Online advertising, also called online marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser..
Whether you’ve worked in paid search marketing for 2 years or 10, you will have likely seen firsthand how dramatically search CPCs can inflate for keywords, year over year, or even quarter over quarter. Some of the inflation culprits include: Emergent, direct competitors to your product or service, hyper focused on your “core” keyword set. […]