Achieve Your Goals with Paid Media 

With digitalisation, financial service providers’ marketing mix has changed. Paid media has become an essential part of digital content strategies.

What is Paid Media?

Paid media refers to any form of advertising that you pay for to promote your brand, reach your target audience, and achieve your marketing goals. This includes channels like search engine advertising, social media ads, display ads, and sponsored content.

Paid media is a vital part of a comprehensive marketing strategy, enabling businesses to gain immediate visibility and drive targeted traffic to their websites.

What forms of paid media are there?

Paid media encompasses various formats, each designed to achieve specific marketing objectives. Common forms of paid media include:

Search Engine Advertising

Ads that appear on search engine results pages (SERPs) based on keyword targeting

Social Media Advertising

Sponsored posts on platforms like Facebook, LinkedIn, Twitter, and Instagram

Display Advertising

Banner ads, video ads, and other visual ads displayed on websites within a network

Pay-Per-Click (PPC) Ads

Ads where advertisers pay a fee each time their ad is clicked

Native Advertising

Ads that match the form and function of the platform on which they appear, such as sponsored articles

Programmatic Advertising

Automated buying and placement of ads using AI and real-time bidding

Paid media is a vital part of a comprehensive marketing strategy, enabling businesses to gain immediate visibility and drive targeted traffic to their websites.

What is the difference between earned media and owned media?

While paid media involves purchasing advertising space, earned media is publicity gained through promotional efforts other than paid advertising, such as media coverage or word-of-mouth. Owned media refers to the content and platforms that a company controls, such as its website, blog, and social media profiles.

The key differences are: 

  • Control: Paid media is fully controlled by the advertiser, whereas earned media relies on others to share and promote your content.
  • Cost: Paid media requires financial investment, while earned media is often “free” but can involve significant time and effort to achieve.
  • Longevity: Owned media provides long-term value and ongoing engagement opportunities, while paid media delivers immediate, short-term results.

Why is paid media interesting for asset managers?

Paid media offers unique advantages for asset managers, including:

Immediate Results

Quickly generate traffic and leads, bypassing the slow build-up of organic efforts

Targeted Reach

Precisely target specific demographics, interests, and behaviors to reach high-value prospects


Easily scale campaigns to reach larger audiences or new markets

Complementary to SEO

Augment organic search efforts and fill gaps in visibility

Measurable ROI

Track and measure performance with detailed analytics, ensuring efficient use of marketing budgets

What goals are associated with paid media?

Paid media campaigns can help asset managers achieve a variety of important goals. One key objective is brand awareness, which involves increasing visibility and recognition in target markets. This heightened visibility can attract potential clients, making lead generation another critical goal associated with paid media. As asset managers look to grow their business, market expansion becomes essential, allowing them to enter new geographic or demographic markets effectively.

Paid media also plays a significant role in client acquisition, converting leads into clients through well-crafted ad strategies. Additionally, paid media is instrumental in promoting events, driving attendance to webinars, conferences, and other important gatherings, ensuring a wider reach and greater engagement.

What are the success factors for paid media campaigns?

Successful paid media campaigns hinge on several key factors. Targeting is crucial, as accurate audience targeting ensures that ads reach the right people, maximising the campaign’s effectiveness. Creative quality is another essential element; engaging ad creatives that resonate with the target audience can significantly boost engagement and conversions. Optimised landing pages are vital to maximise conversions, providing a seamless and compelling user experience. Efficient budget management is also important, ensuring that resources are allocated effectively across channels and campaigns.

Finally, analytics and optimization play a critical role; continuous monitoring and adjustment based on performance data allow for ongoing improvements and maximisation of return on investment.

What are the most important paid media channels?

Several paid media channels are particularly effective for asset managers:

Google Ads

Highly targeted search and display ads on the world’s largest search engine

LinkedIn Ads

Professional network ideal for reaching decision-makers and professionals

Facebook Ads

Broad audience reach with detailed demographic and interest targeting

Twitter Ads

Real-time engagement and promotion for events and timely content

Programmatic Ads

Automated ad buying for efficient, large-scale campaigns

How does Finanztext support paid media campaigns?

At Finanztext, we specialize in crafting and executing effective paid media strategies tailored to the unique needs of asset managers. Our services include: 

  • Strategy Development: Customized paid media strategies aligned with your business objectives.
  • Ad Creation: Compelling ad copy and creative that drive engagement and conversions.
  • Campaign Management: End-to-end management of your paid media campaigns.
  • Analytics and Reporting: Detailed reports and insights to track performance and inform decisions.
  • Continuous Optimization: Ongoing adjustments to maximize ROI and achieve campaign goals.

Ready to elevate your business with expert paid media strategies?

Contact Finanztext today to schedule your free consultation and discover how we can help you achieve your marketing objectives through effective paid media campaigns.