The COVID-19 pandemic has taught us a lot of things. Right from the way we live our lives to how we work, 2020 was nothing short of an eye-opener for the entire world. For brands and marketers, it also helped realize the vast potential of the internet.
As more and more people spent a record amount of time online during the pandemic, it was not difficult to see why it is essential for every business to have a strong digital presence. Brands that were quick to comprehend this shift in consumer habit resorted to paid media marketing to reach their target consumers.
If the current statistics are believed, paid media is only expected to gain more popularity in 2021. But how can brands and marketers get the most of their paid strategies? Here are 8 tips that can help-
1. Rise of Passive Advertising
In simple words, passive ads are small and subtle ads that promote your products or services without overwhelming consumers. Basically, placing your ads at locations that will anyways be looked upon by the consumers.
For instance, a display ad between website content and in-video overlay ads on YouTube is considered a passive ad.
| These ads should be quick, highly relevant, and conversion-oriented. |
2. Influencers to the Fore
Influencer marketing has also grown significantly in the last few years. There are now multiple influencer categories, like mega, macro, micro, and nano. The type is not very important as long as the influencer has followers that align with its target consumer criteria.
| If you are working on a paid media strategy for 2021, hiring influencers for promoting your products or services can be a smart decision. |
3. Diversify Social Channels
While Facebook and Instagram are probably the most popular social platforms for paid marketing, brands should focus on diversifying their social presence. Platforms such as Twitter, Pinterest, Snapchat, TikTok, and even LinkedIn are some excellent options.
| Understand these platforms’ ad customization options to get maximum value for the money you spend on ads. |
4. Improved Quality of Leads
As the ad platforms embrace automation, the standard metrics that marketers used to rely on in the past might not deliver the expected results. As automation will get popular with time, the quality of data you feed into their systems will determine your success.
For instance,
| The leads should be of high quality to ensure that platforms do not automate for the easy and low-quality leads. |
With mobile voice assistants and home devices getting popular, voice queries might surpass text-based queries on search engines in the future. This is an excellent opportunity for marketers to optimize their paid ads for voice search.
| With Google, you can customize your PPC ads so that they also receive voice search traffic. You can also add specific keywords to your voice search campaigns. |
6. Get Ahead with Microsoft Advertising
Microsoft has recently introduced some amazing targeting options. This includes the in-market audience, dynamic remarketing in Microsoft Shopping, and improved LinkedIn targeting.
| Brands and marketers should take advantage of new and innovative targeting options to further boost the paid media strategy in 2021. |
7. Send Out the Right Message
As a marketer, one of your primary responsibilities is to ensure that your client offerings are presented to the right person, in the right place, and at the right time. Even if you succeed in doing this, you might end up losing the opportunity, including the time and resources, if your message is not right.
| The message that your ad sends out is super important as it plays the vital role in engaging the consumers and building an emotional connection. |
8. Keep Trying and Testing
The world of paid marketing is dynamic- even if you believe that you’ve found that sweet spot where your ads are bringing in expected results, it won’t remain the same for a long time.
| If you want to succeed with your paid marketing strategy in 2021, you should keep testing new strategies, tactics, creatives, platforms, and tools to move ahead with time. |
Paid Media Marketing in 2021
With internet penetration only getting deeper, this is an excellent opportunity for brands and marketers to build and implement smart paid media strategies.
If paid advertising is what you are relying upon to grow your business in 2021, these 8 tips are sure to make a world of difference.
