Paid Media is important because it give you tons of power and allows you incredible control. You can target users in ways that are not available anywhere else, such as organic SEO. You also have the ability to gain a massive amount of exposure in a short period of time. Another key element of Paid Media is the flexibility with Creative. With organic SEO, you write your title tags and meta descriptions and hope they show up in search results that way and they are going to work well. With Paid Media, you get to write as many Headlines (title tags) and descriptions (metas) as you want, test what what works and optimize accordingly. A seldom used, but powerful strategy is to use Paid Media as a testing ground for your organic titles and metas. And you can always count on getting exposure. Plus, if you have well-defined KPIs, Paid Media lets you develop highly effective conversion funnels. And like it or not, even if you rank well organically, your competitors can still buy the media above your organic position, taking away your share of voice (SOV). Ever notice that every big brand that ranks #1 organically also has the ad right above it? For the brand, that ad spot is super cheap, so you really should buy it.
