Chapter 15: Online Advertising

ad auction

the process of advertisers bidding on keyword SERPs where they want their ads to appear

campaign

a coordinated effort designed to reinforce or promote information, sentiments, or products

cost per click

the average amount of money an advertiser spends per click through to an ad’s destination URL

online advertising

a form of advertising that occurs via the internet; companies pay for their message or content to be put in front of more consumers than they would otherwise be able to reach on their own

pay-per-click ads (PPC)

an online advertising model where the advertiser only pays every time the ad is clicked; traditionally associated with search engine marketing

promoted post

a social media post that becomes an advertisement by reaching an expanded audience via the specific social network

retargeting

a form of online advertising that connects a brand to consumers who have already visited the brand’s website or otherwise interacted with them online

search engine marketing

the practice of purchasing placements on search engine results pages for a predetermined keyword or set of keywords; advertisements are meant to look similar to organic search engine results

social media advertising

a form of online advertising that uses social media posts to reach an expanded audience