How paid media can help your content strategy – WAU

Today, who does not appear is not known. And, taking into account all the competition, it is increasingly difficult to stand out and appear for your current and future customer. Advertising used to be based on TV, radio, newspapers and magazines. But, with the advancement of the internet, improved signals and cheaper resources with access […]

Today, who does not appear is not known. And, taking into account all the competition, it is increasingly difficult to stand out and appear for your current and future customer.

Advertising used to be based on TV, radio, newspapers and magazines. But with the advancement of the internet, improved signals and cheaper resources with access (internet of things), the world has migrated to digital media, in which we can see more and more videos, podcasts, texts, animations, games, etc.

With that, it was necessary to think about new ways to be seen, to be highlighted and, most importantly, to be found in these media.

A very strong trend on the internet today is SEO (Search Engine Optimization), which consists of a set of techniques to appear among the top positions in search engines. However, it is a strategy that demands time and, therefore, the results are not immediate.

Alternatively, we have paid media! It is a way to achieve your online business goals more quickly, working through cost per click (Pay Per Click or PPC).

What is Paid Media

As we have already explained, paid media is used with the aim of increasing the reach of your business, achieving goals and achieving results in a shorter time.

The paid media strategy consists of promoting different materials, such as offers and posts, in different media. Thus, it can appear in banner, text, link, image or other format.

The advertiser can choose which platform will run their ad, for what period and how much they will invest, in addition to being able to analyze the results obtained, such as number of views or reach.

The results of the post are proportional to the amount invested, that is, the boost will be greater as the amount grows. But there are other factors that influence this, such as good targeting or the right choice of keywords, as we will see later.

Thus, the ads are flexible, varying according to the needs of the strategy and the available budget.

Paid Media Types

The media exist in different formats and are multiplatform. The main types of paid media are:

Search Engines

Search engines are platforms that make our lives easier every day and help us obtain necessary information, such as Google, Bing or even YouTube. They work with a database, indexing all content and ranking based on context and relevance to the user.

This model is available in text and can be extended to partner sites that reproduce banners, images, texts and videos. YouTube would be a partner portal for serving ads to the Google search engine.

The main purpose of ads on search engines is to place your content among the top positions of the search engine, which are the ones that tend to have more clicks. This is done by choosing the right keywords, optimizing the content for them and investing in showing at the right time with the right content for the user.

Currently, the main type of paid media on search engines is Google Adwords. Download the ebook and master the platform!

The Google Adwords ebook guide

Social networks

Ads on social networks, such as Facebook, LinkedIn and Instagram, are increasingly used by brands to increase the reach of their posts.

The great advantage of this modality is that it has unparalleled segmentation resources, thanks to the data generated from the users’ profiles and behavior.

This makes it possible to apply filters, segmentations and categorize campaigns according to the persona you want to achieve and the results you expect to achieve.

On Facebook, for example it is possible to segment by what the user likes, follows and visits. On LinkedIn, we have the power to select job titles, companies and type or industry to create ads.

The main objective of using paid media on social networks is to increase the reach of a content, preferably for a segmented base and with high engagement for your product or service.

It is important, however, to understand some behaviors and preferences. For example: whoever is in the chains usually does not have the purpose of buying at that moment. Then the ads can be used for other purposes, such as brand awareness or for remarketing.

The combination of ads on different social networks can extend your reach and they all also have targeting features to select only those who have the desired profile.

Facebook Ads is one of the most used social media ad platforms in marketing. Check out everything about her in our ebook!

Facebook ads ebook


Portals are usually niche, which already generates a more select target audience for certain subjects. They have pre-defined ad templates and with ready structures, in which it is possible to hire spaces for a period of time.

More complete portals allow you to choose the place of publication, as the main page, beginning or end of an article, or even in pop ups. This allows you to target your ad according to your strategy and the goal you want to achieve.

Reports and access control may vary according to the partner portal, in the most complex to shallow style. However, through Google Analytics, however, it is possible to measure access sources.

The ads on portals can be managed privately with a package of appearance plans or they can be partners of Google, through Adsense, Google’s monetization platform for partner sites where it will display Adwords content for images, remarketing and banners.

Pay forever?

The paid media, different from what most people think, has flexible values ​​and, in some platforms, it can start with 10 reais of budget, programming daily limits or exhibition for a certain period of time.

It is worth remembering that there is no fixed contract. Your ads may or may not have periodicity and in some cases may be prepaid. It will all depend on how your strategy will work and its purpose.

Remember that you don’t need to invest in all paid media platforms. Make strategic and, in some cases, punctual investments.

For example: at the beginning of a content marketing campaign it is essential to disseminate the materials on social networks and also to invest in some strategic keywords in the search engines.

The ideal is to have a budget available for paid media in your marketing strategy, with defined values, dates and objectives, so that you don’t spend your budget and optimize your spending planning.

Ease of measuring results

It’s easy to measure how many people saw and clicked on your ad, resulting in traffic to your website or blog. The analytics tools allow for very comprehensive reports that help to improve and optimize your ads.

More important than advertising is analyzing the result. This analysis will allow to identify what is generating good results or not. All platforms have a dashboard for analyzing performance, expenses and insights.

These reports will provide demographic data, clicks, views, conversions and your goals set to help you work on your next steps in your digital strategy.

Summing up…

“But I found that content marketing aimed to bring organic results, without the need to invest in paid media.”

Is this right. Content marketing is really about optimizing your strategy with organic results and increasing ROI,

However, one strategy does not eliminate the other. Quite the contrary: they complement each other. Using content marketing and paid media will boost your company’s results.

When we make this combination, we increase reach and results exponentially.

Paid ads have high targeted traffic bringing that first recognition to the brand. Through optimizations, such as link building and scannability, he can be enchanted with your blog and, in the future, find it in search engines.

We can conclude with this information that paid media can influence traffic growth and help move blog posts, generating authority and brand awareness the brand in question.

The more people who view, comment and share your publications on the networks, whether paid or not, they will be contributing to viewing your content.

And the main difference today, within the paid, is the reach of users and the visibility of their content that can grow exponentially when used correctly.

Therefore, if your company has a certain urgency and needs to make its audience find it on the internet as soon as possible, the use of paid media is a great way to go.