Effective marketing campaigns profit from all channels for advertising. Although paid advertising costs more than claimed or earned advertising, paid structures are a powerful method to uncover your organization's name to a larger audience.

Paid ads are normally shown to clients on the sides, tops, or bottoms of site pages. Advertisers can pay more to have their ads highlighted on more famous sites to build traffic.

The various classifications of paid promotions — PPC, PPI, and display ads — permit advertisers to additionally customize their campaigns. The developing ubiquity of social media has recently turned sites such as Facebook and LinkedIn into viable platforms for paid promotions.