- We live in a pay to play marketing landscape.
Organic reach just isn't what it used to be.
So if you want to reach more people
you'll need to pay for the opportunity.
Now, the majority of paid advertising
operates in an auction format.
You'll identify what bidding model you're interested in
and then set a price that you're willing to pay.
And the most common bidding model is pay per click.
Just as it sounds you'll decide how much you'll pay
when a user clicks on your ad.
Pay per impression is also incredibly common.
In this model you pay on what's known
as a CPM basis, or cost per 1000 impressions.
So, you'll be paying each time your ad shows up
regardless if it's clicked or not.
Now you can also pay per action or acquisition,
a model that essentially guarantees a conversion takes place
for an agreed upon price.
In social media marketing
you'll encounter pay per engagement,
which gives you the opportunity
to pay for likes, shares, and even comments.
Now, in mobile app marketing, you can pay per install.
And finally, video advertising is mostly based
on a pay per view model.
These models are used across many types of advertising.
One such model is search advertising.
And this is primarily bid on a cost per click
or cost per action model.
Search engines such as Google
allow advertisers the opportunity to place text ads
alongside organic search results.
And Google ads is the single most
popular advertising platform.
But other search engines such as Bing
also have platforms that allow you
to reach audiences actively searching
for offerings similar to yours.
Now another common paid advertising channel
is display advertising.
With display advertising you'll place text
or image advertisements on sites around the web
and within mobile applications.
These banner ads can have different shapes and sizes
and you likely encountered these
as you've navigated the web yourself.
You can target your display ads
based on the content on the actual page, a website itself,
or by user attributes such as interests or demographics.
Display is great for remarketing
to visitors who didn't purchase
as well as for generating brand awareness.
But it is harder to generate a direct response.
Most display ads are shown to a very relevant audience
but that audience may not be expressing intent
or even purchasing behavior.
Video advertising is incredibly popular as well.
In this model, you'll pay to run a short ad
in a pre-roll, mid-roll, or post-roll placement.
And this refers to where your ad shows up.
Either it runs before video plays,
it interrupts the video that's playing,
or it shows up at the end.
And YouTube is by far
the most popular video advertising platform.
Now, from here we have social media marketing.
And in social media marketing
you can boost your social media posts
or even advertise completely separate
from your social media profile.
Social media ads both some of the lowest costs
and can amplify your organic following tremendously.
Paid advertising is an important component
of any marketing strategy.