Paid digital advertising is a more short-term approach to driving users to your product/website than standard SEO. These are usually used for retail sales and obtaining new followers. Testing is much more important because sometimes even very small changes to ads can result in significantly different outcomes.
High quality ads are mandatory since you are usually paying to get in front of people for the first time. And, in google AdWords, low quality ads actually have to pay more for each click. Facebook is a growing platform for ads and video is becoming most prominent.
“SunCity helped us win a $10,000/mo grant for google ads and then optimized our ads to drive traffic to our website and maximize the value of the monthly budget we won.”
-Rosemary Coates, Non-Profit Director in Silicon Valley, CA