Paid marketing, also known as digital advertising, is a marketing strategy that involves paying to place ads in order to promote a brand or product and attract customers. Paid marketing can be used to: Target audiences Paid marketing can be used to target specific audiences based on demographics, interests, search terms, and more. Increase brand awareness Paid marketing can help a brand expand its digital presence and increase consumer awareness. Increase customer engagement Paid marketing can be used to create digital advertisements that encourage users to engage with a brand. Measure campaign popularity Paid marketing can be used to measure the number of users who view or click on advertisements.