What should paid media management include?
Paid media management should cover an agreed plan for where advertising runs, how campaigns are built and reviewed, how budgets are managed, and how results inform changes. It can include paid search, paid social, display, programmatic, and video. Creative production, landing pages, tracking development, and software costs should be explicitly included or excluded rather than assumed.
Key facts
- Media spend and management fees are separate costs unless a proposal explicitly says otherwise.
- Campaign execution needs named owners for approvals, QA, optimization, and reporting.
- Platform access and account ownership should be agreed before work starts.
Start with a business goal and a channel plan
Define the audience, offer, target outcome, budget, and constraints. For B2B, connect campaign goals to qualified pipeline and the sales cycle. For B2C, connect them to purchases or another relevant customer action, with margin and returns considered.
Clarify the execution scope
List campaign setup, audience or keyword research, buying, pacing, optimization, creative requirements, launch checks, and reporting. Confirm who builds landing pages and maintains tracking. A media-buying agreement does not automatically include every supporting service.
Agree on how decisions get made
Set approval limits, communication expectations, reporting cadence, and how proposed changes will be documented. A useful report explains what happened, what is uncertain, and what the team recommends doing next.
Frequently asked questions
Is paid media the same as paid social?
No. Paid social is one part of paid media, which can also include search, display, programmatic, video, and other purchased advertising placements.
Should creative be included in management?
It depends on the scope. Confirm whether strategy, original production, adaptations, and ongoing testing are included or handled separately.
Can MOM support an existing paid media team?
Yes. MOM supports agencies and brands with agreed media buying, campaign operations, creative, and reporting responsibilities rather than requiring a full replacement of the internal team.