Pay-per-click (PPC) is advertising that you pay for when someone clicks and are typically associated with search engines like Google, Yahoo, or Bing. PPC has been around since the ‘90s and had sometimes been discounted by modern marketers looking for the sizzle of social or other digital ads. But there are real benefits to PPC, particularly now. Here are five—and how to get started if you’re not currently doing PPC advertising for your products or company.

Native advertising is content that looks like editorial but is actually paid for by an advertiser. It’s a newer form of digital advertising that savvy marketers are using—and you probably should be, too. According to a study from IHS on behalf of Facebook, by 2020, the majority of mobile display ads will be native and represent $53 billion in advertiser spend. Here are five reasons to take another look at native advertising.

Artificial intelligence (AI) is changing the way we find and acquire qualified leads. By providing a list of top customers and their URLs, together with any needed filters, you can identify lookalike targets using AI.