Paid media

Paid media: how and why to invest?

You can drive lots of leads into your sales funnel through organic traffic. But you can considerably increase the number of people interested in your digital product if you invest in paid media since you can get paid traffic to your website.

This is a digital marketing strategy widely used by digital producers and strategists, especially when they want to gain greater visibility in the market. That’s because you can target the ads, that is, you can only send your communication to people who have the desired profile.

What is paid media?

Paid media is communication carried out through a financial investment, that is, it is advertising that helps the brand to gain greater visibility in the market.

Chances are you’ve already seen an ad while searching Google, or a sponsored link when browsing your favourite social network feed. So these are examples of paid media.

It is important to mention that in marketing planning you need to allocate a budget for this type of action, as it is complementary to content marketing.

In other words, you don’t have to choose between one and the other, you can use both to attract people interested in your content or your digital product into the sales funnel.

How important is paid media?

As we have seen, paid media is an important investment, as it helps you gain greater visibility in the market, even if only for a limited period of time. That’s because ads are active on the Google SERP or social media feed only for as long as you pay for them.

Another positive point of investing in this type of communication is that you get to know the target audience that will receive this Ad, that is, it is possible to segment so that only people with the profile of your ideal customer can have access to the ad. That way, it’s easier to customize the communication, as well as display it at the right time to the right audience.

Therefore, paid media is a great strategy to broaden your audience as well as present your digital products to people who might be interested in buying them. Thus, the probability of making sales is higher compared to other marketing actions.

For this, it is necessary to have well-designed advertisements, with attractive texts and images. In this video, we give some tips on how to do it:

How to invest in paid media?

To invest in paid media, you need to determine the campaign’s objective and target audience, as well as define the amount of money that will be made available for this. Then, just choose what the format of the ad will be and the platform that will be used to distribute it.

It is worth noting that it is not enough just to run ads, it is also necessary to measure the results. So choose a platform that offers reports that you can review later. In this way, it is possible to apply improvement actions, if necessary.

In order to help you understand ad formats, we’ll introduce the main types below. This makes it easier to determine which option is best for your campaign. Come on!

Google Ads

Google Ads is a Google tool that enables the creation and dissemination of advertisements. Through it, you can make search ads, that is, those that appear on SERP when a user searches for a certain keyword.

Or, you can create an Ad that links to a Google Display Network partner’s website, blog, or news page. Furthermore, there is also the possibility of inserting your ad on Youtube, Gmail or Play Store apps.

It is worth noting that it is not enough to pay for the ad for it to appear. That’s because Google Ads also takes into account the relevance of your content, meaning it calculates a quality score. Therefore, not always the highest amount paid for the ad wins.


Already Remarketing is a strategy used to reach people who have been impacted by your brand once, i.e. you do ads to be shown to those who have already shown interest in your digital product.

For example, do you know when you go to a landing page of an online course and put it in your cart, but in the end give up on the purchase? Then, when that happens, a remarketing ad appears to remind you that that product is still waiting for you.

This is a great strategy to win back the lead that was ready to buy your digital product but gave up for some reason.

Social Ads

There is also social ads, as the name says, they are ads made on social networks. We’re sure you’ve been impacted by one of them while browsing the feed or stories, right?

To be able to make this type of ad it is necessary to use tools from social media, such as Facebook Ads, Instagram Ads, LinkedIn Ads, among others. It is worth noting that there are rules that must be followed to build a good ad.

Therefore, you need to know what structures are accepted by each social network, and don’t forget that quality content always has greater value.

We can conclude that paid media is a great digital marketing strategy. Therefore, producers need to invest in it to be able to expand their chances of selling their digital products.