The key internet advertising terms explained
Internet advertising offers various ways to reach your target audience in a more effective way. Here are some of the aspects of internet advertising to consider:
Search engine optimisation, (SEO)
People use search engines to find information on the internet. In order to generate traffic to your website, it is important to acquire a high ranking on the engine’s results page when relevant keywords are searched for. SEO is the part of internet advertising that takes into account how search engines work and what people search for, and then optimises the website, for example by improving the content, to achieve higher rankings.
Pay per click (PPC) advertising
Advertisers can also pay to have their links listed when users search for relevant keywords. These links are listed separately, usually on the right-hand side of the results page. When using the PPC model for internet advertising, the advertiser bids on relevant keywords for its business and will only pay when a user clicks on the link.
Social media marketing
Advertisers must also look at social media, such as blogs, video and photo sharing websites and online communities like Facebook, to generate targeted exposure. This form of internet advertising allows the advertiser to reach niche audiences, for example Beatles fans in South Africa. Advertisers can also include aspects of social media on their own websites, for example blogs or web services such as Digg, del.icio.us or RSS feeds.
E-mail marketing is the internet’s version of direct mail. It can be used to communicate with existing customers, for example to inform them of new offers, or attract new customers, by asking visitors to the website to subscribe to newsletters.
This form of internet advertising can be compared to an advertisement in a newspaper, with the ad usually appearing on the same page as editorial content. A camera shop can for example target a niche audience by placing a banner on a specialist photography website.