Paid advertising is a powerful way to boost visibility, attract the right audience, and drive results but only with the right strategy. In this episode of Mastering Digital with iLEAD et al, we are joined by De Wet du Plessis, Digital CampaignDirector at iLEAD et al, to unpack the fundamentals of paid media. With over 12 years of experience in the field, De Wet shares valuable insights on building effective PPC campaigns, reaching the right users, and getting the most out ofyour ad budget.

We cover everything from the basics of Pay-Per-Click advertising to the role oftargeting, bidding strategies, and ongoing optimisation.

Key takeaways:

• What PPC really is and how it differs from other digital marketing tactics
• The difference between paid and organic traffic
• How to define and reach your ideal audience
• A breakdown of the bidding process and how to approach it
• Tips for optimising ad performance to maximise ROI

Whether you are just getting started or looking to refine your paid media approach, this episode will leave you with practical strategies you can put into action.

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