How it works
Choose audience, message and measurement for the task rather than cheap impressions alone.
Example
Example: A product introduction video has a different goal from a purchase-focused Search ad.
Common mistakes
Paid reach is not automatically business growth.
How can you check this in practice?
Define the paid channel, charging model and objective. For awareness, inspect eligible exposure and suitable reach measures; for action, measured conversions. Asset production and management costs should be considered separately from media charges.
Distinctions and limitations
Paid media is broader than PPC: impressions, views or other outcomes can be purchased. Equal budgets across formats do not make CPC or CTR directly comparable.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg