1. Pay-per-click advertising (PPC).
Running an effective PPC campaign involves strategic bidding on the keywords or phrases used in the ads you create. Your ads will appear above or below non-paid organic search results, with higher bids earning the #1 position. Search engines earn revenue on a per-click basis, while impressions are determined by user search query.
2. Search engine marketing (SEM).
Often used as a synonym for PPC, SEM refers to paid advertising campaigns. This multifaceted term is used by many marketers to describe all paid and organic efforts. It’s also used to describe efforts on Google’s AdWords platform and paid platforms on other search engines, such as Bing.
3. Search engine optimization (SEO).
Unlike the paid advertising methods described above, SEO traffic generates unpaid, “organic” results across search engines like Google and Yahoo. Successful SEO combines adherence to best practices on a product level in tandem with content creation, inbound links, social media engagement and many other factors taken into consideration by search engine algorithms.
4. Display advertising.
Display advertising refers to banners, sidebars and other predominantly-visual advertisements that appear on other websites. Display ads are facilitated by ad networks such as Google Display Network.
5. Affiliate marketing.
Affiliate marketing leverages product-focused referrals such as reviews, comparisons and testimonials, to drive traffic to an online retailer’s website. Receiving a set commission for referred sales, affiliate marketers typically have a loyal following or receive traffic from some of the above channels.
6. Email marketing.
Email marketing is used to target current, potential and past customers with newsletters, abandoned cart notifications and remarketing.