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Search engine optimization (SEO)Search engine optimization, or SEO, attempts to improve a website's organic search rankings in SERPs by increasing the website content's relevance to search terms. Search engines regularly update their algorithms to penalize poor quality sites that try to game their rankings, making optimization a moving target for advertisers.Many vendors offer SEO services.:22Sponsored searchSponsored search(also called sponsored links, search ads, or paid search) allows advertisers to be included in the sponsored results of a search for selected keywords. Search ads are often sold via real-time auctions, where advertisers bid on keywords.:118In addition to setting a maximum price per keyword, bids may include time, language, geographical, and other constraints.:118Search engines originally sold listings in order of highest bids.:119Modern search engines rank sponsored listings based on a combination of bid price, expected click-through rate, keyword relevancy and site quality.37
Social media marketingSocial media marketingis commercial promotion conducted through social mediawebsites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.Mobile advertisingMobile advertisingis ad copy delivered through wireless mobile devices such as smartphones, feature phones, or tablet computers. Mobile advertising may take the form of static or rich media display ads, SMS (Short Message Service) or MMS(Multimedia Messaging Service) ads, mobile search ads, advertising within mobile websites, or ads within mobile applications or games (such as interstitial ads, “advergaming,” or application sponsorship).:23Industry groups such as the Mobile Marketing Association have attempted to standardize mobile ad unit specifications, similar to the IAB's effortsfor general online advertising.Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, connectivity speeds have improved (which, among other things, allows for richer media ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are using mobile devices more extensively.:14The Interactive Advertising Bureau predicts continued growth in mobile advertising with the adoption of location-based targeting and other technological features not available or relevant on personal computers.:14In July 2014 Facebookreported advertising revenue for the June 2014 quarter of $2.68 billion, an increaseof 67 percent over the second quarter of 2013. Of that, mobile advertising revenue accounted for around 62 percent, an increase of 41 percent on the previous year.