Online Advertising Fundamentals

Online Advertising

Search Engine Optimization (SEO)

• Definition: Process of improving website visibility and ranking in search engine results pages (SERPs) through organic, non-paid means.
• Key concepts:
  • Keyword research and optimization
  • On-page optimization (meta tags, titles, descriptions)
  • Off-page optimization (backlinks, social signals)
  • Technical optimization (site speed, mobile-friendliness)
  • Content quality and relevance
• Benefits:
  • Increased website traffic and visibility
  • Cost-effective and long-term results
  • Targeted audience and improved brand credibility

Pay Per Click (PPC)

• Definition: Form of online advertising where advertisers pay each time a user clicks on their ad.
• Key concepts:
  • Ad auction and bidding
  • Ad targeting and placement (search, display, remarketing)
  • Ad copy and landing page optimization
  • Cost-per-click (CPC) and cost-per-thousand impressions (CPM)
• Benefits:
  • Quick and measurable results
  • Targeted audience and customizable ad targeting
  • Flexibility in budget and ad spend

Social Media Advertising

• Definition: Form of online advertising that uses social media platforms to reach target audiences.
• Key concepts:
  • Ad targeting and placement (demographics, interests, behaviors)
  • Ad formats (image, video, carousel, stories)
  • Budgeting and bidding strategies
  • Measuring engagement and conversions
• Benefits:
  • Large and engaged user base
  • Targeted audience and customizable ad targeting
  • Increased brand awareness and social engagement

Email Marketing

• Definition: Form of online advertising that uses email to send messages to customers and potential customers.
• Key concepts:
  • Email list building and segmentation
  • Email content and design optimization
  • Personalization and automation
  • Measuring open rates, clicks, and conversions
• Benefits:
  • Cost-effective and targeted marketing
  • High conversion rates and ROI
  • Personalized and timely communication

Content Marketing

• Definition: Form of online advertising that creates and distributes valuable, relevant, and consistent content to attract and retain a clearly defined audience.
• Key concepts:
  • Content strategy and creation (blog posts, videos, infographics)
  • Content distribution and promotion (social media, email, SEO)
  • Measuring engagement and lead generation
  • Building trust and brand authority
• Benefits:
  • Builds trust and credibility with target audience
  • Generates leads and drives conversions
  • Long-term and sustainable marketing strategy