What is Online Marketing?
To put it simply, online marketing is using the Internet to bring leads or sales to your business. The most direct way to do this is to put your website in front of your customers as they are surfing the web (and searching for the product or service that you offer.)
When it comes to the search engines, there are two main ways (and two main places) to get in front of your customers.
Pay Per Click Advertising
The first way is to use pay per click advertising. In Google, it’s called AdWords. These are the “Sponsored Links” that appear on the right hand side of the search results. They also often appear at the top of the search results in a shaded box.
Advertisers bid on certain keywords. The ads appear when your customer searches for the keywords you bid on using Google. When your customer clicks on your ad, they are directed to the web page that you specify and you get charged the amount that you bid.
The real benefit of PPC (pay per click) advertising is that you only pay when someone clicks on your ad.
Search Engine Optimization
The second way to get in front of your customers online is using search engine optimization (SEO). The purpose of SEO is to get your website to appear in the natural or organic (aka free) search results in Google and the other search engines.