From the course: Digital Marketing Foundations
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Introduction to paid advertising
From the course: Digital Marketing Foundations
Introduction to paid advertising
- Building up a content machine where people just find your stuff on their own is a real journey. It absolutely can be done, and it is a fantastic long-term goal. But while you're on that journey, I think you'll want to invest in paid advertising just to make sure that you're getting your message in front of more of the right people right when you need it. First, let's get on the same page about what I mean when I say paid advertising. At its core, well, it's just paying for placement, and most of it works like an auction. You'll decide how much you're willing to pay for a certain action, like a click or an impression. Now, there are a few common models that you're going to encounter. For starters, we have pay-per-click, or PPC, and this is a big one. You'll pay each time someone clicks on your ad. Think of those text ads at the top of Google Search results. That's largely PPC. Now, Google Ads is the giant here, but platforms like Bing Ads also offer this. Next we have…
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