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
In the Ad Network section of your Paved account, click Create Campaign to get started.
Choose Consumer or Professional Targeting
To begin, name your campaign and choose whether you want Consumer (B2C) or Professional (B2B) targeting:
What's the difference between consumer vs professional targeting?
Consumer Targeting:
Built for B2C and D2C brands. This targeting allows you to set the following parameters:
Location
Gender
Age
Select this if you are :
Selling a physical product that is not in the B2B category (direct-to-consumer marketing).
Targeting readers based on demographics like gender and age
Professional Targeting:
Built for B2B brands. This targeting allows you to set the following parameters:
Contextual targeting
Company Targeting
Industry
Company size
Job targeting:
Departments
Job title
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
Define Your Audience
In the next step, you'll narrow down your audience to get the perfect reach. Fill out each section to choose your audience.
Predefined Audiences
Predefined B2B audiences are custom-built audiences that are highly requested.
These audiences can be used in conjunction with other filters. For example, if you wanted to target CEOs at large companies, you can pair Companies with 10,000+ Employees with a job title. Available audiences include:
Startup Employees | Subscribers who work at startup companies. |
Recent Investment Funding | Subscribers who work at companies that recently closed an investment round. |
Recent Seed Funding | Subscribers who work at companies that recently closed a seed investment round. |
Recent Angel Funding | Subscribers who work at companies that recently closed a pre-seed/angel investment round. |
Companies with 1 - 50 Employees | Subscribers who work at companies with 1 - 50 employees. |
Companies with 51 - 500 Employees | Subscribers who work at companies with 51 - 200 employees. |
Companies with 500+ Employees | Subscribers who work at companies with 500+ employees. |
Companies with 10,000+ Employees | Subscribers who work at companies with 10,000+ employees. |
Photoshop Users | Subscribers who list Photoshop as a skill on LinkedIn or who frequently read content relating to Photoshop. |
Developers | Subscribers with job titles relating to programming/development and subscribers with GitHub activity in the last year. |
Front End Developers | Subscribers with job titles relating to front-end programming and subscribers who have interacted with popular front-end libraries on GitHub. |
Back End Developers | Subscribers with job titles relating to back-end programming and subscribers who have used back-end programming languages on GitHub in the last year. |
Freelancers | Subscribers who list themselves as freelancers or contractors on LinkedIn. |
Homeowners | Subscribers identified by Experian as owning a home. |
Renters | Subscribers identified by Experian as renting their home. |
High-net-worth | Subscribers identified by Experian as having a net worth over $1 million. |
Location Targeting
Use location targeting to select countries to narrow your potential audience by country or geographic region.
Demographic Targeting
Choose the demographics you want to target based on age or gender.
Contextual Targeting
This type of targeting helps you reach people based on the content they've engaged with in the past 30 days.
Enter the specific keyword or domain you want to target in contextual targeting as seen below.
Note: Contextual targeting works on an and/or basis. So if you select “hacker newsletter” as well as a domain, subscribers will have engaged with the domain and/or "hacker newsletter."
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, you can only target based on an audience. For example, you can advertise to developers in companies with 1-50 employees, or target startup workers with high net worth. However, you can remove any newsletters that don't meet your performance goals after the ad has gone live.
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 have an interest in [JavaScript AND/OR jQuery] 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.
Next Steps
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, tap the Next button in the Ad Builder to continue to the Creative step.
Learn more in our guide: Creative Uploads for Ad Network Campaigns
