The Paved Ad Network enables dynamic ad placement into a curated collection of premium newsletters. Here's how to get your Ad Network campaign up and running.
Get Started with Targeting
In the Ad Network section of your Paved account, click Create Campaign.
Name your campaign and choose whether you want to target Consumer Audiences or Professional Audiences.
Click Get Started.
Optional: define your target audience to include only certain locations or job titles.
After you define your target audience, take a look at Forecasted Results, which include estimates of monthly impressions and a CPC range.
When you're ready to proceed, click the Next button in the Ad Builder to continue to the Creative step.
Learn more in our guide: Creative Uploads for Ad Network Campaigns
What's the difference between all the targeting options?
Consumer Audience targeting focuses on demographics for B2C brands, Professional Audience targeting caters to B2B brands based on job information and industry, and targeting by Newsletters allows control over specific publications.
Need help selecting the best targeting for your campaign? Here's a detailed breakdown:
Consumer Audiences:
This is built for B2C and D2C brands. This targeting allows you to set the following parameters:
Location
North America, English-Speaking countries, APAC, Europe
Any other countries
Select this if you are :
Selling a physical product that is not in the B2B category (direct-to-consumer marketing).
Professional Audiences:
This is perfect for B2B brands. This targeting allows you to set the following parameters:
Company Targeting
Industry
Company size
Job Targeting:
Departments
Job title
Seniority
Select this if:
You need to target readers based on their professional information such as job title and management level.
You need to target professionals who work in specific industries.
Ad Network Targeting FAQs
Read on to learn more about how Paved's targeting works.
What newsletters are on Paved's Ad Network?
The Ad Network is made up of hundreds of newsletters. Most of these newsletters fall within the news, tech, business, lifestyle, or design niches.
Can I choose which newsletters my ad is displayed on?
No, but you can remove any newsletters that don't meet your performance goals after the ad has gone live. For best results, we recommend advertising across an array of different newsletter types to capture a specific audience. For example, you can advertise to developers in companies with 1-50 employees, or target startup workers with high net worth.How does targeting work?
You start with the entire Ad Network audience. Every option you select narrows your reach.
Where you have multiple selections (for example in the contextual targeting section), Paved uses “and/or” logic. Different categories operate on “and” logic.
Let’s say I want to reach decision-makers for my new SaaS product. I might select criteria as follows: [In English-speaking countries] AND [work at a company with 1-10 employees] AND are in a [CEO AND/OR Manager AND/OR Executive] position.
What is my estimated reach?
The more options you select, the smaller your Estimated Reach. With the above audience example, you might not reach many people because it is too specific. This limits your results and drives up your minimum bid.
How can I increase my reach?
To maximize your reach, try to keep more than 50,000 people in your potential audience size. As you start going down into audiences below 50,000 impressions drop and you might not get results as quickly as you want.
How does reach differ between social media and email ads?
On social media, users scroll their feeds often, sometimes multiple times a day. With email, newsletters send out a maximum of 1 newsletter per day. Some newsletters only send out once per month! This is why it takes longer to see results if your Estimated Reach is too small. The readers you are trying to target might only get one newsletter a month - and even then it’s not guaranteed that everyone will open it.
Why is my ad showing up in newsletters that don't fit my audience?
Our ads are calibrated to reach people based on their traits and interests. For example, let's say you're only targeting developers. We don't limit you to one publication or even one type of newsletter. Instead, we'll display your ad across an array of newsletters that developers are reading, whether it's HackerNews or Flipboard Recipes.How accurate is Paved's audience targeting?
Similar to platforms such as Google Ads, Paved partners with reputable and privacy-conscious companies like LinkedIn, TransUnion, GitHub, and People Data Labs to gather audience data. Rest assured, subscribers’ personally identifiable information (PII) is always kept confidential on Paved.
