Real-Time Bidding (RTB)
The process of buying and selling ads in real-time on a per-impression basis in an instant auction. Advertisers bid on each ad impression as it is served using technology that is based on behavioural targeting via cookies. Advertisers buy an audience instead of an ad placement. Ad placements are auctioned to the marketplace and the highest bidder’s ad is displayed.
Reach
Reach is defined as the total number of people who will be shown your ads across a particular channel.
Ranking
The process that search engines use to qualify content based on relevance to the user’s search criteria. High-ranking pages appear nearer the top of search engine results.
Quality Score
Quality Score is a metric used by Google, Yahoo!, Facebook and Bing that influences the ad rank and cost per click of ads. Quality score is a direct measure of relevance applied to an ad, keyword, or web page.
Pay Per Click (PPC)
PPC is a form of paid media in which search marketers can bid on ads that appear above the organic results on search engines, by bidding on specific brand and interest-focused keywords and terms. Google Ads is Google’s PPC advertising platform.
Paid Search
Search engine results that are sponsored or paid for in some way.
Paid Ads
Generating brand awareness and website traffic through paid advertising formats which are specifically targeted to reach relevant audiences and measured through trackable behaviour metrics
Online Display
Online Display advertising leverages visuals like text, logos, videos, photos, or graphics to convey a brand message in one ad. Display ads can appear when people are on Facebook, YouTube, Gmail, or using mobile devices and apps.
On-Page Optimisation
On-page SEO (also known as on-site SEO) is the practice of improving elements of your web pages, so they rank better on search engines and attract more traffic. This involves updating on-page content, title tags, internal links, and more. Search engines like Google use keywords and other on-page SEO signals to determine whether a page is relevant to a user’s search query. And if the search engine thinks the page will more closely match the user’s search intent, it will show it higher in search results.
Omnichannel Marketing
An omnichannel marketing strategy provides a seamless, unified shopping experience for customers across different sales channels of a brand—such as physical stores, events, mobile devices, and online platforms. It uses data and analytics to ensure customers encounter the same brand message and quality wherever they encounter your brand. For example, if you have a bicycle shop, an omnichannel marketing strategy would allow a customer to discover your shop on social media, explore your online store inventory, and get a coupon to purchase their preferred products in your local store. Omnichannel marketing strategy focuses on customers’ needs to create a consistent and integrated experience on multiple devices and channels.
