It is one of the digital marketing strategies, where advertisers pay to display their ads on different platforms, such as search engines, social media, and websites. This type of marketing allows reaching a targeted audience effectively and directly.

Characteristics of paid advertising marketing
1. Pay per click (PPC): Advertisers pay only when an ad is clicked.
2. Precise targeting: Allows the target audience to be determined based on specific criteria such as age, geographic location, and interests.
3. Analysis and measurement: Ad performance can be accurately tracked through detailed analytics.
4. Timing and control: Ads can be turned on and off at any time, giving advertisers full control over their campaigns.

Benefits of paid advertising marketing
1. Quick reach: A wide audience can be reached in a short time.
2. Increase brand awareness: Improve brand visibility and increase awareness.
3. Budget control: Full control over the advertising campaign budget.
4. Return on investment (ROI) measurement: The ability to measure campaign results and their impact on revenue.

Advantages of paid advertising marketing
1. Precise targeting: The ability to target a specific audience based on specific data.
2. Fast results: Get quick results compared to organic marketing.
3. Customization: Customize ads based on audience, location, and platform.
4. Scalability: Campaigns can be easily expanded to reach new audiences.

Disadvantages of paid advertising marketing
1. Cost: Advertising costs may be high, especially in competitive markets.
2. Competition: High competition may make the cost per click high.
3. Reliance on platforms: Success depends on the performance of the platform and its algorithms.
4. Short-term advertising: The effect of the advertisement ends once the campaign ends.

Examples of companies using paid advertising marketing
- Arab companies:
- Souq.com: Uses paid marketing to reach the target audience in the Middle East.
- Noon: Relies on Google and Facebook ads to reach customers.

- Foreign companies:
- Amazon: Uses Google ads to reach a wide segment of customers.

- Coca-Cola: Relies on paid advertising on various social platforms to enhance its presence.

Paid advertising marketing is an effective tool for companies to reach a targeted audience quickly and effectively. Despite its advantages in terms of precise targeting and complete control over the campaign, it requires an ongoing budget and can be expensive. Companies must balance the cost and potential benefits, and adapt to the ongoing competition on different platforms to achieve the best results.