From the course: Digital Marketing Foundations
Join today to access over 23,100 courses taught by industry experts.
Introduction to paid advertising
From the course: Digital Marketing Foundations
Introduction to paid advertising
- 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, well, you'll need to pay for the opportunity. Now, the majority of paid advertising operates in an auction format. So, you'll identify what bidding model you're interested in, and then you'll set a price that you're willing to pay. The most common bidding model is pay per click. And just as it sounds, you're deciding how much you'll pay when a user clicks on your ad. Now, pay per impression is also incredibly common. In this model, you'll pay on what's known as a CPM basis, or cost per thousand 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, which is a model that essentially guarantees a conversion takes place for an agreed upon price. And in social media marketing, you can also encounter pay per…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.