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Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs).
While the industry term once referred to both organic search activities such as search engine optimization (SEO) and paid, it now refers almost exclusively to paid search advertising.
Search engine marketing is also alternately referred to as paid search or pay per click (PPC).
Display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that encourage the user to click-through to a landing page and take action (e.g. make a purchase).
Most display and online advertising campaigns are charged on a cost per click (CPC) basis. That is to say, every time the user on a search engine clicks on your ad, you’ll get charged an amount based on your overall bidding strategy.
They can also be used for retargeting campaigns. This is where ads are served to users who have already visited a specific website. The aim is to “retarget” them and encourage them to return to the website to take the same action (or an action at a different stage of the funnel).
With that in mind, let’s explore what makes a great display ad campaign and how to put together compelling ad creative to attract your ideal audience.
Social advertising is the process of creating and deploying clickable ads to reach target audiences. You can reach them through social media platforms, messaging apps, news feeds, and even outside apps and websites. Companies use social advertising campaigns to build brand awareness, generate leads, and/or capture sales revenue.
Social advertising is particularly effective at driving engagement and conversions. Because social media platforms offer a treasure trove of highly specific and actionable user data. Audiences can be defined based on past behavior and purchase history. Also, by how well users match up with target persona demographics and interests.
Targeted audiences may be completely unfamiliar with the brand and/or product being advertised. But the message has a good chance of resonating and getting an immediate response. Especially in a data-rich and highly personalized social media environment.
Video advertising encompasses online display advertisements that have video within them, but it is generally accepted that it refers to advertising that occurs before, during and/or after a video stream on the internet.
The advertising units used in this instance are pre-roll, mid-roll, and post-roll and all of these ad units are like the traditional spot advertising you see on television, although often they are "cut-down" to be a shorter version than their TV counterparts if they are run online.
Broadcast websites such as Sky.com and itv.com have such advertising on their sites, as do newspaper websites such as The Telegraph, and The Guardian. In 2010, video ads accounted for 12.8% of all videos viewed and 1.2% of all minutes spent viewing video online.
In July 2014 Facebook paid an estimated $400 million to acquire LiveRail, a video advertising distributor which uses Real-time bidding to place more than 7 billion video ads a month.
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.
Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.
Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads. They look like part of the editorial flow of the page. The key to native advertising is that it is non-disruptive - it exposes the reader to advertising content without sticking out like a sore thumb
Programmatic advertising is the use of automated technology for media buying (the process of buying advertising space), as opposed to traditional (often manual) methods of digital advertising. Programmatic media buying utilizes data insights and algorithms to serve ads to the right user at the right time, and at the right price.