Search Engine Advertising : Keyword Advertising Essay

Online advertising must go beyond affiliate marketing and display ads increase page views and attract a larger audience. Search engine marketing “represents nearly half the total online ad spend in the United States, with $12 billion in 2010 and projections of $24.45 billion

Broad keyword usually gains many clicks from the campaigns. By analyzing publishers’ performance data, we concluded that Yahoo-US, Overture-Global, MSN-US and MSN-Global are publishers that have strength in broad campaign keywords. Number of clicks for broad keywords represents minimum 90% of total clicks

Today the advertiser has a substantial array of selections. The Internet presents lots of these, with the advent of branded viral films, banners, advertorials, sponsored web sites, branded chat rooms and a lot more. Luckily, each

Two specific advertising methods used are called Performance advertising and Brand advertising. Performance advertising delivers relevant, text-based, advertisements that users click-on in order to directly engage with the advertiser. This is done though an “auction-based advertising program” called AdWord. Through this method clients (the advertisers) pay Google in a “cost-per-click” base. In other words, it recognizes revenue every time, and only if, a Google user clicks on a client’s advertisement. On the other hand Brand advertising uses videos, text images etc. which runs through different devices and reaches specific audiences. With this method, which seeks to promote brand recognition, revenues are recognized through “cost-per-impression” basis. The cost-per-impression approach means that the client is billed “based on the number of times their ads display on Google websites and Network Members’ websites. ” (Investor, 50)

Key word advertising: - Keyword advertising refers to a variety of techniques that associate advertisements with particular terms on websites. The most common form is exemplified by Google Ad Words and Yahoo sponsored search which display ads alongside search engine results. Most ads are composed entirely of text while some may include graphics.

As someone who loves online marketing, change is what keeps digital marketing ahead, when you think about it, no other aspect of a company whether it is accounts, human resources, and so on, face the rapid change that digital does, in particularly paid search marketers. As loyal paid search marketers, we have to keep our skills up-to-date and adaptable to change frequently.

Trying to deliver our content to potential online customers who have might be interested in your product can be difficult. Luckily, there are ways to reach customers, both old and new, using internet search engines. Internet search results are a vital aspect of how content is discovered. Luckily, it is possible to impact the results of these search engines in a way that is beneficial to us. Paid results can post our content straight at the top of the search engines, though it will not ensure that people will view it. Sometimes a more organic approach is necessary to attract visitors.

❖ The cost to buy keywords on Internet search engines rose significantly in 2005, which result in cutting back on advertising expenditure,

Ultimately such ad campaigns are cost-per-click (CPC) services that allow customers to create and run ads for businesses with a cost associated with each user click. Google reports, CPC bidding, companies are only charged when a user clicks on an ad that will direct them to the business website. With CPC campaigns, companies have the ability to identify a maximum amount to pay for an Ad click, known as the maximum cost-per-click bid. As such, companies have control over their AdWords budget. When implementing a maximum CPC initiative, businesses have the ability to identify an average daily expenditure, allowing an additional amount of clicks on days when the ad is popular, while lowering maximum budget on other days. The main advantage of this type of AdWord campaign is overall monthly spending will average out to a pre-identified expenditure amount (“Using AdWords,” 2016). Rampton (2014) outlines a number of key reasons for utilizing online Ads: 1) measurability and flexibility 2) Faster than SEO 3) increased engagement 4) cost control 5) market competition.

Also known as keyword advertisements, these keywords are used in advertising campaigns that draw visitors to the site when they search for a specific keyword. If the visitors using a paid keyword advertising campaign, our site needs to be

The two sides of the market searching and advertising have same-side network effects as well as cross-side network effects. The same side network effects may be measured by the amount of users who rely on Google to provide them with web content. Google has secured more market share than any other search engine in the world. The same side effects, therefore, are greater user numbers for Google and greater desire for content providers to be seen and/or located by Google.

Success in organic searches sometimes takes time while you strengthen your online search profile, but pay-per-click, or PPC, advertising is effective for getting immediate results. Together, we'll choose the best strategies to attract customers. Paid search advertising can include dozens of options, but Google search ads and AdWords campaigns are among the most effective because you'll also raise your organic search profile with the Google, the most popular search engine. Other paid search options, related terms and types of online advertising include:

Over half the $40bn spent advertising online is on ‘search ads’. Google captured 77% of the market in the fourth quarter. Yahoo!’s share was 18%;

Free AdWords: AdWords (Google AdWords) is an advertising service for businesses that want to display ads on Google’s advertising network. The program enables businesses to set a budget for advertising and only pay when people click the ads. The service is focused on keywords.

Far gone are days of using the Yellow Pages or other “offline” directories as a cost effective means of advertising. As a result, businesses are investing heavily in Search Engine Optimization to gain an edge over their competition in Search Engine rankings. More and more companies are gaining online exposure to reach wider audiences and to increase their market share.