What is Paid Media and Why Use Paid Media For B2B SaaS Companies?

What is paid media?

Paid media refers to promotional content or advertisements that businesses pay for to reach their target audience.

Unlike earned or owned media, which are gained through organic means or owned by the company, paid media involves monetary investment. Examples include sponsored social media posts, display ads, search engine advertising, and pay-per-click campaigns.

Paid media allows businesses to increase their visibility, reach a specific audience, and drive traffic to their website or products. It offers control over targeting options, budget allocation, and messaging, making it an effective strategy for generating leads, increasing brand awareness, and achieving marketing objectives.

The difference between earned, owned, and paid media

Let’s explore the differences between earned, owned, and paid media:

1. Earned media

Earned media refers to publicity or exposure gained through organic methods, such as word-of-mouth, social media shares, press coverage, reviews, and recommendations. Unlike paid media, which involves monetary investment, earned media is acquired naturally based on the quality and relevance of the content or brand.

Key characteristics of earned media

• Third-party endorsement: Earned media often comes from independent sources, such as journalists, influencers, or satisfied customers, providing credibility and trustworthiness to the content or brand.
• Viral potential: Compelling and shareable content has the potential to go viral, reaching a broader audience beyond the initial target demographic.
• Requires engagement: Earning media typically requires active engagement with the audience, fostering relationships and encouraging interactions that lead to positive recommendations or mentions.

Examples of earned media

• Social media shares and mentions
• Positive reviews and testimonials
• Press coverage and editorial features
• Influencer endorsements
• User-generated content

2. Owned media

Owned media refers to digital assets and channels owned and controlled by a business or brand. This includes the company’s website, blog, social media profiles, email newsletters, and any other content platforms created and managed internally.

Key characteristics of owned media

• Full control: Businesses have full control over the content, messaging, and distribution channels of owned media, allowing for direct communication with the audience.
• Long-term asset: Owned media assets, such as a website or blog, serve as long-term investments that can continuously generate traffic and engagement over time.
• Branding opportunity: Owned media provides opportunities for brand storytelling, showcasing products or services, and establishing a unique brand identity.

Examples of owned media

• Business website and blog
• Social media profiles (Facebook, Twitter, LinkedIn, Instagram)
• Email newsletters and marketing campaigns
• Branded content (videos, podcasts, infographics)
• Company-generated reports and whitepapers

3. Paid media

Paid media involves promotional content or advertisements that businesses pay for to reach their target audience. Unlike earned or owned media, which are gained through organic means or owned by the company, paid media requires monetary investment for placement or distribution.

Key characteristics of paid media

• Immediate reach: Paid media offers immediate visibility and reach to a specific audience, allowing businesses to target demographics, interests, and behaviors with precision.
• Measurable results: Paid media campaigns provide measurable results and insights, including impressions, clicks, conversions, and return on investment (ROI), enabling data-driven decision-making.
• Controlled exposure: Businesses have control over various aspects of paid media campaigns, such as budget allocation, targeting options, ad placement, and messaging customization.

Examples of paid media

• Search engine advertising (Google Ads, Bing Ads)
• Social media advertising (Facebook Ads, Instagram Ads, LinkedIn Ads)
• Display advertising (banner ads, retargeting ads)
• Sponsored content and native advertising
• Influencer partnerships and sponsored posts

Types of paid media channels

Here are the types of paid media channels:

1. Search engine advertising: Paid search ads appear at the top of search engine results pages (SERPs) based on selected keywords. Platforms like Google Ads and Bing Ads allow businesses to bid on keywords and pay for clicks.

2. Social media advertising: Paid social media ads are targeted promotions displayed on social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. Advertisers can target specific demographics, interests, and behaviors to reach their desired audience.

3. Display advertising: Display ads are visual advertisements that appear on websites, mobile apps, and other digital platforms. These ads can be in the form of banners, videos, or interactive media and are often targeted based on user browsing behavior.

4. Video advertising: Video ads are promotional videos displayed before, during, or after online video content on platforms like YouTube, Vimeo, and social media. Advertisers can target specific audiences based on demographics, interests, and viewing habits.

5. Native advertising: Native ads are sponsored content that seamlessly blends into the format and style of the platform on which they appear. These ads are designed to match the look and feel of editorial content, making them less intrusive and more engaging for users.

6. Influencer partnerships: Brands collaborate with influencers to promote their products or services to their followers. Influencer partnerships can include sponsored posts, product reviews, and endorsements on social media platforms or blogs.

Types of ad creatives

Here are the types of ad creatives:

1. Image ads: Static visual advertisements that use compelling images to convey messages and attract audience attention. These ads can be in the form of banners, product images, or lifestyle shots.

2. Video ads: Dynamic advertisements that utilize video content to engage viewers and communicate brand messages. Video ads can range from short clips to longer narratives and may appear on various platforms, including social media, websites, and streaming services.

3. Carousel ads: Interactive ad formats that allow users to swipe or scroll through multiple images or videos within a single ad unit. Carousel ads are effective for showcasing multiple products, features, or storytelling elements in a single campaign.

4. Interactive ads: Engaging advertisements that encourage user interaction and participation. Examples include quizzes, games, polls, and augmented reality (AR) experiences designed to captivate audiences and drive engagement.

5. Text ads: Simple text-based advertisements that rely on compelling copywriting to capture audience attention and encourage clicks. These ads often appear alongside search results or within contextual placements on websites.

6. Rich media ads: Dynamic and interactive advertisements that incorporate multimedia elements such as audio, animation, and interactivity. Rich media ads can include features like expandable banners, video overlays, and interactive overlays to enhance user engagement.

7. Native ads: Promotional content that seamlessly blends into the design and layout of the platform on which it appears. Native ads match the look and feel of editorial content, providing a non-disruptive and integrated advertising experience for users.

What is paid media strategy?

A paid media strategy is a plan developed by businesses to effectively use paid advertising channels to reach their target audience, increase brand visibility, and achieve marketing objectives. 

It involves identifying the most suitable paid media channels, setting clear goals, defining target demographics, creating compelling ad creatives, allocating budgets strategically, and continuously monitoring and optimizing campaigns for optimal performance. 

A well-executed paid media strategy aims to maximize return on investment (ROI) by delivering targeted messages to the right audience at the right time, ultimately driving traffic, leads, and conversions for the business.

What is paid media campaign?

A paid media campaign is a focused advertising effort conducted by businesses to promote their products, services, or brand through paid channels. It involves creating and running targeted advertisements across various platforms such as search engines, social media, display networks, and more. 

The goal of a paid media campaign is to reach specific audience segments, increase brand awareness, drive traffic to a website or landing page, and generate leads or conversions. These campaigns typically require budget allocation, ad creative development, audience targeting, and ongoing monitoring and optimization to achieve desired outcomes and maximize return on investment (ROI).

7 Paid media strategies to boost conversions for your B2B SaaS business

Here are seven strategies to consider:

1. Targeted keyword advertising

Utilize targeted keyword advertising on search engines like Google to reach potential customers actively searching for solutions related to your B2B SaaS offerings. 

Conduct thorough keyword research to identify relevant search terms used by your target audience. Create compelling ad copy that highlights the unique benefits of your product or service. 

Implement precise targeting options, such as location, device, and demographics, to ensure your ads are displayed to the most relevant audience. Monitor keyword performance and adjust bids and ad content based on conversion data to optimize campaign effectiveness.

2. Account-based marketing (ABM)

Implement account-based marketing (ABM) strategies to target high-value accounts and decision-makers within specific companies. Develop personalized ad campaigns tailored to the needs and pain points of individual accounts. 

Leverage account-based targeting options available on advertising platforms to reach key stakeholders with relevant messaging. 

Utilize retargeting ads to nurture leads and maintain engagement throughout the buyer’s journey. 

Measure the effectiveness of ABM campaigns by tracking account engagement, lead quality, and conversion rates, and adjust strategies accordingly to maximize ROI.

3. Social media advertising

Harness the power of social media advertising to engage with your target audience and drive conversions for your B2B SaaS business. 

Identify the most relevant social media platforms where your audience is active, such as LinkedIn, Twitter, or Facebook. Create targeted ad campaigns that align with your business objectives, whether it’s lead generation, brand awareness, or product promotion. 

Utilize advanced targeting options available on social media platforms to reach specific job titles, industries, or company sizes. A/B test ad creatives, messaging, and audience segments to optimize performance and maximize conversions.

4. Content syndication

Leverage content syndication platforms to distribute your valuable content to a wider audience and generate leads for your B2B SaaS business. Identify reputable B2B content syndication networks that cater to your target audience and industry niche. 

Syndicate high-quality content such as whitepapers, eBooks, case studies, or webinars that provide valuable insights and solutions to your target audience’s pain points. 

Utilize lead capture forms or gated content to collect contact information from interested prospects. Track engagement metrics such as downloads, click-through rates, and conversions to measure the effectiveness of your content syndication efforts.

5. Display advertising

Deploy display advertising campaigns to increase brand visibility, drive website traffic, and generate leads for your B2B SaaS business. Utilize display ad networks such as Google Display Network (GDN) or specialized B2B ad networks to reach a broader audience across websites, blogs, and mobile apps. Develop visually compelling ad creatives that convey your value proposition and encourage clicks. 

Implement precise targeting options based on audience demographics, interests, or browsing behavior to ensure your ads are displayed to the most relevant prospects. Monitor performance metrics such as impressions, clicks, and conversions to optimize ad placements and targeting for maximum ROI.

6. Retargeting campaigns

Implement retargeting campaigns to re-engage with website visitors who have previously interacted with your B2B SaaS website but haven’t converted. Utilize retargeting pixels or cookies to track user behavior and segment visitors based on their browsing history or actions on your site. 

Create personalized ad campaigns that offer relevant incentives or reminders to encourage prospects to return and complete desired actions, such as signing up for a free trial or requesting a demo. A/B test different retargeting creatives, messaging, and offers to identify the most effective strategies for driving conversions and increasing ROI.

7. Influencer partnerships

Collaborate with industry influencers or thought leaders to amplify your B2B SaaS marketing efforts and drive conversions. 

Identify relevant influencers within your industry niche who have a significant following and credibility among your target audience. Develop strategic partnerships that involve sponsored content, co-branded campaigns, or product endorsements to leverage the influencer’s reach and authority. 

Utilize influencer-generated content across various channels, including social media, blogs, and video platforms, to promote your B2B SaaS offerings and generate leads. Measure the impact of influencer partnerships on brand awareness, website traffic, and conversion rates to assess their effectiveness and ROI.

Why use paid media for B2B SaaS companies?

Let’s dive in and understand why paid media is a game-changer for B2B SaaS companies.

1. Increasing brand awareness

Paid media allows B2B SaaS companies to rapidly increase their brand awareness among target audiences. Through strategic placement of ads on relevant platforms, businesses can ensure their brand message reaches a wide audience of potential customers. 

2. Generating high-quality leads

One of the primary goals of any B2B SaaS company is to generate high-quality leads that have a genuine interest in their products or services. Paid media provides a highly effective means of achieving this goal. By targeting specific demographics, industries, or job titles through carefully crafted ad campaigns, B2B SaaS companies can attract leads that are more likely to convert into paying customers. 

3. Nurturing prospects throughout the buyer’s journey

The B2B buying process is often complex and involves multiple stages, from initial awareness to final purchase. Paid media allows companies to engage with prospects at each stage of the buyer’s journey and provide them with the information they need to make informed decisions. Through targeted content and personalized messaging, businesses can nurture prospects from initial interest to final conversion.

4. Driving website traffic and engagement

A strong online presence is essential for B2B SaaS companies to attract and engage with potential customers. Paid media plays a crucial role in driving traffic to company websites, landing pages, and other digital assets. 

By strategically placing ads on platforms where their target audience is likely to spend time, businesses can drive qualified traffic to their online properties and encourage visitors to take desired actions, such as signing up for a free trial or requesting a demo. Whether it’s through search engine ads, social media promotions, or display advertising, paid media helps B2B SaaS companies increase website traffic and engagement.

5. Maximizing ROI and revenue growth

Ultimately, the goal of any marketing effort, including paid media, is to generate a positive return on investment (ROI) and drive revenue growth for the business. Paid media offers B2B SaaS companies a measurable and scalable means of achieving this goal. By tracking key performance indicators such as cost per lead, conversion rate, and customer lifetime value, businesses can evaluate the effectiveness of their paid media campaigns and make data-driven decisions to optimize their marketing spend. 

Whether it’s through continuous testing and optimization, audience segmentation, or campaign attribution, paid media enables companies to maximize their ROI and drive sustainable revenue growth.

Conclusion

Paid media is crucial for B2B SaaS companies to increase brand awareness, generate high-quality leads, nurture prospects, drive website traffic and engagement, and maximize ROI and revenue growth. By leveraging targeted advertising channels and strategic campaigns, B2B SaaS businesses can reach their target audience effectively and achieve their marketing objectives in today’s competitive landscape. If you feel paid media isn’t your cup of tea, at Revv Growth we have an expert in-house panel of marketers having proven specialization in chalking out results-driven strategies for SaaS-based business.