Paid Marketing Services
What is Paid Marketing and How To Use it?

Paid marketing, paid advertising, and sponsored marketing all mean the same thing. It is how businesses can pay to promote their brands on the web, on search engines, social media platforms, and websites to improve brand visibility.

By investing in paid marketing services, businesses can strategically place their ads right where their targeted audience can see them, which could result in a higher rate of successful sales.

What Is
Paid Marketing?

Businesses pay to display ads across various online channels all across the web. Unlike organic marketing efforts like SEO and social media posting, paid ads allow businesses to bypass algorithms so that they can reach their target audience directly. Whether you’re looking to generate leads, drive sales, or increase brand awareness, paid marketing offers a targeted and measurable approach.

Popular Types Of
Paid Marketing

Paid Search Marketing

Paid Search Marketing involves placing ads on search engine results pages (SERPs) when users search for specific keywords related to your products or services. Popular platforms that offer this include Google Ads and Microsoft Advertising.

Paid Social Media Marketing

On the other hand, paid social media marketing allows you to promote your content, products, or services directly within social platforms like Facebook, Instagram, Twitter, TikTok, and more. Businesses can use their advanced targeting options to focus more on specific demographics, interests, and consumer behaviors.

Display Marketing

With display marketing, businesses can showcase visual ads across a network of websites, apps, and platforms. These ads can range from static images, videos, or interactive rich media formats.

Influencers Marketing

Another popular way to market products these days is to partner with influencers and content creators who already have a large loyal following within your target audience. Businesses can leverage their endorsement and trusted voice to increase brand awareness and consideration.

Paid Shopping Marketing

Paid Shopping Marketing: Promote your products directly on search engines and e-commerce platforms like Google Shopping, Amazon Advertising, and more. These ads showcase product details, images, and pricing to drive traffic and sales.

Types of Paid Pricing Models

CPC and CPM are both common pricing models in paid advertising, but they differ in how you pay and what you’re paying for:


Cost Per Click (CPC)

In the Cost Per Click (CPC) advertising model, advertisers pay a fee each time someone clicks on their online ad. It’s designed to drive traffic to the advertiser’s website by only charging when a user clicks the ad, rather than for just displaying it.

Cost Per Mille (CPM)

In the Cost Per Mille (CPM) advertising model, advertisers pay a fixed rate for every 1,000 ad impressions (views) their advertisement receives, regardless of whether anyone clicks on the ad or not.

This model is suitable for building brand awareness and visibility, as the advertiser’s goal is to have their ad seen by as many people as possible within their target audience. The more people see the ad, the more familiar they become with the brand or product being advertised.


The pricing model you choose depends on your goals. CPC is ideal for maximizing conversions, while CPM can be more cost-effective for building brand awareness and visibility.

How you payPer clickPer 1,000 impressions
Ideal forConversions (website visits, purchases)Brand awareness
AdvantageMore targeted, potentially cost-effective for conversionsWider reach
DisadvantageMay not reach as many peopleDoesn’t guarantee clicks

Why Should Your Business Hire a Paid Marketing Agency?

Paid advertising on your own might seem easy enough, but it evolves all the time and can become complex. By partnering with a paid marketing agency, your business can ride on their expert advice, latest tools, and data-driven strategies to maximize your return on investment (ROI). A paid marketing agency will need to stay up-to-date with the latest trends, algorithms, and best practices, which means your campaigns will always remain effective and optimized.

Paid Marketing Strategies


Sell products directly from the ad

With platforms like Google Shopping and social media shopping ads, businesses can showcase their products and drive sales directly from the ad unit.

It is a convenient way to promote your products because customers can click the ad, choose what they would like to purchase, and pay for them all without ever leaving the social media app.

Increase consideration by a specific demographic

With paid advertising, you can target your ads to the people who are most likely to be interested in your product or service. This includes demographics, interests, and behaviors, to ensure that whatever you’re selling resonates with the right audience.

Find new customers

Expand your reach and acquire new customers by increasing brand awareness among your target audience who may not be familiar with your brand yet.

Leveraging the massive reach of social media with eye-catching visuals on platforms like Facebook, TikTok, and Instagram could drive traffic to your website or landing page.

Become a trusted expert

By creating high-quality content and offering a genuine commitment to providing value to your niche with valuable insights and solutions, you can gradually build credibility, authority, and trust within your industry.

Paid Marketing vs Organic Marketing

A good digital strategy is to use both paid marketing and organic marketing because they work hand-in-hand. Although businesses may see immediate results with paid ads, organic efforts like SEO, content marketing, and social media help build long-term brand worth and credibility.

Top 3 Paid Marketing Courses


Google Ads Certification (Google)

  • Comprehensive training on Google’s advertising platforms (Google Ads, Google Marketing Platform, Google Analytics)
  • Covers topics like search advertising, display advertising, video advertising, shopping campaigns, and measurement
  • Consists of multiple certifications (Google Ads Search, Google Ads Display, Google Ads Video, etc.)
  • Provides hands-on experience with the Google Ads platform and real-world case studies
  • Offers online assessments and certifications upon completion of each course

Facebook Blueprint Certification (Facebook)

  • In-depth training on Facebook’s suite of advertising and marketing tools (Facebook Ads, Instagram Ads, Messenger, etc.)
  • Covers topics such as campaign objectives, audience targeting, ad formats, creative best practices, and measurement
  • Consists of multiple certifications (Facebook Certified Digital Marketing Associate, Facebook Certified Marketing Developer, etc.)
  • Includes interactive lessons, quizzes, and real-world case studies
  • Provides access to exclusive resources, tools, and a community of certified professionals

Digital Marketing Specialization (University of Illinois on Coursera)

  • Comprehensive specialization program covering various digital marketing disciplines
  • Courses include Marketing in a Digital World, Digital Analytics and Marketing Performance, Digital Marketing Strategies, and more
  • Taught by instructors from the University of Illinois at Urbana-Champaign
  • Combines theoretical knowledge with practical applications and case studies
  • Offers a shareable certificate upon successful completion of the specialization

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Common paid marketing examples include Pay-per-click advertising on search engines like Google Ads and social media platforms like Facebook Ads or LinkedIn Ads. They can also be display advertising, which involves displaying banner ads, video ads, and sponsored content, or influencer marketing by partnering with influential individuals or content creators.

When done with the right strategy in place, the right targeting, messaging, and optimization, paid marketing can be highly effective in driving brand awareness, which would lead to website traffic, new leads, and an increase in sales.

Paid marketing is a form of advertising where businesses pay to display promotional content across digital channels to reach their target audience.

There are plenty of ways for one to learn paid marketing. Below is a list to help you get started:

  1. Take online courses from platforms like Coursera, Udemy, and edX.
  2. Get certified through programs like Google Ads and Facebook Blueprint.
  3. Attend paid marketing workshops, seminars, and conferences.
  4. Practice hands-on with real ad campaigns on platforms like Google Ads.
  5. Learn from industry blogs, publications, and online communities.
  6. Find a mentor or internship for guided practical experience.
  7. Continue to stay updated knowledge-wise by following industry changes and successful mentors in the field.