Paid Media consists of several different types of paid strategic marketing efforts to increase exposure, promote opportunities to achieve specific goals, and drive a positive return on investment (ROI). Of the many areas that fall under paid media, the primary channels include paid search, paid social media, programmatic/display advertising, connected/streaming TV, however, the list is seemingly limitless! Essentially, paid media encompasses any non-organic promotional campaigns that are not acquired via “earned efforts”.

Paid media runs on premium results with campaigns that are targeted to show the right ad to the right users at the right time. Alphina360 leverages Kenshoo, a machine learning and artificial intelligence (AI) campaign management tool, that can provide constant analysis to identify performance-enhancing modifications and other opportunities.

While Paid Media is its own sector of marketing, it can reinforce organic efforts as well. Omni-channel solutions are a collaborative effort that can strengthen the execution of each respective digital strategy. The analysts at Alphina360 can investigate various digital platforms and correct any inconsistencies across all content, paid or organic.

Contact Alphina360 today to learn how paid media can benefit your efforts today!

Paid Media covers many aspects of digital advertising management. Whether it is paid social, programmatic/display, paid search, or other advertising methods, Alphina360 has an established team with high-level experience, ready to advise clients of any size from any industry. A benefit of paid media is utilizing industry data and the expertise of Alphina360’s analysts to identify trends and forecast ROI-bearing opportunities. At the core, the primary difference between paid and organic marketing (outside of the fact that paid media real estate costs money) is that of the very advanced targeting capabilities of many publishers.

Segmenting ad spend towards specific audiences that are more likely to engage with a campaign can enhance the effectiveness, and will drive a positive return on investment (ROI) and overall brand growth.

Alphina360 can leverage advanced targeting mechanisms to identify specific audiences based on personal qualities or behaviors. These algorithms can depict the most relevant users for brand or campaign initiatives and ensure prioritized positioning is directed towards those groups. Utilizing a blend of consumer data from 1st party, 3rd party, and machine learning/artificial intelligence technology, Alphina360’s analysts can create a sophisticated strategy for premium results. In such a mature digital era, various advertising platforms can have unique audiences with complex attributes and can differ in which data signals are collected from users.

Alphina360’s team has significant experience navigating through these challenges by adopting the best industry practices with the top technologies. Taking advantage of these mechanisms can better optimize a campaign budget, lead to higher engagement, and produce a greater return on investment.

Paid Search is a matured marketing strategy that is becoming more and more dynamic behind the scenes with multivariate factors that amplify performance on search engine result pages (SERPs). A breadth of analytical tools can be leveraged to identify top keywords from relevant searches that are beneficial to target and allot a dedicated or flexible budget towards keyword-bidding and keyword-targeted advertisements. Paid Search is helpful to increase website traffic, enhance brand exposure, and boost site visibility by acquiring competitive placement at the top of specific SERPs.

The experts at Alphina360 are accustomed to the ongoing shift in performance opportunities that actively arise during the duration of campaigns to optimize performance. Due to this, Alphina360 leverages Kenshoo, a machine learning and artificial intelligence program that can continually monitor relevant keywords and offer suggestions towards budget flighting, targeting mechanisms, and overall campaign structuring in order to drive the most effective results during the entirety of a campaign.

Paid Social is an essential addition to any social platform marketing initiative. Paid Social can elevate audience reach by targeting outside of a brand’s existing following. This exposure can boost brand awareness, website traffic, brand recognition, and other campaign goal initiatives. Due to the diverse range of social platforms available, each equipped with its own algorithm, targeting mechanisms, and unique campaign objectives, social media remains one of the most dynamic and challenging advertising channels. Whether campaigns are ‘business to consumer’ (B2C) or ‘business to business’ (B2B), Alphina360’s phenomenal team can advise on the best platforms, audience targeting, and creative considerations that will drive the highest performance for each campaign. In addition to the amazing team and their collective high-level experience.

Programmatic is a method of advertising within relevant industry sites, news, forums, blog sites, etc. Programmatic can use display, native, video, and interactive ad units that target audiences with similar behavior to a current group or retarget to users who have already shown digital interest in a product/service. Getting the best results is all about reaching the right person, in the right context, on any device, with a perfectly tailored message. By leveraging well thought targeting capabilities, creative options, and buying methodologies of programmatic advertising, Alphina360 can help drive authentic conversations throughout any stage of the customer journey to engage users in meaningful ways. An additional platform that is on the rise of popularity amongst advertisers is connected TV. This is somewhat comparable to linear (traditional) television on standard cable television, but on a much larger and more complex scale. Through connected devices like Apple TV, Roku, Raspberry Pi, Amazon Firestick, and more, Alphina360’s team of analysts can network with ad platforms to reach consumers with the most optimal propensity to engage with the campaign. Using behavioral data, campaigns will appear when and wherever the user is, regardless of the application, platform, or channel they are engaged with.