Search advertising is a marketing technique that involves placing digital advertisements on web pages that show results from search engine queries. It is also known as paid search advertising, sponsored ads, search marketing, search-engine marketing, pay-per-click marketing, and cost-per-click marketing. Search advertisements are targeted to match key search terms (called keywords) entered on search engines, and they are sold and delivered on the basis of cost-per-click (CPC) or cost-per-impression (CPM) .
Search advertising is very effective because it is based on the explicit need of the users, rather than just on implicit information about what they might be after. The opportunity to present consumers with advertisements tailored to their immediate buying interests encourages consumers to click on search ads instead of unpaid search results, which are often less relevant. For the online user, search advertising offers highly relevant search results which are based on the consumer’s own queries and, thus, they are considered less intrusive than banner advertisements or pop-ups advertising.
Search advertising is an alternative to SEO and SEM. SEO (Search Engine Optimization) is the process of optimizing a website to rank higher in organic search engine results, while SEM (Search Engine Marketing) is the process of using paid advertising to increase visibility in search engine results pages.
Google is the worlds leading provider of search ads, and its AdWords service allows companies offering products or services to pay for their ads based on the queries of Internet users entered into the search box. Google uses a modified second-price auction system to rank the ads that appear on Google search-engine results pages (SERPs), and determine the cost advertisers have to pay to appear on top of the results page.
In summary, search advertising is a powerful form of advertising that involves placing digital advertisements on web pages that show results from search engine queries. It is based on the explicit need of the users, and it is sold and delivered on the basis of cost-per-click (CPC) or cost-per-impression (CPM). Google is the worlds leading provider of search ads, and its AdWords service allows companies to pay for their ads based on the queries of Internet users entered into the search box.
