Online Marketing Flashcards
search engine marketing (SEM)
a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
search engine optimization (SEO)
aims to raise the name of one’s company as high up as possible on the SERP relative to a certain keyword. targets unpaid traffic (known as “natural” or “organic” results) rather than direct traffic or paid traffic.
SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.
indexing
search engines use crawlers to find pages for their algorithmic search results, then assign content to a certain keyword
on-page SEO
focuses on optimizing parts of your website that are within your control, the content-related and technical modifying of one’s own website
off-page SEO
focuses on increasing the authority of your domain through the act of getting links from other websites (backlinks, external links)
black hat vs. white hat SEOs
black hat uses prohibited, illegal practices such as spam practices to produce a large number of links. white hat are those that conform to the necessary rules / standards
Google Hummingbird
the codename given to a significant algorithm change in Google Search in 2013, places greater emphasis on natural language queries, considering context and meaning over individual keywords. It also looks deeper at content on individual pages of a website, with improved ability to lead users directly to the most appropriate page rather than just a website’s homepage.
The upgrade marked the most significant change to Google search in years, with more “human” search interactions and a much heavier focus on conversation and meaning. Thus, web developers and writers were encouraged to optimize their sites with natural writing rather than forced keywords, and make effective use of technical web development for on-site navigation.
search engine advertising (SEA)
Ads in the form of a text or images are posted on search engines. These ads then appear prominently in the SERPs. This method belongs to the main source of income for search engine providers.
Google Ads
an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search (the Google Search Network) and on non-search websites, mobile apps, and videos (the Google Display Network). Services are offered under a pay-per-click (PPC) pricing model.
click-through rate (CTR)
a metric that measures the number of clicks advertisers receive on their ads per number of impressions. achieving a high click-through rate is essential to your PPC success, because it directly affects both your Quality Score and how much you pay every time someone clicks your search ad.
interstitial ads
interactive, full-screen ads that cover the interface of their host app or site. These ads appear between content, so they place at natural transition points or breaks, such as in between activities or game levels. Their full-coverage is what differentiates them from other ad types, like pop-up, native, and banner ads.
Interactive Advertising Bureau (IAB)
an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry.
CPM vs. CPC
CPM = Cost per “mille,” or 1,000 impressions. A $2 CPM means you pay $2 for every 1,000 impressions your ad receives.
CPC = Cost per click. If your campaign generated 1,000 clicks at a $2 CPC, you would pay $2,000.
CPM is best used for driving awareness and brand engagement. CPC is best used to drive conversions, whether these are website visits or sales.
Real-time bidding (RTB)
a means by which advertising inventory is bought and sold on a per-impression basis, via instantaneous programmatic auction, similar to financial markets.
A typical transaction begins with a user visiting a website. This triggers a bid request that can include various pieces of data such as the user’s demographic information, browsing history, location, and the page being loaded. The request goes from the publisher to an ad exchange, which submits it and the accompanying data to multiple advertisers who automatically submit bids in real time to place their ads. Advertisers bid on each ad impression as it is served. The impression goes to the highest bidder and their ad is served on the page.
frequency capping
a term in advertising that means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular advertisement. This restriction is applied to all websites that serve ads from the same advertising network. avoids banner burnout.
affiliate marketing
a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.
affiliate network
An affiliate network acts as an intermediary between publishers (affiliates) and merchant affiliate programs. It allows website publishers to more easily find and participate in affiliate programs which are suitable for their website (and thus generate income from those programs), and allows websites offering affiliate programs (typically online merchants) to reach a larger audience by promoting their affiliate programs to all of the publishers participating in the affiliate network.
