These can be, for example, articles, videos or social media posts.

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social media ads

In addition to Google Ads, the major social media platforms also offer a wide range of options for paid advertising. Each platform has its own strengths and special features that you should consider when choosing your advertising channels.

Facebook Ads: You can use various ad formats, including images, videos, carousels, and stories. You can also use Facebook Ads to narrow down your audience based on interests, demographics, behavior, and more.
LinkedIn Ads: If you want to reach a B2B audience, LinkedIn Ads is a good platform. Here you can target your ads to specific industries, job titles, company sizes and other professional characteristics. Ad formats include text ads, sponsored content and InMail messages.
Instagram Ads: Instagram is particularly suitable for reaching a younger, visually oriented target group. With appealing images and videos, you can increase brand awareness, present products and drive traffic to your website. Instagram Ads offer various formats such as feed posts, stories and reels.
Native Advertising

Native advertising fits seamlessly into the editorial environment of a website or platform. It is also known as sponsored content. In contrast to classic ads, which are often perceived as disruptive, this content seems like an organic part of the offer and speaks to users in a more subtle way.


By creating informative, entertaining or useful content, you can gain the trust bc data philippines of your target audience and build a positive association with your brand.

Ideally, your paid post will even be recommended for free. This will also bring you earned media. This is unlikely to happen with purely promotional articles.

Sponsored content is well suited for various purposes:

Increase brand awareness: By placing your content on relevant websites and platforms, you reach a wide audience and make them familiar with your brand.
Establish thought leadership: By creating high-quality content on relevant topics, you position yourself as an expert in your industry and (hopefully) gain the trust of your potential customers.
Drive traffic to your website: By integrating links into your sponsored content, you can direct users to your website and potentially encourage them to convert.
influencer marketing

Influencer marketing is about paid collaborations with the multipliers mentioned above. Unlike with influencer relations, you don't hope that they will be excited about your news and report on it. Instead, you simply pay them for it.

Through such a collaboration, you can present your products or services to a wide audience and benefit from the credibility and reach of the influencers. The same applies to well-made, elaborate content. It is important that the collaboration does not seem artificial and that it fits the social media profile and its target group.

And of course, the posts must be marked as advertising as required.

Paid Media Advantages and Disadvantages

What are the advantages of paid media channels?

Targeted approach to the relevant target group
Fast results (e.g. traffic to your website)
Good control and targeting
What are the disadvantages of paid media channels?

Not very credible
Possibly high costs
Possibly disturbing for the relevant target group
Finding the right mix for your content distribution
Now that we have examined the three main channels of content distribution - paid, owned, earned media - the question arises: How do you use them most effectively? The answer lies in a sensible mix that combines the potential of the individual channels and is tailored to your individual goals.