DIPLOMA IN G.D.

Internet Advertising

-One major benefit of online advertising is the immediate publishing of information that is not limited by geographic or time constraints.

-Online advertisers can customize advertisements, making consumer targeting more efficient and precise.

- For example, AdWords, Yahoo! Search Marketing and Google AdSense enable ads to be shown on relevant web pages or alongside related search results.

-On the other hand, consumers have greater control over the content they see, affecting the timing, placement, and visibility of online advertisements.

-Within the scope of Internet marketing, online advertising includes display advertising, affiliate marketing, search engine marketing (SEM), and mobile advertising.

Display Advertising

-Display advertising is the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a corporate website and increase product awareness.

-These banners consist of static or animated images, as well as interactive media including audio and video.

- Display advertising uses demographic and geographic targeting – capturing users' cookie and browser history to determine demographics, location, and interests – to target appropriate ads to those browsers.

-In addition to contextual targeting, online advertising is targeted based on a user's online behavior.

-This practice is known as behavioral targeting.

- For example, if a user is known to have recently visited a number of automotive websites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.

-Semantic analysis techniques are also used to accurately interpret and classify the meaning or context of the page's content and then populate it with targeted advertisements.

-Semantic web content is closely linked to advertising to increase viewer interest engagement with the advertised product or service.

Affiliate Marketing

-Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of publishers, who are only paid media fees when the advertiser receives web traffic.

-Web traffic is usually based on a call-to-action or measurable campaign result such as a submitted web form or sale.

-Today, this is usually accomplished through contracting with an affiliate network.

Social Network Advertising

-Social network advertising is a form of online advertising found on social networking sites such as Facebook.

-Advertising on social media networks can take the form of direct display ads purchased on social networks, self-serve advertising through internal ad networks, and ad serving on social network applications through special social network application advertising networks.

Search Engine Marketing (SEM)

-Search engine marketing is a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs).

-SEM tactics include paid placement, contextual advertising, and paid inclusion, or free search engine optimization techniques to drive placement of their ads.

-Advertisers pay each time users click on their listing and are redirected to their website, rather than for the ad itself.

-This system allows brands to refine searches and gain information about their market.

Mobile Advertising

-Cell phone advertising is the ability for organizations and individuals to advertise their product or service over mobile devices.
-Mobile advertising is generally carried out via text messages or applications.
-The obvious benefit of mobile advertising for brands is that mobile devices such as smartphones are usually close to the owner throughout the day.
-This presents a cost-effective way for brands to deliver targeted advertisements across mobile platforms on a daily basis.
-Technologies such as location-based advertising also give marketers the ability to deliver ads in close proximity to the physical location of a consumer.
-Although advertisements appear on a small mobile interface, mobile advertisers have the ability to deliver personalized, and thus effective, messaging.

Different mobile advertising tactics include:

· Idle screen advertising - Cell phone owners enter into a third-party agreement that allows advertisements to run on their screen while their phone is idle in exchange for a discount or other promotion.

· App-vertising – Companies design applications, including games and videos, that heavily promote their brand.

· DoubleClick for Advertisers – A Google service that allows brands to buy certain keywords to increase the position of their ads in mobile search rankings.

Search Engine Optimization (SEO)

-Is the practice of employing various strategies to allow websites to rank highly in Search Engine Results Pages (SERPs).
-Paid search engine advertising increases a website's visibility and reach by displaying links to the website's landing pages at the top or bottom of a SERP.
-In contrast, SEO increases a website's visibility and reach by allowing the website to rank well organically in search results when search engine users search for certain key phrases and terms.

-Some SEO strategies include link building, optimization of onsite content with targeted keywords, optimization of meta descriptions with targeted keywords, and optimization of blog content with targeted keywords.
-Most search engines work to find users websites based on their searches using complex algorithms that assess a website's authority, using a wide variety of strategies to rate the overall quality and usefulness of a site's content.
-SEO strategists aim to boost a site's authority in the eyes of search engines by creating high quality content that uses relevant key terms which will be linked to by other sites.

-Local SEO is an emerging trend in the SEO realm.
-Local SEO involves creating content that targets a particular geographical demographic.
-It also includes the use of local listing sites to help establish a website's presence in search results that are tailored to local users.