How to Create Stellar Niche Paid Ad Campaigns

If you’ve been creating paid ad campaigns for a while, you’ve likely noticed how competitive online advertising has become. Businesses are spending more and more money on paid ad campaigns to attract a growing number of online users.

However, it’s important to recognize not everyone is in your target audience. There are a billion social media users, but your business may only be relevant for a few thousand.

It’s time to stop wasting money advertising to users who will never convert. Instead, you need to find your “ideal” users and create stellar niche paid ad campaigns to convert them.

Paid Media Vs. Owned Media Vs. Earned Media in Niche Markets

It is easy to confuse the terms (paid media, owned media, and earned media), as they all pertain to marketing, but address different types of ads.

When you pay money to a third-party channel like a regional magazine to advertise your business, it’s called “paid media.”

Here is an example of paid media on Twitter.

Niche paid ad campaign on Twitter posted by Morris Garages India.

If you post photos, videos, and other types of online content about your company on your owned social media channels, it’s called “owned media.”

Here is an example of owned media.

How to Create Stellar Niche Paid Ad Campaigns - Paid vs. Owned Media (Owned Media Example)

When people organically feature your content (without you paying for it), it’s called “earned media.”

These include:

sharing your business post on their LinkedIn Page
retweeting your content
posting photos and videos about your products and services on their personal blog, etc.

This graphic by Oneupweb further explains the differences between paid media, owned media, and earned media:

Niche Paid Ad Campaigns - Venn diagram of media campaigns

How to Create a Successful Niche Paid Media Campaign

Now you know you shouldn’t market your business to everyone, so your next question is how do you find the right audience so you can focus your ads (and ad spend) on the right audience.

We’ll discuss and answer those and other niche paid media campaign questions next.