Paid advertising is fast becoming one of the most popularly used traffic generation strategy for most startups and established businesses. Paid advertising is an online strategy that encompasses paying for ad spaces on websites, social media platforms, as well as search engines. Paid advertising stands out from other advertising strategies in that in addition to using the pay-per-click payment model, paid ads provide opportunities for businesses to track the performance and subsequent customer actions accompanying each of the paid ads. Notably, paid ads are flexible in terms of budget compared to other relatively expensive advertising channels and known to perform better for content that does not necessarily rank well organically. This “Promoting Your Business Through Paid Advertising” Checklist offers some steps to effectively using paid advertising to promote your business.