Paid services include all the marketing efforts that involve paid placement – including advertisements on other websites and social media. Just like traditional advertising, paying to position your brand on digital platforms is highly effective and can play a key role in many campaigns. Depending on how well-known you are and what you want to achieve, paid services can catalyse new revenue growth and brand awareness, but informing yourself on the best techniques to trigger the ideal response can have transformative results.
Here, you’ll find all of our insights on paid services to help you optimise your ad spend for maximum ROI. Familiarise yourself with the basics, or browse our glossary of most-used terms on this subject.
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A Breakdown Of PAID MEDIA Jargon
Pay Per Click ads refer to the payment scheme where you only pay for the ad each time someone clicks on the link and is taken to your site.
An ad for your business placed on other digital platforms like websites, blogs and apps as text, graphics or banners.
A term used to describe any material used to drive brand awareness and engagement.
Paid ads that you run through social media platforms.
Paid ads that specifically run through search engines and appear when people search for the product or service you offer.
These ads target people who have visited your site before or have shown an interest in what you offer.
Bid or bidding
The price that advertisers offer for a PPC ad position on a specific keyword during an auction.
The words and phrases that audiences search for which advertisers bid to position their ads against.
Customer Acquisition Cost is a marketing metric that measures the cost of obtaining new customers.
How long it takes you to earn the money back that was spent on attracting a new customer.
Return on investment refers to the value (monetary or otherwise) provided from specific investments such as advertisements and digital marketing.
Inorganic or acquired customers
Traffic generated through paid services such as advertisements and PPC.
Traffic generated through unpaid methods such as content marketing and SEO.
A channel refers to the specific platform used to place your ads, such as on external websites, social media or search engines.
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