ABSTRACT
Paid search marketing is referred to as pay-per-click search engine advertising or paid search, amongst other terms, and is part of search engine marketing. Social media marketing is an increasingly important part of digital marketing, as more users join social media platforms and are spending increasingly longer periods of time socialising on those platforms. Paid social media advertising is mostly related to content promotion, and in this way it is similar to image or video ads used in paid search marketing. LinkedIn is a social networking service for building and maintaining a professional network. Organic content published by organisations on social media competes with ever-increasing numbers of contributions from other organisations and other users. Facebook is the social networking platform most popular worldwide. However, in Europe it is not applicable to all countries, for example in Belarus Pinterest is more popular and in the Russian Federation Vkontakte has significant popularity.
