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How to Build a Paid Media Strategy

via Hubspot Academy


Learn how paid media fits into your inbound strategy, how to allocate budget, and how to plan, buy, and optimize your paid media efforts.
  • Learn how to make your paid media as efficient as possible.
  • Learn how to plan paid media for each step in the buyer’s journey.
  • Learn how to allocate paid media budget to bring ROI.


  • Fundamentals of Paid Media
    • Paid media is an essential part of your inbound methodology. In this lesson, you’ll learn how to use paid media to enhance your inbound marketing.
  • Building a Paid Media Plan
    • Great paid media strategies start with a well thought out plan. In this lesson, you’ll learn how to understand your target audience, identify your paid media goals and objectives, and use a variety of paid media tactics across the awareness, consideration, and decision stages of the buyer’s journey.
  • Maximizing Your Media Buying Budget
    • In order to see a strong return-on-investment for your paid media, you need to allocate your budget wisely. In this lesson, we’ll cover how to identify what your budget actually is, how to allocate your budget across channels, and how to maximize success with automated bidding.
  • Using Reporting to Optimize Your Paid Media
    • Optimizing your paid media requires ongoing testing and reporting. In this lesson, you’ll learn what to look for when optimizing your campaigns, how to tie performance together across platforms, and how to get started with automated reporting.
  • If, When, and How to Work With a Paid Media Agency
    • Working with an agency can help you scale your paid media efforts – and there is an agency out there for businesses of all shapes and sizes. In this lesson, you’ll learn what to look for when choosing a paid media agency and how to build an effective relationship built on trust.
  • Paid Media Course Next Steps
    • Learn what to do after you take the Paid Media Course.


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