Paid media guides
How paid, owned and earned media fit together, plus guides on Google Ads, PPC and programmatic advertising.
Need help rather than reading? See our Digital Growth services.
Start here
When does paid media make sense?
Paid media buys attention now, while search and content build it over time. It suits offers with a clear audience, a landing page that converts and a budget you can sustain long enough to learn from. Treat paid, owned and earned channels as one system, so that what you learn from ads informs your organic content.
- Set a target cost per enquiry before spending.
- Send traffic to a page built for that single offer.
- Review search terms and placements regularly.
5 guides
What Is Paid Owned and Earned Media and Why Is Everyone Using It?Read →What is the difference between SEO and PPC: A Starter Guide for Business OwnersRead →Digital Marketing With Google Ads: 6 Tips to Improve Your ResultsRead →How programmatic advertising works & how does improve digital marketing resultsRead →The Effect of New Financial Service Advertising Regulations From Google in the UKRead →