Paid media Toolkit

Although organic search and social media are really appealing for for gaining visibility and traffic online at low-cost, they are often lacking in control and fiercely competitive.

What's more, the big-six platforms like Facebook, Google, Instagram LinkedIn, Twitter and Youtube are looking to monetise their platforms, such that they are becoming 'pay-to-play' if you want to maximize visibility and response.

We believe that to maximise the effectiveness of your online marketing, all businesses should review the paid media options available which we feature in detail in our digital media 'cheatsheet'.  If you don't advertise online already, we recommend you start with Google AdWords or Facebook while larger businesses will want to explore the Programmatic options.

The ‘big 6 digital marketing platforms’ have now all established comprehensive advertising options which enable sophisticated targeting for businesses and their agencies to exploit.

But paid media can be bewildering because of all the best practices and options available  as new features are added with ‘cool, but confusing’ names and they are often tweaked regularly. Our digital media cheatsheet, available to premium member will demystify the techniques keep you up-to-date with the latest changes and also covers other platforms like Snapchat and Pinterest too.

Our AdWords guide gives detailed guidance on optimising AdWords so that you can ask the best questions of your specialists or agencies to help drive ad ROI.

The techniques we cover best practices for include:

• Google AdWords and Google Display Network
• Behavioural retargeting to encourage site visitors to return to your site
• Affiliate marketing for transactional e-commerce sites using affiliate networks
• Programmatic Advertising
• Social media advertising (see our Social Media toolkit)