Infographic: What Is a Paid Media Strategy?

Maximize exposure to your brand with a paid media strategy. Learn what one is, how to create one, and what are its benefits here.

Blog Post

3 minutes

Mar 20, 2023

Many businesses hear of the benefits of paid media such as reaching wider audiences and increasing lead quality. But what is paid media exactly? 

If you’d first like to learn what a complete marketing strategy for a business involves, download The Ultimate List of Marketing Resources for Any Campaign eBook.

Paid Media Definition 

33% of marketers increase their brand awareness with paid advertising. 

Paid media is a marketing method that involves promoting content through paid placements. For example, your business can pay to:

  • Have your website become a sponsored link on Google 
  • Make your ads and posts get more impressions on social media 
  • Get an influencer to promote your product or brand
  • Use re-targeting ads to engage with users who have interacted with your website or app 
  • Take advantage of traditional media such as billboards or TV ads 

As you can see, paid media, sometimes known as PPC (pay-per-click), promotes content externally and typically involves a paid placement, usually pay-per-click advertising or display ads.

Its goal is to attract audiences to a piece of content or website page, starting them down your content funnel or buyer journey. 

Related Blog: How to Find Your Target Audience on Social Media

The infographic below explains what a paid media strategy is and how its core components work well for attracting an interested audience online using digital advertising methods.

what is a paid media strategy infographic

In the video below, see how Impact’s managed marketing division combines research, design, copy, and more in a paid media marketing strategy to create ads that work for your business.

Difference Between Paid, Earned, and Owned Media 

Paid media, as we noted, refers to content that is externally placed for a fee. This differs from the other types of outbound marketing (as opposed to inbound marketing, which focuses on drawing people to a website) like earned and owned media. 

Additional examples of paid media include: 

  • Google Ads 
  • Sponsorships 

Earned media refers to content that is about your business or something related to your business that you haven’t paid for. In other words, this kind of content often exists as articles or interviews about an organization created with no financial incentive. 

Examples of earned media include: 

  • Reposts by others of your online content 
  • Positive reviews 
  • Word-of-mouth marketing 

Owned media refers to content that is created and owned by your organization, and featured in your proprietary channels. 

Examples of earned media include: 

  • Blogs 
  • Apps 
  • Email newsletters 

Why Is Paid Media Marketing Important? 

A paid media strategy is important for businesses because it’s a promotional avenue that offers the chance for businesses to create exposure for their content and increase their brand awareness in a short period of time. 

Unlike owned and earned media, which often rely on organic means to drive visitors to content, paid media is a far more direct method of outreach that can target very specific topics—often relating to an individual service or product. 

 For this reason, it’s important for marketing teams to have a PPC strategy for their content to get it in front of the right audiences at the right time. 

To discover what you need to develop a comprehensive marketing strategy, download The Ultimate List of Marketing Resources for Any Campaign eBook, an extensive resource with loads of helpful information for marketers.


MarketingBusiness GrowthPaid Media


Additional Resources

The Ultimate List of Marketing Resources for Any Campaign

What marketing resources does your business need to run successful campaigns? Find out what’s actually necessary for any marketing channel in this eBook!

Business Tech Insights Straight to You

Subscribe to our newsletter and get all our insights, videos, and other resources delivered to your inbox.

Subscribe Now

Elevate Your Business Today

Speak to one of our experts about how you can apply innovative strategies and solutions to your business.

Get Started

Impact Insights

Sign up for The Edge newsletter to receive our latest insights, articles, and videos delivered straight to your inbox.

More From Impact

View all Insights