Paid media

By paid media, we mean all advertising for which you have to pay. These include paid banners on websites, ads in search engines and on social media, ads and advertorials in print media, radio and television commercials. One places paid advertising in places where you can best reach the target audience.

What is paid media?

Paid media can be translated as “paid media. This refers to any paid form of promotion that a company uses to gain visibility on a third-party media channel. You can think of traditional media such as the written press and radio and television, but also banners on websites or in newsletters or a paid post or vlog from an influencer.

In addition to paid media, “owned media” and “earned media” are ways to gain exposure and inform consumers about your business and products or services. By owned media, we mean the company’s own communication channels. Almost every company has a website, keeps social media up to date and sends out newsletters or a customer relations magazine. ‘Earned media’ are channels that communicate about your business of their own accord. This can be the general or trade press, as well as consumers who share a brand or product with their network.

Online, paid content is also used to optimize the website for search engines. It is good for ranking to have a backlink to a business Internet page. You can buy ad space from search engines based on search terms. Your site then appears above the list of search results marked “ad.

When advertising on social media, you can use personal characteristics of your target audience such as age range and geographic location.

Paid Media _ Glossary of terms

My advice

Paid media is an excellent complementary tool to reach your target audience. If you have a good profile of your target customer, then you can also look for the place and type of media you want to profile yourself on. If your target audience is the younger generation, consider paid content on social media. If you target your products more to the older generation, an ad in a national newspaper or a television commercial may be smarter.


Frequently Asked Questions

What is Paid Media?

Paid media are all paid advertisements. The range here is very diverse. Think of paid banners displayed on a site or paid ads in Google or on social media, advertorials in magazines. You place it where you can best reach your target audience so that you get a lot of return from it.

What is the impact of Paid Media on SEO?

Paid media are often used for a website’s SEO. This allows you to buy ad space that is related to specific search terms. This way, you will always appear at the top of the search results for the particular search.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
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I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 11 October 2023. The last update of this article was on 17 January 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.

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