job? ›

What are the Highest Paying Marketing Jobs?
  • Corporate Communications Director. ...
  • Marketing Research Director. ...
  • Director of Email Marketing. ...
  • Director of Digital Marketing. ...
  • Content Marketing Director. ...
  • Demand Generation Manager. ...
  • Brand Marketing Manager.
Oct 21, 2022

Which marketing is best for money? ›

Affiliate Marketing is the best way to convert your Website traffic into passive income. You require to promote and sell other brand names' products and services to make repeating commission and payment.

Can you make a lot of money in marketing? ›

Based on some of the highest paying marketing/advertising jobs, you'll find that marketers can earn over $140,000 a year easily without a graduate degree, so there is potential for high pay in this field. However, the range is quite broad, with some marketing and advertising careers earning around $60,000.

What is paid marketing called? ›

Paid marketing, also known as digital advertising, refers to any strategy in which a brand targets potential customers based on their interests, intent or previous interactions with the brand.

What is the concept of paid marketing? ›

Paid marketing refers to any type of digital advertising strategy in which a brand creates promotional content for users based on their interests, buying habits or past interactions with a company.

Why is paid marketing interesting? ›

Paid advertisements generally promise a better presence of a brand and provide a larger number of potential audiences to brands. They primarily target the audience in search of products or services similar to that of the advertised brand, ensuring a larger number of customers witness and opt for the brand.

How do you structure a paid search campaign? ›

This post will dive into how you can set up an effective Google Ads and PPC campaign structure.
In order to create a successful ad:
  1. Define your target audience.
  2. Choose right keywords.
  3. Stay within character limits.
  4. Focus on relevancy.
  5. Leverage the right extensions.
  6. Direct to a relevant landing page.
Feb 22, 2021

What is the difference between SEO and paid marketing? ›

The difference between search engine optimization (SEO) and pay-per-click (PPC) marketing is that SEO focuses on getting traffic from organic search, whereas PPC focuses on getting traffic from paid search, social, and display. In this post, you'll learn how to decide which is better for your business.

What is the opposite of paid marketing? ›

Owned Media

However, it relies heavily on regular maintenance, and audience reach can be limited without the boost from paid promotion. Examples include company websites, blogs, and organic social media posts.

What are the 4 P's of selling? ›

The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

What are the 4 P's and 2 C's of marketing? ›

The 4 Ps are Product, Price, Promotion and Place - the four marketing mix variables under your control. The 3 Cs are: Company, Customers and Competitors - the three semi-fixed environmental factors in your market.

What is 4A and 4c in marketing? ›

According to Professor Sheth, “the 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors, payers and users.” The 4 C's: Consumer, Costs, Convenience, and Communication.

What are the 7 elements of marketing? ›

The 7 elements of the marketing mix include the following:
  • Product (or Service) Your customer only cares about one thing: what your product or service can do for them. ...
  • Price. Many factors go into a pricing model. ...
  • Promotion. ...
  • Place. ...
  • People. ...
  • Packaging. ...
  • Process.

What are the six R's of marketing? ›

“They can do that,” says Neal, “by focusing on improving the “6 Rs” – reach, retention, relevance, reputation, revenue, and return on investment (ROI).”

What are the biggest keys of marketing? ›

The four Ps of marketing—product, price, place, promotion—are often referred to as the marketing mix. These are the key elements involved in planning and marketing a product or service, and they interact significantly with each other.

How to learn basics of marketing? ›

Here are the marketing basics you need to know:
  1. Outline your “why” — what makes you different.
  2. Know your weaknesses in addition to your strengths.
  3. Write relevant content (not just lots of it)
  4. Research, not hunches, should define your strategy.
  5. Segment your audience into groups.
  6. Understand your competition's strengths.

What is the most important element of a marketing plan? ›

The Most Important Piece of a Marketing Plan Is Your Targeted Customer. Knowing and anticipating the wants and needs of your customers shapes all the other elements of your plan.

What is the 1 highest paying job? ›

Highest-Paying Careers
RankOccupationTypical Education
1Obstetricians and GynecologistsDoctoral or professional degree
1Ophthalmologists, Except PediatricDoctoral or professional degree
1Oral and Maxillofacial SurgeonsDoctoral or professional degree
8 more rows

What is the minimum salary of marketing? ›

Average starting Salary for Sales & Marketing in India is around ₹0.2 Lakh per year (₹1.7k per month). No prior experience is required to be a Sales & Marketing.

Can I make 100k in marketing? ›

Is it possible to make $100,000 or more as a marketing consultant? Yes! If you are an experienced, full-time marketing professional with skills that are in demand, there is no reason that you can't make a six-figure income in the US market as an independent consultant.

Who is the No 1 marketing company? ›

The 2020 List of Top 100 MLM Companies in the World
2020 RankCompany2019 Revenue
1AmwayUS$ 8.8 Billion
2Market AmericaUS$ 7.3 Billion
3Avon Products Inc.US$ 5.5 Billion
4HerbalifeUS$ 4.9 Billion
96 more rows

How can I make money marketing from home? ›

Making Money Through Digital Marketing
  1. Content Writing. Content writing involves publishing different forms of online communication like blogs, articles, news pieces, landing pages, product reviews, and video transcriptions. ...
  2. Paid Social Media Ads. ...
  3. Email Marketing. ...
  4. Affiliate Marketing.

Which marketing is most popular? ›

Over the past few years, social media marketing has become one of the most popular and successful forms of digital marketing.

What is the fastest growing career in marketing? ›

Professional digital marketer that has intiminate knowledge of SEO and SEM. Professional writer that specializes in persuasive copy. Profession where someone manages a company's social media presence on platforms like Facebook, Twitter and Instagram.

What degree do you need for marketing? ›

Marketing roles typically require a bachelor's degree at minimum. An advanced degree such as an MBA in marketing can enable individuals to stand out in the job market, and some employers require an advanced degree for senior and management positions. A marketing degree can have several unique benefits.

What is the average age of a marketing manager? ›

The average age of an employed marketing director is 38 years old.

How do I create a paid media strategy? ›

How to Plan a Successful Paid Social Media Strategy
  1. Determine Your Budget. Knowing your budget limit before you begin advertising on various social channels is essential. ...
  2. Define Your Objectives. ...
  3. Identify KPIs. ...
  4. Pinpoint Your Target Audience. ...
  5. Choose Start and End Dates for the Campaign. ...
  6. Create Your Ads. ...
  7. Launch the Campaign.
Sep 3, 2021

How do you create a paid search strategy? ›

5 Paid Search Tactics to Help You Generate Leads
  1. Good Paid Search Starts with Great Keyword Research. ...
  2. Serve Up Relevant Offers at the Right Time with PPC. ...
  3. Expand Your Brand Reach with Display Advertising. ...
  4. Bring Potential Customers Back to Your Site with Remarketing.
Dec 16, 2021

How do you create a paid social strategy? ›

Let's explore how to plan a successful paid social media campaign in 7 easy steps.
  1. Step 1: Define your budget. ...
  2. Step 2: Define your objective and choose a platform. ...
  3. Step 3: Clearly define target audience. ...
  4. Step 4: Define start and end dates of the campaign and bid level. ...
  5. Step 5: Create the “ad set” ...
  6. Step 6: Launch campaign.

What is paid marketing strategy? ›

Paid marketing refers to any type of digital advertising strategy in which a brand creates promotional content for users based on their interests, buying habits or past interactions with a company.

How do you create content for brands and get paid? ›

14 Ways for Content Creators to Make (More) Money in 2023:
  1. Online Teaching.
  2. Consulting.
  3. Selling Exclusive Content.
  4. Subscriptions.
  5. Selling Art.
  6. Selling Merch.
  7. Selling Stock Photos.
  8. Branded Sponsorships.
Dec 26, 2022

What is a paid media strategy? ›

The definition of paid media, sometimes known as PPC, is a marketing strategy that promotes content externally and typically involves a paid placement, usually pay-per-click advertising or display adverts.

What is an example of a paid search strategy? ›

For example, if a health food company targets a keyword phrase such as “healthy snacks” and uses paid search ads for that keyword, they are more likely to reach customers who are looking for healthy snacks. Bidding for keywords that are most relevant to your company is the best way to reach your target audience.

What are the four basic metrics that are important for paid search? ›

PPC Metrics
  • Quality Score. Quality Score is Google's measure of the relevance of your keywords, used to ensure that searchers see relevant ads and have a positive experience. ...
  • Click-Through Rate. ...
  • Conversion Rate. ...
  • Cost Per Conversion. ...
  • Wasted Spend.
Jun 3, 2020

What are keywords in paid search? ›

Keywords are words or phrases that are used to match your ads with the terms people are searching for. Selecting high quality, relevant keywords for your advertising campaign can help you reach the customers you want, when you want.

What are the 4 C's of Social Marketing? ›

Communities, conversations, channels and campaigns that drive word-of-mouth buzz are the 4C's of social media marketing. Understanding them and their interrelationships is the key to social media marketing success.

What is an example of a paid social strategy? ›

Pay-per-click advertising, branded or influencer-generated content, and display ads are all examples of paid social media. You'll know a paid social media advertisement when you see one based on the “sponsored” or “promoted” tag near the post. Every social media channel is different.

What are the paid social advertising trends for 2022? ›

Social Media Trends in 2022

Companies will make more dedicated social media hires. Augmented Reality will become consumers' preferred way to try-on products and interact with brands. Businesses in the B2B space will increase their investments in Instagram and Twitter. Influencer marketing will mature in 2022.

How do I run a successful paid search campaign? ›

Your Comprehensive Guide to a Successful PPC Campaign
  1. Start by Optimizing Your Website. ...
  2. Select a Bidding Strategy. ...
  3. Set a Budget. ...
  4. Research Your Keywords and Choose Them Wisely. ...
  5. Create a Killer Ad. ...
  6. Don't Forget the Call to Action. ...
  7. Test Your Ads to Ensure Performance. ...
  8. Conclusion.
Dec 5, 2017

How do I optimize my paid search? ›

Paid search CRO best practices:
  1. Regularly evaluate your target keywords' performance.
  2. Include negative and local keywords.
  3. Match your PPC ads message with your landing page.
  4. Improve your landing page's loading speed.
  5. Have a “mobile-first” mindset when creating your PPC ads and landing pages.
  6. Include call conversions.
Mar 4, 2020


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