What is Paid Advertising?
How Does It Work?
The owner of the ad space is paid by marketers in exchange for use of that space. There is a bidding process between marketers and the ad space owner to decide the price. There are various types of Paid Advertising. The most commonly used are as follows:
PPC, or Pay-per-click advertising, is a type of paid advertising wherein advertisers pay a fee each time one of their ads is clicked. In layman’s terms, you are buying visits to your website instead of earning them organically. One of the most popular forms of PPC is search engine advertising. Essentially, advertisers bid for ad placement in a search engine’s sponsored links when one searches a keyword that is related to their business offering. This will help your business appear on the top of the search engine page, making people easily notice your website. Google AdWords is the most popular PPC advertising system in the world.
When it comes to CPI, it refers to the rate that an advertiser has agreed to pay per 1000 views of a particular advertisement. Also known as Cost per Impression (CPM), the website is paid a certain price by the advertiser for every 1000 impressions the ad receives. If you have not already noticed, CPI works almost like print ad sales, where advertisers pay a fixed price just to show their ads.
A type of paid advertising that attracts the audience of a website, social media platform, or another digital medium to take an action. Attractive image, video, or text-based advertisements encourage the user to click on it, which would take them to a landing page and take an action (for example: subscribe, make a purchase, etc.) There are different ways to measure display ads such as impressions, CTR (click-through rate), reach and conversion rate.
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