Paid Paid, also known as paid ads or pay-per-click (PPC), is a model of inbound marketing where businesses pay a fee whenever someone clicks on their online ad. It’s a method of securing visitors to your site through advertising, rather than attracting them organically through content. Search engine advertising is a popular example of PPC. Companies can bid for placement on search engines using relevant keywords or phrases. For example, if we search on Google for “B2B prospecting”, we can see that Cognism’s ad targeting this keyword is at the top of the Search Engine Results Page (SERP). In the B2B sector, the three main platforms for paid ads are Google, LinkedIn and Facebook. We’ll show you how to manage paid ads on each of these platforms. Let’s start with Google! The Inbound Marketing Playbook / 6