online advertising on Journal Marketing

Retargeting: Definition and Principle

Tue, 08 Sep 2026 00:00:00 +0000

Retargeting, definition: this advertising technique consists of re-targeting internet users who have already visited a site or shown interest in a brand, by showing them personalized ads on other pages across the web. Unlike a classic acquisition campaign that addresses a cold audience, retargeting relies on a behavior already observed to deliver a more relevant message, at a moment when the user is still likely to convert.

SEO vs SEA: which strategy to choose in digital marketing

Fri, 28 Aug 2026 00:00:00 +0000

Choosing between SEO and SEA means arbitrating between two opposite acquisition logics: building free visibility that takes time to settle in, or buying immediate visibility that stops with the budget. This SEO vs SEA comparison details how each lever works, their respective costs, and the concrete criteria for choosing the right strategy based on a business’s situation.

SEA Marketing: Definition and How It Works

Wed, 19 Aug 2026 00:00:00 +0000

SEA marketing covers advertising practices that consist of buying space on search engine results pages. A business selects keywords tied to its activity, sets a budget, and usually pays per click to appear above or alongside organic results. It is one of the two main acquisition levers on search engines, alongside organic search.

What Is Google Ads? Definition and How It Works

Mon, 10 Aug 2026 00:00:00 +0000

What is Google Ads exactly? It is Google’s advertising network, which lets a business run paid ads on the search engine, on YouTube, on Gmail and across a vast partner network called the Display Network. The model relies on an auction system: advertisers generally pay only per click, and choose the keywords or audiences their ads should target.