What is paid advertising? Paid advertising is just what it sounds like: ads that you pay to place. In exchange for a fee, you can advertise your business in prime spaces. This expands your visibility and helps to reach your audience better.
Why paid advertising?
While organic advertising saves you money, it’s a lot of hard work and requires time to build successful results. Paid advertising gives you faster returns and can guarantee you a certain amount of reach. It’s also usable in numerous places, which helps with cross-channel campaigns.
Paid advertising can get you seen in places like YouTube, Google searches, social media and more. Social media users spend an average of 145 minutes per day perusing these sites. So, it’s important to get your business on their feeds to boost your brand awareness.
Types of paid advertising
There are three main types of paid advertising:
- Pay-per-click: With pay-per-click (or PPC) ads, you don’t pay unless a user clicks on your ad. Common PPC ads are links when people use a search engine or display banners. Advertising spots on a search engine results page (SERP) are usually subject to an ad auction to determine which ads will fit best.
- Pay-per-impression: Pay-per-impression (or PPI) ads cost you each time your ad is displayed on a site. Typically, this type of ad is paid for with a flat rate per thousand views. One major benefit to this type of ad is that it’s sure to be seen. Unfortunately, it’s not always guaranteed to convert.
- Display ads: This type of ad comes in a number of versions: text, static image, pop-up, video and more. They’re useful for remarketing, which targets customers who have visited your site but did not complete your conversion target. Unfortunately, these ads are susceptible to ad-blocking technology.