Paid media
Paid media is the practice of investing in online advertising to reach a target audience. It encompasses a range of channels and tactics, all aimed at driving traffic, generating leads, and ultimately increasing sales or brand awareness.
Unlike organic marketing, which focuses on earning visibility, paid media allows businesses to pay for immediate exposure and reach a wider audience quickly.
What to look for in paid media freelancers
Finding the right paid media freelancer requires careful consideration of their experience and expertise. Look for individuals with a proven track record of successful campaigns, demonstrable ROI, and a strong understanding of various paid media platforms. They should be data-driven, analytical, and adaptable to the ever-changing digital landscape.
Key skills and qualities to look for:
- Proven experience managing paid media campaigns across various platforms (e.g., Google Ads, social media advertising)
- Strong analytical skills and a data-driven approach to campaign optimisation
- Excellent communication and reporting skills
- Up-to-date knowledge of industry best practices and the latest platform updates
- Experience with relevant tools and technologies (e.g., Google Analytics, advertising platforms' native analytics dashboards)
Main expertise areas
Paid media encompasses a broad range of specialisations. When hiring, consider your specific needs and look for freelancers with expertise in any of these relevant areas:
- Search engine marketing (SEM): Managing paid search campaigns on platforms like Google Ads and Bing Ads.
- Social media advertising: Creating and running targeted ad campaigns on platforms like Facebook, Instagram, Twitter, and LinkedIn.
- Display advertising: Utilising banner ads and other visual formats across various websites and networks.
- Video advertising: Running video ad campaigns on platforms like YouTube and other video-sharing sites.
- Programmatic advertising: Automating the buying and selling of ad space using data and algorithms.
Relevant interview questions
Asking the right questions is crucial to finding the perfect paid media freelancer. Here are some suggestions:
- Can you share examples of successful paid media campaigns you've managed?
- What is your approach to keyword research and targeting?
- How do you measure and report on campaign performance?
- What strategies do you use to optimise campaigns for maximum ROI?
- How do you stay up-to-date with the latest industry trends and platform changes?
- Describe your experience with A/B testing and campaign experimentation.
Tips for shortlisting candidates
- Review portfolios, case studies, and client testimonials to assess the freelancer's experience and success.
- Look for quantifiable results and evidence of their ability to achieve client objectives.
- A strong portfolio will showcase a variety of campaigns across different platforms and industries.
Potential red flags
Be wary of freelancers who:
- Promise guaranteed results without a clear strategy.
- Lack a demonstrable understanding of key performance indicators (KPIs).
- Are unwilling to share previous campaign data or case studies.
- Fail to communicate clearly or respond promptly to inquiries.
Typical complementary skills
Paid media often works best in conjunction with other marketing disciplines. Freelancers with complementary skills can offer a more holistic approach. These include:
- Search engine optimisation (SEO)
- Content marketing
- Social media management
- Email marketing
- Web analytics
Benefits of hiring a paid media freelancer
Hiring a skilled paid media freelancer can bring numerous benefits to your business, including:
- Increased brand visibility and reach: Reach a wider audience and increase brand awareness through targeted advertising.
- Improved lead generation and sales: Drive qualified traffic to your website and generate more leads and sales.
- Data-driven insights and optimisation: Gain valuable insights into your target audience and optimise your campaigns for maximum ROI.
- Flexibility and scalability: Scale your marketing efforts up or down as needed, without the commitment of hiring a full-time employee.
- Access to specialised expertise: Leverage the skills and knowledge of a dedicated paid media expert without the overhead of in-house hiring.
By carefully considering these factors, you can find the right paid media freelancer to help you achieve your business objectives and maximise your marketing ROI.
