Paid Digital is a really broad term that encompasses a range of channels where, quite simply, you pay for an outcome! Usually this is in the form of media dollars, spent with a publisher of some sort — whether that be Facebook or a niche category website.
Paid Digital generally encompasses these four channels, and Foresight specialises in each of these channels
You may have also heard terms like “biddable media”, “programmatic buying” or “ppc / pay per click”. These are all different ways in which media can be purchased.
For instance, Google Ads is both Biddable Media, and it’s Pay Per Click because you enter an auction environment and set bids for specific keywords or keyword groups, and then you pay only when someone clicks your ad.
Programmatic is an automated way of buying lots of media across multiple channels. This way of buying surged in popularity over the last few years but is now becoming less economical as privacy barriers from Apple and other large owners of browsers make changes.
When most people think of paid digital they think of the basics: Google Search, Google Display, Bing, Facebook, Instagram and LinkedIn. But there are lots of options that can be explored depending on your geography, niche and campaign focus (whether you want to build your brand or generate leads).
At Foresight, we start with your business objectives and then recommend paid digital channels based on the goals you want to achieve.
Easy test and learn
Because paid digital can start delivering results within a day of turning on a campaign, it’s a great way to test messages and learn what resonates with your target audience.
Clear forecast of results before we start
One of the big benefits of paid digital is the ability to forecast the number of impressions, clicks and conversions before we begin—giving you a clear sense of the likely return on marketing investment.
Access to bottom of the funnel conversions
By targeting both brand and bottom of the funnel keywords, search marketing on Google and Bing and lead or sales focussed campaigns on Facebook can provide immediate ROI to marketing efforts.
Brand growth opportunity
Paid digital through more brand focussed paid digital media options like Instagram, TikTok, Spotify, Pinterest, Google Display and more, provide lots of different ways for you to showcase how your brand is unique, connect with people on an emotional level, and then retarget those who engage with more salesfocussed messages.