Advertising that places sponsored listings within search engine results based on keywords, audiences, bids, and campaign settings. A channel for reaching people who are actively expressing intent through search.
Advertising delivered through social media platforms using paid targeting and promoted content formats. A channel used to expand reach, generate traffic, build awareness, and drive conversions.
Cost per click; the average amount an advertiser pays for each click generated by a paid campaign. A practical metric for comparing the traffic efficiency of paid advertising.
The use of paid and sometimes broader search tactics to increase visibility on search engine results pages. In common usage, the term often refers primarily to paid search advertising.
Search engine marketing; the use of paid search advertising to increase visibility on search engine results pages. A direct-response channel for reaching people who are actively searching for relevant products
Paid editorial, social, or creator content produced or distributed in partnership with a brand. A promotional format designed to deliver brand messages through content that fits the surrounding platform.
Marketing exposure purchased by a brand, including search ads, social ads, display placements, sponsorships, and promoted content. A channel category used to gain targeted reach more quickly than organic distribution
The number of people who see content because distribution was supported by advertising spend. A measure of audience exposure generated through promoted or sponsored placement.
An advertising model in which an advertiser generally pays when someone clicks the advertisement. A performance-based method commonly used in search and social advertising.
Pay-per-click; an advertising model in which an advertiser generally pays when someone clicks the advertisement. A common paid media approach for generating measurable website traffic and conversions.
