What is paid marketing?
Paid marketing means purchasing advertising placements to promote your business. Digital examples include search ads, social ads, display placements and video advertising.
Paid Marketing
Reach an audience through advertising with a clear offer, a relevant destination and a plan for measuring what happens next.
Get in touchThe essentials
Understand paid marketing.
What is PPC?
PPC means pay per click: a pricing model in which an advertiser is charged for a click. Not all paid advertising uses this model; some campaigns are billed in other ways.
What does a campaign need?
A campaign needs a goal, an audience, creative assets, an advertising budget and a destination. The page people visit should continue the message they saw in the ad.
Why is measurement important?
Clicks alone do not show whether the campaign helped your business. Choose useful actions to measure, check that tracking works and review the quality of the resulting enquiries.
Background reading: Mailchimp: Digital marketing methods
Your questions, answered.
Which advertising platform should I use?
Choose according to audience behaviour and campaign purpose. Someone searching for a specific service may have different needs from someone discovering an idea in a social feed.
How much should I spend?
Set a budget you can support while testing. The amount depends on your market, offer, customer value and available evidence. A proposal should explain its assumptions rather than promise a universal minimum.
Are advertising spend and management fees separate?
They usually represent different costs. Advertising spend pays the platform; management fees cover agreed planning and campaign work. Confirm both in your scope.
Do I need a landing page?
A relevant existing page may be enough. A dedicated landing page can help when the campaign has a specific offer or audience that needs focused information.
Can paid ads guarantee sales?
No. The offer, competition, customer experience and follow-up all matter. Advertising creates opportunities; it does not guarantee how people will respond.
How soon can we evaluate a campaign?
Agree review points after launch and allow enough relevant activity to assess the goal. Avoid treating the first few clicks or enquiries as a reliable pattern.
What is retargeting?
It is advertising aimed at an audience based on a previous interaction, where the platform and available permissions allow it. Its suitability depends on your campaign and tracking setup.
What do you need before launching?
Prepare approved copy and imagery, an appropriate destination, account access, a spending limit and a clear definition of the result you want to measure.
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Tell us about your business, your goals and the support you need.
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