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Introduction to OnlineLead-GenerationAdvertising
THERE ARE THREE lead-generation tactics—search engine marketing, social media advertising, and display advertising—that might be grouped under the heading of online lead-generation advertising. Each of these three tactics uses online ads as a basis for reaching out to target customers.
This chapter gives you a short overview of some common principles and secondary elements associated with online lead-generation advertising. Since these common principles and elements apply (in one form or another) to all three tactics, I think it’s best to take a quick look at them. In Chapters 7–10, I’ll look at specific ways you can apply these principles and elements to each online advertising tactic.
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