With paid advertising, marketers pay the owner of ad space in exchange for use of that space. The price paid for the ad space is often settled through a bidding process between marketers and the ad space owner. There are several categories, including pay-per-click (PPC), pay-per-impression (PPI), and display ads.
Paid advertising or marketing is displayed on search engine results pages (SERPs) and social media channels or other third party sites. When creating paid ads, a specific channel such as Google Ads or Facebook are selected. Both of these types of paid marketing are pay-per-click, meaning you only pay when someone clicks.
Although paid advertising costs more than owned or earned advertising, paid forms are an effective way to expose your company’s name to a large audience. Paid ads are usually displayed to users on the sides, tops, or bottoms of web pages. Marketers can pay more to have their ads featured on more popular websites to increase traffic.