# Online advertising

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: digital advertising, online ads, paid ads, digital ads, paid advertising, ad campaign

Paying to show ads on search engines, [social media](https://ecosystem.samcarlton.com/social-media), websites and apps, often aimed at specific audiences. A company pays per view, per click or per action.

**For example:** A [founder](https://ecosystem.samcarlton.com/founder) spends a small test budget on [search ads](https://ecosystem.samcarlton.com/ppc) to see which headline gets more signups.

## Connects to (9)

- [CAC](https://ecosystem.samcarlton.com/cac): Customer acquisition cost.
- [Go-to-market](https://ecosystem.samcarlton.com/go-to-market): Your plan for reaching customers and getting them to buy: who you go after first, where you find them and how you sell.
- [Google Ads](https://ecosystem.samcarlton.com/google-ads): Google's advertising service.
- [Meta](https://ecosystem.samcarlton.com/meta): The company behind Facebook, Instagram and WhatsApp.
- [Web analytics](https://ecosystem.samcarlton.com/web-analytics): Measuring how people find and use a website or app: how many visit, where they come from and what they click.
- [Google Ad Manager](https://ecosystem.samcarlton.com/google-ad-manager): Google's platform for websites and apps that sell ad space, to manage and show ads on their own pages.
- [Display & Video 360](https://ecosystem.samcarlton.com/display-video-360): Google's platform for large advertisers and agencies to buy display, video and streaming ads across many sites in one place.
- [Meta Conversions API](https://ecosystem.samcarlton.com/conversions-api): A Meta service that lets a business send sales and signup events from its own server to Meta, so ads can be measured without relying only…
- [Google Tag Manager](https://ecosystem.samcarlton.com/google-tag-manager): A free Google tool for adding and managing tracking code, such as analytics and ad tags, on a website without editing the site's code each…

Map view: https://ecosystem.samcarlton.com/online-advertising