• The content you create on your website (blog posts) as well as the posts you generate on your social media accounts is called „Owned Media“.
• Relevant content on your Vacation Rental Website prompts potential guests to share, like, mention and recommend it on social media. This type of „word-of-mouth“ advertising is called „Earned Media“. Word-of-mouth recommendations are the most trusted form of advertising.
• Pay Per Click (PPC) campaigns (Google Ads etc.) are called „Paid Media“. If you don’t know, which keywords to use for PPC purposes consider a little spying on your competitors to find out, which keywords are driving traffic to their sites. Your ads should be placed at the right time on the right platforms (Google Ads, Facebook, Instagram, Twitter, Pinterest, Youtube).
• Both, earned and paid media drive traffic to your Vacation Rental Website …

(Source: via @kigoapp – Get the full story at http://kigo.net/blog/paid-vs-earned-media-vacation-rental-marketing-tips.html )