Week 4- Paid media and the role of google adwords

Digital Marketing

Paid media can be used to increase brand awareness or increase sales. There are different methods to highlight each of the above cases.  Cost per click is used to increase sales while cost per impression is better for brand awareness.

Google adwords is the most popular platform for companies to advertise using paid media. Google adwords is the most dominant platform because of its ability to control costs and most visitors across its products. “YouTube has over 1 billion uniques a month as well as several billion views a day. If you were to compare that to search engines, it would rank second and it’s also 2X bigger than Bing and Yahoo  search combined.” (Rampton, 2014)[1].

Google adwords is a pay per click service and can offer advertisers the largest chance to increase sales. However google adwords is declining as consumers become more wary to illegal placed on the…

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