ABSTRACT
This chapter illustrates how paid channels can be used for the purpose of connecting to customers. Driving traffic to online sales and communication channels can be achieved using paid channels including search engine advertising, display advertising, social media advertising, affiliate marketing and online games. Search engine marketing involves placing advertisements (ads) that are displayed when someone types in a specifically purchased keyword. Then this chapter looks at the landing pages that are linked to ads and some specific applications of search engine advertising. Finally, it discusses the way in which search engine marketing is more effective with bespoke landing pages and how this can also be measured. The primary objective of an online display ad campaign is generally creating awareness and building positive attitudes, with a secondary objective being to generate clickthroughs. The chapter also examines, for each target segment, which ads score best, and the budget is shifted to those ads.
