SEO stands for “Search Engine Optimization” and is the process of getting traffic from the free, organic, or natural search results on search engines. Optimization can take many forms. It’s everything from making sure the title tags and meta descriptions are both informative and the right length to pointing internal links at pages you’re proud of.
PPC stands for pay-per-click, a model of internet marketing in which you pay a fee each time one of your online ads is clicked. Essentially, it’s a way of buying visits to your site, rather than waiting on those visits organically.
In a pay-to-play game, social media advertising is a must for brands. Organic reach is down across most of the major networks; the days of simply posting on social and expecting all your followers to see everything are over. It’s all about how you target your audience, build customer journeys and get people to your site to make a purchase.
As an advertisement that fits seamlessly into the user experience, they’re more contextual than other forms of digital advertising such as display and banner ads. Instead of appearing off to the side or across the top of a web page, native ads mimic the look, feel, and function of a medium’s content, making it more likely that your audience will trust them.
Programmatic ad buying is the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically. Programmatic advertising technology promises to make the ad buying system more efficient, and therefore cheaper, by removing humans from the process wherever possible.