Paid advertising involves paying a publisher (e.g., a search engine, website, or social media platform) to display advertisements to a target audience. These ads can take many forms, including text ads, display ads, video ads, and social media ads. Common uses include driving traffic to a website, generating leads, increasing brand awareness, and promoting specific products or services. Payment models often include cost-per-click (CPC), cost-per-impression (CPM), and cost-per-acquisition (CPA).
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