The paid advertising playbook

When you need to expand your business presence on the internet, you have two choices: organic growth or paid advertising. Organic growth means people find you naturally through social media content and when your website appears in search results. With paid ads, you place your message right where potential customers will see it.
The difference is that, rather than spending several months hoping your content will appear naturally on Google or gain attention on social media, paid advertising lets people see your business right away. Your company’s name and message could appear at the very beginning of search results or within social media feeds by tomorrow.