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. See
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. See also: Social Media
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. See also:
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. See
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. See
The automated buying and placement of digital advertising using software, audience data, and real-time bidding systems. A scalable method for reaching defined audiences across large networks of digital inventory. See
A platform-specific estimate of the relevance and quality of an advertisement, its keywords, and its destination experience. A diagnostic signal used by some advertising platforms to guide campaign quality and
A strategy for reconnecting with people who previously interacted with a brand, often through email or advertising. A broad follow-up approach intended to bring interested audiences back into the customer
The practice of showing advertisements to people who previously interacted with a website, application, or brand. A way to re-engage audiences who showed interest but did not yet convert. See
