What is Paid Marketing?
Paid marketing has many aspects, and quite a few terms, used in the industry. Examples include; PPC (Pay Per Click), Search engine marketing and social media marketing. The aim of a paid marketing campaign is to generate a specific result. To execute a paid marketing campaign we always start at the finish-line, by identifying what the end result should be and then work backwards up til we have topics, content needs and calls-to-actions mapped out before building the campaign. Sales and lead generation are two aspects that companies often want to achieve from a paid marketing campaign.
Essentially there are two types of campaigns we look at. One is a PPC campaign where paid adverts are displayed. When someone clicks on the advert, the fee for that click is removed from your overall advert budget. The other type is a CPM (Cost Per Impression) campaign where the fee for showing the advert is removed when the advert is displayed on a page. If a person clicks on the advert there is no consequent fee.
While the CPM method has its advantages in terms of cost effectiveness and with brand visibility among competitors for long term market reach, we much prefer going the PPC route where clicks mean people have visited your page, and no other payments are required including impressions.